Shell Box

The context

Designing convenience at scale for 3,500+ gas stations in Brazil. Redesigned Shell’s station locator and promotions experience — boosting engagement by 30% and supporting 3,500 gas stations and 500 convenience stores nationwide.

Shell Box is Shell’s flagship mobile app in Brazil, offering users an easy way to find gas stations, pay for fuel, and access promotions. At the time, the station finder was functional but outdated — search was slow, promotions were buried, and the experience lacked real-time context.

As the product designer, I led the redesign of the locator and offers experience, simplifying navigation, surfacing dynamic promotions, and aligning every touchpoint with Shell’s global brand guidelines.

Three Shell Box screens showing payment-code entry, a payment-method selector and an approved-payment confirmation. — **Make payment progress explicit**
The sequence separates entering a pump code, choosing a payment method and confirming the result.

Shell Box points redemption screen with a conversion slider beside a successful miles-redemption confirmation. — **Show the value of a reward**
The redemption screen puts the points balance and conversion choice before the action.

Shell Box My Benefits screens showing a referral code with sharing controls and a code-entry view with an empty benefits state. — **Separate sharing from activation**
Tabs distinguish inviting friends from activating a benefit.

Shell Box station maps with promotional markers and a selected station card showing distance and a Trace Route button. — **From location to a next step**
The map connects nearby locations to promotional context.

Highlights

Challenge

Users struggled to find nearby stations with up-to-date info and missed time-sensitive offers

Strategy

Rebuild the finder UX with real-time location data, availability, and personalized content

Execution

Designed high-fidelity flows for station search, filters, and promotional highlights
Created a modular style guide to ensure brand consistency across all platforms
Partnered with devs to roll out improvements across Shell Box’s vast retail footprint

Impact

3.5M+

App downloads with active users increasing by 300% since launch

110K+

Weekly active users and up to 14K weekly downloads during peak campaign periods in Brazil

40M+

Fuel payments processed and over 35 billion BRL in transaction volume across 5,000+ Shell stations and 1,600+ Shell Select stores

30%

Engagement uplift in app offers following redesigned search and promotional flows

Shell Box marketing webpage with a product introduction, payment-code illustration and a mobile app download link. — **Explain the app before the download**
The webpage introduces the app in the context of paying at a station.

Shell Box webpage showing three setup steps above a carousel of payment, discount and reward benefits. — **Break getting started into steps**
A short sequence explains registration, payment setup and station discovery before the benefits.

What I Learned

Designing for large-scale retail environments taught me the importance of structuring flows around real-time context (location, promotions, checkout) and supervised localization. This experience underscored how enterprise UX at scale demands strong design ops, well-documented UI specifications, and collaboration across regional product, dev, and business teams.