Shell Business Portal

The context

Designing a management dashboard that saved time and increased control. Created a user-centered dashboard for Shell station managers, streamlining workflows and reducing operational friction across 3,500+ gas stations.

Shell needed a digital solution for managing day-to-day station operations. Paper-based processes and outdated tools made it difficult for station managers to get real-time data, track performance, or resolve issues efficiently.

I led the design of a business-facing dashboard tailored to their real needs — by shadowing managers, gathering direct feedback, and turning those insights into usable, scalable workflows. The final product aligned fully with Shell’s global brand guidelines while solving tangible on-site challenges.

Shell Box business login screen with username and password fields beside a photograph of station employees. — **A focused entry to the workspace**
The login task stays compact and separate from the supporting photograph.

Shell Business Portal dashboard with payment trends, a product-mix chart, transaction metrics, campaign rows and a reviews section. — **From headline figures to daily activity**
The dashboard moves from summary charts and key figures into campaigns and reviews.

Shell Business Portal transaction table with value and quantity summaries, filters and an expanded transaction-detail row. — **Inspect a transaction without losing the list**
Summary figures establish scale, while the table supports inspection of individual records.

Shell Business Portal campaigns page with totals, a performance chart, status tabs, campaign rows and a Create Campaign button. — **Monitor campaigns and act from one view**
Campaign totals and the chart give an overview before the status-based list.

Highlights

Challenge

Lack of centralized operational visibility for gas station staff

Strategy

Design a real-time dashboard grounded in station manager workflows

Execution

Shadowed Shell station managers to gather first-hand insights
Designed a task-focused dashboard with real-time alerts, reports, and KPIs
Built high-fidelity prototypes tested and iterated with target users
Followed Shell’s global design standards to ensure visual consistency across regions

Impact

25%

Reduction in time spent on routine operational tasks

Faster

Decisions enabled by real-time data visibility and simplified navigation

Higher

Satisfaction among station managers who found the dashboard intuitive and aligned with their daily needs

Consistent

Branding ensured trust and scalability across all Shell B2B tools

Shell Business Portal campaign creation screen with selectable branded template previews and an Edit Content step. — **Start from an established pattern**
Visual template previews make the starting options concrete.

Shell Business Portal campaign editor with an offer preview beside discount, validity, activation-limit and campaign-status controls. — **Edit the offer with its rules in view**
The offer preview sits alongside the rules that govern it.

What I Learned

This was a masterclass in designing with empathy and proximity to operations. By embedding myself in the station managers’ routine, I learned to prioritize speed, clarity, and relevance over aesthetics. I also deepened my experience working with strict brand systems and high-regulation environments, delivering a polished B2B product that genuinely supported frontline needs.