WEX Fleet Challenge
A trade show experience driving game
WEX came to Genuine wanting to create an exciting interactive experience for their trade show activation booth at the National Association of Fleet Administrators Expo. They wanted to incite curiosity about the WEX brand by encouraging friendly competition amongst trade show attendees and leave them with a memorable experience about the value of WEX.
CLIENT
WEX Inc. provides payment processing and information management services for the vehicle fleet industry.
GENUINE TEAM
UX Designer (my role), Director of User Experience, Senior Motion Graphics Artist, Senior Experiential Technologist, Senior Strategist, Account Supervisor, Senior Producer, Associate Creative Director
The Goal
Increase WEX’s brand awareness to position the company as a customer centric solution, enabled by human intelligence and data insights that allows fleets to do more than they imagined.
USER EXPERIENCE
Incite curiosity
Engage attendees and encourage friendly competition
Offer a welcoming space for guests to mingle/interact
Deliver a personal, memorable experience
BRAND EXPERIENCE
Put the WEX brand at the forefront of the experience
Demonstrate the power and value of WEX
Our Solution
The driving game showcased how WEX helps businesses manage their fleet expenses while playing off the payment hassles that fleet managers often face, such as unauthorized junk food spending at truck stops, unmanageable stacks of receipts, and more.
This project was highly collaborative from start to finish. In order to create a custom driving game on a tight timeline, members of the strategy, UX, design, and experiential teams provided continuous feedback on wireframes, visual designs, and the final development of the game.
The result was a fun, competitive experience that captured all of the benefits that WEX has to offer. The Mario Kart style game encouraged trade show attendees to explore the booth and engage with WEX brand ambassadors while racing their colleagues to collect as many points as possible.
DELIVERABLES
Wireframes
Clickable Prototype
User Flow
Annotations
This screen displays at the start of the game. Each player has their own view of the race track in a vertical split screen.
Having a WEX card gives customers more choice of where they can fuel up. Players who travel through a gas station checkpoint without a WEX card will have more limited options and be forced to go around.
Colliding with any of these hazardous items on the course will cause players to lose coins and lower their chances of winning the game.
Players want to collect coins and WEX cards during the game. The WEX card power up gives players a speed boost, makes them impervious to obstacles, and turns their truck into a coin magnet.
WEX helps eliminate time wasted dealing with receipts. This hazard is represented by a receipt tornado that can capture a player’s truck, costing them coins and precious time.
At the end of the game, players can see how many coins and WEX cards they collected, as well as how many obstacles they hit and laps they completed to achieve their final score.
The Result
The WEX Fleet Challenge was a huge success, pulling in big crowds at the trade show and earning Genuine major accolades. The WEX team wanted to customize the game platform to repurpose it for use at future trade show events. They even set up the driving game in the WEX office as a fun internal engagement experience.
CLIENT QUOTES
“Worth its weight in gold.”
”Without a doubt our best booth experience ever.”
Gameplay videos courtesy of creative director, Laura Tirado’s portfolio.
