Background: This is my degree project from 2022 when I was about to graduate from Medieinstitutet. I decided to base my project around Circle K. Circle K's brand promise is to provide customers with easy, friendly, and convenient service. This means offering products and services that are easy to access and use, creating a welcoming atmosphere with friendly staff, and providing a convenient shopping experience for customers on the go. Today, they have several apps for different purposes. My goal with this project was to create a new, easier, consolidated app. Brief: Find a problem, a gap in the market, or create a completely new concept. Only your imagination can limit what you can do, the choice is yours. The project should include your finished, designed product, mission and vision, brand and competition analysis, budget, and associated marketing for the launch of your project.
Software: Figma, Photoshop, Illustrator, InDesign Credits: Circle K, Unsplash (Photos), JCDecaux (mockups)
Concept
I have worked part-time at Circle K during my studies, interacting with hundreds of customers and working with several fellow Circle K employees over the years. One issue that I encountered both as an employee and a customer is the confusion caused by Circle K having multiple apps for different purposes. It's nice to have everything in one place. That's when my idea was born: Circle K - On The Go.
The Target Audience
Circle K's customers range from car owners and taxi drivers to families with children looking to buy candy after soccer practice. They seek good but quick simplicity, service, and accessibility. Some customers prefer more assistance and conversation while others want to find what they need quickly, pay, and continue with their day.
4 Apps
The Existing Apps
Today Circle K has four apps: • The official app, offering personalized deals and benefits for EXTRA members, locating stations and paying for car washes. It redirects users to a browser for services like renting a car or checking fuel prices. • An app for charging electric cars, which helps users locate stations and make payments. • "Easy Fuel", enabling mobile payments by a camera scanning the registration number on the car and registering which pump you're parked at. • Circle K PRO for business customers.
On the Go
New & Improved
The outcome is an app that offers customers access to all features without the need to keep track of which individual apps are required for specific functions. With this app, users can easily book a car and trailer, locate nearby stations that offer car wash services and electric vehicle charging, search for products and car parts based on registration number, as well as keep track of their personal offers and memberships.
Marketing
Full Scale Marketing Plan
Circle K aren't strangers to going all in with their marketing, and On the Go is no exception. The marketing plan consist of 3 parts. 1. TV-commercials where the script is written to work for radio as well. Using influencers they usually work with, like Johanna Nordström and Farao Groth, as actors. 2. Digital Out-of-Home in all semi-big to big cities in Sweden. 3. Social Media Marketing using all of the material from part 1 and 2 in other formats.
This is a fictive case