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Empowering data analysts to create market assessment reports assisted by Shell's AI technology 

Shell Insights


Tasked to create a proof of concept for Shells data analyst who struggle to complete thorough research reports due to being inundated with research requests from the wider Shell team. This AI powered portal would harness the automation of locating articles and sources that are internally validated to create a full assessment report. We created a clickable prototype covering the main user journey for the Shell team to gain further validation for the next stage of investment and development. 


- Stakeholder interviews 

- UX & UI Design

- Prototyping

- User Testing


1 month

The challenge

We had limited access to the main users during this engagement which meant we had to ensure that interviews and testing sessions were fully utilised with further comparator research completed to understand the vision of what this tool could be. It was clear the wider team and in particular the data analysts current issues today could be helped.

• Today analyst would take up to a day to create a general insight report on a new topic, which heavily involves first hand research, source validation and editing the format of the report

• They have two types today a overview and detailed reports these take between 2-4 hours and 1-2 days respectively 

• We understood there were issues around sharing and documenting reports in the organisation, no clear filing and location area or an ability to share large reports that would exceed email size limitations 

Global overview

It is an important factor to cover the latest news globally for the Shell team and how these sources compare from country to country. We created an interactive global feature to allow the user to gain a holistic view of the full severity of a topic before deep diving into the sources and further information.

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Historical trends

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A key factor in analysts research is to track how an event or company has been performing in the market overtime. Shell often investigate a competitor or potential company in view of a future purchase, this timeline view allows analyst to have a clear overview of historical events to make a better informed further research decisions.

Source validation

The AI suggests that discrepancies have been found when sources are being put together to general the final report, these can be viewed by the analyst where they can use their experience to override a source selection. Utilising the AI processing but leaving the control to the user as certain sources are preferred due to industry accreditations.

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Seamless report validation   

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We gave users the ability to comment of other colleagues reports within the portal, this allows for internal validation before reports are posted company wide by senior management and therefore speeding up the production and delivery process of the research conducted. 

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