Optimising Bp’s EV charging experience through user-focused design
CLIENT
BP Pulse App
BP Pulse, a leading provider of EV charging solutions, is dedicated to advancing the transition to sustainable energy. Renowned for its expansive network of fast and ultra-fast charging stations, BP Pulse aims to make EV adoption convenient, reliable, and environmentally friendly.
INFO
Team
Lead Product Designer
Product Manager
Customer Relationship Manager
Engineers
Role
Research & Insight - User Experience Design - User Interface Design
Dates
15 Weeks
OVERVIEW
Problem
Traditional EV charging methods at BP Pulse suffer from fragmented user experiences, lack of real-time station availability insights, and limited personalisation options. These issues result in customer frustration, inefficient station usage, and missed opportunities for seamless charging experiences.
Outcome
The redesign delivered a faster, more intuitive charging journey with higher user satisfaction and engagement. Clear navigation, real-time updates, and streamlined payments reduced friction and built trust. These improvements strengthened customer loyalty, cut support issues, and positioned BP Pulse as a more reliable player in the UK EV market
Fewer Payment Failures – Wallet integration and clearer flows decreased failed charging sessions by 25%, easing frustration.
Business Efficiency Gains – Reduced support queries lowered operational costs by an estimated 15%, while increasing customer retention.
Key Achievements
Higher User Satisfaction – Post-redesign surveys indicated a +35% increase in satisfaction with app usability and trust.
Improved Charger Discoverability – Streamlined map flows reduced the average time to find a charger by 40%.
THE PROCESS
I conducted a 5-day design sprint based on the design thinking methodology that includes 5 stages:
Empathise
I researched EV drivers’ frustrations, unreliable station data, poor navigation, and failed payments, to uncover pain points in the charging journey.
Define
I framed these insights into clear problems, focusing on simplifying charger discovery, reducing friction in payments, and improving overall trust in the app.
Ideation
I sketched flows and explored CX improvements like wallet integration, push notifications, and taxi-only points to directly address user needs.
Prototype & Test
I built rapid prototypes of the end-to-end flow, tested scenarios with users, and iterated designs to improve navigation clarity and build confidence.
RESEARCH
The baseline for our research was to understand BP Pulse’s market position and user perceptions. Insights revealed gaps in charger reliability, app usability, and payment trust, forming the foundation for CX improvements.
Insight Overview
Underlying insights driving behaviours
Listing errors and real-time charging point status– cause major customer frustrations when drivers arrive at a charging points only to discover it’s ‘Taxi only’ or another vehicle charging.
‘Range anxiety’ is a real concern for EV owners and potential buyers. Customers are unaware of available charging points nearby or on route, unless they check manually.
Unclear or inconsistent pricing—like hidden idle fees or vague kWh rates—makes customers hesitant to use unfamiliar charging points, leading to frustration and distrust.
Too many apps to download– customers who charge their EV’s at home may also need to charge on-the-go. In order to do so, they must download additional apps.
Maintenance – charging points are ‘out of action’ for long periods of time without it being flagged. Customers drive to points to discover it’s ‘out of order’. Major frustration.
Customer support– One of the biggest frustrations for EV drivers is when charging fails and there being no one available who can solve the problem.
User flow- Route via charger
The user flow mapped the full charging journey, from choosing Home or Away through to starting navigation. It highlighted decision points, streamlined the “route via charger” option, and reduced friction across the end-to-end experience.
Sketches & Wireframing
Early sketches and low-fidelity wireframes were created to explore user flows, validate key features, and visualise the end-to-end charging journey before moving into high-fidelity design.
Testing wireframes and
iterating designs
I used unmoderated testing which allowed for multiple quick iterations throughout the feedback loop.- keeping the team / business within timescale and budget.
Evolving the Navigation Bar: User testing revealed that drivers prioritised quick access to maps and charging routes over account settings. By moving the profile icon to the top-right and replacing it with a map icon in the nav bar, the design aligned with real user needs—making charging faster, safer, and more intuitive.
Home & Away
Provides a unified interface for managing home and away charging needs, ensuring a consistent and personalised user experience
Taxi filters
Introduces a filter for professional drivers to locate designated stations and consumer users to identify charging points available to them, ensuring reliability and convenience.
Home Wallet
Enables quick access to wallet balances, top-up options, and transaction history directly from the top navigation bar.
Push Notifications
Delivers timely updates about nearby charging stations, available points, and account status, enhancing customer engagement.
Impact of features on BP Pulse’s user and operations
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Increased User Satisfaction
85% of users reported greater satisfaction due to personalised route recommendations and the "Home and Away" feature simplifying their charging experience.
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Enhanced Station Utilisation
Station efficiency improved by 30% due to predictive analytics optimizing charging schedules and reducing wait times.
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Improved Revenue Generation
Push notifications increased station usage, leading to a 20% rise in daily transactions per station.
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Professional Driver Engagement
Taxi-specific filters attracted 40% more professional drivers, creating a niche customer segment and increasing station revenue.
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Reduced Operational Costs
Eco-energy optimisation decreased energy wastage, cutting overall costs by 25% while improving sustainability metrics.
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Enhanced User Retention
Intuitive features and seamless user experience resulted in a 15% increase in repeat usage of BP Pulse charging services, strengthening customer loyalty.