Tapping Up to a Premium Experience

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Shell Tap up Mobile Application

Delivering a robust driver-friendly mobile application.

Commercial vehicle drivers have been made to adapt to numerous, sometimes inefficiently executed, technology changes over the years including electronic logging devices and GPS-based dispatch services. But often times the integration is unpleasant, leaving drivers frustrated or even ignoring the new technology altogether.

When the Shell TapUp pilot program launched, the company saw that there was tremendous business value for the on-demand mobile fleet fueling service. They were ready to fully capitalize on the opportunity, but the technology behind it needed significant improvements before it could deliver the positive driver and customer experience necessary to be sustainable. So Shell TapUp turned to Umbrage to create a mobile application that addressed their drivers’ needs and prioritized the user experience in delivering a more seamless service.

Shell App on Macbook

Started with The User

Shell TapUp sought a different approach in bringing their application to their drivers and customers – start with the user, learn their needs and wants, as well as the industry-specific language and develop from that knowledge base.

mobile performance

Achieved a Global Simplicity

Consulting with our team stateside and across borders to better understand requirements based on location as well as interface needs, we created a seamless digital experience and an overall improved refueling process for Shell TapUp drivers and their customers.


Centered on Safety

Safety was at the forefront of design, development and delivery, building in additional safety measures to automatically report on potential incidents, spills and keep refueling vehicles up-to-date on inspections.

Shell TapUp created a standardized approach to dynamic driver needs.

Shell TapUp is a mobile fueling service. By reducing the number of fuel trips, drivers stay productive and fleets can reduce emissions. Umbrage partnered with Shell TapUp to create a driver-focused mobile application focused on efficiency and safety, empowering an intuitive and agile digital experience. Umbrage conducted multiple driver interviews to quickly learn their workflow, pain points and the language of oil & gas. The new application needed to standardize the workflow and integrate customizable analytics to help drivers and other staff ensure an optimal experience.

TapUp Running on iPhone
Our Approach

Speaking The Same Language

Umbrage interviewed drivers around the world to determine workflow pain points and ideal features and functionality.


Identified Integrations

Creating visibility into how much fuel was available for drivers – known as the truck’s “wet stock” – required integrating automated fuel flow valves and measurement hardware, which maximized Shell TapUp driver efficiency.


Workflow Improvements

Umbrage integrated customizable analytics and reporting, as well as functionality that will reduce manual input errors to deliver efficiencies across the entire workflow.

Umbrage is very strong at managing product delivery, great at adapting to curve balls, and re-prioritizing.

Humza Saleem, Global Product ManagerShell TapUp



Standardized a more efficient workflow


Integrated hardware for real-time inventory tracking


Reduction in client and driver emissions

Shell TapUp and Umbrage captured the driver’s needs and directed that input directly into the new version of the application. Drivers expressed challenges with the existing workflow, which made them run inefficiently between their vehicle and the one being refueled. They also did not have visibility into the fuel on their trucks. The new version integrates with new hardware that can remotely start and stop fuel flow as well as display the “wet stock” in real-time, giving drivers a more efficient and smart experience.

Shell iPhone