Product-izing
home EV
charger
installation
MY ROLE
Product
Designer
THE PROJECT
Build out our charger offer as a product offering and ideal customer experience.
THE COMPANY
Backed by a Series A investment from The AES Corporation and Mitsubishi Corporation, Motor partnered with electric utilities to accelerate the electric vehicle transition through products designed to help drivers discover, adopt, and stick to EVs.
THE RESULT
92% customer satisfaction score
100% of eligible customers enrolled into utility EV programs
26% increase in conversions
But wait...
Why do utility companies care about electric vehicle adoption?
Electric cars are taking over – and they use a lot of electricity.
It’s still early days in the electric vehicle transition, but forcasts show EVs are predicted to take 50% of the new car market share by 2030.
Electric cars will be a major factor in balancing the electrical grid.
Electrical grids are all about balance. If millions of commuters are coming home and charging their cars at the same time, this puts a strain on the grid.
To improve grid resilience, utility companies offer various charging programs to customers to help balance electrical demand.
Motor's role
Through EV Subscription, EV Concierge, and charger installations, Motor increased utility program participation.
So, what happened when a customer wanted a charger installed?
While we did not have a particularly structured system for installations yet, the typical customer flow looked like...
Stage 1
Customer expresses interest in a home EV charger
Stage 2
Motor sends a link to online charger assessment
Stage 2
Customer submits online charger assessment
Stage 4
Customer receives quote and signs contract
Stage 5
Customer Success Team schedules installation
Stage 6
Partner electrician installs charger at customer's home
Stage 7
Customer is enrolled into utility charging program
Stage 8
1 month after install: Customer receives check-in from Motor
Where were the gaps in this customer experience?
To investigate, I conducted surveys and interviews with customers and team members.
Findings revealed issues around customers feeling in-the-dark about timelines, confused about logistics, and frustrated with the assessment.
To address these painpoints, I proposed the following...
To elucidate the process and educate customers:
Have a dedicated webpage for our charger installations
Send formal proposals for installation and scope-of-work
Provide timely updates, confirmations, and reminders
To remove friction from the customer experience:
Design a more user-friendly and delightful charger assessment
Incorporate feedback surveys to provide more insights for future updates
The new and improved customer flow
New
Providing information, testimonials, FAQs, and a CTA, this webpage maintained a 30% conversion rate for starting charger assessments.
Updated
Easily done on one's phone, this assessment was updated to improve usability and provide better data insights into customer experience.
New
Receives confirmation email
After submitting an assessment, the customer receives an email confirmation with information on what to expect regarding timeline and pricing.
New
Receives text updates
If there's a delay getting a quote from partner electricians, customers go no more than 3 business days without getting an update.
New
Customer receives PDF proposal for project options, scope-of-work, pricing, financing, and ways-to-save.
Signs installation contract
Customer receives and signs DocuSign contract in email.
Installation is scheduled
Customer Success Team coordinates scheduling with customer and electrician.
New
Receives reminder of installation
1 day before scheduled installation, customer receives text reminder and confirmation of installation appointment .
Charger is installed
Partner electrician goes to customer's home to install charger.
New
Receives feedback survey
After installation, Motor texts customer to check in and send feedback survey inquiring about their experience.
Enrolled in utility charging program
Motor enrolls customer into utility charging program (if eligible)
New
Receives enrollment confirmation
After utility program enrollment, customer receives confirmation.
After I designed, iterated, and implemented these changes, a year of feedback surveys rolled in with great results...
92%
Customer satisfaction score
Plus...
100%
of eligible charger customers were enrolled into utility programs
&
26%
increase in installations
Webpage Design and Impact
With a dedicated webpage, we could now:
More easily educate customers and build trust in our process
Drive marketing campaigns and expand our lead generation
Provide a solid foundation for customer journeys to begin on
Page statistics:
30%
Conversion rate
35%
Increase in leads
Primary research methods:
A/B Testing
Heatmapping
Research tools:
FullStory
Google Analytics
Design tools:
LeadPages
Figma
The charger assessment
The charger assessment asked customers for details and pictures about a charger installation, like install location, distance from electrical panel, etc.
Version 1.0
Primary issues
No data capture
We had no insight into drop-off statistics and completion rates. We had no easy way of knowing which questions caused the most friction.
No sample photos
Customers frequently reached out asking for help taking photos, since they were unsure what we were looking for.
Aesthetics
Beauty isn't everything, but this form did not project a clean and professional image.
Version 3.0
