challenge
Shell’s Fleet Solutions division, serving millions of B2B customers globally, faced a moment of reinvention: The core product (fuel cards) was no longer enough in a rapidly evolving mobility landscape with rising expectations for digital service, automation, and ecosystem integration. Legacy systems created high-friction onboarding and management experiences, leading many customers to avoid the platform entirely in favor of phone or email interactions. Competitors, including more nimble tech players, were entering with agile offerings that emphasized user experience and real-time control. → Shell needed to shift from being seen as a fuel provider to a mobility solutions platform, offering integrated services like tolls, telematics, maintenance, and data insights. The real challenge: redefine Shell’s B2B value proposition through customer-centric design, agile delivery, and global scalability.
Client
Shell
Format
Website
ACTION
As design and CX lead, I helped Shell reimagine and deliver a new digital core: Shell Fleet Hub: a global, modular, enterprise-grade fleet management platform. Vision & Strategy Defined an experience strategy and MVP roadmap that visualized Shell’s future-state as a mobility service platform, not just a fuel card provider. Created design principles rooted in research: Insightful, Predictive, Empowering—used to guide visual design, architecture, and interaction models. Aligned cross-functional buy-in by showcasing tangible user journeys that supported Shell’s “Every Customer, Every Time” vision. Design Research & Competitive Analysis Conducted interviews with fleet managers across markets to surface pain points, expectations, and triggers for switching behavior. Mapped competitor offerings to identify opportunity areas where Shell could lead, not merely follow. Foundational insight: users wanted more than transactions; they wanted real-time visibility, automation, and ease of control across their fleet. Agile Delivery at Global Scale Co-created the Shell Fleet Hub platform in partnership with Shell, Zensar, and API vendors across geographies. Built a modular, cloud-native platform architecture, enabling service expansion (e.g. telematics, tolls) through plug-and-play modules. Embedded design thinking into the agile delivery process, creating an adaptable framework Shell could extend over time. Focused on onboarding UX and micro-interactions, delivering small but critical moments that created trust, clarity, and confidence for first-time users.
RESULTS
Drastic reduction in onboarding friction, with digital self-service adoption increasing significantly, reducing dependency on email and call support. Shell internal teams now use Fleet Hub as a template for enterprise UX transformation, with the project cited as a benchmark for B2B product design. Secured additional internal investment to scale Shell Fleet Hub beyond fuel into mobility services, toll, and telematics integration. Improved fleet manager satisfaction through reduced task time, more predictive interfaces, and clear status visibility. Created a global product design system and modular component library, supporting rapid adaptation across markets and service models. Set the standard for agile delivery inside Shell’s Retail Transformation program, influencing team structure, sprint rhythm, and measurement rituals.
LEADERSHIP LENS
This was a defining opportunity to lead transformation across scale, complexity, and ambition. I showed up with: Clarity – Defined an experience future that anchored stakeholders and teams alike, turning abstract strategy into tangible journeys. Cadence – Built delivery rhythm into a program that spanned vendors, countries, and business units, without losing user focus. Care – Grounded every interaction in the fleet manager’s reality: fewer clicks, better control, and less time spent chasing answers. True transformation doesn’t just digitize. It redefines the value the business offers and the experience through which it’s delivered. Shell Fleet Hub was exactly that.
