What metrics would you use to evaluate ExxonMobil's Speedpass+ mobile payment app?

Introduction

Evaluating the success of ExxonMobil's Speedpass+ mobile payment app requires a comprehensive approach to product success metrics. To address this challenge effectively, I'll follow a structured framework that covers core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

Speedpass+ is a mobile payment app developed by ExxonMobil to streamline the fuel purchasing process at their gas stations. The app allows users to pay for fuel and car washes directly from their smartphones, eliminating the need for physical cards or cash transactions.

Key stakeholders include:

1. ExxonMobil (business)
2. Gas station owners/operators
3. Consumers (app users)
4. Payment processors

User flow:

1. User arrives at an ExxonMobil station
2. Opens the Speedpass+ app and selects the pump number
3. Authorizes payment through the app
4. Fuels their vehicle
5. Receives a digital receipt and loyalty points

The app fits into ExxonMobil's broader strategy of enhancing customer experience, increasing brand loyalty, and gathering valuable consumer data. Compared to competitors like Shell's Fill Up & Go or Chevron's mobile app, Speedpass+ aims to offer a more seamless and feature-rich experience.

In terms of product lifecycle, Speedpass+ is in the growth stage. It has moved beyond initial launch and is now focused on expanding its user base and refining features based on user feedback.