Shell. Refocusing a fragmented global app ecosystem into a simpler, scalable retail platform.
Shell. Refocusing a fragmented global app ecosystem into a simpler, scalable retail platform.
Mobgen & Accenture
Design Lead
Strategy, Product, UX, Design System
Mobgen & Accenture
Design Lead
Strategy, Product, UX, Design System
Starting point
The Shell app had grown into a fragmented ecosystem across 34 markets, with inconsistent experiences, overlapping functionality, and increasing technical complexity.
Over time, the product had expanded to include more than 20 feature variations, multiple loyalty implementations, and a growing number of third-party integrations. This created friction for both customers and internal teams, slowing down iteration and reducing clarity across the experience.
Together with product, engineering, and stakeholders across multiple teams, we helped redefine the app around a smaller set of high-value customer experiences and a more scalable global foundation.
Approach
The project focused on simplifying the app around three core customer value propositions: Loyalty, Payments, and Station Locator.
Low-value functionality was removed, onboarding and navigation were restructured, and key journeys were redesigned to reduce friction and improve clarity throughout the experience.
Alongside the UX work, we introduced a more consistent product direction across markets, helping align teams around a shared vision for the future of the platform.
Design System
The design system was created to support consistency, scalability, and collaboration across teams working on the Shell app ecosystem.
Reusable components, shared interaction patterns, and clearer implementation guidelines helped reduce inconsistencies between features and markets while accelerating product development.
The system also introduced a more structured workflow between design and engineering, improving refinement, documentation, QA, and handoff processes across distributed teams.
Scaling the platform
The strategy reset was not only focused on the customer experience, but also on simplifying the broader product and technical landscape behind it.
Working closely with solution architects and engineering teams, the project supported a shift toward a cleaner and more modular platform foundation designed for scalability, operational excellence, and faster iteration.
This included reducing dependencies, simplifying integrations, improving automation and QA processes, and creating stronger alignment between product, design, and engineering teams.
Outcome
The strategy reset helped transform the Shell app into a clearer and more focused retail experience.
By reducing complexity and aligning teams around a smaller set of core experiences, the platform became easier to understand, maintain, and evolve across markets.
The project established a stronger foundation for future growth through a simplified product ecosystem, improved collaboration across disciplines, and a more scalable design and development approach.
Credits
In close collaboration with Shell, the wider product and engineering teams, and stakeholders across the global retail app ecosystem.
Starting point
The Shell app had grown into a fragmented ecosystem across 34 markets, with inconsistent experiences, overlapping functionality, and increasing technical complexity.
Over time, the product had expanded to include more than 20 feature variations, multiple loyalty implementations, and a growing number of third-party integrations. This created friction for both customers and internal teams, slowing down iteration and reducing clarity across the experience.
Together with product, engineering, and stakeholders across multiple teams, we helped redefine the app around a smaller set of high-value customer experiences and a more scalable global foundation.
Approach
The project focused on simplifying the app around three core customer value propositions: Loyalty, Payments, and Station Locator.
Low-value functionality was removed, onboarding and navigation were restructured, and key journeys were redesigned to reduce friction and improve clarity throughout the experience.
Alongside the UX work, we introduced a more consistent product direction across markets, helping align teams around a shared vision for the future of the platform.
Design System
The design system was created to support consistency, scalability, and collaboration across teams working on the Shell app ecosystem.
Reusable components, shared interaction patterns, and clearer implementation guidelines helped reduce inconsistencies between features and markets while accelerating product development.
The system also introduced a more structured workflow between design and engineering, improving refinement, documentation, QA, and handoff processes across distributed teams.
Scaling the platform
The strategy reset was not only focused on the customer experience, but also on simplifying the broader product and technical landscape behind it.
Working closely with solution architects and engineering teams, the project supported a shift toward a cleaner and more modular platform foundation designed for scalability, operational excellence, and faster iteration.
This included reducing dependencies, simplifying integrations, improving automation and QA processes, and creating stronger alignment between product, design, and engineering teams.
Outcome
The strategy reset helped transform the Shell app into a clearer and more focused retail experience.
By reducing complexity and aligning teams around a smaller set of core experiences, the platform became easier to understand, maintain, and evolve across markets.
The project established a stronger foundation for future growth through a simplified product ecosystem, improved collaboration across disciplines, and a more scalable design and development approach.
Credits
In close collaboration with Shell, the wider product and engineering teams, and stakeholders across the global retail app ecosystem.