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Data and design-driven
innovation at Shell
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Data and
Design driven
Innovation
at Shell
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DEVELOPING PRODUCTS AND SERVICES
FOR A GLOBAL ORGANISATION
1) Integrating data into the design process
2) Focusing on the product and delivering
into the ecosystem
3) Elevating design from product
to product portfolio and business strategy
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Olga Generozova
Strategic Design Lead
at Shell
Developing the
Product Delivery
Playbook
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DESIGNING
TO SCALE
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86,000 employees
in 70 countries
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30 million customers
served daily around the world
43,000 retail stations
160 billion litres
of fuel sold annually
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At 900 airports
in 45 countries
an aircraft is refuelling
ever y 14 seconds
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600 ports
in 56 countries
Ser ving
9000 vessels
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INTEGRATING DATA
INTO THE DESIGN PROCESS
BIG DATA
INTERNET
OF THINGS
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LAYING FOUNDATIONS FOR A
DATA-DRIVEN CULTURE
Develop a data strategy
Redefine roles and responsibilities
Provide training
Develop a product development methodology
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TINY IMPROVEMENTS
SIGNIFICANT
OUTCOMES
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IMPROVING
DECISION
MAKING
IMPROVING
OPERATIONS
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PRODUCT DELIVERY
METHODOLOGY
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SCOPE:
EVERY TYPE OF
PRODUCT AND SERVICE
EVERY LINE OF BUSINESS
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Flexible enough to be useful for a vast variety of products and services
without becoming too generic
Finding the right balance between prescriptive and recommended
Consistent interpretation and execution of the methodology at a global scale
CHALLENGES
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OUR APPROACH
Learn from other teams, e.g. data science, research and development,
change management, scaling global solutions, maintenance and decommission
Treat the Methodology itself as a product: trial the Playbook with product
teams in every line of business and continuously improve
Champion the Playbook as a living, evolving resource, a place where
we can share our knowledge, experience and best practice for the benefit of the
whole organisation
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WHERE WE ARE NOW
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BALANCED
PERSPECTIVE
DESIRABILITY
FEASIBILITY
VIABILITY
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BALANCED
PERSPECTIVE
AT EVERY STAGE
Problem
Opportunity
Solution
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PRODUCT TEAMS
Teams are assembled from
across different disciplines
and tailored to the needs
of the product
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ROLES VS.
JOB DESCRIPTIONS
Each person has a core role.
However, they may also
support other roles, if their
skillset is aligned.
This allows more flexibility
when forming teams,
and learning new skills.
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A TEAM’S COMPOSITION EVOLVES OVER TIME
The roles needed at each stage of the product development change.
Level of involvement of each role also changes over time.
2. VALIDATE & ALIGN 3. DISCOVER 4. DESIGN & BUILD 5. EMBED
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FOCUS
ON THE
PRODUCT
DELIVER
TO THE
ECOSYSTEM
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CORE TEAM &
SUPPORTING
PARTNERS
Core team -- roles that
contribute to creating and
developing a product
Supporting Partners -- roles
that provide support, guidance,
infrastructure, assure security and
reliability
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LOOKING
INWARD AND
DELIVERING
OUTWARD
Focus on:
The product
Shell context
The world
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PRODUCT DELIVERY
LIFECYCLE
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PRODUCT
DELIVERY
LIFECYCLE
1. IDEATE & PRIORITISE
7. DECOMMISSION
3. DISCOVER
4. DESIGN & BUILD
5. EMBED
2. VALIDATE & ALIGN
6. MAINTAIN
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How different
does a product need to be?
in a new region
in a new business area
for a new user group
Experience
is different
(workflows, tools, UX)
SCALE UP SCENARIOS
Solution is different
(data quality, complexity)
Problem is different
(problem definition, business model, customer expectations)
Same product
2. VALIDATE & ALIGN 3. DISCOVER 4. DESIGN & BUILD 5. EMBED
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REPLICATE

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ELEVATING DESIGN
FROM PRODUCT
TO STRATEGY
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Business Strategy
A business strategy may lead
to multiple value streams
Value Stream
One value stream may
contain multiple portfolios
Portfolio
Each portfolio may contain
multiple products
Products
VALUE
STREAM
PORTFOLIO
PRODUCTS
Optimise
Evaluate
Embed & Scale
Discover
Optimise
Evaluate
Translate
Translate
Decommission
Maintain
Validate
& Align
Ideate
& Prioritise
DESIGN STRATEGY LAYERS
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FUTURE FRONTIERS
FOR SERVICE DESIGNERS
1) Integrating data into the design process
DATA SCIENCE
2) Focusing on the product and delivering into the ecosystem
CHANGE MANAGEMENT
3) Elevating design from product to product portfolio
and business strategy
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Thank you!
olga.generozova@shell.com
olga.generozova@theagilehub.net
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