Jean Staig

I led the strategic and design transformation of the Shell mobile application (operated by ENEX), a project that needed a complete backend rebuild for scalability. The project involved two critical phases: a Phase 1 (Discovery), where I led Service Design and research to define the TO-BE vision, and a Phase 2 (MVP Implementation), where I served as UX/Design Lead, overseeing the experience design and the construction of a Design System. The key deliverable was an MVP with a scalable backend and a fully revamped user experience, ready for market launch.

The Challenge and Strategic Opportunity

The Shell mobile application urgently required a complete overhaul. The challenge was not just superficial; the legacy backend lacked scalability, which prevented the introduction of key new functionalities and limited the business potential. The goal was to lay the foundation for a robust digital platform that could support Shell's future omnichannel and loyalty strategy.

• Business Challenge
• Lack of Scalability: The backend prevented innovation and the growth of transactional functionalities.
• Product Challenge
• Vision Definition: A clear TO-BE vision for the app and service was needed to justify the investment in a new architecture.
• Design/Service Challenge
• Designing with Constraints: Integrating Shell's global brand manuals with local Chilean needs and regulations.

My Evolving Role and Team

My participation was crucial in transitioning from strategic thinking to tactical execution:

• Phase 1: Discovery and Strategy
• Role: Service Designer (Research and Workshops Lead).
• Responsibilities: Leading research, stakeholder interviews, field visits, AS-IS analysis, TO-BE definition, and service blueprint.
• Phase 2: MVP Design and Implementation
• Role: UX/Design Lead (Responsible for Experience and Design Supervision).
• Responsibilities: Leading the design team (2 UI, 1 UX), serving as the design partner for the Product Owner, ensuring UX/UI quality, and implementing the Design System.

Phase 1: Strategic Discovery and the TO-BE Vision

In-Depth Research (Service Design):

• Stakeholder Interviews: We focused on various business leaders (loyalty, retail, technology) to map their goals and frustrations with the AS-IS system.
• Field Research: I conducted both guided (client-accompanied) and incognito visits to service stations to observe the service in action and the end-user interaction with the Shell ecosystem (fuel pumps, convenience stores, app).
• AS-IS Analysis: We documented the current service, digital experience, and the obsolete backend to expose the critical scalability gaps.

• Leadership in Co-Creation Workshops:
• I designed and facilitated workshops with the client to align the vision and co-create the TO-BE opportunities for the application. This ensured that the final proposal would be adopted by all business areas.

Strategic Deliverable: The final report not only documented the AS-IS and TO-BE, but also included conceptual design proposals that demonstrated the feasibility of the new experience, successfully convincing the client ENEX to fund the implementation stage.

Phase 2: MVP Implementation and Design Leadership

MVP Definition and Product Partnership: I worked closely with the Product Owner to prioritize functionalities that would offer maximum value to the user and the business, within the timeline constraints of the backend rebuild.

Design Leadership and Team Management: I took on the role of leading the design team (1 UX, 2 UI). My focus was:

• Ensuring UX Coherence: Translating the blueprints from Phase 1 into high-fidelity flows, ensuring a fast and intuitive user experience.
• Mentoring the UI Team: Supervising interface quality to meet Shell's brand standards without compromising usability.

Strategic Design System: To maximize speed and future scalability, we defined and built a modular Design System. We used Shell's international guidelines as a basis, but adapted it with components specific to key Chilean retail interactions.

Deliverables and Outcomes

• Key Deliverable: The complete set of high-fidelity wireframes and screens for all MVP functionalities, ready to be consumed by the backend and frontend teams.
• Product Outcome: The MVP was built on a new, scalable backend architecture, resolving the core business issue.
• Design Impact: We successfully launched an application with a superior user experience that aligned Shell's global brand promise with ENEX's local operations, establishing a solid foundation for future iterations and new functionalities.

Learnings and Leadership Insights

• Design as a Transformation Engine: This project proved that service design (Phase 1) was the enabler of the technological investment (backend rebuild). The value of a strong Discovery is that it reduces development risk.
• The Design Lead is a Product Partner: My role was more than managing designers; it was about being the Product Owner's partner in balancing business ambitions, user needs, and the technical feasibility of the MVP.
• Design System and Scalability: The Design System was a key strategic decision that ensured brand consistency and provided the necessary design velocity to meet the MVP deadlines.