The e-Fuel Station

During an Innovation Programme Bootcamp, I was put into a team of 4 to come up with a concept for 'How Might We Improve The Customer Experience at Petrol Stations?'. We had 5 hours to collaborate and then pitch our idea to a panel. The majority of the time was spent throwing around ideas and tearing them apart until we combined multiple weaker ideas to create a new user journey that could be repurposed in the future due to uncertainty within the industry.

Stakeholder Mapping & Persona:

Age: 55              

Car: Toyota Auris (2007 Model)

Name: Margret                                           

Occupation: School Teacher                  

 Important Factors: Suffers from arthritis which gets worse in winter months.


Habits: Regular driver. Uses her car on the commute to and from work and when running errands such as a weekly shop to her local Tescos. Prefers to fill up at the same petrol station for convenience.



• Finds the petrol pumps painful to use when her arthritis flares up.
• Has had experiences where the petrol pump leaks and her hands smell of gasoline.
• Dislikes having to get out of the car in the cold.
• Slow to top up fuel, and often feels pressured into hurrying up, so doesn’t go into the shop to buy any daily essentials. 

Typical use case for Margret:

Our Proposed Solution:

Route to Market:

Target certain areas in cities (e.g. affluent areas of London). We decided to avoid petrol stations on motorways for long haul journeys as it’s recommended that people get out to stretch their legs. 

Gather valuable data such as: how often and from where, people purchase additional goods and the types of items they buy. This can be used to dictate when and what to stock vending machines with and where to next setup.

Investing in a robotic arm, such as Sawyer, provides petrol stations with the tools to quickly adapt to changing regulations around vehicles and petrol.

It’s purpose can be reimagined, reprogrammed and relocated, e.g.  driverless cars arriving to pick up groceries on behalf of a customer. 

Look for sponsorship with supermarkets and brands to fill up the Smart Vending Machines, and banks for exclusivity and promotion through the App payment. 

Our recommendation: initially introduce this as fast lane, and leave standard petrol pumps to operate as usual operate.