EV Integration for SpotHero
How might we ensure Electric Vehicle (EV) Drivers reserve
charging options that are Reliable, Convenient and Competitive.
Course: Digital Project Development Capstone (Client: SpotHero)
Role: Team Member (of 4)
Timeline: March - June 2023
Skills: Agile teamwork, User Research, Ideation,
Interviewing, Presentation, User Journey Maps,
Personas, Wireframing, Figma
SpotHero, an app for booking parking spaces, currently guarantees reserved spots and assists Electric Vehicle (EV) drivers in finding charging stations.
However, a challenge arises for EV drivers who must pay separately for parking through SpotHero and for charging via companies like ChargePoint. To streamline the process, SpotHero aims to introduce a solution enabling EV drivers to pay for parking and charging in a single transaction.
Overarching Questions
- Reliable: How might we assure charging options available and working where drivers need them?
- Convenient: How might we make charging options easier to find in more convenient locations for drivers on-the-go?
- Competitive: How might we show that charging options and prices are more competitive than gas options?
Recommending Features
Insight
Users want all important information easily accessible.
“I like when it’s easy to navigate and you have all the information on one page” (Isela)
Recommendation
Use green indications and charging icons to make EV options distinct and discoverable. Add desired information to spot details card so users can quickly assess options.
- Green Spot: The majority of users associate green with EV Charging (Feedback Loop Survey)
- +Price/kWh: 80% of users want to see charging prices upfront
- Charger Availability: 58% of users want to see charger availability
Insight
Users want to ensure options are compatible with their needs.
“I want to know it’s compatible with my car so whatever I’m searching for is gonna work” (Lauren)
Recommendation
Filter by vehicle to ensure plugs are compatible
Filter by charging speed
- Charging Speed: Length and compatibility of charging
- Filter by Vehicle: To ensure charger compatibility
Insight
Users want a simple reservation system with clear instructions.
“It would be good to have a specific time frame for when I must begin and end my charge” (Patty)
Recommendation
Select a charging speed
Set reservation length by time (i.e. 6:00 PM to 7:30 PM)
Include information about estimated charging prices and instruction to move their car after.
- Toggle to reserve: Users can opt-in to the service at checkout
- Charging speed selection: to ensure reservation length aligns with charging speed
- End charging before: to set a reservation time window and limit.
- Estimated charging price: 50/50 of users would prefer paying upfront for charging versus at the end of the service.
Insight
Users want a pass with easy instructions to follow and information to monitor their charge session.
Recommendation
Integrate with the charging station.
Track charging session information.
Use notifications at the start and before the end of the charge to help uses adhere to their time window
- Charging pass tab: two passes for parking and charging
- QR code: integrate with charging station
- Reservation times: when to begin and end their charge
- Charging session card: monitor charge information
- instructions: to make the process clear and explain the idle fee.
Meet Our Customers
Working Will
Background: An analyst who regularly charges his car at work in city parking garages and drives a Nissan LEAF.
Needs: Peace of mind knowing there's a reliable way to charge his car at work that is wirth the price.
Pains: Oftentimes chargers in city parking lots overcharge him or are unavailable.
Spontaneous Sally
Background: A college student who likes to visit her freidns in the city and drives a hybrid Chevy Volt.
Needs: A way to sponteneously charge her car on-the-go without extensive planning.
Pains: Logistics usually fall short and she often has to wait or struggle to find a charger when she needs one.
Methodology
- User Interviews (5)
- User Tests (8)
- User Surveyed through Feedback Loop (250)
Our team researched existing UI elements related to EVs to seamlessly integrate charging features. Leveraging the Feedback Loop tool, we conducted surveys and interviews to gather insights about the EV landscape. Using Figma, we made prototypes to seek feedback from both EV and non-EV drivers. We made adjustments to existing features to subtly transition the new user base.
The User Journey Map
Target Customer: EV Drivers who live or work in urban areas and use public charging options.
We focused on mapping out a user journey that prioritized clarity for outsiders, emphasizing the user's perspective, particularly for EV owners who need to filter for charging, and explored the feasibility of a combined monetary transaction for charging and parking reservations.
The User Flow Iterations And Wireframes
Login (Open App) -> Homepage
-> Map -> Spot Details ->
Check Out ->
Parking Pass +
Charging Pass
Future Considerations
How might we maximize charges per park and charger availability, while minimizing conflicts and cancellations?
“I wouldn’t book [the charger] for three hours if it’s going to be an hour charge...
I think that any person who as an EV would be respectful and would want to get their car out to let somebody else take that spot.” (Dan).
Personal Takeaways
Designing for a digital environment that users physically interact with takes time to research.
- To understand their lives
- To understand their pain points
- To understand what is the actual job-to-be-done