Project

Empowering B2B energy trading

Empowering B2B energy trading
Client Shell
Timeline 12 months
Role Product Designer
01 —

Product overview

The Shell Interconnector Trading Platform is a tool used by traders and operators within the Shell Trading Desk to manage auction bids, nominations, and position data across European energy markets. My challenge was to refine workflows, improve usability, and introduce user-centered design practices to stakeholders.

Outdated software was being used for critical daily tasks like managing auction bids, nominations, and position data.

02 —

Objectives

The primary challenge was the reliance on outdated software to manage critical energy trading tasks, which led to inefficiencies and a lack of user-centered workflows. The objectives were to:
  1. Streamline trading processes for auction bids, nominations, and position management.
  2. Improve data accuracy and usability for traders and operators.
  3. Provide Shell with actionable insights to optimize energy trading operations.
  4. Promote collaboration and trust between traders, operators, and stakeholders.
Desk Research findings
Exploring existing tooling
Empathising and finding opportunities
Defining user profiles
Mapping the user journey
Team brainstorming solutions
03 —

Working with a pre-defined hypothesis

The project started with a pre-defined hypothesis: Traders rely on repetitive data for auction submissions.

When I joined the team, it became evident that this assumption needed validation. The path was already set… or so they thought!

04 —

Hypothesis-driven Design

Designing the Interconnector Trading Platform wasn’t just about improving workflows, it was about uncovering the root of user pain points and addressing them with thoughtful, data-driven solutions. Using a hypothesis-driven approach, I broke the process into the following steps:

  1. Start with the Hypothesis
    Stakeholders had preconceived ideas about what needed to be improved. I embraced these assumptions but incorporated a critical step: testing them against real users to validate the initial direction.
  2. Discover and Uncover
    By shadowing traders and observing their daily tasks, I gained insights into inefficiencies and pain points in their workflow. This research was complemented by stakeholder interviews and analysis of existing platform usage data.
  3. Validate with Users
    Prototypes and workflows were tested with traders and operators to ensure the proposed solutions directly addressed their needs. Usability testing provided actionable feedback to refine the design.
  4. Learn and Iterate
    With each round of testing, I iterated on the designs, simplifying interactions and enhancing usability. Feedback loops ensured that the platform was not only functional but also intuitive for end users.
  5. Collaborate and Educate
    Close collaboration with stakeholders and developers was key to aligning on goals and implementation. By demonstrating the value of user-centered design, I promoted buy-in from all parties involved.
shell-first-concept

We initially assumed traders would repeat quantities and prices for each corridor, so I designed a workflow to support that. Development estimated it would take at least 4 months to build. Before moving forward, I ran a usability session and discovered traders rely heavily on Excel, expecting to copy and paste data directly.

This insight led us to pivot, saving 4 months of development and aligning the tool with real user needs.

05 —

Iterated Design

The design process prioritised simplifying workflows and addressing user pain points, transforming how traders interacted with the platform. Each feature was crafted to align with user needs, ensuring efficiency and reliability.

  1. Status Dashboard
    Real-time updates on auction and bidding statuses, allowing users to prioritise tasks while identifying trends with ease.
  2. Auction Management and Excel integration
    Streamlined bid tracking and submissions through clear filters and actionable steps, eliminating unnecessary complexities. The feature also supported pasting data directly from Excel spreadsheets, seamlessly integrating with traders' existing workflows.
  3. Validate with Users
    Prototypes and workflows were tested with traders and operators to ensure the proposed solutions directly addressed their needs. Usability testing provided actionable feedback to refine the design.
  4. Nominations Management
    Introduced a multi-pane interface for editing, saving, and submitting nominations, ensuring accuracy and reducing errors.

By addressing critical user challenges—such as reliance on Excel and inefficient workflows—and integrating these functionalities, the platform became a valuable tool for traders, improving their daily processes and decision-making capabilities.

06 —

Impact

The Interconnector Trading app became the first product from the Power Product Delivery team to go live. One month after its launch, the impact was already noticeable. The redesign had a positive effect on the trading experience within Shell Trading Desk.

“Bruno, your first UI is live at Shell and you introduced to Traders a new way engaging and understanding IT, I’m very appreciative of this.”
Portfolio Manager
EU Power
"Bruno, I would like to award you with a Five-Star Honour for Improvement in Quality Standards. Your Interconnector Trading App – Usability is a fantastic piece of work and an example of driving up the quality of our IT solutions. I have received excellent feedback and would like to thank you for your work and commitment to quality User Experience."
IT Manager
Shell Energy UK
"Very well done, Bruno! You are making a real difference here and we really appreciate it!”
Design Manager
Shell Experience Design Team