CHALLENGE
Shell needed a global overhaul of their B2B digital customer experience for fuel retailers, distributors and wholesalers. This gave birth to Shell MarketHub,a £10 million project for Shell and a £3 million project for the design agency I was working for (by far the biggest project the design agency had).
When Shell selected the design agency as their experience design partner, they had over 20 websites for different types of users. The challenge was to understand a wide range of stakeholder/customer needs and create a single sign on website that would give a customized experience to individuals from different areas of the business.
TEAM
I worked as a UX designer, alongside a wider team at Foolproof, Shell and WIPRO (Shell’s front and back-end partner).
USER
Our primary users were employees working on Order management, User management, Reports and Sales volume/value.
APPROACH
The project was driven by Agile Methodology. My key responsibilities were:
1. Gathering stakeholder requirements.
2. Coordinating with the Shell Business analysts,Scrum master and Product owner to keep the project on track.
3. Creating detailed designs and coordinating with the WIPRO front and back-end developers to ensure quality during build.
I began by immersing myself into the intricacies of the oil industry through desk research and previous documentation. Once I had a basic grasp of the industry, I scheduled interviews with stakeholders (from different streams) to map the current online/offline experience and for the stakeholders to connect me to real customers. Soon after requirements had been gathered, I liaised with the Shell engineering team who had to create user stories and technical requirements.
Once the groundwork had been laid out, I started by creating wireframes for the four streams on OmniGraffle. All the designs were showcased on InVision to enable multiple stakeholders to leave their feedback. This approach allowed our teams to work collaboratively.
The wireframes were shown to customers and went through a round of iteration before they were produced into a detailed working prototype.
The final designs were handed over to the engineering team. I supported the build by being part of the sprint stand ups and demos.
During my time, MarketHub went live in Hong Kong, India, Oman, Macau, Philippines and South Africa.
IMPACT AND LEARNINGS
The successful launch of MarketHub and the customer feedback it received (see quotes) extended the scope Shell had initially set out. I later also took on the role to consider how other classes of the Shell business could adopt MarketHub.
“I find the website easy to use. My fear in using the latest technology disappeared seeing how easy it is to use MarketHub.”
"I didn't need any training, it's completely intuitive and user friendly."
1. Working collaboratively with off-site teams.
2. Working with a wide range of stakeholders and being able to steer discussion in the right direction.
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Nabihaiahmed@gmail.com
