ADNOC Cover

Find out how ADNOC brought fuel on demand to customers in the UAE

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Our Challenge

Drive deeper brand

engagement with customers

App storePlay store

Expertise

Digital Transformation Roadmap

Technical Consulting

Product Management

Cloud

Big Data

DevOps

Platforms

IOS

Android

Web

Products

Digital Venture Building

Background

The Background

ADNOC is one of the worlds largest energy companies, based in Abu Dhabi. In 2019 it topped the brand finance global 500 list as the most valuable Middle East brand.

As part of its 2030 strategy, ADNOC Distribution is focused on geographic expansion. ADNOC has already opened in Dubai and Saudi, and counts over 20 million visits per month across a network of 362 stations.

The Challenge

How could ADNOC improve the fuel buying experience for customers so they could achieve their growth goals and, or increase volume of transactions?

Our Approach

ADNOC fuels growth through innovation. We had to deliver on the brand objectives of deepening engagement but we also had to deliver on the business objectives of delivering ROI.

Whatever we built had to demonstrate value over the long term and had to be scalable to match ADNOC’s growing geographic footprint.

What We Delivered

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New Design Principles created for ADNOC

Forecourt

On the Forecourt

Enhanced “Pay at Pump” feature that integrated the ADNOC mobile wallet and beacon technology that allows drivers to fill up, pay and drive off without having to exit their car.

Home

At Home

Launched “Call to Fuel” ADNOC’s fuel-on-demand line of business that lets customers order LPG gas for cooking, or petrol for their cars to be delivered at home

Loyality

Loyalty

We built a loyalty program from scratch that rewards customers anytime they transact with ADNOC across all touchpoints.

How we did it

Using our digital venture building solution, ADNOC didn’t just get a functional product, they got an entire working business operation.

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Research

Research & Roadmap

We researched the people, processes and existing platforms to understand where customers would really find value

define

Define

We defined value propositions operational journeys and validated prototypes with users

design

Design & Develop

We designed the UX / UI for all possible touchpoints. Data Warehousing / Management AWS Cloud

support

Support

Set up DevOps for ADNOC / Alpha Apps teams security and anti fraud management marketing analytics

The Challenges

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We managed a complex multi-stakeholder environment including health and safety, mechanical engineers, business consultants and customer service staff

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Our specification tasks included not just identifying technical features, but business modelling. Our MVP’s had to satisfy customers and internal business development teams.

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We were faced with legacy software and the need to integrate multiple vendors without overhauling their entire backend.

We solved this by creating several communication layers and developing APIs

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To deliver a truly seamless customer experience, we needed to train call center and other support staff on the new products and services developed. We also trained ADNOC marketing teams on how to analyse and act on data.

The Outcomes

AWS Cloud

Dedicated CMS

Complete Data Warehousing

& Management

Outcomes

The Evolution of the Home Screen

Customer Experience

On demand Fuel and LPG delivery

Customer Experience

The solutions we delivered had a direct impact on the volume of transactions ADNOC could process.

We saved x time on the forecourt

We opened a whole new line of business that brings fuel to customers at home

The ADNOC reward program has been used by 254,900 customers to date amassing over 1 million reward points

Market

Time To Market

We also changed the way ADNOC operates.

Our expertise helped them get to market in less than half the time expected, meaning time to revenue was much faster.

We enabled their marketing and customer service teams to respond quicker to customer demands by implementing a DevOps community of practice.

This means ADNOC is able to quickly test new features, get feedback and roll out better solutions within a matter of weeks rather than months.

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