Role
Product Designer (Lead, US & CA Mobility)
Location & year
London, 2024
Client
Shell
Industry
Energy & B2B e-commerce, SaaS
Platforms
Web app with mobile and tablet support
Transforming B2B e-commerce
The Shell MarketHub (SMH) is the largest project in Shell's portfolio and a key part of its digital strategy. Generating £19B+ in annual revenue, it serves 35,000 customers across 156 countries in 29 languages. A major overhaul was necessary to address usability challenges, modernise workflows, and meet evolving business needs.
As Design Lead for the US and Canadian Mobility markets, I worked with six designers as part of a global team of over 120 contributors. My immediate squad of 24 stakeholders, including product owners, project managers, business analysts, and developers, focused on localising functionality and implementing market-specific features.
Through user research, usability testing, and workshops, we identified critical pain points, optimised workflows, and improved navigation. Leveraging Shell's Glass Design System, we built a scalable, accessible framework that improved efficiency and adoption rates.
92%
adoption rate in Commercial Fuels in North America
8.6
Customer Satisfaction Index (CSI) increased from 8.2
Lower
support ticket volume decreasing operational overhead
Problem
Enhancing a multi-billion dollar B2B e-commerce platform to improve efficiency, optimise workflows, and increase adoption across the US and Canada.
Shell MarketHub is a mission-critical platform for wholesale, commercial, and retail partners, enabling them to manage fuel transactions, terminal access, invoicing, compliance, and account management. Legacy workflows caused frustration and increased operational costs due to fragmentation and inefficiency.
-
UX & outdated workflows
Complex navigation and disconnected processes. -
Lack of strategic UX execution
While research and initial designs were completed, the vision needed to be aligned with business objectives, technical feasibility and development constraints. -
Scaling for a large market
The US market (the largest by annual revenue globally) required robust, scalable solutions, while Canada needed localisation without disrupting the global product experience. -
Complex User Access Management (UAM)
The role-based access system needed restructuring to align with security protocols and ensure enterprise scalability. -
Cross-functional alignment
Successful implementation required close collaboration among POs, BAs, PMs, system engineers, and the design team, ensuring that design solutions were scalable, accessible and technically feasible.
Approach
Aligning UX strategy with business priorities, technical feasibility, and delivery milestones to ensure a seamless and scalable redesign.
Successfully transforming Shell MarketHub required a strategic approach to execution and a careful balance of business objectives, user needs, and technical constraints. I worked closely with product owners, business analysts, project managers, developers, and the design team to ensure stakeholder alignment and instil confidence in the project's direction.
01 / Discovery
Stakeholder workshops
Business process mapping
UX research synthesis
Functional audits
02 / Requirements
MVP definition
Functional mapping
Accessibility
Compliance alignment
03 / Design
Wireframes
User journey mapping
Iterative prototyping
Information architecture
04 / Validation
Usability testing
A/B testing
Stakeholder reviews
Feasibility analysis
05 / Delivery
Design-for-development
Sprint support
Backlog prioritisation
UI audit
Collaboration & UX strategy
Integrated UX into agile workflows, ensuring business-driven and scalable solutions.
- Aligned UX strategy with business goals to drive measurable impact.
- Facilitated stakeholder workshops to define vision, scope, and priorities.
- Collaborated with technical teams to ensure feasibility and smooth handoff.
- Led strategic discussions on feature prioritisation balancing UX and tech constraints.
Refining MarketHub's UX for scalability
Creating a future-proof UX system that scales efficiently across global markets.
- Iterated on UX/UI designs, refining based on business and technical feedback.
- Mapped legacy workflows to a modernised UX, ensuring parity across the US & Canada.
- Defined scalable UX solutions, reducing redesign needs.
- Led cross-functional workshops to drive alignment and execution.
Streamlining User Access Management
A secure, scalable UAM system reducing complexity and administrative overhead.
- Strategic problem-solving: Breaking down business and security needs into a structured role-based access framework.
- Cross-team collaboration: Working with security teams, system engineers, and compliance leads to align UX with regulatory requirements.
- Data-driven validation: Testing and iterating on access flows based on real user feedback.
Outcome
Measurable impact on adoption, satisfaction and efficiency.
Through a strategic approach to UX execution, collaboration, and iterative refinement, the redesigned Shell MarketHub improved efficiency, user satisfaction, and accessibility for the US and Canadian markets.
-
Increased adoption
Achieved a 92% adoption rate across North America in the Commercial Fuels segment. -
8.6 CSI (Customer Satisfaction Index)
Increased from 8.2, reflecting improved usability and user engagement. -
Lower support ticket volume
UX refinements helped lower friction in financial and account management workflows. -
More consistent & scalable UX
Integrated scalable design components to support localisation and future iterations. -
Accessibility compliance
Applied WCAG 2.2 accessibility standards to ensure compliance with Shell's design system, creating a more inclusive experience for its diverse user base.
Feedback
Laszlo's ability to champion our needs and lead the team to solutions for complex challenges, such as merging disparate UAM processes into a single, cohesive experience, has been invaluable. His proactive approach, enterprise-first mindset, and eagerness to understand both customer and business needs have significantly improved trust and comfort across stakeholders.
Thanks to his contributions, we've not only improved user experience but also identified opportunities to save costs and streamline future support.
David House, Digital Platforms & E-Commerce Manager
Shell
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