Experience Design for Cumberland Farms + Genuine Interactive
Designing a Present Tense User Experience
Designing a mobile-first experience that made convenience feel human.
From transactions to connections
Cumberland Farms wanted to evolve beyond the “gas station” label and communicate a new brand story—quality food, smart design, and everyday ease. The challenge: help customers see it not as a convenience store, but as a store that offers convenience.
Designing for real-world moments
I focused on how customers actually engage—on the go, often one-handed. The responsive design emphasized location, rewards, and fueling options to make digital interactions feel as intuitive as stopping by the store.
Making digital convenience feel human
The new experience replaced a static site with a living brand touchpoint—streamlined, mobile-first, and true to Cumberland Farms’ everyday ease.
MY ROLE
※ Lead Experience Designer
KEY TACTICS
※ Prototyping (AxureRP)
※ Mixed Methods Research
※ UX/UI Design Methodologies
THE TEAM
※ Creative Director
※ Experience Designer
※ Visual Designer
※ Copywriter
※ Front-end Developer
PLATFORM
※ Web ( Responsive )