Shell. Refocusing a global retail platform around three core customer experiences.
Mobgen & Accenture
Design Lead
Strategy, Product, UX, Design System
Starting Point
Over time, the Shell app had evolved into a fragmented ecosystem spanning 56 markets, with overlapping functionality, inconsistent experiences, and increasing technical complexity.
The challenge was to refocus the product around a smaller set of high-value customer experiences while creating a scalable foundation that could support future growth across markets.
Approach
We began with a strategic reset, refocusing the product around three core customer value propositions: Payments, Loyalty, and Station Locator.
This created a clearer product vision that guided both design and engineering, helping teams prioritise high-value experiences while reducing unnecessary complexity across markets.
Design System
Supporting the product strategy, we established a shared design system that brought greater consistency across the platform.
Reusable components, shared interaction patterns, and implementation guidance helped teams design and build more efficiently while reducing inconsistencies between features and markets.
Beyond creating consistency, the system became a shared reference point for teams across markets. It helped shift conversations away from individual interface preferences and towards the value each feature was intended to deliver.
Outcome
The project established a clearer and more focused retail experience, supported by a scalable platform that could evolve consistently across markets.
By simplifying both the product strategy and the platform itself, teams could deliver more consistently while making the experience easier for customers to understand and easier for the organisation to evolve over time.
Credits
Design Lead — Mobgen & Accenture
In close collaboration with Shell, product management, engineering teams, and stakeholders across multiple international markets.
Starting Point
Over time, the Shell app had evolved into a fragmented ecosystem spanning 56 markets, with overlapping functionality, inconsistent experiences, and increasing technical complexity.
The challenge was to refocus the product around a smaller set of high-value customer experiences while creating a scalable foundation that could support future growth across markets.
Approach
We began with a strategic reset, refocusing the product around three core customer value propositions: Payments, Loyalty, and Station Locator.
This created a clearer product vision that guided both design and engineering, helping teams prioritise high-value experiences while reducing unnecessary complexity across markets.
Design System
Supporting the product strategy, we established a shared design system that brought greater consistency across the platform.
Reusable components, shared interaction patterns, and implementation guidance helped teams design and build more efficiently while reducing inconsistencies between features and markets.
Beyond creating consistency, the system became a shared reference point for teams across markets. It helped shift conversations away from individual interface preferences and towards the value each feature was intended to deliver.
Outcome
The project established a clearer and more focused retail experience, supported by a scalable platform that could evolve consistently across markets.
By simplifying both the product strategy and the platform itself, teams could deliver more consistently while making the experience easier for customers to understand and easier for the organisation to evolve over time.
Credits
Design Lead — Mobgen & Accenture
In close collaboration with Shell, product management, engineering teams, and stakeholders across multiple international markets.