01) CHALLENGE
Buying a new electric vehicle was proving confusing for consumers. There were concerns around the charging times, charging station network and the range of the vehicles.
02) REQUIREMENTS
Discover consumers’ concerns and design a new customer experience to address those concerns.
Create a joined-up experience that allays fears and generates trust.
03) APPROACH
Primary research with customers revealed some ‘myths’ around owning an electric vehicle. Two key customer touchpoints were recommended for redesign:
• The website was redesigned to include a range calculator and replacing the technical jargon that consumers didn’t understand.
• The retail showroom experience was expanded to be more ‘physical’, including example charging stations
04) OUTCOMES
The website was relaunched and saw dwell time improve by 30%, with new dedicated pages on EV FAQs becoming some of the most visited pages.
The retail showroom experience was so successful, that it was rolled out to ‘popup stores’ in large retail centres.
