Integrated EV Charging
Strategic Exploration
I led the design of a greenfield, integrated in-app charging experience that allows members to easily locate nearby chargers, filter results, and initiate charging with contactless payment. This work removes friction, reduces reliance on physical charge cards, and builds confidence in booking EVs—supporting our long-term goal of becoming fully electric.
Context & challenge
Booking hesitation and charging frustrations are major barriers to EV adoption at Zipcar. Research revealed that members juggle multiple apps just to find and initiate charging—a process that erodes trust and drives drop-off.
My role & impact
Designing for simplicity, trust, and a seamless EV experience
Translating Uncertainty into Action
I took broad EV adoption challenges and member pain points and distilled them into concrete product opportunities—focusing on charging and planning charging as a critical unlock for confidence and conversion.
Balancing Member, Operational, and Business Needs
This solution had to work for members, but also reduce fleet labor, cut reimbursement requests, and fit diverse market requirements. I collaborated across teams to design with those trade-offs in mind.
Laying the Groundwork for Future Growth
Beyond solving today’s pain points, this work establishes the foundation for future features like trip-planning tools, charging incentives, and global scalability.
Solution
I designed an integrated in-app charging experience that simplifies every step of the process—from finding nearby chargers to initiating a charging session. By leveraging our partnership with a third party charging aggregator, members would now be able to view compatible charging locations on the map or in a list and filter results to suit their needs. This reduces friction and gives members the confidence to book and use EVs with ease.
