Shell Fleet Hub

work
Shell Fleet Hub

Shell

Transforming the enterprise fleet management experience

Designing and delivering solutions for Shell Fleet Hub

Overview

Shell needed a world-class enterprise solution that could transform their global fleet management experience. We collaborated with Shell and multiple partners to create and deliver Shell Fleet Hub, a platform that now spans 39 markets and empowers millions of customers. By overhauling their outdated system, we set a new standard for how fleet managers engage with a dynamic, user-centric platform.

Client name

Shell

Discipline

brand, technology, strategy

Challenge

Advance Shell’s Role in the Mobility Future: Support Shell’s vision for Fleet Solutions by expanding revenue opportunities through innovative, dependable, and valuable products and services.
Create a Scalable Fleet Management Platform: Design, build, and launch a portal that serves millions of drivers worldwide, supporting operations across 44,000 retail locations.
Establish a New Standard for User Experience: Lead the way in user experience and agile development to set a high benchmark for Shell’s retail transformation initiatives.

Shifting to meet new customer expectations

As technology and customer expectations continually evolve, Shell recognized their need to as well—from a legacy fuel card provider to a comprehensive fleet services solution. To stay competitive, Shell had to think bigger—envisioning a future as a fully integrated mobility services platform. This new strategy placed the customer at its core, transforming how fleet managers interact with Shell’s platform and expanding service options to include integrated solutions like tolls, telematics, and non-fuel services.

By prioritizing the customer experience, we helped Shell solidify its position as a market-leading provider of mobility solutions with a seamless, end-to-end platform capable of evolving with customers to meet their changing needs.

Fleet Hub is used in 44,000 outlets as a payment vehicle

The platform is available across 39 markets around the globe.

Designing the Future Experience

We created a clear experience strategy, starting with an MVP that mapped out the platform’s potential. This roadmap helped Shell’s stakeholders understand and support the vision, unlocking further investment. It became a critical piece of Shell’s retail transformation, bringing the long-term potential of Shell Fleet Hub to life and solidifying the goal of a next-gen user experience.

Research-driven Design

To address pain points in the outdated system, we conducted research sessions with core user groups and identified areas that needed rethinking. We then mapped out the competitive landscape to better understand how smaller, agile players were disrupting the market. Our findings informed design principles that set Shell apart, allowing us to craft a platform that’s insightful, predictive, and truly responsive to fleet managers’ needs. These insights were our north star, ensuring every element of the user experience, from visual design to functionality, was crafted to exceed expectations.

Simplifying onboarding and everyday use

The legacy platform’s complex onboarding led many fleet managers to avoid it entirely, preferring to use the phone or email to manage their fleets. Our vision was to elevate the customer experience, which required creating a premium, best-in-class B2B product. We started by overhauling the entire experience, transforming onboarding into an intuitive and interactive service. Micro-interactions were introduced to make navigation simple, engaging, and easier to understand.

We focused on users’ high-priority tasks first, then gradually layered in complexity to ensure the platform remained intuitive as became more immersed in it. Grounding our design, and development in research allowed us to keep our sprints agile and responsive, aligning with our partners’ expectation and ultimately leading to a successful product launch.

Collaborative development at scale

We embraced an agile, modular development process, leveraging the expertise of our full network, working alongside partners from Zensar, Foolproof, and Shell’s API experts. Together, we built a collaborative delivery culture that spanned teams, time zones, and continents.

From the outset, we immersed ourselves in both the design and technical delivery processes, gaining a comprehensive understanding of Shell's technical landscape and vision for the platform. This deep involvement allowed us to fully grasp both the constraints and opportunities of the platform, empowering us to make more informed decisions, adapt to challenges in real time, and deliver a product that met Shell’s high standards for functionality and experience.

By working collaboratively at scale, we were able to design and deliver a solution that preserved the intricacies of the user experience while enhancing key moments that mattered most to fleet managers. Our work demonstrated that even complex B2B systems can offer world-class experience design. To support Shell’s ongoing journey, we distilled the platform’s UI into a pattern library, creating a foundation for future design and development. This pattern library has since informed a broader enterprise design system, ensuring consistency and efficiency across all services within Shell’s Fleet Hub vision.

A foundation for data-driven growth

This platform became more than a one-off upgrade, it set a new standard as Shell’s blueprint for building best-in-class customer experiences. The Fleet Hub platform has inspired multiple new initiatives across the company. Notably, the pattern library created for the online card management platform was instrumental in accelerating ideation and delivery for a new tolls system, reducing time-to-market and cost-to-serve.

Building on a foundation of data-driven, user-centered desgn has set Shell on. path toward even greater innovation and market leadership in the mobility sector. We’re immensely proud of what we accomplished together, helping Shell pave the way for the next generation of mobility services.

Solution

Empowered Business Change: Grounded in user-centricity, our design transformed Shell’s fleet management capabilities.
Built for the Future: A flexible, scalable digital ecosystem that positions Shell as a mobility solutions leader.
World-Class B2B Experience: Embedded innovative software solutions to revolutionize user experience.

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