B2B Dashboard Platform
EVPassport provides a seamless charging experience for electric vehicles through an intuitive mobile app and an easy-to-use CRM for charging stations.
YEAR
2024 - 2025
COMPANY
EVPassport
SERVICES
Product Design
UX Strategy
Scaled Design System
Product Discovery
Cross-Functional Collaboration
Product Roadmap & Prioritization
STACK
Figma
Storybook
Jira
Miro
Lyssna
Protopie
Asana
My role
As the sole Product Designer at EVPassport, I led the UX strategy and product design, shaping a seamless charging experience across iOS, Android, and web CRM while aligning teams around a user-centered vision.
🚀 Built & Led the UX Strategy – Defined the product’s UX vision, ensuring a cohesive experience across all platforms through research-backed design decisions.
🎨 Established the First Design System – Standardized UI components, improving consistency, scalability, and development efficiency.
🤝 Bridged Design, Product & Engineering – Defined user stories, roadmaps, and priorities, ensuring smooth execution and alignment with technical feasibility.
📊 Validated UX with Customer Research – Led interviews, usability tests, and persona development, directly influencing product improvements.
🌍 Cross-Team Leadership – Established monthly syncs with Marketing, CSM, and Support, integrating business insights into the UX strategy.
🛠 Optimized Product Development – Led weekly product meetings and implemented a prioritization matrix, streamlining feature execution.
📈 Scaling & Hiring – Hired a Graphic Designer (USA) and onboarded new PMs, shaping the company’s growing UX culture.
✅ QA & Visual Consistency – Introduced design QA, reducing UI inconsistencies and improving product quality.
My work elevated EVPassport’s UX maturity, driving a strategic, research-backed, and scalable approach to product design while fostering stronger team collaboration.
Business
Goals
EVPassport is on a mission to accelerate EV adoption by redefining the charging experience with a focus on seamless usability, reliability, and innovation. As a leading Infrastructure-as-a-Service (IaaS) platform, EVPassport prioritizes:
🚀 Frictionless Management Experience
A user-friendly, app-free system that removes barriers to EV charging, ensuring effortless access and convenience.
🔗 Reliability & Scalability & Privacy
A robust, always-on network designed for maximum uptime and operational efficiency.
📊 Data & AI-Driven Optimization
Leveraging real-time analytics and machine learning to enhance charging station performance and improve user experiences.
💡 Enterprise & Consumer-Centric Solutions
Providing businesses, municipalities, and drivers with a scalable, future-proof charging ecosystem.
Impact
Done📈
🚀 23.4% increase in engagement rate
Users interact more with the dashboard and other tabs, driving stronger connections with the platform and coming back more than once per month.
📈 14% growth in new business owners
Expanding our platform, attracting more business to the EV charging command center, with notifications and integrations standing out in the market.
⏱ 39.8% decrease in support tickets
Users are spending more time on a seamless and frictionless experience.
🔄 60% increase in role management sessions
More frequent usage, improved metrics, and generating more roles on each deal.
More Detailed Explanation
Operators and businesses lacked a centralized, intuitive and reliable platform to efficiently manage EV charging networks, monitor station performance, and streamline user interactions.
P R O B L E M S T A T E M E N T
The Problem
📊 Not Relevant or Important Metrics, not reliable
Operators were overwhelmed by irrelevant or overly complex data points that didn’t provide actionable insights. Key metrics like session frequency and charging speeds were often buried under unnecessary information, making it difficult to focus on critical performance indicators.
⚡ Limited Control & Automation
Adjusting pricing, managing user access, and generating reports required manual intervention, slowing down operations. Businesses needed a dynamic system to automate processes and reduce administrative burden.
🔗 Lack of Seamless Enterprise Integrations
Operators relied on external business systems like Google Workspace, Microsoft 365, and Oracle PMS. A lack of native integrations made it challenging to streamline workflows, automate billing, and offer features like bill-to-room for hospitality partners.
UX
Vision
Create a seamless, accessible, and scalable dashboard experience that allows business customers to manage their EV stations effortlessly, without complex processes or technical hurdles.
Aligning with EVPassport’s Mission & Goals
🔌 Simplify Operations for Businesses
🏢 Empower Businesses with Scalable Solutions
🌐 Drive Market Innovation
🌱 Promote Sustainability
Why It Mattered
Efficiency – Streamlined operations and reduced manual tasks for station managers.
Scalability – Flexible pricing, performance tracking, and integrations supported business growth.
User Satisfaction – A simplified dashboard enhanced the operator experience and decision-making.
Success Metrics
Higher Engagement – Increased usage and quicker issue resolution by operators.
Growth in Adoption – More businesses joining the platform.
Fewer Support Inquiries – Reduced queries related to dashboard navigation.
Increased Productivity – More efficient workflows with less manual intervention.
Customer Satisfaction Scores (CSAT) - Less support tickets
Users
Key Markets
🇺🇸 USA
🇲🇽 Mexico
🇨🇦 Canada
User Personas
🚗 Driver (B2C)
🏢 Business Customer (B2B)
Stakeholders
🤝 CSM
💼 Sales
📈 Marketing
📊 Data Strategy
🔧 Engineering
🛠 Support
User Journey Maps
I developed detailed, end-to-end User Journey Maps for both Driver and Business Customer personas across various industries, with a particular emphasis on Multifamily and Hospitality, ensuring a seamless EV charging experience at every touchpoint.
Research
& Insights
🔍 Online Interviews – Collected valuable user feedback to understand pain points and expectations.
🎯 25+ Usability Tests with Lyssna – Conducted in-depth testing to optimize the EV charging experience and improve usability.
📊 Datadog – Analyzed user behavior data to validate findings and refine design decisions.
📐 Competitive Analysis in Figma – Benchmarked against competitors to uncover opportunities and enhance our strategy. Using screenshots, mobbin and more.
Creating real-time
Metrics
Study and analysis of the metrics to track on Datadog. To be later on used on the dashboard and on other tabs of the Command Center
Strategy &
Approach
🚀 Prioritization & Quick Wins & Jira
Leveraged a prioritization matrix to identify high-impact quick wins.
🗺 Comprehensive Roadmap
Developed a detailed roadmap in Asana outlining Epics, Big Epics, user stories, and tasks.
Cross-Collaboration
🤝 Weekly Product Syncs – Regular meetings with PMs and the VP of Product to align on priorities, roadmaps, and research strategies.
🔧 Engineering Partnership – Served as the go-to contact for design specifications and user flows, working closely with Engineering to ensure seamless implementation.
📣 Monthly Cross-Functional Alignment – Held monthly meetings with CSM and Support, and maintained dedicated channels with Support, CSM, and Sales to integrate business insights and streamline communication.
🛠 Agile Ceremonies – Actively participated in Refinements, Retrospectives, and Sprint Plannings, ensuring continuous improvement and effective sprint execution.
📊 Customer & Sales Integration – Collaborated with the Sales Manager to conduct customer interviews and gather actionable user insights.
🎨 Team Onboarding & Growth – Led onboarding sessions for new PMs and contributed to hiring a Graphic Designer, strengthening our design and product strategy.
Handoff & Implementation
Established a Design System from scratch and integrated it into Storybook, streamlining developer handoff with precise specifications and seamless implementation.
Solution in Execution
Focusing on delivering a seamless user experience while meeting business goals. By combining user feedback, agile processes, and close collaboration with cross-functional teams, we were able to implement design solutions that addressed core pain points and drove key performance metrics.
Before
After
New metrics analysed on Datadog for analytics, interviews with Customers and competitive analysis:
Filters Generic
Menu Reorganization
Avg. Popular Plugged-In
Utilization Time-Based
Utilization Energy-Based
Peak Utilization
Comparison on summary widgets
Charger Tab
Sessions Tab
User Management Tab
Business & UX Impact
Results
🚀 23.4% increase in engagement rate
Users interact more with the dashboard and other tabs, driving stronger connections with the platform and coming back more than once per month.
📈 14% growth in new business owners
Expanding our platform, attracting more business to the EV charging command center, with notifications and integrations standing out in the market.
⏱ 39.8% decrease in support tickets
Users are spending more time on a seamless and frictionless experience.
🔄 60% increase in role management sessions
More frequent usage, improved metrics, and generating more roles on each deal.
Learnings
🎯 User-Centered Design – Focusing on the entire user experience improved usability and satisfaction across all touchpoints.
🤝 Cross-Functional Collaboration – Close alignment between product, engineering, and marketing ensured design decisions met both business and technical needs.
📊 Data-Driven Strategy – User research and analytics guided design refinements and validated our approach.
🔄 Iterative Improvement – Regular feedback and agile processes allowed continuous product enhancements based on real user needs.