Choosing an Appropriate Method for Research
Fuel Payment App Usability Study
Project Overview
The Challenge
The client wanted to find out why people weren't using their fuel payment app as they'd hoped, and to uncover opportunities to increase the uptake of this innovative service.
The Impact
Conducting contextual interviews in participants' vehicles near fuel stations
Defining the Problem
How might we understand the real-world barriers preventing fuel payment app adoption and identify opportunities to improve the user experience?
Initial Constraints
- Safety concerns: Traditional guerrilla testing at fuel stations posed health and safety risks
- Limited diversity: Standard recruitment methods might miss key user groups
- Time pressure: Diary studies would take too long and provide less actionable data
- Real context needed: Lab testing couldn't replicate the actual fuel station environment
Research Process
Method Selection
We wanted to understand how customers usually pay for fuel, and what would enhance their experience. After evaluating multiple approaches, we designed a hybrid method combining contextual inquiry with real-world usability testing.
- Discounted diary studies due to time constraints
- Ruled out guerrilla testing for safety reasons
- Chose in-car contextual approach for safety and authentic context
Participant Recruitment
We recruited participants who met us near fuel stations, ensuring we captured diverse user groups and real-world contexts while maintaining safety protocols.
Data Collection
Each session involved three phases:
- Setup: Camera positioning and introductions in participant's vehicle
- Interview: In-depth discussion about current fuel payment habits
- Testing: Live app usage during actual fuel purchase
- Debrief: Immediate feedback and wrap-up discussion
Analysis & Synthesis
My role as researcher was to ensure participants were comfortable to maximize insights gained, and to closely observe their behavior and external influencing factors.
- Analyzed both digital interaction patterns and physical environmental factors
- Identified key friction points in the user journey
- Mapped external influences (traffic, weather, station layout)
Key Findings
Environmental Context Matters
The forecourt setup significantly impacted user behavior. Busy traffic and crowded stations created stress that affected app usage patterns.
Physical vs. Digital Barriers
Users faced challenges from both app interface issues and real-world factors like pump positioning and payment terminal locations.
Safety First Mindset
Participants prioritized personal safety and quick transactions over exploring new payment methods, especially during busy periods.
Learning Curve Issues
First-time users needed more guidance and reassurance when trying the app in real-world, time-pressured situations.
Results & Impact
Stakeholder Engagement Success
"The study was run seamlessly, the work was well-structured and captivating. Really well-presented research, very clear, very concise, excellent job" — Client Stakeholder
It was important to engage stakeholders during this project, so they could understand the value of user research when making design decisions. We received great feedback especially at the playback, as we demonstrated the strengths of the product and areas of opportunity with clear, actionable outcomes.
Research Methodology Innovation
We were able to observe the physical and digital steps in the experience, and better understand how the forecourt set-up impacted this. The approach gave greater visibility into external factors at each forecourt such as busy traffic and other people, which helped build out insights.
Actionable Recommendations
- Simplified onboarding flow for first-time users
- Environmental context considerations for app notifications
- Integration improvements with fuel station hardware
- Safety-focused messaging and reassurance features
Key Learnings
Methodological Flexibility
This project reinforced the importance of adapting research methods to specific contexts and constraints. By being flexible and working collaboratively with stakeholders, we designed an approach that was quickly approved and delivered valuable insights.
The Value of Real-World Context
Conducting research in authentic environments revealed insights that wouldn't have emerged in controlled lab settings. The interaction between users, technology, and environmental factors was crucial to understanding the complete user experience.
Stakeholder Education Through Process
By involving stakeholders in the research process and clearly demonstrating our methodology, we successfully built understanding and appreciation for user-centered design principles within the organization.