Petrobras BR Station
Service and product experience2022 • 2024
Making a national service ecosystem easier to navigate.
Experience leadership across mobile-first journeys, geolocation, connected sub-brands and physical service contexts.
- Role
- Design Lead
- Focus
- Design leadership
The work involved a nationwide service ecosystem with connected sub-brands, convenience services, physical locations and different audience needs.
The experience needed to make services and locations easier to navigate while respecting distinct user contexts and brand voices.
May led a multidisciplinary team of two designers, two developers and one copywriter with varied experience levels across research, mobile-first journeys, geolocation and service discovery.
How leadership shaped the work.
- Connected research and service context to mobile-first journey decisions.
- Aligned distinct audience and brand needs within a coherent experience direction.
- Supported people with different experience levels while preserving a coherent delivery direction.
- Structured geolocation, routes and nearby-service discovery as connected parts of the journey.
- Made Siga Bem Caminhoneiro locations discoverable, including stations with facilities for bathing and rest.
- Extended the trusted delivery relationship into a separate Lubrax project with its own audience, voice and photographic art direction.
Choices made explicit for the team.
- Prioritize contextual clarity for people moving between digital and physical services.
- Preserve distinct sub-brand and audience needs without fragmenting usability.
- Adopt mobile first after research clarified the dominant access context.
- Use trusted delivery as the basis for a continued strategic relationship.
Strategic impact and outcomes.
- Experience direction suited to a large national service footprint.
- Better alignment between brand, service and product considerations.
- Mobile-first journeys grounded in the way audiences accessed the service.
- Geolocation connected digital discovery to the realities of physical stations and services.
- Confidence in the BR Station delivery led to the sale of a separate Lubrax project.
- A multidisciplinary team with different experience levels operated around one coherent direction.
Service ecosystems become clearer when digital decisions respect the realities of place, context and audience.