Lean Canvas & Discovery
I facilitated workshops using the Lean Canvas to bridge the gap between Shell's sales goals and the actual pain points of customers. This ensured the team stayed focused on high-value features.
Shell
Customer Chemical Portal
Digitizing a legacy B2B ecosystem. This project transformed a static, PDF-heavy portal into a mobile-responsive commerce engine, driving a 25% increase in client acquisition.
Note on Scope: This project highlights my earlier UX lead practice. It demonstrates the foundational thinking and strategic alignment required to modernize global enterprise systems.
Verified Outcomes
*Results based on 90-day post-launch analytics.
25% Growth
Active client base grew from 1,600 to 2,000+ accounts within the first quarter.
30% Faster
Optimization of the reorder flow reduced task completion time by nearly a third.
30% Mobile
Responsive design captured a previously untapped segment of "in-the-field" users.
The Strategic Win
By moving critical data out of static documents and into dynamic UI components, we reduced the reorder flow from 8 steps to 5. This led to an 18% increase in repeat orders in the first month.
1. Research & Synthesis
Portal Mapping & Audit
We audited the legacy ecosystem to expose navigation loops and "dead ends." This physical and digital mapping was crucial to convince stakeholders that a complete overhaul was necessary.
User Personas
Based on global market data, we defined two primary archetypes. These personas ensured that every design decision served a specific user need, from bulk ordering to safety compliance.
User Journey Mapping
Mapping the end-to-end journeys revealed the "PDF Friction Point." We identified that users were dropping off when they had to leave the portal to find documentation in external folders.
Why?
This deep dive into research allowed me to push back on "feature bloat." By grounding the project in Persona data, we prioritized the 20% of features that provided 80% of the value.
2. Strategy & Architecture
Information Architecture & Task Prioritization
I used a "Red Route" analysis to chart every function on a frequency matrix, identifying the critical tasks that drive business value. By mapping these high-frequency actions directly to a task-based Information Architecture, I replaced the legacy "file-based" logic with a streamlined navigation model. This blueprint served as the primary guide for the remote engineering team in India, ensuring complex Salesforce state changes aligned with user intent.
Why?
Strategy is about finding the shortest path to value. By flattening the architecture, we ensured that safety specs and tracking data were accessible in two clicks or less from any screen.
3. Visual Design & Validation
From Paper to Digital Wireframes
I utilized rapid sketching to explore mobile-first layouts before moving into Axure. Testing low-fidelity wireframes allowed us to iterate on the Salesforce component logic early in the process.
High-Fidelity UI Design
The final UI applied Shell’s global brand guidelines while respecting the technical constraints of the Salesforce Lightning ecosystem. We focused on high-contrast data tables and clear shipment status indicators.
Why?
Visual clarity was the priority. For users in a busy lab or a warehouse, the UI needed to be "unmissable." High-fidelity prototypes helped validate that our touch targets worked for users in the field.
4. Execution & Handoff
Navigating Salesforce Constraints
The biggest hurdle was the technical framework. I worked closely with Salesforce architects and a remote development team in India to ensure our custom UI didn't break core CRM functionality while delivering a premium Shell experience.
Leadership Lessons
- Technical Feasibility: Negotiating early with developers about Salesforce Lightning components prevented "design debt" and ensured a smooth hand-off.
- Global Coordination: Managing the design specs for an offshore team required detailed documentation and daily QA syncs to maintain pixel-perfect standards.
- Data Integrity: Moving from PDF files to live data required a complete rethink of how Shell handled its product specs, leading to a much more resilient system.
Retrospective
This project proved that even in "traditional" industries like chemicals, user-centric design is the primary driver for business growth. By solving the mobile friction and the "PDF problem," we didn't just update a website—we modernized a global sales tool.