Shell
Research and design
I was lead designer on a new market launch for Shell in 2021, working with a large product team and senior stakeholders in a complex environment. I built the design system and core customer journeys across multiple touch points in Figma, including online journeys, service emails and customer comms - like invoices and contracts.
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Design activities:
Research and understanding the Dutch energy market
Workshops, concepts and content design
Technical and user requirements
Visual and service design
Developer support
Made in 🖌️ Figma, Miro, MS Powerpoint, Excel and Word
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Main challenges:
New product without existing data or research to lean on
Working with super senior stakeholders
Complex interactions to capture and show data
Launching Shell Energy in the Netherlands
I was working with multiple product teams, senior stakeholders, PWC and Salesforce teams in a very complex environment. We were building a large roadmap for putting all back and front office platforms and systems in place for the launch.
By doing lots of market and competitor research to thoroughly understand the Dutch energy market and regulations, I was designing ahead of the delivery teams and feeding in the technical and user requirements to their planning sessions and sprints, while holding regular feedback sessions and workshops with executives and senior stakeholders to shape the core customer experience.
My work was also used for the official submission for the Dutch energy regulator - ACM, to get Shell Energy registered as an energy provider in the Netherlands.
New design system for Shell Energy
Although we were working on launching Shell Energy on the Dutch market, our wider mission was to build the foundations and technology for a global Shell Energy brand, making it as easy and straightforward to launch on new markets all over the world as possible. Because of this, we wanted to build a best in class digital brand for Shell Energy to give the brand solid and timeless foundations.
I picked the best and most advanced examples within the Shell brand for us to follow and I combined their styles and principles with the Shell Energy brand guides to create a holistic, consistent, accessible and modern design system.
Check the live website: https://www.shellenergy.nl