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Optimising bp pulse app experience

This proposition below aimed to improve the overall customer experience and address un­met customer needs. Aligning bp and UK's shared goal to reach net zero by 2050.

The challenge

To support the widespread adoption of EVs in UK, we aim to improve the overall charging infrastructure- which includes the digital customer experience (bp pulse).

Optimising bp pulse app experience

This proposition below aimed to improve the overall customer experience and address un­met customer needs. Aligning bp and UK's shared goal to reach net zero by 2050.

Company

BP (British Petroleum)

My Role

Lead Product Designer / Design Consultant - Workshop Facilitator - Research & Insight - User Experience Design - User Interface Design

Dates

2022-2023

In 2030, the UK will ban the sale of petrol and diesel cars. Bp are supporting drivers to make the switch ahead of this by running the largest rapid and ultra-fast EV public charging network in the UK. bp pulse are currently operating over 9,000 charging points across the country.

However, in support of this change we must ensure our infrastructure and overall customer experience is seamless. To do this, our business and CX strategy must be aligned with our plan to triple the number of public charging points by 2030.

5-day Design Sprint

We began the design process with a 5–day design sprint. Starting by defining the project scope. Looking at the current market. User research. Journey mapping and Ideation workshops.

Market Research

Revisiting research conducted around the current market to highlight any changes that could impact our design.

Contextual Inquiry

Evaluating opportunities in a product audit. By reviewing task flows and existing customer journeys.

Data, Insights & Trends

Allowing Data, Insights, and Trends to become the centrepiece of the organisation. Using it to fuel exploration.

Competitor’s Analysis

What can we learn from our competitors? Assessing opportunities and gaps in the market current.

Customer Feedback

By interviewing and collecting customer feedback. We can better understand underlying pain points and frustrations.

Empathy Map

Getting in the mind of the user so we can build user personas and make better design decisions and solutions

Persona Archetypes

  • THE CONFUSED / POTENTIAL EV OWNER

    This user is unable to distille relevant information and unsure of how convenient and easy it is to transition to EV.

  • THE DEMANDING EV OWNER

    This user has ‘range anxiety’ and demands a seamless connectivity and an infrastructure that can support their original goal to be more sustainable and help the planet.

  • THE DREAMER

    The user envisions an ‘EV world’ where petrol and diesel vehicles are a thing of the past, and companies are using all available resources to customise and automated the EV experience.

  • PRIMARY USER: THE DEMANDING EV OWNER

    Ben 42, Managing Director, lives in Surrey, works in London, Family of 4.

    During the discovery phase, I learnt that the primary user was in-fact a combination of all three users. However, by focusing on ‘ The demanding EV owner’ at the initial phase of research I was able to tackle current pain points and improvements- with a retrospective view that ‘ The demanding EV owner’ will address similar concerns surrounding the secondary personas.

  • Goals & motivations

    Saving money and helping the environment.

    Fears & frustrations

    ‘Range anxiety’ Charging infrastructure and connectivity

    Tasks & tactics

    Plan trips in advance and pre-book charging points

    Needs

    Better charging network and seamless app experience

Impact Map

Mapping out the areas of improvement that will deliver the most impact.

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.

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.

CX Improvements

Through ideation workshops, like ‘Crazy Eights’ design considerations are developed to improve and build confidence in the future infrastructure for EV’s.

  • When the 'taxi only point' toggle is off, the app will show charging points, those only available to the general public

  • To streamline the user experience by merging two separate applications, 'On-the-go' and 'Home', into a single comprehensive app.

  • A feature that alerts electric vehicle (EV) drivers about the presence of charging stations in their vicinity.

  • Access and top-up digital wallet anywhere within the app

  • The app can suggest charging stations that are on or near the path the driver intends to take, making it easier to plan stops for recharging without significant detours.

  • An integration of third party EV apps to create a more interconnected and user-friendly environment, as the adoption of electric vehicles continues to grow.

Initial Sketches

  • Taxi Feature

  • Pulse network (All in one place)

  • Push Notifications

  • Connective apps (Integration)

  • Plan your journey | Route via charger
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