The Challenge

SCOL had faced a low adoption rate, with Shell customers not using the portal to its full potential. A client satisfaction survey of 700 B2B customers showed that the platform was too difficult to navigate because of its extensive functionalities. 

Instead of rebuilding the product, we suggested addressing the problem differently—by educating customers on how to benefit from SCOL and utilise its features to the fullest.

Our Solution: Practical Knowledge Hub for Fleet Managers

We aimed to address the key user journey obstacles faced by fleet managers, making the online experience more engaging and relevant. That’s how we decided to build Learning Shell Card Online, a comprehensive knowledge hub featuring multilingual tutorial videos and platform manuals.

Testing and User Roles

To pinpoint issues hands-on, we mapped out various user scenarios. This practical approach helped us identify the key bottlenecks in the user journey to be illustrated in the tutorials.

Content Development

With the user journey insights in hand, we produced a library of tutorials and manuals in 10+ languages. The collaterals addressed specific customer pain points, such as managing petrol costs, setting spending limits, and tracking fuel consumption, for greater user engagement. 

Website Architecture and Interface Design

When designing the landing page, we focused on simplicity and ease of navigation to streamline the learning process. We structured the materials in the following way:

• Content divided into five categories, properly titled for easy search. Each category featured 2-3 minute screencast videos, visually appealing with highlighted pointers.
• A custom video player with flagged hotspots on the progress bar to help users find specific content easily.

Each tutorial was complemented with downloadable text and image-based instructions.

The Result

By focusing on fleet manager pain points and providing clear, accessible solutions, we significantly improved user engagement with the Shell Card Online platform. Our high-quality service led to an invitation to create SCOL promotional and sales collateral.