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The Shell Box app was launched in 2016 as a digital solution from Shell to offer ease and benefits to drivers in Brazil. It aims to enhance the fueling experience by enabling mobile payments and offering loyalty rewards.


The challenge

The gas station market is competitive and consumers are looking not only for fair prices, but also for convenience and additional benefits. Shell needed a way to stand out and retain its customers.


Shell Box was developed as an all-in-one platform that allows:

  • Mobile Payments:Users can refuel and pay directly through the app, without the need for physical cards or cash.

  • Reward Program:With each refueling, users accumulate points that can be exchanged for products, discounts or Smiles miles.

  • Promotions: Discount coupons and referral programs encourage users to continue using Shell Box and recommend the platform to friends.

  • Station locator:A mapping feature helps users find participating Shell stations.



With Shell Box, Shell not only offered a convenient fueling solution, but also increased customer retention through a robust loyalty program.


The application, available for iOS and Android, has become a favoriteEssential tool for many drivers, who appreciate its ease of use and the bebenefits offeredgone.

Today the application is available in Brazil and Argentina for individuals and now for companies. It has already transacted more than 35 billion fuels, more than 40 million transactions and has more than 5 thousand accredited stations, with more than 1.6 thousand select stores and 250 OXXOs markets in Brazil alone. 


Agamification is the application of game mechanics and concepts in non-game contexts, with the aim of engaging and motivating users to achieve certain goals. By incorporating gamification strategies into the Shell Box application, the company can reap a series of benefits. Let's explore some advantages:

  • Enhanced Engagement: One of the most obvious benefits of gamification was increased user engagement. By turning routine tasks, like filling up a vehicle, into playful activities, users are more likely to interact with the app regularly.

  • Customer loyalty:Rewards, badges, or levels could be offered to users who refuel and refuel frequently or who use other Shell services. This encourages customer loyalty as they feel like they are being rewarded for their loyalty to the brand.

  • Promoting Desired Behaviors: Gamification can be used to encourage specific behaviors, such as filling up at Shell stations during off-peak hours or purchasing specific products at Select stores.

  • Instant Feedback: Points, rewards, or progress systems give users immediate feedback on their actions, which can be rewarding and motivating.

  • Customization: Based on users' behaviors and preferences, the app can customize challenges, rewards and experiences to meet individual needs, further increasing engagement.

AP for being a specialist in scaled Agile levaded for Shell a new way of working with technology and development that enhances and emphasizes the alignment between business strategy and execution, ensuring that all teams are working on initiatives that support the strategic objectives of the company and Shell Box, increasing  ;collaboration, continuous value delivery and adaptability. This helped ensure that the application was and, continuebeing developed efficiently, meeting users' needs and aligning with the company's strategic objectives.

We implement,we train and we monitor and develop SAFe:

  • Strategic Alignment: SAFe emphasizes alignment between business strategy and execution, ensuring that all teams are working on initiatives that support the company's strategic objectives.

  • Incremental Delivery: Instead of waiting until the end of development to deliver a product, SAFe promotes continuous delivery of value by allowing stakeholders to see progress and adjust priorities as needed.

  • Improved Collaboration: SAFe facilitates collaboration across teams, programs, and portfolios, which is crucial in large projects like developing an application like Shell Box.

  • Flexibility and Adaptability: With regular sprints and reviews, SAFe allows teams to quickly adapt to changes, whether in response to customer feedback, market shifts, or technological innovations.

  • Risk management: SAFe incorporates continuous integration practices and frequent testing, which helps identify and resolve issues quickly, reducing the risks associated with software development.


  • Focus on Customer Value:SAFe prioritizes work based on customer value, ensuring resources are allocated to the most valuable items in the backlog.


  • Transparency:The framework promotes visibility at all levels of the organization, from portfolio management to the individual development team.


  • Continuous Improvement: SAFe emphasizes retrospective and continuous improvement, ensuring teams are always looking for ways to work more effectively.


  • Standardization: By following SAFe, teams across the organization will use consistent terminologies, practices, and processes, making communication and collaboration easier.


  • Training and Capacity Building: SAFe comes with a robust training and certification framework, ensuring team members have the knowledge and skills needed to succeed.

AAP Conduct UX research and behavioral analysis for Shell Boxwas crucial to ensuring the app met users' needs and expectations. By understanding the user perspective and adapting design and functionality based on user feedback, Shellhe can offer a more intuitive, pleasant and effective experience for its users and does this continuously with a UX reaserch strategy that relies on people from our team toFeedback continue to the application:

  • Persona Identification: Before conducting research, it was vital to identify user personas, i.e., the archetypes of typical app users. This helped shape research methods and understand different behaviors and needs.

  • User Interviews:Talking directly to users could provide insights into their experiences, desires, and struggles when using Shell Box. These interviewscould be conducted face-to-face at gas stations in real moments.

  • Usability Testing: We observe users as they browseThey viewed and interacted with the application and this could reveal areas of improvement in design and functionality. Users could be asked to complete specific tasks while we observed andwe took notes to work on later.

  • Application Data Analysis: Analytical tools were and are used to collect data on how users interact with the application. exp. most visited, most used functions, session duration and abandonment rates.

  • User Journey:We mapped the user journey to help visualize how users would and do move through the app, identifying friction points or areas for improvement.

  • Behavioral Analysis: In addition to understanding usability, it was essential to understand the underlying behaviors. Why do users prefer certain payment methods? Why do some users accumulate points but not redeem them? These insights can be discovered through in-depth interviews, surveys and data analysis.

  • Prototyping and Iteration: Based on the insights collected, prototypes are developed to test new features or improvements. These prototypes are tested with users to collect additional feedback.

  • Incorporate Feedback:UX research is an ongoing process. As feedback is collected and analyzed, improvements are implemented into the app and then tested again to ensure their effectiveness.

Customer Feedback

Luis Rossi - Innovation Coordinator | LACE

"AP has been a long-time partner, helping us with UX and development work with agility squads. Among all the interactions, I highlight one performance that I consider very important in the history of Shell Box, which was in the indication and support for adoption of SAFe; this occurred at a time when we were growing and the scaled agile framework helped us a lot with organization and communication."

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