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Shell Mobility Case Study 

 

Enabling business and technical user journeys

Summary

Client: Shell

Industry: Oil & Energy

The Shell Developer Portal went through a revamp in 2022. The devportal offers solutions for enterprises and startups. With explicit onboarding materials and detailed API descriptions, the portal caters to business and technical personas. 

As they state on the developer portal, "Take advantage of the wide range of APIs Shell has to offer to build better user experiences, automate processes and innovate. From EV to Payments, from Locations to Loyalty take advantage of the wide suite of services."

About Shell Mobility

                               

 

Digitizing customer interactions

Shell Mobility "is the shopfront and the face of Shell. At our more than 47,000 mobility locations worldwide, we interact with millions of customers every day. Our mission is to make life’s journeys better – by providing an evolving range of quality fuels, a welcoming and comfortable break or a retail experience that offers customers convenience, quality and choice."

Shell recognized the transformative power of advancing technology and identified the opportunity to enhance businesses’ capacity for digitizing customer interactions, a realm where APIs take on paramount significance.

Values & Partnership

Thanks to the developer portal, Shell promotes technology adaptation and enhances developer experience. Shell APIs allow developers to integrate Shell’s data and services into their own applications, systems, and websites. These APIs enable automation of processes, reducing manual tasks and administrative time.

The primary reasons Shell chose Pronovix were Pronovix's flexibility to grow and evolve the developer portal as needed, the open-source solution that prevents vendor lock-in, and the extensive experience and knowledge of the field.

"We are very satisfied with our collaboration. Your team’s speed, simplicity, and expertise have met our expectations. Your prompt responses and straightforward processes have made working together smooth and efficient. We look forward to continuing our partnership” 

 

Sofiia, Product Owner DX at Shell.

Outcomes

Developer.shell.com caters to multiple audiences: product overviews provide clear guidance for business personas, while technical personas can access valuable information about SDKs, programming languages, or API endpoints, among other examples. 

All segments of the developer portal are consistent with the company’s brand guidelines: the color scheme, recurring motifs, and an overall sense of familiarity strengthens the brand image and also inspires trust in developers. 

Some of the main outcomes are: SSO [Single Sign-On authentication] and taxonomy-based access control, automated access request workflow, user-centric approach with several support options, and API Management Layer.

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The Journey

The collaboration between Shell and Pronovix started with User Experience and Technical Writer reviews. The aim was to create a status report of the developer portal’s state at that time. Based on that, and after mapping out the needs and how Pronovix best can serve the company's goals with the Zero Gravity Developer Portal solutions, a closer collaboration has been started. 

The Information Architecture workshop aimed to provide advice and guidance on best practices that align with Shell’s business goals. Pronovix helped to discover the possible user journeys — all to facilitate a better devportal engagement and overall user experience, and reviewed and made an inventory of all existing materials (for example: documentation, mechanisms, and so on). 

Pronovix provided templates to Shell so they can follow a uniform and transparent structure when they create new content. These templates include use cases and API product templates. 

In the framework of the technical writing services, Pronovix reviewed Shell’s already existing content, and provided suggestions to them. This service helps improve readability, giving the developer portal a coherent look and feel.

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Features and Custom Solutions

SSO and Taxonomy-based Access Control

The developer portal has internal and external SSO solutions, and taxonomy-based access control. The access control mechanism enables the content editors and APIs owners to target their consumers with a personalized content area, which will be only available to them. 

This also allows Shell to reveal the content elements and APIs in a phased journey to gather customer input from the beginning. This way, users can only see relevant content, which improves the onboarding process and enhances user experience.

 

API Management Layer

The developer portal is integrated with two different Organizations: Sandbox and Production. While the Sandbox integration is entirely self-service for Consumers (they can create and manage all their Apps and Credentials themselves) the Production integration is one-way only: a Go live request has to be sent to the Provider (Shell) who will make the necessary arrangement in the underlying systems, and will create the App for the Consumer. This is a safety measure to keep the Production environment secure. Pronovix has made the process easier with some automations for Shell. 

There is a form for the product access requests. The workflow enables the users to try out the APIs in a non-Production environment before making a contractual step to consume the Production APIs in their Application. Currently this is email-based communication between the parties, but further improvements are on the way to make this more automated with Shell’s customer support system.

 

System Functionalities

The API status page displays if an issue occurs with the API and shows previous outages and incidents. Shell can also communicate upcoming maintenance windows to their users. All of these provide transparency regarding the API’s state. Taxonomy-based access control works as a restriction tool: anonymous users can only see twenty-six APIs, while the current number—at the time when the case study was written—is forty-two. 

Shell has an API catalog (named APIs) where users can see all of the APIs, and it’s also possible to sort them by categories (for example: B2B, EV, Payments). In-page navigation is also possible on the API reference, and API status information is available for the visitors. Users need to find the relevant product as soon as possible, and the listing page, the navigation, and the API catalog all serve this goal. 

Pronovix also did custom design for the customer such as App creation workflow, file uploading, and downloading. 

Shell is committed to meeting accessibility requirements. The developer portal includes Lottie animations, which enhance visual appeal and create a more engaging user experience. These animations can be toggled on and off as needed. 

On the Shell developer portal, animations can be turned off and on at any time. Time of screenshot: 25 July 2024.

Given the potential for accessibility issues with dynamic screen elements, this feature lets the users decide if they want to see the animations.

 

Support

The portal offers many support options for the users. One can rely on the FAQ block, or ask technical or business-related questions. This way, the developer portal caters more user personas with the necessary information.

Support options on developer.shell.com. Users can choose if they need business inquiry or technical support. Time of screenshot: 25 July, 2024.

As of 2024, Shell relies on Pronovix’ hosting and support, but the collaboration points further.

“Shell marks reproduced by permission of Shell Brands International AG.”

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