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CASE 03 — Loyalty · Mobile · Voice
Rewards for people who live on the road
Case sheetCase No. 03
- Project
- Rewards for people who live on the road
- Client
- US travel-centre network
- Category
- Loyalty · Mobile · Voice
- Year
- Sales POC
- Role
- UX lead
- Team
- Sales pursuit team
LeadAmit ChotiaSales POC
Loyalty · Mobile · VoiceThe short version
An unbiased, unconventional review of a truck-stop rewards app for 1M+ guests — starting with the trucker, not the points.
Outcome
Five experience pillars, one human-first app
The brief
A rewards app for more than a million guests of a US truck-stop network — most of them drivers who spend weeks on the road, tired, alone and watching every gallon.
As a sales proof of concept, we ran an unbiased, unconventional review of the existing app, and asked what it would look like if it started with the trucker instead of the points.
An unbiased, unconventional review
As a sales proof of concept, we reviewed a truck-stop network's rewards app — used by more than a million guests — and asked what it would look like if it started with the trucker instead of the points.
Life on the road, mapped
Secondary research and a trucker persona led to a mind map of everything a driver juggles: trip planning, parking, fuel price, showers, food, loneliness, health, family, hours of service, compliance, cargo theft, weigh bridges and more. GenAI helped us cover the research ground fast; the empathy was ours.
Five pillars, one human-first app
Everything starts with trust — get timely support. A trucker's wellbeing comes first — feel rested and reassured. Manage expenses with peace of mind — save gallons and dollars. The journey should be rewarding — get instant rewards. And solo trips needn't be lonely — meet, connect and belong.
We brought it to life in trip planning, a voice interface for eyes-on-the-road moments, and a rewards wallet.
The result
A human-first rewards experience: timely support, rest you can count on, expenses with peace of mind, instant rewards — and, for solo trips, a way to meet, connect and belong.
- Take 1
- 1M+
- Guests in scope
- Take 2
- 5
- Experience pillars
- Take 3
- VUI
- For eyes-on-the-road moments
1Next · 04Open caseNext case · 04 / 12
Apprenticeships for 1.3 million
Government of India · Public sector · Platform · 2018 · 2025
A five-year-old national apprenticeship portal, redesigned in three months for candidates and the establishments that train them — with AI matching to connect the two.
CASE 03 — Loyalty · Mobile · Voice
Rewards for people who live on the road
Case sheetCase No. 03
- Project
- Rewards for people who live on the road
- Client
- US travel-centre network
- Category
- Loyalty · Mobile · Voice
- Year
- Sales POC
- Role
- UX lead
- Team
- Sales pursuit team
LeadAmit ChotiaSales POC
Loyalty · Mobile · VoiceThe short version
An unbiased, unconventional review of a truck-stop rewards app for 1M+ guests — starting with the trucker, not the points.
Outcome
Five experience pillars, one human-first app
The brief
A rewards app for more than a million guests of a US truck-stop network — most of them drivers who spend weeks on the road, tired, alone and watching every gallon.
As a sales proof of concept, we ran an unbiased, unconventional review of the existing app, and asked what it would look like if it started with the trucker instead of the points.
An unbiased, unconventional review
As a sales proof of concept, we reviewed a truck-stop network's rewards app — used by more than a million guests — and asked what it would look like if it started with the trucker instead of the points.
Life on the road, mapped
Secondary research and a trucker persona led to a mind map of everything a driver juggles: trip planning, parking, fuel price, showers, food, loneliness, health, family, hours of service, compliance, cargo theft, weigh bridges and more. GenAI helped us cover the research ground fast; the empathy was ours.
Five pillars, one human-first app
Everything starts with trust — get timely support. A trucker's wellbeing comes first — feel rested and reassured. Manage expenses with peace of mind — save gallons and dollars. The journey should be rewarding — get instant rewards. And solo trips needn't be lonely — meet, connect and belong.
We brought it to life in trip planning, a voice interface for eyes-on-the-road moments, and a rewards wallet.
The result
A human-first rewards experience: timely support, rest you can count on, expenses with peace of mind, instant rewards — and, for solo trips, a way to meet, connect and belong.
- Take 1
- 1M+
- Guests in scope
- Take 2
- 5
- Experience pillars
- Take 3
- VUI
- For eyes-on-the-road moments
1Next · 04Open caseNext case · 04 / 12
Apprenticeships for 1.3 million
Government of India · Public sector · Platform · 2018 · 2025
A five-year-old national apprenticeship portal, redesigned in three months for candidates and the establishments that train them — with AI matching to connect the two.
CASE 03 — Loyalty · Mobile · Voice
Rewards for people who live on the road
Case sheetCase No. 03
- Project
- Rewards for people who live on the road
- Client
- US travel-centre network
- Category
- Loyalty · Mobile · Voice
- Year
- Sales POC
- Role
- UX lead
- Team
- Sales pursuit team
LeadAmit ChotiaSales POC
Loyalty · Mobile · VoiceThe short version
An unbiased, unconventional review of a truck-stop rewards app for 1M+ guests — starting with the trucker, not the points.
Outcome
Five experience pillars, one human-first app
The brief
A rewards app for more than a million guests of a US truck-stop network — most of them drivers who spend weeks on the road, tired, alone and watching every gallon.
As a sales proof of concept, we ran an unbiased, unconventional review of the existing app, and asked what it would look like if it started with the trucker instead of the points.
An unbiased, unconventional review
As a sales proof of concept, we reviewed a truck-stop network's rewards app — used by more than a million guests — and asked what it would look like if it started with the trucker instead of the points.
Life on the road, mapped
Secondary research and a trucker persona led to a mind map of everything a driver juggles: trip planning, parking, fuel price, showers, food, loneliness, health, family, hours of service, compliance, cargo theft, weigh bridges and more. GenAI helped us cover the research ground fast; the empathy was ours.
Five pillars, one human-first app
Everything starts with trust — get timely support. A trucker's wellbeing comes first — feel rested and reassured. Manage expenses with peace of mind — save gallons and dollars. The journey should be rewarding — get instant rewards. And solo trips needn't be lonely — meet, connect and belong.
We brought it to life in trip planning, a voice interface for eyes-on-the-road moments, and a rewards wallet.
The result
A human-first rewards experience: timely support, rest you can count on, expenses with peace of mind, instant rewards — and, for solo trips, a way to meet, connect and belong.
- Take 1
- 1M+
- Guests in scope
- Take 2
- 5
- Experience pillars
- Take 3
- VUI
- For eyes-on-the-road moments
1Next · 04Open caseNext case · 04 / 12
Apprenticeships for 1.3 million
Government of India · Public sector · Platform · 2018 · 2025
A five-year-old national apprenticeship portal, redesigned in three months for candidates and the establishments that train them — with AI matching to connect the two.
Contact…
Let's build the next best experience.
Gurgaon · IST
Hiring for design leadership, or a journey that needs someone to look at it from the other side? Write to me — I reply within a day.
Open toDesign leadership roles
Working from
Contact…
Let's build the next best experience.
Gurgaon · IST
Hiring for design leadership, or a journey that needs someone to look at it from the other side? Write to me — I reply within a day.
Open toDesign leadership roles
Working from
Contact…
Let's build the next best experience.
Gurgaon · IST
Hiring for design leadership, or a journey that needs someone to look at it from the other side? Write to me — I reply within a day.
Open toDesign leadership roles
Working from
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