Updating the Mobile App

Problem to solve

The ChargePoint EV charging app had three major shortcomings that adversely affected its performance:

  • Map functionality was unfocused and failed to provide drivers with simple guidance and data, prompting them to rely on other charging apps

  • Lack of real-time session feedback diminished user trust and confidence

  • Inconsistent brand identity of the app, stations, and website affected brand recognition and driver loyalty

These issues led to a fragmented user experience, negatively impacting driver adoption and engagement, making it difficult for ChargePoint to maintain its position as a leader in the emerging EV charging landscape. A top-rated app and a positive driver experience were crucial for closing station sales, auto partnerships and cloud software renewals.

Transforming a 1-star charging app into a top 10 navigation category winner

Insights

As part of our lean and agile UX team of three, I played a pivotal role in shaping the new user interface and design language.

To ensure a cohesive brand experience, I led a collaborative workshop with key stakeholders from across departments. This interactive session helped us define the app's design language, including its voice, tone, and visual guidelines.

Goals

  • Update visual design, color palette and align them with the corporate style guide.

  • Give the app a personality and make it more user-friendly.

  • Add new interactions and touch points for drivers to access data.

Design Directions

  • Add Splash screen and idle animation to add branding elements and visual delight.

  • Create a new map design that featured smart station selection and map pins that conveyed availability and station type.

  • Simplify onboarding screens to reduce sign-up drop-off.

  • Allow the driver to identify their car model and color for a more personal connection.

Innovations

  • Added station photos to solve finding a station in the last 100ft

  • Created Monthly Driver Summary to show drivers the impact of owning an EV

  • Enable drivers to report problems to help encourage owners to fix stations

  • Use the driver’s car profile to suggest range and miles added

  • Convert kilowatts to miles to help drivers understand technical data in a more familiar format

New simplified, simple, data-driven design

Results

  • App store rating went from a 1.2 to a 4.7 and increased positive driver reviews

  • Sign-up drop-off was reduced by 80%

  • Featured as Apple’s App of the Day

  • Driver Summary frequently posted on social media, with drivers showing how their EV was saving them money

  • Apple encouraged Apple Watch integration and was involved in design reviews

Lessons learned

  • Requiring a credit card during sign-up caused unforeseen friction. Allowing users to skip this step increased app adoption.

  • There was an assumption that drivers would understand status colors, but they were confused and not confident. Adding the bottom sheet worked as a key to allow users to match color and description, making learning the color coding easier.