Shell GO+

The Shell GO+ app offers a unique approach to loyalty programs by rewarding customers with visits rather than points. This innovative concept has already been launched in multiple countries throughout Europe and Asia. The app's rewards system is designed to incentivize customers by offering a range of exclusive benefits, including discounts, instant rewards, and more.

⚠️ NDA: In compliance with the non-disclosure agreement I signed, I have altered the processes, omitted sensitive data and obfuscated figures. All information in this case study is a recreation of my own experiences and does not reflect the views of the client or the employer.

Product Design

UX

UI

User research

Project Overview


Loyalty on demand, done right

As a UX consultant for Deloitte Digital, I was assigned to work with Royal Dutch Shell Plc., a major client. My role involved collaborating with the Experience Design team at Shell to develop a loyalty product that promises to set new standards of excellence in the field.

This app would enable members to collect points and stamps to unlock additional rewards. With its user-friendly interface and attractive rewards. Within a very short time, Shell GO+ is becoming one of the most popular loyalty programs in the world.

Challenge

Design an unified 'Loyalty-on-Demand' platform to enhance the experience of Shell customers visiting the gas stations. Robust point accumulation and easy redemption is the key goal of this project.

My Role/Responsibilities

  • Background research

  • User research

  • Interface design

  • Usability testing

  • Developer handoff

Company metrics

What makes a $215Bn company tick?

Customer Loyalty

Shell Mobility is a division of Royal Dutch Shell, one of the largest energy companies in the world. It's business model is centered around providing a wide range of sustainable mobility solutions to its customers, while simultaneously reducing the company's carbon footprint.

Main requirement was to create an app which was designed to appeal to customers who frequently used Shell's services and products, such as fuel, lubricants, and car care. Our team also conducted a competitive analysis to identify the strengths and weaknesses of similar loyalty programs offered by other companies.

Background research

I spent nearly a month analyzing Shell's demographic distribution and target user segments. I virtually led studies to understand business models of filling stations across several regions, to observe consumer purchasing behaviors related to Shell products and services.

← Back to All Works
ELMO →