UX Design: Creating the new on-the-go EV charging experience

Timeframe: 9 months

Objective

The Electrification Garage was established as a multi-disciplinary innovation team working alongside bp to refine and deliver their electrification strategy, create charging infrastructure mobile/online customer experiences. I led sections of the UX for the bp pulse native mobile apps and web experiences for bp pulse on-the-go charging, the largest EV charging network in the UK.

This project was particularly significant for me due to my personal interest in creating experiences which focus on sustainability-related outcomes for consumers and businesses and it acted as a launchpad for me in creating my own design thinking methodology with a sustainability lense.

Approach

This project was happening in parallel with a large re-branding, including the re-design (and adding new features) of an existing app and the migration of the user registration service so there were complex moving parts. I worked closely with the marketing/brand team and business/technical stakeholders to gather complex user requirements. The activities I led included:

  • Collaborating with user researchers to set research objectives

  • Collaborating with service designers on the holistic journeys around the web and app experience

  • Gathering technical and business requirements for the charging experience, sign-up and sign-in processes, subscription tiers and payment processes

  • Running design thinking workshops to brainstorm new ideas, particularly in driving sustainability behaviours for users

  • Running workshops to facilitate creative thinking across the program, particularly in setting and measuring sustainability objectives

  • Creating wireframes, low fidelity prototypes and high fidelity prototypes

  • Working closely with a visual designer to finalise designs and utilise new components (which formed the bp design system)

  • Running usability and accessibility testing on prototypes and communicating findings

  • Creating accessibility specifications

  • Contributing to copywriting across the app and website

  • Working closely with developers to review and refine the digital accessibility, contributing to editing code

Sketching / digital whiteboarding —> wireframing

Outcomes

The key outcomes from this work included:

  • End-to-end design completion including a series of complex user flows, prototypes and design system components

  • Documentation of user research, market research and usability testing

  • A backlog of future features focusing on driving sustainability behaviours

  • Accessibility specifications

Some of the value measurements of this work include:

  • App Store ratings increase to all time highs of 4.3 across both app stores

  • An increase in user base of 40% within the first month of the app re-launch, and ongoing increase each month in active users

  • A continuing increase in in-app charging sessions each month

Example final designs

UX Discovery: Defining a safe charging experience

Timeframe: 1 month

Objective

During my time working on the UX design for the on-the-go EV charging experience, user research insights identified some initial safety concerns for charging on the go by customers who felt more vulnerable in their experience. In addition to this, I was focused on the overall accessibility of the charging experience and identified concerns around the accessibility of the charging infrastructure itself and the forecourt experience. For this I led a 1 month additional piece of discovery around the safety of on-the-go EV charging, focusing on user and market research and translating insights into product growth opportunities.

Approach

I created a plan for this short engagement which would focus primarily on research and translating insights, with an additional focus on showcasing some product opportunities in the format of wireframes/mock ups. The activities I completed for this work included:

  • Interviewing industry SMEs - Professionals from EV networks, individuals working in local government

  • Distributing and analysing surveys with EV drivers

  • Interviewing users - EV drivers from different personal backgrounds, EV drivers who self-identified with having an accessibility need

  • Creating personas representing different safety focuses

  • Workshops with stakeholders to analyse insights, brainstorm on product ideas and prioritise a backlog of safety concepts

  • Creating wireframes & mock ups to showcase product concepts, utilising our existing design system

  • Performing some market research to draw parallels from how other industries solve safety problems for their users

  • Working with another designer to create mock ups of marketing opportunities

I then led the creation of a final report which would serve as thought leadership on creating experiences for EV drivers. This included:

  • A summary of the insights founded in user & SME research

  • Personas, highlighting their motivations, safety concerns and opportunities

  • A list of product or service opportunities - for our native app experience or forecourt experience & mock ups to showcase these

  • A prioritisation of opportunities identified

  • Mock ups of various marketing opportunities

Outcomes

The main outcomes of this work was the direct influence on the current product backlog (native apps for EV charging on the go) and the influence on the overall forecourt service experience. This work also served as thought leadership in the electrification space for IBM and was influential in further developing approaches with clients. It also notably demonstrated an inclusive design approach for the evolving design function within the organisation to advocate.

Timeline/approach of the discovery work

Example findings

Future state journey

Example UX outputs

Previous

UX: Online checkout experience
Next

Design Thinking for Sustainability