Shell YES
Internal
Shell YES was an internal app designed to strengthen collaboration and knowledge sharing across Shell’s different markets. I led the creative direction, UX, UI and information architecture, working closely with the concept team to shape the experience and its game mechanics.
The app gave employees a place to share ideas and stories across regions, with challenges and weekly competitions used to encourage participation and keep the exchange active.
Built under Shell’s strict brand guidelines and a tight delivery timeline, the app launched across mobile and tablet in more than 13 markets.
The internal launch film
Shown to colleagues across thirteen markets to explain what the app is for and why it is worth posting to.
An internal network that people use
Shell wanted colleagues across markets sharing what they do. The hard part of an internal app is never the build, it is whether anyone opens it twice.
Win as One
The campaign line runs through the app itself, so the thing being promoted and the thing being used speak with one voice.
Launch, not release
An internal product needs its own campaign to reach people who did not ask for it. Banners, portal pages and a QR code back to the app.
Stories, groups and a weekly winner
Groups for teams, a story of the day, and a weekly competition. The game mechanics exist to give people a reason to post the first time.
Thirteen markets, one feed
Language selection at first launch and a feed that mixes markets on purpose, because seeing another country's post is the point of the thing.
Phone and tablet, inside brand rules
Built to Shell's brand guidelines on a tight timeline, across both device classes, and it ended up carrying thousands of posts.