Mobile app strategy for fuel retailer

Context:

The international (global excl US) mobile app from Shell didn't have enough monthly active users and bad ratings despite considerable app investments.

My role:

Review why the current mobile app is not performing well and develop a new app strategy that helps the main client get internal buy-in for further app investments.

Solution:

Review the mobile app performance data and understand how loyalty members use the app and how much they earn and spend the loyalty currency.

Review the user experience incl push and in-app notifications to understand painpoints.

Develop mobile app strategy shifting the app from a motorist app to a retail/shopping app. This aligns the app strategy to the wider company strategy to become a leading retailer not just for fuel but also food and drinks.

The app strategy focused on three pillars: Station locator, Loyalty and payment (incl. fill up and go) - delivering enjoyable utility and rewards. It also removed features that were not aligned with these pillars and didn't serve actual user needs.

Result:

The new app strategy achieved an excellent buy-in by the client, unlocked new investments and was deployed internationally. The new app has a rating of 4.2 and a significant number of monthly active users.