GULF
Gulf Georgia currently successfully operates more than 140 refuelling stations nation-wide, 43 of which are located in Tbilisi.
As other oil jobbers who were running many stations saw the economic advantage and began to adopt self-service gasoline and convenience stores, so decided also this huge company.
User Persona
Speed isn't a feature for me—it's the expectation.
Shia Leabouf
Actor
Shia is a frequent Gulf customer looking for speed and convenience in his daily transactions.
Goals
Complete transactions quickly without staff assistance.
Needs
Intuitive self-service interface, clear feedback, and fast confirmation of actions.
Simple. Clear. Instant. Every action is obvious, every step confirmed.
Renate Reins
Musician
Renate drives daily for work and frequently stops at gas stations. She values speed and efficiency and prefers using self-service kiosks to avoid waiting in line.
Goals
Complete payment in under 30 secondsAvoid queues at the cashierGet a clear confirmation that the transaction succeeded
Needs
Simple and intuitive interfaceLarge, easy-to-read buttonsImmediate feedback after every stepClear payment confirmation
Pages
BEHANCEp
GULF: REDEFINING DIGITAL EXPERIENCE
The ability to adapt to different requirements and serve more customers in a timely fashion means that self-service kiosks are becoming integral to maintaining a satisfied customer base.
Daily price points for fuel at gas stations must seem extremely arbitrary. a competitive pricing baseline will for sure attract customers. Price is the number one factor cited by consumers.
Analytics
Recent analysis of Gulf's self-service adoption shows that over half of users now complete transactions entirely on digital platforms. Additionally, 23% experience faster transactions, highlighting the efficiency gains while only 27% still rely fully on traditional support.
35% - Speed & Convenience
Users prefer kiosks mainly because the process is faster and avoids waiting in line.
25% - Ease of Use
Simple steps, clear buttons, and fast payment interactions influence whether users like using the kiosk.
22% - Payment Flexibility
Support for card, contactless, or mobile wallets increases preference for self-service.
18% - Privacy & Independence
Some users prefer handling payment themselves without interacting with staff.
Task Analysis
IA is structured to simplify navigation and enhance user efficiency. Key sections are organized by service type, self-service tools, and support options, allowing users to quickly find and complete tasks.
