PROJECT 5
Energizing Electric
Mobility
BUSINESS DESIGN / SERVICE DESIGN
CLIENT: Shell EU & NA
ROLE: Lead Servicee Deesigner
OBJECTIVE:
To enable Shell Fleet Solutions to lead the e-mobility transformation for fleet operators by designing innovative, scalable, and user-centric charging solutions tailored to diverse operational contexts. These solutions aimed to address decarbonization goals, reduce total cost of ownership (TCO), and enhance operational efficiency, while reinforcing Shell’s leadership in renewable energy and sustainability.
Challenges to be Addressed
Fleet operators in Europe and North America face mounting challenges in transitioning to electric vehicles (EVs):
1. Decarbonization Pressure:
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Governments have introduced stringent emissions regulations requiring businesses to adopt cleaner technologies rapidly.
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Fleet operators must align with these regulations while maintaining operational efficiency and cost control.
2. Fragmented Charging Ecosystem:
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Charging needs vary significantly across use cases: office car parks, depots, on-the-road refueling, and employee home setups.
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Lack of integrated solutions creates operational inefficiencies and increases complexity for fleet managers.
3. Operational Challenges:
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Unpredictable energy demand, uneven utilization of charging stations, and limited network visibility hinder fleet optimization.
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Fleet managers struggle with planning, monitoring, and controlling electricity usage across diverse locations.
4. Financial Viability:
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High upfront costs for infrastructure, combined with uncertainties around ROI, make transitioning to EVs a challenging investment decision.
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Shell needed a comprehensive, user-friendly, and scalable e-mobility solution addressing these pain points while catering to diverse regional markets.
Value Propositions within Shell eMobility [Source: Shell eMobility Brochure]
Approach &
Methodology
User Research and Insight Gathering:
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Stakeholder Mapping: Identified and engaged key stakeholders, including fleet operators, drivers, IT teams, operations managers, and regulatory authorities.
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Interviews and Workshops: Conducted extensive sessions to understand the specific needs, pain points, and operational dynamics of fleet operators in Europe and North America.
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Data Analysis: Leveraged Shell’s partnership with Deloitte to analyze market trends and adoption drivers, including the impact of decarbonization regulations and cost pressures.
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Competitor Benchmarking: Evaluated existing solutions in the EV ecosystem to identify opportunities for differentiation and innovation.
Service Design and Co-Creation:
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Service Blueprints:
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Mapped end-to-end workflows for charging solutions across four contexts (office, on-the-go, depot, home).
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Incorporated feedback loops to refine the operational flow and address inefficiencies.
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Customer Journey Mapping:
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Visualized interactions between fleet managers and the charging ecosystem, highlighting critical touchpoints, pain points, and moments of delight.
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Systems Thinking: Modeled the charging ecosystem, integrating technical, financial, and user-experience perspectives to create a seamless service offering.
Business Innovation:
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Value Proposition Design: Defined key benefits for fleet operators, emphasizing cost savings, operational simplicity, and decarbonization impact.
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Business and Financial Models:
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Developed pricing strategies tailored to diverse fleet sizes and use cases.
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Projected long-term ROI for charging infrastructure investments.
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IT Solution Architecture: Designed a scalable, cloud-based platform enabling real-time monitoring, dynamic pricing, and advanced analytics for fleet managers.
Prototyping and Testing:
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Built and tested prototypes for the IT platform, including dashboards for network monitoring, energy usage, and success metrics.
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Ran pilot programs in collaboration with Shell’s local teams to evaluate feasibility and gather user feedback for iterative refinement.
Persona and User Journey. [Intentionally Blurred]
Service Blueprint. [Intentionally Blurred]
Solutions &
Recommendations
eDepot Charging Value Proposition:
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Enhanced operational control, reduced downtime, and alignment with sustainability goals.
Stakeholder Collaboration:
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Worked across Shell’s Business, IT, Operations, Sales, and Marketing teams to ensure alignment with organizational goals and customer needs.
Technology Integration:
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Deployed a cloud-based IT platform for real-time monitoring, analytics, and proactive maintenance alerts.
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Implemented dynamic pricing algorithms to optimize energy usage and revenue generation.
Global Rollout:
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Designed a scalable operational model adaptable to local regulations, customer requirements, and energy landscapes in Europe and North America.
Process Standardization:
Developed SOPs for infrastructure installation, operational monitoring, and issue resolution to ensure consistent service delivery.
High-level process flow of B2B engagement with Shell's eMobility Customers [Source: Shell eMobility Brochure]
Impact &
Outcomes
Business Impact:
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Positioned Shell Fleet Solutions as a leader in the e-mobility space, bridging the gap between traditional fuel services and renewable energy solutions.
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Helped develop and deploy SBRS Germany's eDepot integration MVP in France with Le Roy. This is a significant step in scaling this value offering within Europe.
Operational Impact:
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Reduced charging downtime through real-time monitoring and proactive alerts.
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Enhanced fleet efficiency by optimizing charging patterns and energy usage.
Environmental Impact:
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Enabled fleet operators to reduce carbon emissions by transitioning to EVs, contributing to broader decarbonization goals.
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Expanded the use of renewable energy sources in on-the-go charging solutions.