Behavioural UX case Study
Driving Loyalty & Efficiency in
EV Mobility with VIDA
My Contribution
UX Research
User Journeys
Strategy & Design Conceptualisation
Design System
My Role
Consultant: CX & UX Design
Project Focus
End-to-end connected vehicle platform experience for the launch of the Vida EV.
Primary Goal
Build a world-class platform to empower EV adoption and drive large-scale sustainable practices, focusing on customer Lifetime Value (LTV).
Key Outcomes
Reduction in time to find a charging station
Reduction in costly riding habits
Increase in re-subscription rates.
Problem Definition & Strategic Gap
Our research identified significant gaps in the emerging EV market that fueled user anxiety and distrust.
This led to our core design challenge:
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User Pain Point: Frustration with Range Anxiety and the lack of verified information for charging, Vehicle adaptation.
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Business Challenge: Lack of convenience and transparency in after-sales services, leading to high potential subscriber churn.
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Competitive Gap: Competitors lacked a clear, personalized system for proactive maintenance alerts and data-driven riding feedback, Safety of Vehicle.
Design Process & Strategic Solutions
Our strategy focused on translating complex vehicle data into trust-building, actionable intelligence through two key experience enhancers:
Solving Range Anxiety (Resource Findability):
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Inefficient Journey: Finding a charging station typically required five inefficient steps in existing systems.
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Design Solution: We drastically simplified the charging station flow from five steps to just two by intelligently sharing contextual charging stations based on planned or daily commuted routes.
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Design Rationale (Map vs. List): We used a combined Map View (for quick spatial context/familiarity) and List View (optimized for detailed comparison of price/connector type) to maximize user trust and efficiency.
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Testing & Iteration: Initial usability tests showed users struggled to verify station compatibility. We iterated by simplifying and highlighting the connector type and status on the information card, which was crucial to achieving the final efficiency gains.
Driving Safer Behaviour & Trust (Maintenance & Tips):
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Strategic Gap Addressed: The need for personalized riding tips and transparent maintenance.
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Design Rationale (Behavioral Nudges): We used Behavioral Design (Nudges) by providing actionable tips (e.g., "Tips on Harsh-braking") instead of just a raw score. This personalized, supportive approach successfully drove better habits.
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Data Hierarchy: On the 'My Rides' screen, we prioritized functional metrics like Distance and Avg Speed over the subjective star rating, reflecting our focus on utility and safety improvement.
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Maintenance Transparency: We addressed the trust gap by designing an Easy, Quick, and Transparent Maintenance Process with proactive alerts and upfront pricing, directly combating the after-sales inconvenience seen in competitors.
Quantifiable Outcomes & Impact
The strategic, data-driven design interventions resulted in the following measurable customer and business impact.
50%
Reduction in the average time to locate a charging station.
Directly reduced Range Anxiety and improved trip planning.
20%
Increase in re-subscription rates.
Validated the strategy of building trust through transparent ownership.
Key Experience Enhancers
A user journey that fulfils user needs and expectations.
Services and Subscriptions
Drive subscriptions and show value with contextual nudges for pre-paid services.
Reports and Analytics
Provided client with performance data tracking, analytics, and insightful reports.
Tailored Navigation
Personalized navigation to increase user engagement.
Roadside Assistance
Dependable roadside assistance for emergencies and breakdowns.
Custom Riding Mode
Streamline journeys with our centralized route planner and access.
Priority Safety and Security
Enhanced user control and visibility of vehicle usage and status for safer and more secure driving.
Geo-Fencing
Boost sales by offering informative content to aid decision-making on website and app.
Key Learnings & Reflection
This project underscored that designing for a new technology requires a focus on trust and context over features.
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Contextual Data: Successfully driving behavior requires translating data into immediate, actionable tips, not just presenting raw numbers.
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Trust as a Feature: In the EV market, providing transparency in maintenance and verified information is the foundational feature that prevents churn.
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Iteration is Impact: Simple changes, like refining the information hierarchy of the charging card based on feedback, can yield outsized results (the 50% efficiency gain) in critical, high-anxiety user flows.
Customer Experience Impact
Performing data analysis to uncover insights and develop effective strategies, collaborating with cross-functional teams for seamless company-wide growth and communication.
The Bigger Picture
Empowering users to engage and participate in a larger community for a sense of inclusivity and involvement.
Easy and Quick Maintenance
Using an advanced system that proactively alerts users of potential issues and simplifies maintenance with easy booking, door-to-door pickup and drop-off, and other convenient services.
Assistance and Support
Providing a comprehensive and supportive experience as a dependable companion for the user's journey.
Eco-friendly Tools
Promoting eco-conscious choices by displaying users' eco-footprint as earth points, creating awareness, and offering brands an opportunity to make a positive impact in e-commerce.
Hassle Free Ownership
Leveraging intelligent technology for personalized and relevant recommendations and insights, delivering a smooth and effortless ownership experience.
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