Esso Extras: loyalty you can play

Points are worth money, so Esso wanted two-factor authentication to protect member accounts. I led the design of the feature from discovery to launch: researching user needs, mapping the flows, wireframing, prototyping, and usability testing the login and verification steps.

Every login now asks for a random six-digit code, sent by text message or a voice call to the member’s phone. I worked closely with product managers, developers and QA so the extra step fit Esso’s existing systems and stayed easy to get through.

Many members had more than one card, and some still had an account in the old system. In the app they link a plastic card or merge an old account in a few steps, and the points move with it to one balance.

The website introduces the program and sends people to the app. Inside, the balance comes first: points, recent transactions, and time-limited bonus offers with a countdown, so filling up again feels worth it.

Every year-end, Esso Extras ran a themed campaign site where members could win prizes and gifts. I designed and illustrated them as one winter world: snowy hills, cars on the road, a slot machine shaped like a fuel pump and a present to unwrap.

Members spun the machine for a chance at €5 or €50 worth of Esso Extras points. These are my original animations, running live on this page. Give it a try.