Fuel Link

Fuel Link is a pioneering SaaS platform designed to revolutionize fuel station management. Built for station owners, attendants, and customers, the MVP unifies three core experiences, a Fuel Station Dashboard, an Attendant App, and a User App, into one connected ecosystem for running a modern fuel station.

Client

Fuel Link

Industry

Energy

Service

UX Research & Mobile/Web App Design

Duration

6 Months

OVERVIEW

Fuel Link is a multi-platform product built to solve one of the energy sector's most overlooked operational gaps: disjointed, disconnected fuel station management. Designed for station owners, attendants, and everyday customers, Fuel Link combines real-time sales visibility, streamlined attendant workflows, and digital-first customer engagement into a single MVP. I led the end-to-end design process across all three components, from user research and ideation through wireframing, prototyping, and high-fidelity design.

THE CHALLENGE

Fuel station operations typically rely on outdated, disconnected systems with no real-time visibility into sales or performance. Attendant management and scheduling remain largely manual and error-prone, and customer engagement is minimal, with few or no digital touchpoints for finding stations, paying, or earning value from loyalty. The deeper problem wasn't any single broken workflow, it was the absence of a connected system linking owners, attendants, and customers together.

THE RESEARCH

Before any design work began, I conducted user interviews and surveys across all three user groups to identify real pain points. User Interviews & Surveys: I spoke with 5 station managers, 12 attendants, and several regular customers. Core insights that emerged: Managers expressed a strong need for a centralized view of sales and employee performance, rather than fragmented reporting. Attendants wanted a simple system for clocking in and processing payments without extra manual steps. Customers shared a desire for a reliable app to locate stations, check fuel prices, and earn rewards for loyalty. Ideation and Brainstorming: Using these insights, I facilitated ideation sessions with stakeholders and sketched initial concepts for each of the three platform components, ensuring every user group had a clear, dedicated experience built around their specific workflow.

THE SOLUTION

The research reframed Fuel Link from a single app into three connected experiences, each solving a distinct problem for a distinct user, but unified by one operational backbone. Fuel Station Dashboard: Built around a sales overview, attendant management, station setup, and pricing setup, the dashboard used high-contrast design and screen-reader compatibility to remain accessible across diverse users. To manage complexity, I divided the dashboard into clearly labeled sections with interactive elements that kept navigation intuitive despite the depth of data. Attendant App: Designed around barcode scanning, payment handling, and shift management, the app prioritized a minimalistic interface for attendants juggling multiple tasks at once. A key breakthrough came from integrating a clock-in/clock-out feature directly into the app, which significantly reduced manual tracking errors. User App: Built around a station locator, wallet integration, and loyalty features, the app let customers filter nearby stations by pricing, ratings, and services. Looking ahead, we scoped future additions like car maintenance scheduling and towing services to keep engagement growing over time. Design Process: Low-fidelity wireframes were used to validate structure and flow across all three components before any visual design began, with stakeholder feedback guiding iterative improvements. In high-fidelity design, the dashboard's Sales Overview used interactive graphs and data tables, while the User App's onboarding, authentication, and payment wallet flows were built for seamless, low-friction navigation. Usability testing with 10 participants then led to simplified dashboard navigation, an improved layout for the attendant app's clock-in feature, and enhanced search filters in the user app.

THE RESULT

Fuel Link's MVP was evaluated against both user needs and business goals. Managers gained streamlined operations and improved decision-making through real-time insights. Attendants experienced reduced transaction errors and simplified shift logging. Customers gained enhanced convenience through digital payments and station discovery tools. Attendant logging errors dropped by 20% during testing. Transaction times improved by 15% for attendants. 90% of test participants gave positive feedback on the overall experience. The MVP also validated a modular foundation for future expansion, including fuel delivery and fleet management, built on strong stakeholder alignment through interactive prototypes and clear, continuous communication.

Conclusion

Fuel Link demonstrated my ability to design across multiple interconnected user groups within tight MVP constraints, balancing scope, feasibility, and accessibility without compromising on either usability or aesthetics. Early and continuous user involvement proved critical to keeping the design relevant, while flexibility in scope allowed the product to adapt as needs evolved. This project reinforced my commitment to user-centered design that scales with real business goals, and left me eager to keep building products that create meaningful operational change.

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