Electric Vehicle Charging App
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 Charging 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📈
🚀 46.6% increase in engagement rate
Users are interacting more with the app, driving stronger connections with the platform.
📈 7.4% growth in new users
Expanding our user base, attracting more drivers and businesses to the EV charging network.
⏱ 39.8% decrease in support tickets
Users are spending more time on a seamless and frictionless experience.
🔄 30.3% increase in sessions
More frequent usage, signaling improved app value and user retention.
More Detailed Explanation
Users struggle with navigation, charger interface clarity, reliability, and accessibility across different platforms, leading to confusion and support dependency.
P R O B L E M S T A T E M E N T
The Problem
🔎 App Navigation Confusion
Users struggled to find basic functions like search, QR code scanning, and navigating between screens, also using the mobile Web, native App or Appclip.
🔌 Charger View Clarity & Reliability
The charger interface was unclear, leaving drivers unsure how to start charging or access station details, contacting support.
🗺 Diverse U.S. Driver Base depending on Support
From tech-savvy adopters to first-time EV owners, everyone needed a straightforward, universal experience.
UX
Vision
To create the most seamless, accessible, scalable and user-friendly electric vehicle charging experience, enabling drivers to charge their vehicles effortlessly without needs for apps, accounts, or complex processes.
Aligning with EVPassport’s Mission & Goals
🔌 Simplify Charging for Users (Appclip, Mobile Web & Native App)
🏢 Empower Businesses with Scalable Solutions
🌐 Drive Market Innovation through Openness
🌱 Promote Sustainability and EV Adoption
Why It Mattered
Increased Adoption – More driver usage leads to higher revenue and visibility.
User Satisfaction – A frictionless UX fosters repeat usage and loyalty.
Success Metrics
Improved engagement rate, recurring users and less flow drop off.
Higher new users
Fewer support inquiries related to navigation
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
🔍 Onsite 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.
📊 Google Analytics – 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 Updated
Metrics
Study and analysis of the metrics to track on Google Analytics. Standardizing from all the platforms on native iOS and Android, Appclip and webapp responsive.
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.
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.
Handoff & Implementation
Established a Design System from scratch and integrated it into Storybook, streamlining developer handoff with precise specifications and seamless implementation.
Solution & 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.
Business & UX Impact
Results
📈 46.6% increase in engagement rate
Higher user interaction, fostering deeper engagement with the app.
📊 7.4% growth in new users
Expanded user base, signaling stronger market penetration.
⏱ 39.8% decrease in support tickets
Users are spending more time on a seamless and frictionless experience.
🔄 30.3% increase in sessions
Improved user retention, showcasing the app’s growing utility.
Learnings
🎯 Holistic User-Centered Design
Designing with a focus on end-to-end user experience significantly improved usability and satisfaction across multiple touchpoints.
🤝 Cross-Functional Collaboration
Strong alignment between product, engineering, and marketing ensured that design decisions were informed by business objectives and technical constraints, accelerating the product development cycle.
📊 Data-Driven Strategy
Leveraging user research, analytics, and testing helped validate hypotheses and refine our product, making design iterations more impactful.
🔄 Iterative Improvement
Continuous feedback loops and agile processes allowed for regular refinements, ensuring the product evolved based on real user needs and business goals.
Upselling opportunities
Integrations & Extension Marketplace
Developed an extension marketplace within the product ecosystem, integrating with business systems like Google Workspace, Microsoft 365, and Oracle PMS.
Each extension enables tailored user journeys, offering features such as adjusted driver rates, bill-to-room functionality, and exclusive benefits.
Let’s be in touch!
Feel free to contact me if having any questions.