CEPSA
About the project
Title: The future of gas stations
Type of work: Ethnography, market research, strategy design, service design, co-design.
Date: 2019
Achievements: This project was selected as one of the success stories at the Experience Fighter event.
CEPSA plans a new strategy for customers at service stations. The main objectives of this project have been to identify the needs and drivers of the service station consumers to create an offer that adapts to the current and future needs of their customers.
Design
We have carried out a strategic design process attending to the real needs of the users, as well as the knowledge of Cepsa's business and technical teams.
In the first phase of the project we carried out a qualitative investigation with the objective of understanding the context of the existing services, needs and particularities of the stakeholders.
We have done 11 observations and fieldwork, 134 interviews (customers and employees), 12 safaris, 7 shadowings, 93 surveys, 25 interviews with young people of generation z. With the analysis of this information we obtained the main insights of the current consumer experience. These supported us to work in the different ideation sessions.
In the second phase we held 4 participatory workshops with the aim of offering a strategy for the gas station according to the needs of the users and thinking how trends can affect future scenarios. The workshops we designed, to work on the Cepsa challenge, were based on the design thinking and futures methodologies.
