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UX STRAT Europe 2019: Olga Generozova, Shell

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UX STRAT Europe 2019: Olga Generozova, Shell

  1. 1. Shell International Data and design-driven 
 innovation at Shell 1
  2. 2. Shell International Title Text X Data and 
 Design driven 
 Innovation 
 at Shell 2Shell International
  3. 3. Shell International 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 3Shell International
  4. 4. Shell International Olga Generozova Strategic Design Lead 
 at Shell Developing the
 Product Delivery 
 Playbook
 44
  5. 5. Shell International DESIGNING 
 TO SCALE 5Shell International
  6. 6. Shell International 86,000 employees in 70 countries 66Shell International
  7. 7. Shell International 30 million customers 
 served daily around the world 43,000 retail stations 160 billion litres 
 of fuel sold annually 77Shell International
  8. 8. Shell International At 900 airports in 45 countries an aircraft is refuelling ever y 14 seconds 88Shell International
  9. 9. Shell International 600 ports in 56 countries Ser ving 
 9000 vessels 9Shell International
  10. 10. Shell International Title Text Body Level One ■Body Level Two ■Body Level Three ■Body Level Four ■Body Level Five X INTEGRATING DATA 
 INTO THE DESIGN PROCESS BIG DATA INTERNET OF THINGS 10Shell International
  11. 11. Shell International LAYING FOUNDATIONS FOR A DATA-DRIVEN CULTURE Develop a data strategy Redefine roles and responsibilities Provide training Develop a product development methodology 11
  12. 12. Shell International TINY IMPROVEMENTS
 SIGNIFICANT OUTCOMES 12Shell International
  13. 13. Shell International IMPROVING DECISION MAKING IMPROVING OPERATIONS 13Shell International
  14. 14. Shell International Title Text Body Level One ■Body Level Two ■Body Level Three ■Body Level Four ■Body Level Five X PRODUCT DELIVERY
 METHODOLOGY 14Shell International
  15. 15. Shell International SCOPE: EVERY TYPE OF 
 PRODUCT AND SERVICE EVERY LINE OF BUSINESS 15Shell International
  16. 16. Shell International 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 16
  17. 17. Shell International 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 17
  18. 18. Shell International WHERE WE ARE NOW 18
  19. 19. Shell International Title Text Body Level One ■Body Level Two ■Body Level Three ■Body Level Four ■Body Level Five X BALANCED PERSPECTIVE DESIRABILITY FEASIBILITY VIABILITY 19Shell International
  20. 20. Shell International BALANCED PERSPECTIVE
 AT EVERY STAGE Problem Opportunity Solution 20
  21. 21. Shell International PRODUCT TEAMS Teams are assembled from 
 across different disciplines
 and tailored to the needs 
 of the product 21
  22. 22. Shell International 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. 22
  23. 23. Shell International 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 23
  24. 24. Shell International FOCUS 
 ON THE 
 PRODUCT DELIVER 
 TO THE 
 ECOSYSTEM 24
  25. 25. Shell International 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 25
  26. 26. Shell International LOOKING INWARD AND DELIVERING OUTWARD Focus on: The product Shell context The world 26
  27. 27. Shell International Title Text Body Level One ■Body Level Two ■Body Level Three ■Body Level Four ■Body Level Five X PRODUCT DELIVERY LIFECYCLE 27Shell International
  28. 28. Shell International PRODUCT DELIVERY LIFECYCLE 1. IDEATE & PRIORITISE 7. DECOMMISSION 3. DISCOVER 4. DESIGN & BUILD 5. EMBED 2. VALIDATE & ALIGN 6. MAINTAIN 28
  29. 29. Shell International 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 29 REPLICATE
  30. 30. Shell International ELEVATING DESIGN FROM PRODUCT TO STRATEGY 30
  31. 31. Shell International 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 31
  32. 32. Shell International Title Text Body Level One ■Body Level Two ■Body Level Three ■Body Level Four ■Body Level Five X 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 32Shell International
  33. 33. Shell International Title Text Body Level One ■Body Level Two ■Body Level Three ■Body Level Four ■Body Level Five X Thank you! olga.generozova@shell.com olga.generozova@theagilehub.net 33Shell International

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