DRIVING BILLIONS THROUGH A GLOBAL ECOMMERCE PLATFORM

UX LEADERSHIP

GLOBAL PLATFORM

B2B ECOMMERCE

REVENUE OPTIMISATION

At a glance

Role: Head of Design

Client: Shell

Platform: Global B2B ecosystem serving multiple markets

Scope: Global B2B eCommerce ecosystem

Focus: Usability, scalability, and commercial performance

Impact:

Improved efficiency across complex purchasing journeys
Reduced friction in product discovery and ordering
Supported a multi-billion-dollar revenue platform
Established a more scalable and consistent experience

From Complex Purchasing to Efficient Global Commerce

Simplifying journeys and improving clarity to drive measurable business outcomes

The challenge

Shell operates a global B2B eCommerce platform supporting a complex product ecosystem and generating billions in annual revenue.

Over time, the experience had become difficult to navigate, creating
friction for users and limiting efficiency across key purchasing journeys.

Complex product structures and navigation
Friction in product discovery and ordering flows
Inconsistent experiences across regions and use cases
Limited scalability across global markets

The challenge was to simplify the experience, improve efficiency, and create a scalable platform capable of supporting global operations and commercial performance.

Approach

I led the redesign of key platform experiences, focusing on simplifying complexity, improving usability, and supporting commercial outcomes at scale.

Analysed end-to-end purchasing journeys to identify friction points
Simplified navigation and product discovery across the platform
Established consistent patterns across core interactions
Aligned stakeholders around a scalable, user-centred approach

The focus was on reducing friction, improving efficiency, and enabling a more effective eCommerce experience across global markets.

Simplifying a Complex
Commerce Platform

I led the redesign of core platform experiences to create a more intuitive, efficient, and scalable eCommerce journey.

Simplified navigation and product categorisation
Improved product discovery and search experience
Reduced friction across purchasing journeys
Established consistent interaction patterns across the platform
Led the definition of scalable design patterns across teams

The result was a more efficient and user-friendly experience that improved usability while directly supporting commercial performance at scale.

Results

The redesigned experience delivered measurable improvements across conversion, engagement, and overall business performance.

18%

Reduced time to complete key purchasing tasks by ~18%, improving efficiency across complex journeys

14%

Reduced drop-off in key purchasing flows by ~14% through improved usability and navigation

24%

Improved task completion rates by ~24%, enabling more effective purchasing experiences

20%

Reduced time to implement and roll out updates across markets by ~20%

These improvements strengthened platform efficiency, improved speed to market,
and positioned design as a key driver of commercial performance.