Goal
The goal was to design a personalized Fuel Plan experience that enables Gatorade customers to seamlessly discover, customize, and purchase the optimal mix of products to support their unique performance goals. The experience should recommend a tailored combination of Gatorade products and provide intuitive guidance, ensuring customers feel confident in their choices and supported throughout their athletic journey.
Solution
The experience is grounded in five core design principles: inspire from the start, streamline the entry point, build understanding through clear communication, offer simple and actionable recommendations, and ensure credibility through science-backed content. It begins with motivational cues, followed by a fast, low-friction quiz that quickly guides users to personalized insights. Each step is supported by thoughtful explanations and game-tested recommendations, creating a seamless path from discovery to decision.
Gx App
Results
Since its launch, the Fuel Plan has achieved an approximate 33% completion rate. In terms of conversion, 16% of users who completed a Fuel Plan went on to purchase one or more products. While direct benchmarks for this type of experience are limited, feedback from Gatorade’s analytics team suggests these are exceptionally strong results.
Work & Co Team
Steve Kuhn Product Management Partner
Guilherme Dienstmann Design Director
Vitor Romano Senior Designer
Bianca Mello Senior Designer
Parker Sapp Product Management Director
Zech Bard Writing Director