Shell Customer Champion App
Creating an engaging app experience to drive sales.
To comply with my non-disclosure agreement, I have omitted confidential information from this case study.My Role
- Visual Design
- Prototyping
Team
- Ian Wanjau (Project Lead)
- Ephraim Mwangi (Content Strategy)
- Dennis Mutua (Art Direction)
Context
The Problem
Shell wanted their staff, dubbed customer champions, to care about and believe in the Shell V-Power brand, so that they'd be motivated to sell this to customers more frequently.
The Solution
We hypothesized that enabling Shell employees to use technology in innovative and useful ways would yield higher productivity. We built upon 3 key pillars:
- Education: equipping Shell customer champions with training material and mentorship opportunities
- Engagement: creating curated product experiences
- Rewards: rewarding performance through incentives and giveaways
We saw an opportunity to enhance the user experience of the existing Shell Customer Champion app.
Screenshots of the existing Customer Champion app
My Role
I designed high-fidelity mockups and the prototype for the mobile application.
Process
Insights
From our research, we found out that a good number of staff at Shell fuel stations did not understand the Shell V-Power brand. What is different about Shell V-Power? What does Shell V-Power do for customers? What is the impact on the business? In some cases, they did not actually believe in the brand and felt disengaged.
Redesigning the Onboarding Experience
I redesigned the onboarding experience to educate the customer champions about the benefits of using the app.
Training Modules
I worked on creating a more engaging experience for the training modules.
Dashboard & Leaderboards
I designed the look and feel of the dashboards and leaderboards.
Prototyping the Solution
I created an digital prototype in Adobe XD to demonstrate the various user journeys.
Results
We presented our pitch deck to the client and even though we didn't beat the competition, it was a great learning experience for me.
Challenges
Our biggest challenge as a team was the tendency to use pre-conceived ideas and bias from our research.
Takeaways
Design thinking is a collaborative process
Your team needs to collaborate efficiently in order to work successfully. Extend collaboration to everyone on a project team, not just the designers.
Remember that you are not the user
It's wrong to make assumptions about your users. Take time to learn about your user and how they interact with your designs.
Don't focus too much on the tools
Instead of getting hung up on what tools to use, focus on creative ways of problem solving and think of how to structure the design process to add value to the business.