Three questions to the project team
1. What was the particular challenge of the project from a UX point of view?
Shell Fleet Hub was of huge strategic importance to Shell Fleet Solutions, great UX design and customer understanding was paramount to bringing customers on a journey from fuel card to mobility services ecosystem. This meant we needed to design for both today’s need i.e. users managing their fleet (from 1 person 1 vehicle to a global freight player with thousands of vehicles) through the platform as exceptionally simply as possible, whilst also designing for future complexity where a whole range of services will be added into the ecosystem that will need to make sense to people. In answering this challenge, we created a technology architecture and design language than can be extended continuously by Shell to deliver on their business and customer objectives.
2. What was your personal highlight in the development process? Was there an aha!-moment, was there a low point?
Like all big programs the initial plan was ambitious and hard to get right first time. At times, this meant we were in danger of falling into the trap of following the plan to the letter opposed to focussing on creating a team and delivery culture which would supercharge Shell’s future Retail Fleet Transformation efforts.
This meant the development process was full of highs and lows. But despite the long haul you have to remember that no great products are built with entirely happy teams, and that even those ‘lows’ are better described as learnings. ‘The moment’ was when the team aligned to the vision for Shell Fleet Hub, agreed and unified on prioritisation and challenged each other respectfully whilst trusting each other’s talents and ideas to ultimately deliver an exceptional platform.
Other highs included the ultimately successful delivery of agile software development at a scaled business with the platform serving 100k+ users in 2 years across 35 markets.
3. Where do you see yourself and the project in the next five years?
We continue to work on releases and feature changes to the platform. But Shell Fleet Hub’s scope is far broader than this, even than a B2B experience transformation. Shell Fleet Hub is part of a retail transformation journey that will change how users’ access Shell’s services as part of a mobility ecosystem which will meet B2B customers’ end-to-end mobility needs.
The platform is changing how Shell approach consumer retailing now that they have an API driven, cloud-based infrastructure, and a robust design system. Over the course of the next five years, innovative new services will be created and released and Shell Fleet Hub, as the bedrock of these changes, will provide B2B customers with the level of experience and expectation typical to B2C products. We will achieve this by focussing on continuous improvement for more intuitive user experience and user interface design, onboarding more Shell services to form the mobility ecosystem enabled by Shell Fleet Hub and supporting third party integrations to make the ecosystem a one stop shop for a myriad of B2B customers’ mobility needs.