Case Study
Modernizing the residential propane experience
Modernizing the residential propane experience
Who is Tankfarm
Tankfarm is a technology company that is revolutionizing the residential propane industry by connecting propane suppliers with consumers, modernizing the residential propane experience, and making propane deliveries more efficient and profitable for retailers and more convenient for consumers.
Tankfarm is a technology company that is revolutionizing the residential propane industry by connecting propane suppliers with consumers, modernizing the residential propane experience, and making propane deliveries more efficient and profitable for retailers and more convenient for consumers.
Tankfarm is a technology company that is revolutionizing the residential propane industry by connecting propane suppliers with consumers, modernizing the residential propane experience, and making propane deliveries more efficient and profitable for retailers and more convenient for consumers.
My Role
Solo designer; Set design direction and UX Strategy; Lead brainstorming, ideation sessions, and design reviews; Collaborated with team to set content strategy and prioritize efforts; Conducted user research and discovery, stakeholder meetings and interviews.
Solo designer; Set design direction and UX Strategy; Lead brainstorming, ideation sessions, and design reviews; Collaborated with team to set content strategy and prioritize efforts; Conducted user research and discovery, stakeholder meetings and interviews.
Solo designer; Set design direction and UX Strategy; Lead brainstorming, ideation sessions, and design reviews; Collaborated with team to set content strategy and prioritize efforts; Conducted user research and discovery, stakeholder meetings and interviews.
Team
Product Manager, Designer, & Developers
Product Manager, Designer, & Developers
Product Manager, Designer, & Developers
Date
2021-2022
2021-2022
2021-2022
Overview
Overview
The Problem with the propane buying experience for the home
Shopping for propane and finding a supplier can be overwhelming for residential consumers.
There is lack of transparency in current market prices and the buying process is outdated and time consuming.
Antiquated propane purchasing experience for modern consumers.
The Tankfarm website didn't convey trust and confidence for both suppliers and customers .
The brand lacks differentiation and is perceived as just another ordinary propane supplier.
Shopping for propane and finding a supplier can be overwhelming for residential consumers.
There is lack of transparency in current market prices and the buying process is outdated and time consuming.
Antiquated propane purchasing experience for modern consumers.
The Tankfarm website didn't convey trust and confidence for both suppliers and customers .
The brand lacks differentiation and is perceived as just another ordinary propane supplier.
Shopping for propane and finding a supplier can be overwhelming for residential consumers.
There is lack of transparency in current market prices and the buying process is outdated and time consuming.
Antiquated propane purchasing experience for modern consumers.
The Tankfarm website didn't convey trust and confidence for both suppliers and customers .
The brand lacks differentiation and is perceived as just another ordinary propane supplier.
The current Challenges and Constraints
Building brand awareness and trust as a newcomer in the industry.
Navigating different markets and partnering with individual suppliers in various regions.
Managing regulatory complexities in a highly regulated industry, with varying safety and inspection rules among different suppliers and regions.
Generally, the U.S. propane industry is highly fragmented and has been slow to embrace new technology.
Building brand awareness and trust as a newcomer in the industry.
Navigating different markets and partnering with individual suppliers in various regions.
Managing regulatory complexities in a highly regulated industry, with varying safety and inspection rules among different suppliers and regions.
Generally, the U.S. propane industry is highly fragmented and has been slow to embrace new technology.
Building brand awareness and trust as a newcomer in the industry.
Navigating different markets and partnering with individual suppliers in various regions.
Managing regulatory complexities in a highly regulated industry, with varying safety and inspection rules among different suppliers and regions.
Generally, the U.S. propane industry is highly fragmented and has been slow to embrace new technology.
The Approach
The Approach
What are the Goals
Embrace a user-centered approach to designing an experience that conveys trust, enhances consumer satisfaction, and goes above and beyond ion order to exceed expectations.
Craft visually captivating styles and compelling narratives that instill trust, consumer confidence, and helpfulness, creating an emotional connection with prospects and customers alike.
Design a propane buying experience with a modern and seamless process that's convenient, efficient, and brings delight to the modern consumer.
Embrace a user-centered approach to designing an experience that conveys trust, enhances consumer satisfaction, and goes above and beyond ion order to exceed expectations.
Craft visually captivating styles and compelling narratives that instill trust, consumer confidence, and helpfulness, creating an emotional connection with prospects and customers alike.
Design a propane buying experience with a modern and seamless process that's convenient, efficient, and brings delight to the modern consumer.
Embrace a user-centered approach to designing an experience that conveys trust, enhances consumer satisfaction, and goes above and beyond ion order to exceed expectations.
Craft visually captivating styles and compelling narratives that instill trust, consumer confidence, and helpfulness, creating an emotional connection with prospects and customers alike.
Design a propane buying experience with a modern and seamless process that's convenient, efficient, and brings delight to the modern consumer.
What are The Assumptions
To shift perception, Tankfarm needed to differentiate their online presence through modern brand positioning, an approachable voice and tone, and a different propane buying experience for the modern consumers.
Build trust and brand awareness by:
Leading with core values in every narrative
Positioning brand with a posture of transparency, personality, and consumer-friendly technology
Being the simple and user-friendly platform
Success will be measured by:
Increase in the numbers of prospects converting to members
Scheduled calls through a simplified online application flow
To shift perception, Tankfarm needed to differentiate their online presence through modern brand positioning, an approachable voice and tone, and a different propane buying experience for the modern consumers.
Build trust and brand awareness by:
Leading with core values in every narrative
Positioning brand with a posture of transparency, personality, and consumer-friendly technology
Being the simple and user-friendly platform
Success will be measured by:
Increase in the numbers of prospects converting to members
Scheduled calls through a simplified online application flow
To shift perception, Tankfarm needed to differentiate their online presence through modern brand positioning, an approachable voice and tone, and a different propane buying experience for the modern consumers.
Build trust and brand awareness by:
Leading with core values in every narrative
Positioning brand with a posture of transparency, personality, and consumer-friendly technology
Being the simple and user-friendly platform
Success will be measured by:
Increase in the numbers of prospects converting to members
Scheduled calls through a simplified online application flow
The Process
The Process
Define the What, Who, and Why
Define the What, Who, and Why
What are we building
An online residential propane platform that connects propane suppliers with consumers to make propane deliveries more efficient and profitable for suppliers and more convenient for consumers.
An online residential propane platform that connects propane suppliers with consumers to make propane deliveries more efficient and profitable for suppliers and more convenient for consumers.
An online residential propane platform that connects propane suppliers with consumers to make propane deliveries more efficient and profitable for suppliers and more convenient for consumers.
Who are we building this for
Propane consumers that primarily rely on propane to power their homes and are comfortable interacting with products and services online.
Propane consumers that primarily rely on propane to power their homes and are comfortable interacting with products and services online.
Propane consumers that primarily rely on propane to power their homes and are comfortable interacting with products and services online.
Why are we building this
The Frustrations and Pain Points
Feel that they are being overcharged for propane purchases due to hidden fees and lack of transparency. “Price gouging”.
Not knowing exactly what they are paying for
Expectation of modern convenience and service
The Frustrations and Pain Points
Feel that they are being overcharged for propane purchases due to hidden fees and lack of transparency. “Price gouging”.
Not knowing exactly what they are paying for
Expectation of modern convenience and service
The Frustrations and Pain Points
Feel that they are being overcharged for propane purchases due to hidden fees and lack of transparency. “Price gouging”.
Not knowing exactly what they are paying for
Expectation of modern convenience and service
Discover, Understand, and Prioritize User Needs and Opportunities
Stakeholder Interviews
Conducted interviews with team to gather any siloed information that can help get a better understanding of current members, applicants, and prospects.
Stakeholder Interviews
Conducted interviews with team to gather any siloed information that can help get a better understanding of current members, applicants, and prospects.
Stakeholder Interviews
Conducted interviews with team to gather any siloed information that can help get a better understanding of current members, applicants, and prospects.
Experience Maps
As a starting point, I used Empathy Map and User Journey Map collected from research to create a shared understanding with the team regarding users’ feelings, thoughts, behaviors and actions.
Experience Maps
As a starting point, I used Empathy Map and User Journey Map collected from research to create a shared understanding with the team regarding users’ feelings, thoughts, behaviors and actions.
Experience Maps
As a starting point, I used Empathy Map and User Journey Map collected from research to create a shared understanding with the team regarding users’ feelings, thoughts, behaviors and actions.
Customer Support Emails
Combed through customer support emails
Outlined a patterns of questions and various customer issues
Customer Support Emails
Combed through customer support emails
Outlined a patterns of questions and various customer issues
Customer Support Emails
Also read through customer support emails that were coming in and took note of repeating questions and different customer requests and issues
Design the How
Design the How
Surveying the landscape
There are no comparable services like Tankfarm. However, there were numerous providers that provide propane.
I analyzed these sites’ overall user experience, from visual design, voice and messaging, to brand personality and promise. Most had similar design patterns: large hero image, use of photography, template looking layout, lots of information and call-to-action.
In addition to information gathered from understanding user needs and priorities, I researched into other factors that will influence design choices: competitor analysis, design patterns, and tangential design trends.
There are no comparable services like Tankfarm. However, there were numerous providers that provide propane.
I analyzed these sites’ overall user experience, from visual design, voice and messaging, to brand personality and promise. Most had similar design patterns: large hero image, use of photography, template looking layout, lots of information and call-to-action.
In addition to information gathered from understanding user needs and priorities, I researched into other factors that will influence design choices: competitor analysis, design patterns, and tangential design trends.
There are no comparable services like Tankfarm. However, there were numerous providers that provide propane.
I analyzed these sites’ overall user experience, from visual design, voice and messaging, to brand personality and promise. Most had similar design patterns: large hero image, use of photography, template looking layout, lots of information and call-to-action.
In addition to information gathered from understanding user needs and priorities, I researched into other factors that will influence design choices: competitor analysis, design patterns, and tangential design trends.
Shaping design decisions
Divergent thinking
Tankfarm has decades of combined experiences and domain expertise in the energy industry. But to be set apart from the crowd, we needed a modern approach to a local hometown service.
Tangential design trends
Diverging from the current design styles of the above leading providers, I looked at sectors ranging from technology, finance, and software services.
Divergent thinking
Tankfarm has decades of combined experiences and domain expertise in the energy industry. But to be set apart from the crowd, we needed a modern approach to a local hometown service.
Tangential design trends
Diverging from the current design styles of the above leading providers, I looked at sectors ranging from technology, finance, and software services.
Divergent thinking
Tankfarm has decades of combined experiences and domain expertise in the energy industry. But to be set apart from the crowd, we needed a modern approach to a local hometown service.
Tangential design trends
Diverging from the current design styles of the above leading providers, I looked at sectors ranging from technology, finance, and software services.
Something new, from something old
Initial observations of design trends
Large typography and oversize headline
Use of line art and simplified illustrations
3D and realism
Lots of negative space
Bold colors
Approachable voice and friendly tone
Something new, from something old
Initial observations of design trends
Large typography and oversize headline
Use of line art and simplified illustrations
3D and realism
Lots of negative space
Bold colors
Approachable voice and friendly tone
Something new, from something old
Initial observations of design trends
Large typography and oversize headline
Use of line art and simplified illustrations
3D and realism
Lots of negative space
Bold colors
Approachable voice and friendly tone
Mobile vs. Desktop Internet Usage Statistics
Although the desktop experience is still very important, being mobile friendly is important in all industries
63% of all US online traffic comes from smartphones and tablets.
51% of the time spent online in the US is on mobile devices.
52.2% of all website traffic worldwide was generated through mobile phones in 2018.
Nearly 80% of internet usage is expected to have been mobile in 2018.
Global mobile data traffic is projected to increase nearly 3x between 2018-2021.
Mobile market share worldwide is 52.1% compared to desktop market share of 44.2%.
(Source: Techjury)
Mobile vs. Desktop Internet Usage Statistics
Although the desktop experience is still very important, being mobile friendly is important in all industries
63% of all US online traffic comes from smartphones and tablets.
51% of the time spent online in the US is on mobile devices.
52.2% of all website traffic worldwide was generated through mobile phones in 2018.
Nearly 80% of internet usage is expected to have been mobile in 2018.
Global mobile data traffic is projected to increase nearly 3x between 2018-2021.
Mobile market share worldwide is 52.1% compared to desktop market share of 44.2%.
(Source: Techjury)
Mobile vs. Desktop Internet Usage Statistics
Although the desktop experience is still very important, being mobile friendly is important in all industries
63% of all US online traffic comes from smartphones and tablets.
51% of the time spent online in the US is on mobile devices.
52.2% of all website traffic worldwide was generated through mobile phones in 2018.
Nearly 80% of internet usage is expected to have been mobile in 2018.
Global mobile data traffic is projected to increase nearly 3x between 2018-2021.
Mobile market share worldwide is 52.1% compared to desktop market share of 44.2%.
(Source: Techjury)
Information Architecture
Mapped navigation flow, organized, structured and label content.
Mapped navigation flow, organized, structured and label content.
Mapped navigation flow, organized, structured and label content.
(Blurred out content for privacy)
Wireframe & Content Creation
Wireframe & Content
Created several versions of the home page and wrote headline and site copy
Created several versions of the home page and wrote headline and site copy
Created several versions of the home page and wrote headline and site copy
Design Exploration
Design. Test. Iterate
Design. Test. Iterate
Design. Test. Iterate
develop a brand personality
Exploring visual styles and content strategies. Should we use playful illustrations? How about serif headline and large bold fonts? Monochrome palette?
Exploring visual styles and content strategies. Should we use playful illustrations? How about serif headline and large bold fonts? Monochrome palette?
Exploring visual styles and content strategies. Should we use playful illustrations? How about serif headline and large bold fonts? Monochrome palette?
This exploration lead us to a brand personality that felt...
This exploration lead us to a brand personality that felt...
Unconventional
but trustworthy and transparent
Unique
but friendly and approachable
Simple
but mindful and detailed process
High-tech
but homegrown high-touch service
Unconventional
but trustworthy and transparent
Unique
but friendly and approachable
Simple
but mindful and detailed process
High-tech
but homegrown high-touch service
The Results
The Results
marketing Website
Problem: When residential consumers shop for propane suppliers, they don’t know if they are getting a fair price and must trust the suppliers to deliver a “satisfactory” experience and service.
Solution: Build trust, consumer confidence, and helpfulness when purchasing propane through Tankfarm. We lead with a clean simple design, a voice of transparency, thoughtful illustrations, and brought a modern experience to the entire residential propane process, from first quote to last delivery.
Problem: When residential consumers shop for propane suppliers, they don’t know if they are getting a fair price and must trust the suppliers to deliver a “satisfactory” experience and service.
Solution: Build trust, consumer confidence, and helpfulness when purchasing propane through Tankfarm. We lead with a clean simple design, a voice of transparency, thoughtful illustrations, and brought a modern experience to the entire residential propane process, from first quote to last delivery.
Problem: When residential consumers shop for propane suppliers, they don’t know if they are getting a fair price and must trust the suppliers to deliver a “satisfactory” experience and service.
Solution: Build trust, consumer confidence, and helpfulness when purchasing propane through Tankfarm. We lead with a clean simple design, a voice of transparency, thoughtful illustrations, and brought a modern experience to the entire residential propane process, from first quote to last delivery.
Prospect application Flow
Problem: We were receiving too many unqualified leads through various marketing channels that took a great deal of Sales and Customer Service’s time and resources.
Solution: Designed a chat bot that would determine their qualification and elegibilty for Tankfarm and help high-value customers navigate through the multi-step application process.
Problem: We were receiving too many unqualified leads through various marketing channels that took a great deal of Sales and Customer Service’s time and resources.
Solution: Designed a chat bot that would determine their qualification and elegibilty for Tankfarm and help high-value customers navigate through the multi-step application process.
Problem: We were receiving too many unqualified leads through various marketing channels that took a great deal of Sales and Customer Service’s time and resources.
Solution: Designed a chat bot that would determine their qualification and elegibilty for Tankfarm and help high-value customers navigate through the multi-step application process.
Tankfarm App
Goal: Extend the future of the residential propane experience with the Tankfarm App.
Problem: When propane is the consumer’s main source of energy to power their home, consumers are continually guessing their propane levels to prevent runouts and going outdoors to check their tank monitor gauge.
Solution: To meet the expectations and experiences of modern consumers, we designed an app that monitors a user's tank level and usage via a wireless monitor hardware.
Getting Clarity
Do I understand the situations and challenges?
Why do we need this app? Will members think it’s useful?
What has been done before?
What do I need to know?
What’s important for MVP? Is it Tank Level, Gas Usage, Billing, Member Profile
Understanding Constraints:
Not everyone has a tank monitor that the app can connect
Third party vendor provides all the usage data
Small sample size to start MVP
Goal: Extend the future of the residential propane experience with the Tankfarm App.
Problem: When propane is the consumer’s main source of energy to power their home, consumers are continually guessing their propane levels to prevent runouts and going outdoors to check their tank monitor gauge.
Solution: To meet the expectations and experiences of modern consumers, we designed an app that monitors a user's tank level and usage via a wireless monitor hardware.
Getting Clarity
Do I understand the situations and challenges?
Why do we need this app? Will members think it’s useful?
What has been done before?
What do I need to know?
What’s important for MVP? Is it Tank Level, Gas Usage, Billing, Member Profile
Understanding Constraints:
Not everyone has a tank monitor that the app can connect
Third party vendor provides all the usage data
Small sample size to start MVP
Goal: Extend the future of the residential propane experience with the Tankfarm App.
Problem: When propane is the consumer’s main source of energy to power their home, consumers are continually guessing their propane levels to prevent runouts and going outdoors to check their tank monitor gauge.
Solution: To meet the expectations and experiences of modern consumers, we designed an app that monitors a user's tank level and usage via a wireless monitor hardware.
Getting Clarity
Do I understand the situations and challenges?
Why do we need this app? Will members think it’s useful?
What has been done before?
What do I need to know?
What’s important for MVP? Is it Tank Level, Gas Usage, Billing, Member Profile
Understanding Constraints:
Not everyone has a tank monitor that the app can connect
Third party vendor provides all the usage data
Small sample size to start MVP
The Outcome
The Outcome
Final Thoughts...
Highlights
Highlights
Highlights
Positioned the brand as modern, simple to use, transparent and fair
Unconventional design approach compared to the overall propane industry
Simple and user-friendly prospect application flow with clear messaging
High-tech combined with a homegrown high-touch service
Positioned the brand as modern, simple to use, transparent and fair
Unconventional design approach compared to the overall propane industry
Simple and user-friendly prospect application flow with clear messaging
High-tech combined with a homegrown high-touch service
Positioned the brand as modern, simple to use, transparent and fair
Unconventional design approach compared to the overall propane industry
Simple and user-friendly prospect application flow with clear messaging
High-tech combined with a homegrown high-touch service
Measuring Success
Measuring Success
Measuring Success
There was an increase in scheduled calls compared to prior months
More qualified leads were passing through the application flow
These metrics were especially significant since we launched these new initiatives during our slower season
There was an increase in scheduled calls compared to prior months
More qualified leads were passing through the application flow
These metrics were especially significant since we launched these new initiatives during our slower season
There was an increase in scheduled calls compared to prior months
More qualified leads were passing through the application flow
These metrics were especially significant since we launched these new initiatives during our slower season
Takeaways
Takeaways
Takeaways
Be vigilant and mindful about the little details throughout the customer journey and touch-points. It shows care and respect to those whom we serve
People will notice and “vote with their feet”
Be vigilant and mindful about the little details throughout the customer journey and touch-points. It shows care and respect to those whom we serve
People will notice and “vote with their feet”
Be vigilant and mindful about the little details throughout the customer journey and touch-points. It shows care and respect to those whom we serve
People will notice and “vote with their feet”