Premmia
Vibra Energia · Fueling and loyalty app · 2024–2025
Premmia is Vibra Energia's fueling and loyalty app, the primary digital touchpoint for drivers at the pump. It handles payment at the gas station, loyalty program management, convenience store coupons, and serves as Vibra's main communication channel with end users, station owners, and internal departments.
The brief was straightforward: modernize and improve the app experience. No further granularity. Through our discovery process, we uncovered what the brief hadn't asked about. Gas station owners, the physical channel where all engagement happens, were active detractors. The app was slow, kept pumps occupied, and cut into their profit. Coupons existed but were invisible to users. The payment flow had too many variables causing abandonment at the moment of highest intent. And Vibra's internal communication needs were competing for space without a coherent strategy.
What started as a UX modernization became an ecosystem problem that needed a systemic solution.
Three parallel research tracks: end user behavior, station owner pain points via UXR interviews, and internal stakeholder mapping across Vibra's marketing, loyalty and operations teams.
The station owner finding was critical. Their core complaint: the app slowed down the pump, reducing throughput and profit. They had no presence, no benefit, no reason to promote it. We reframed them not as an endpoint but as a business actor with their own needs and designed accordingly.
The coupon problem revealed a communication architecture failure. Coupons existed but weren't surfaced at the right moment, weren't tied to the right stations, and weren't explained clearly enough for fast in-context decisions.
The payment flow analysis uncovered a cascade of variables: pump number, fuel type, payment method, VIP status, station-specific promotions. Each variable was a potential drop-off point. The flow hadn't been designed for the physical context, a user standing at a pump, under time pressure, one hand on the phone.
Onboarding was also a barrier. The process to get a new user to their first fueling transaction was long enough to cause abandonment before any value was delivered.
We created a dedicated page for each station inside the app: identity, offers, presence. This gave Vibra a new commercial lever, station visibility as a reward for owner cooperation. The relationship shifted from detractor to distribution partner.
Payment flow. Reduced steps by 50%+. Redesigned variable selection using interface patterns built for speed and minimal cognitive load. Every screen optimized for the physical context: user at a pump, time pressure, fast decisions.
Coupon system. Redesigned discovery, contextual surfacing and communication of convenience store coupons. Solved the station-specific availability problem with clear UI logic and flow integration at the right moments.
Onboarding. Full redesign of a previously long onboarding flow, reducing time-to-first-transaction and removing the main abandonment points.
Premium member experience. Distinct UI layer and flows for VIP members, reinforcing perceived value of the subscription tier with a differentiated experience throughout the app.
Communication architecture. Banner systems and content slots for Vibra's internal communication needs, with clear prioritization logic to avoid competing messages.
Design foundation. UI kit, style guide and proto design system to support future product evolution without agency dependency.
VIP members pay a monthly subscription for exclusive benefits. Their experience inside the app needed to reflect that premium status throughout, not just on one screen. We built a distinct UI layer that surfaces across the full journey.