Take charge of your EV

My Key Roles:

• Identity Design System: Created a visually cohesive and neutral brand identity reflecting Electrify America’s mission.

• Product Brand Development: Established a technology-centric, modern, and approachable brand language.

• UX/UI Design: Designed user-centric touchpoints for EV drivers, both at physical stations and through the mobile app.

• iOS/Android Design: Developed a consistent mobile app experience for cross-platform compatibility.

• Visual Design & Art Direction: Ensured a clean, futuristic aesthetic aligned with the brand’s forward-looking mission.

• Photography: Captured visuals to promote the stations and app in marketing materials.

Project Journey:

1. Initial Workshops:

   • Collaborated with Electrify America stakeholders and Stable Auto in a series of discovery workshops.

   • Focused on gathering requirements and brainstorming the physical and digital experience of EV charging stations.

   • Mapped out how the physical station should look and function, incorporating user feedback on visibility, accessibility, and ease of use.

2. Designing the Physical Station:

   • Partnered with engineers to prototype the EV charging station.

   • Integrated LED lighting for station visibility, signaling its presence to drivers from a distance.

   • Designed the station interface for a seamless touchscreen experience, simplifying charging interactions.

3. UX Research and App Design:

   • Conducted user interviews and surveys to understand pain points in existing EV charging solutions.

   • Collaborated with engineering teams to align on technical constraints and opportunities.

   • Designed an app that allows users to:

     • Locate and navigate to charging stations.

     • Pay seamlessly through various payment options.

     • Track charging data, usage, and history.

     • Manage accounts with features like notifications for session completion.

4. Test Market Phase:

   • Deployed a beta version of the physical and digital experience to a test market.

   • Gathered data and customer feedback to identify pain points and improve usability.

   • Refined both the app and station design based on insights, making significant updates before national rollout.

5. National Rollout and Impact:

   • Launched the final product nationwide, supported by app installations and widespread station deployment.

   • Achieved over 1 million app downloads with an average user rating of 4.3/5.

UX Design Process:

1. Requirement Gathering:

   • Conducted stakeholder interviews to identify goals and constraints.

   • Developed a roadmap outlining the integration of physical and digital touchpoints.

2. Research and Insights:

   • Performed competitor analysis to benchmark industry standards.

   • Organized focus groups with EV drivers to uncover user needs and expectations.

   • Used findings to inform key design decisions.

3. Ideation and Prototyping:

   • Sketched early concepts for the station’s interface and app design.

   • Developed wireframes and low-fidelity prototypes for user feedback.

   • Iterated rapidly based on user testing and internal reviews.

4. Collaboration with Engineering:

   • Worked closely with engineers to ensure feasibility and maintain design integrity.

   • Bridged the gap between hardware and software, designing an integrated experience.

5. Testing and Refinement:

   • Conducted usability tests during the test market phase to refine the user journey.

   • Applied iterative updates to the app and physical station interface based on feedback.

6. Final Launch and Post-Rollout Optimization:

   • Delivered a polished experience for both mobile and station interfaces.

   • Continued monitoring user reviews and app analytics for further improvements.

Outcome and Achievements:

• Successfully launched a cohesive EV charging experience both physically and digitally.

• Over 1 million app downloads and a high user rating of 4.3/5 demonstrate the solution’s success.

• Electrify America stations became iconic and recognizable through LED-powered branding.

• Positioned Electrify America as a leader in EV charging innovation through a neutral yet impactful brand identity.

This project showcases the importance of a user-focused design process, iterative improvements, and close collaboration with stakeholders to deliver a modern, technology-forward solution.