Introduction

As a product designer, I spearheaded the creation of a user-centered gas station management dashboard for Shell. My responsibilities encompassed conducting in-depth user research, where I shadowed station managers to gain insights into their daily operations and challenges. This allowed me to gather critical requirements that informed the design process.

Additionally, I collaborated closely with cross-functional teams to ensure seamless implementation and adherence to Shell's design guidelines, guaranteeing a consistent brand experience across all digital products.
*Some details have been altered or fictionalized to protect client confidentiality while preserving the core insights and design process.

Risk Assessment

This assessment identifies key risks, evaluates their potential impact, and proposes mitigation strategies to ensure the project's success.

Category Description Potential Impact Likelihood Mitigation Strategy How Identified
Technical Integration Difficulty in integrating the new dashboard with existing systems such as POS, inventory management, and CRM. Delays in project delivery, increased development costs, user frustration.
Medium
 Conduct thorough technical assessments before development, use APIs for seamless integration, and involve technical experts early in the project. Identified through the need for integration with multiple systems outlined in user interviews and task analysis.
User Adoption Station managers may resist adopting the new dashboard due to unfamiliarity or satisfaction with current manual processes. Low adoption rates, failure to meet project objectives.
High
 Provide comprehensive training, create an intuitive interface, and demonstrate clear benefits to managers. Identified from user interviews where managers expressed concern about adapting to new technology.
Data Security and Privacy Ensuring compliance with data protection laws and safeguarding sensitive customer and transaction data from breaches. Legal ramifications, loss of trust, potential financial penalties.
Medium
 Implement robust encryption, regular security audits, and compliance with local data protection regulations. Highlighted by the need for handling sensitive data as identified in the requirements gathering phase.
Performance and Scalability The dashboard may not perform well under heavy loads or as the number of users and transactions increases, leading to slow response times or crashes. User dissatisfaction, loss of revenue, and increased support costs.
Medium
 Design with scalability in mind, conduct stress testing, and plan for incremental scaling. Identified during the analysis of potential future expansion and increased user load.
Feature Creep The project could expand beyond the original scope if additional features are requested, leading to delays and budget overruns. Delays in delivery, increased costs, and a complicated user interface.
Medium
 Clearly define the project scope, prioritize MVP features, and manage additional requests through a controlled change management process. Noted as a common risk in dashboard projects during initial project planning discussions.
Usability Issues The dashboard may not be intuitive or user-friendly, leading to frustration and reduced efficiency for station managers. Low user satisfaction, reduced productivity, and increased training costs.
High
 Conduct usability testing with real users, iterate on design based on feedback, and ensure the interface is aligned with users' daily workflows. Highlighted in user interviews and task analysis where managers expressed concerns about usability.
Data Accuracy and Integrity Inaccurate or delayed data could be displayed on the dashboard, leading to poor decision-making and mistrust in the system. Poor decision-making, loss of trust in the system, potential financial losses.
Medium
 Implement real-time data updates, validate data sources, and set up alerts for data discrepancies. Identified during discussions on the importance of real-time data in inventory and sales management.
Training and Support Inadequate training and support for station managers could lead to improper use of the dashboard and frequent errors. Increased support requests, low efficiency, and user frustration.
High
 Develop a comprehensive training program, provide easy access to support, and create a knowledge base for common issues. Recognized as a critical need in the interviews where managers requested training support for new systems.

Workflow

A detailed look into the typical day-to-day operations of station managers at Shell, as observed through shadowing and interviews. This understanding of their daily workflow informed the development of the management platform to better support these real-world tasks.

Check Fuel Levels
Fuel levels are adequate?
No
Fuel levels are low
  • Place Orders Immediately
  • Inform Staff to Monitor Fuel Usage Closely
Yes
Manage Staff
All staff present and on time?
No
Staff member is absent
  • Call Replacement Staff
  • Adjust Shifts to Cover the Absence
Yes
Check System Status
POS systems operational?
No
POS system failure
  • Attempt System Restart
  • Contact Technical Support if Restart Fails
Yes
Prepare for Opening
Cash register setup without issues?
No
Discrepancy in cash register
  • Recount Cash
  • Report Discrepancy to Supervisor if Unresolved
Yes
Monitor Inventory
Inventory levels sufficient for the day?
No
Low inventory detected
  • Place Emergency Order
  • Inform Staff to Ration Stock
Yes
Process Sales
Transactions processed smoothly?
No
POS system slows down or crashes
  • Switch to Manual Transactions
  • Contact Technical Support for Immediate Assistance
Yes
Handle Customer Service
Customers served without issues?
No
Customer complaint escalates
  • Attempt to Resolve the Complaint Personally
  • Escalate to Higher Management if Unresolved
Yes
Supervise Staff
Staff perform duties efficiently?
No
Staff performance issue detected
  • Provide Immediate Feedback
  • Arrange Follow-Up Training if Necessary
Yes
Generate Reports
Reports generated without errors?
No
Error in report data
  • Verify Data Accuracy
  • Correct Data and Regenerate Report
Yes
Complete Closing Tasks
All closing tasks completed without issue?
No
Issue during closing (e.g., system fails to shut down)
  • Attempt Manual Shutdown
  • Contact Technical Support if Issue Persists
Yes

Action-Oriented Process

Requirements

Conducted in-depth shadowing and interviews with station managers, ensuring the dashboard met all critical operational needs.

Prototyping

Designed high-fidelity prototypes featuring interactive elements, aligning with user feedback and business goals.

Collaboration

Partnered closely with developers and conducted iterative user testing to refine the dashboard design, continuously improving its usability based on feedback.

Style Guide Adherence

Ensured all design elements adhered strictly to Shell's style guide, maintaining consistency with the company’s branding and design standards.

Product Showcase

* The designs were originally created in Portuguese and have been translated into English to ensure clear understanding for a wider audience
** I revised the original "Campaigns Creator" design and flow, which was initially developed by a teammate, to better align with the project's objectives and my design vision for this portfolio. The version presented here reflects those improvements.

Rafael Mathias

Managed Lui directly @ Shell Brazil / Raízen

As a Product Designer, she was able to analyze the journey of gas station users and propose solutions to improve the customer fueling experience here in Brazil, showing seniority through all stages of the project. She also created data monitoring panels and a performance monitoring tool for each of our retail partners, that were highly praised by everyone in the company.

It would be a pleasure to work again with Lui on any project.

Quoted from Rafael Mathias recommendation letter in December 4th, 2020

Success metrics & outcomes

25%

Reduced time spent on routine tasks

The dashboard provided real-time data insights, allowing station managers to make informed decisions quickly and to focus on more strategic activities​.

Improved user satisfaction

User feedback highlighted the dashboard's intuitive design and ease of use, leading to higher satisfaction among station managers.

Streamlined workflows

The dashboard's user-centered design streamlined workflows, reducing the time required for daily operational tasks and decision-making processes.
Addressing Potential Concerns
  • Usability: The app's user-centered design approach effectively addressed and resolved usability challenges, ensuring a smooth and intuitive experience for all users.
  • Consistency: Maintaining a comprehensive style guide was pivotal in delivering a consistent design across platforms, enhancing the user experience and brand continuity.

Visual Explorations

High-fidelity prototype/aimation created with Flinto.

Work impact

The Shell Box Business Portal project exemplifies the power of a user-centered design approach to solving real-world operational challenges. By deeply engaging with the end users - station managers - through shadowing and interviews, we identified critical pain points and opportunities to streamline daily tasks.

There has been no official announcement or communication regarding this platform.

Usefull links:

Shell Box BusinessPortal Shell Box Business

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