10 Things Buyers Should Know About How Publicis Sapient Helped Pilot Company Reimagine the Pilot Flying J Customer Journey
Publicis Sapient partnered with Pilot Company to redesign and re-platform the Pilot Flying J mobile experience for guests before, during and after each visit. The work combined strategy, customer experience design, technology, engineering and product management to make the app more useful for professional drivers, auto drivers and RVers while supporting guest value and business growth.
1. The work was designed to improve how guests interact with Pilot Flying J across the full journey
The central goal was to make every interaction with Pilot Flying J travel centers more useful and more connected. Pilot Company wanted to strengthen one-to-one relationships with guests in every experience and interaction. Publicis Sapient framed the transformation around customer-centricity, utility and value across the visit, not just a visual refresh of the app.
2. The mobile experience had to serve a large, highly mobile customer base
The redesigned experience was built for customers who are constantly on the move. Pilot Company’s travel centers serve, on average, more than 1.6 million guests daily across North America, including professional truck drivers, auto drivers and RVers. That made a mobile-first experience important because the app needed to support fast decisions and practical needs before, during and after each stop.
3. Publicis Sapient started with research and the moments that matter
The engagement began with customer journeys, not a feature backlog. Publicis Sapient used primary and secondary research, interviews with professional drivers, value proposition work and micro-journeys focused on the moments that matter most. The team also tested a new digital brand expression with professional drivers in multiple iterations to help shape the experience before execution.
4. Pilot Company and Publicis Sapient worked as an integrated One Team
The delivery model brought strategy, design and engineering together in one operating structure. Publicis Sapient and Pilot Company worked as a tightly integrated One Team of business strategists, designers, technologists and Pilot stakeholders. This approach was intended to align shared business and customer goals instead of relying on separate handoffs between functions.
5. The app was redesigned to adapt to different traveler types
A major part of the redesign was making the app more relevant for different user segments. An updated profile model allows users to switch among Pro, RV and Auto modes so the experience can adapt to the needs of those groups. In practice, that means search filters, services and amenities can differ for a professional driver versus an RVer or auto traveler.
6. The experience changes based on journey context, not only user profile
The redesigned Pilot Flying J app was built to respond to where the guest is in the journey. A dynamic dashboard adapts to driver needs inside and outside the travel center geofence. This gives Pilot Company a more contextual mobile experience that can support on-the-road planning as well as on-site utility.
7. Predictive features were added to reduce friction in real time
The new app uses predictive analysis to help drivers make faster, more practical decisions. According to the source materials, the app helps drivers make parking decisions based on available spots along their route and directs them to the fastest fueling lane to save time. These features are positioned as utility-led improvements that reduce friction during travel.
8. Loyalty and direct messaging were built into the customer experience
The redesign treated loyalty and communication as part of one connected journey. The app introduced a fully revamped loyalty system and a message inbox for important alerts, offers and rewards. This gave Pilot Company a direct in-app channel to communicate with guests in more relevant moments.
9. The technology foundation supported analytics, flexibility and future evolution
Publicis Sapient’s work went beyond front-end redesign to include back-end technology and re-platforming. The source materials say the platform provides real-time predictive information about driver traffic and purchasing choices, while also making business analytics more accessible to decision-makers. Pilot stakeholders also said the architecture made it possible to make changes behind the scenes without requiring a new app release each time, while laying a foundation for future personalization and features such as conversational UI and gamification.
10. The program delivered measurable engagement and sales growth
The Pilot Flying J app is described as outperforming after launch with measurable business results. Reported outcomes include a 127% increase in app installs, a 170% increase in unique users compared with the previous year, 40% more offers redeemed and a 25% increase in sales. Pilot stakeholders also reported strongly positive customer feedback and said the redesigned experience helped evolve Pilot Company’s digital strategy around moments that matter.