Shell app
Keywords fuelling, loyalty, navigation, payment, strategy, design system, mobile app, localization
The Shell app offers the users all the tools they need to make the fuelling experience a bit more joyful. By 2019 December, it was available in 48+ countries and reached 1 million + monthly active users. The key value propositions of the Shell app are ‘Find us’, ‘Get rewarded’ and ‘Pay with ease’, which all together form the goal of the app, delivering an outstanding mobile shopping experience on the go with loyalty and payments at its core.
Company Accenture Interactive NL | Period 2017-2019 | My role Senior UXer Team Experience
Team Pal Blanke (Design lead), Alex Cruz (Product Designer Loyalty), Icaro Bione (Product Designer Payment), Timothey Gubler (Product Designer Design system), Katie Rylance (Product Designer US), Sara Sánchez (Product Designer SSO), Adam Blackburne (Product Owner, Team Experience), Pablo Formoso (Solution Architect, Team Experience), Adriaan Bruning (Business Analyst, Team Experience), Andrés López (Lead dev, Android), Marcos Espada (Lead dev, iOS) and 4 scrum teams members incl. POs, BAs, PMs, and devs.
Strategy Revamp
Back in 2017, the Shell app was tailored to 15 key features, which resulted in a complex UI, and poor performance from a technical point of view. Therefore in 2019, the team decided to revisit the app strategy and conducted global research to understand what are the key user value propositions. The outcomes of the research followed with a design sprint, which led to a 6 months project to redesign the Shell app, resulting in a more unified UX, a cleaner architecture, and the Shell Design System.
Period 2018-2019 | My role Senior UXer Team Experience | Keywords Strategy, Research, MVP, E2E, Design Sprint
Shell Design System
As one of the key outcomes from the Strategy Revamp, the team took the opportunity to scale up the old Shell design library to a design system that works for both designers and developers. We spent 2 sprints investigating the best practices and modified the learnings to fit our own project needs. The Shell Design System is set up in 3 hierarchies, i.e. foundation, component, and template, which is a structure agreed by both design and dev.
Period 2019 full year | My role Senior UXer, Product Designer, Team Experience | Keywords Process, Design Operation, Ways of Working, Design System, Design Dev Handoff, Collaboration
Continuous Discovery
Every now and then, the Shell app encounters new challenges. It could be new market releases, new feature requests, issues identified by analytics, design system, tech debts, etc. To tackle all these, Team Experience takes the lead in what we called the ‘product discovery‘, to understand the challenges, define the scope, and look for solutions (business, design & tech). Our work includes user research, market analysis, and some early UX deliveries such as persona, customer journey, information architecture, wireframe diagram, and low-fi prototype. A high-level estimation of effort is usually given too, to assist the PO in better planning the roadmap and priorities.
Period 2017-2019 | My role Senior UXer Team Experience Keywords Strategy, Research, Product Discovery, Iterative Improvements, Localization, Testing
