Shell: How to increase customer loyalty through data-driven development and real-world testing


Learn about Shell’s journey to improve end-to-end experience and increase retention on its mobile app

Darren Last (Digital Consultant to Shell) and Nigel Wilson (Major Account Manager at Applause) will talk about Shell’s journey to transform its mobile app and drastically increase retention rate. They will also uncover Shell’s strategy to ensure the highest possible level of quality for its mobile apps and on-site experiences, and discuss the various challenges related to testing customer journeys across multiple touchpoints, including mobile and on-site. They will answer the audience’s questions live during the Q&A session at the end of the webinar.


  • Shell’s journey to transform its B2C application
  • Shell’s main QA goals
  • The challenges related to conducting end-to-end testing across omnichannel journeys
  • How Shell integrates testing under real-world conditions in its strategy to ensure the highest possible level of quality
  • Details on Shell’s key achievements and the bugs identified thanks to Applause
  • The positive impact of the collaboration with Applause on Shell’s customer journeys

Speakers of this webinar

Darren Last

Darren Last

Mobile Optimization Lead • Shell

Darren has over 20 years experience in digital working with many of the UK's best-known brands, including Shell, the London Stock Exchange, Skype, Tesco and the Telegraph.  Also ran projects for government organisations, media agencies and many other businesses. Over a long career, Darren has been at the center of planning and delivering quality digital experiences through mobile apps, websites, e-commerce systems, CRM, data and analytics frameworks, business intelligence tools, operational solutions and more.

Nigel Wilson

Nigel Wilson

Major Account Manager • Applause

With over 20 years experience of working with Global Brands, Nigel supports Applause’s clients to improve digital experience and delivery in this constantly changing world. 


Applause is the worldwide leader in enabling digital quality. With the Product Excellence Platform, Applause provides a harmonized approach to quality that drastically improves testing coverage, reduces costs and speeds time-to-market for websites, mobile apps, IoT and in-store experiences.