Shell Asia Rewards App
My Role Product Design, Interaction Design, Visual Design, UX Strategy
Duration 6 months (Discovery → Research → Design → Iteration → Handoff)
Tools Design & Prototyping: Figma, FigJam Research & Documentation: Notion Collaboration: Figma team workspace
Overview
Shell Asia's loyalty rewards program had a clear goal — give customers across Asia a fast, intuitive way to track their points, explore rewards, and redeem offers directly from their phone. As part of a cross-functional design team, I contributed to the end-to-end product design of the Shell Asia Rewards app for iOS and Android, working across key screens and flows throughout a six-month engagement. The result was a polished, brand-aligned mobile experience that received strong positive feedback from Shell stakeholders at delivery.
Problem Framing
Loyalty programs live or die by how easy they are to use. Shell's existing loyalty experience was fragmented — customers had limited visibility into their points balance, the rewards catalog was difficult to navigate, and the redemption process required too many steps. For a global energy brand with millions of customers across Asia, this represented a significant opportunity to strengthen customer retention and drive repeat engagement through a better digital experience.
The core challenge was designing an app that felt simple and rewarding for everyday users while also handling the complexity of a multi-tier loyalty system, regional variations, and a large catalog of rewards spanning fuel discounts, retail partners, and exclusive offers.
Research Insights
Our team began by examining how leading loyalty and rewards apps approached similar challenges. We looked at programs from retail, aviation, and hospitality — analyzing how they communicated points value, structured their rewards catalogs, and guided users through redemption flows.
Several key insights shaped our approach. Users want to see their points balance immediately — it needs to be the first thing they notice when they open the app. Rewards catalogs are most effective when they are browsable by category rather than presented as a flat list. Redemption flows need to be short — every additional step creates drop-off. And brand consistency matters enormously for a global company like Shell — every screen needed to feel unmistakably Shell while still feeling modern and approachable.
These insights informed the structure, hierarchy, and interaction patterns we applied throughout the app.
UX Strategy
Our design strategy centered on three principles: clarity, speed, and brand confidence.
Clarity meant ensuring users always knew their points balance, what they could redeem, and how close they were to their next reward. Speed meant reducing the number of taps required to complete core tasks — checking points, browsing rewards, and completing a redemption. Brand confidence meant honoring Shell's iconic visual identity — the yellow and red Shell palette, clean typography, and bold visual hierarchy — while creating an experience that felt native to mobile.
We mapped the core user journeys early in the process, identifying the critical paths that most users would take on a daily or weekly basis. This helped us prioritize which screens to design first and where to invest the most design attention.
Interaction Design
The app is structured around five core areas: onboarding, home dashboard, rewards catalog, redemption flow, and account management.
Onboarding introduces users to the program quickly and clearly — explaining how points work, how to earn, and how to redeem within three screens. The flow is designed to get users to their first meaningful interaction as fast as possible.
The home dashboard leads with the points balance displayed prominently at the top of the screen. Below it, a personalized rewards strip surfaces the offers most relevant to the user based on their history and location. Quick-action buttons give direct access to the most common tasks without requiring navigation.
The rewards catalog is organized by category — fuel rewards, retail partners, food and beverage, and exclusive experiences. Each reward card communicates the points cost, the redemption value, and availability clearly. Filtering and search make it easy to find specific offers within a large catalog.
The redemption flow is intentionally short — users select a reward, confirm their points balance, and complete the redemption within three taps. Confirmation screens use clear visual feedback and motion to make the moment feel rewarding rather than transactional.
Account management handles profile settings, points history, linked cards, and regional preferences. The layout is clean and scannable, with clear section hierarchy that makes navigation straightforward.
Visual Design
Shell's brand identity provided a strong visual foundation — the signature yellow, bold typography, and clean geometric forms gave the app a distinctive and recognizable character from the first screen.
We extended the brand into a mobile-native visual system that felt modern without losing its Shell identity. Yellow is used as the primary accent color for key actions, balancing points, and active states. White and light neutral backgrounds keep the interface clean and readable across a wide range of content types. Iconography is simple and consistent, supporting quick recognition across the catalog and navigation.
Typography uses a clear hierarchy — large bold numerals for points balances, medium weight for section headers, and regular weight for body content and descriptions. This hierarchy helps users scan screens quickly and find the information they need without effort.
Every screen was designed to work across multiple screen sizes and both iOS and Android platforms, with platform-specific adjustments to navigation patterns and component behavior where needed.
Collaboration and Process
Working as a supporting designer within a larger team, I contributed across multiple screens and flows throughout the project. The team worked in a shared Figma workspace, with regular review sessions to align on design decisions and ensure consistency across the product.
Feedback from stakeholders was incorporated iteratively — we presented work at key milestones, gathered input, and refined screens based on what we learned. The collaborative nature of the project meant that decisions were grounded in both design judgment and business requirements, resulting in a product that balanced user needs with Shell's strategic goals.
Final Designs
The final app brings together a clear information hierarchy, brand-consistent visual design, and streamlined interaction flows across onboarding, home, catalog, redemption, and account screens. The experience is designed to feel fast, rewarding, and unmistakably Shell — giving customers across Asia a loyalty experience that reflects the quality of the brand they interact with every day.
Impact
The Shell Asia Rewards app was delivered successfully on both iOS and Android platforms. Stakeholders responded positively to the final designs, noting the clarity of the rewards catalog, the simplicity of the redemption flow, and the strength of the brand expression throughout the product. The project demonstrated how a well-structured design process — grounded in user needs and brand strategy — can transform a fragmented loyalty experience into a cohesive, engaging mobile product.
