Following the model for the human-centered design, we started the process with user research and observation, creative workshops / immersions and strategy, and ended with validation. This process provided us with a roadmap and a solid foundation to base our design solutions on user findings.

To get a full picture of the heritage and essence of the brand, we immersed ourselves in the world of Electrical Vehicles and SplitEV. We went to the archives, spent our days at EV charging stations, did a charging of our Tesla, met teams and partners across the whole business and signed up for a some consultancies. And it became clear that SpliEV’s line of ‘anywhere to everyone’ was selling it short.

Key Findings / values:

• Accessibility – Charging stations’ availability at places where drivers would park anyway, such as shopping malls, restaurants, grocery stores, etc., where it takes only a few seconds to plug in, encourages drivers to use a public charger.
• Convenience – EV chargers are usually nearer to the entrance of public amenities; thus, drivers receive preferential treatment.
• Lack of access to at-home charger – Drivers who do not have access to a charger at home or at work must recharge at public charging stations.
• Running out of batter range – Drivers who exceed the range of the vehicle battery on any given day need to visit a public fast charging station.

To understand were our product will stand in the market we decided to carry out a competitive analysis. This will help us to understand the strengths and weakness of competitors and to inform our design directions and decisions.

Immersion workshop with client made a fully understandings, how the brand should looks like, what are the problems and values, who are the real target competitors and also defined the SplitEV solutions and what problems on the market they are solving.

We made 3 different concepts with core elements: Swiss Minimal Style, Conceptual Style, Futuristic Style. Each of the concept with own style, preferences and look&feel. Everything was based on a client preference after our creative brand workshop. Then we finished with 2 routes with own style, colors, typography and rationale behind it.

The first step was to overhaul SplitEV mobile app, working through millions of screens to radically simplify the information architecture. We took inspiration from electricity and mobility apps, and insights from partners and internal teams to ultimately restructure the information architecture around the core needs of the business structure.

The content strategy, art direction, experience and structure of core pages were redesigned – from the functional to the inspirational. This resulted in higher value content that customers could find more easily, further amplifying the reasons of using SplitEV. Then we moved to the Brand Identity system creation.

Electrical Vehicle charging solution could be described as a plug who is connecting car with the charging station. Or, to put it briefly, a movement and easy accessible Plug. Therefore, it also resonates with SplitEV’s aim to represent the constant movement forward, leading to the future. As a result, we created a meaning for that process of ‘shifting’ by implanting a plug connector into the logo icon and colors what represents the future, movement and electricity of green energy feelings. That’s how a forward movement becomes an essential element in the new direction among the bold, simple visual language. All this is based on big research work, A/B testing and focus group.

Since March 2022 SPLITEV product & marketing team work on new interface, completely rebuild previous drafts and hi-fidelity prototypes, that became outdated as they don’t have a rationale and user experience expertise. The biggest challenge became new user flow adaptation.

While first prototyping, the app user flow was oriented on minimizing required steps for recurring (registered before) users. First SPLITEV agreed that filling passwords, and usernames should be remained in Web 2.0, that is why product team oriented on phone number linking and OTP SMS each time when user enter to app, in future options for biometric pass will be delivered too. Payment processing companies such as a Stripe, Square require a lot of information: full name, verified email, and card/bank details. To make attractive for user experience, this step was integrated in different flows, for example full name, email in account registration, but email verification added in first purchase module. The App users can see app features, and discover it before finishing their verification, this SPLITEV product team hypothesis that it’s increase trust and loyalty to brand.