EON's education project was aimed to create an informative and engaging user experience on EON's main website for potential electric vehicle (EV) customers. Working for the agency SOMO as the lead UX designer in a conceptualisation team of devs, product managers, designers and other product personel, our goal was to provide a comprehensive, educational platform addressing common questions, misconceptions, and concerns related to EV ownership, encouraging a smooth transition from traditional fuel vehicles to electric alternatives.
Client: EON
For this part of the project the key points I needed to consider were:
1. What are the key questions people are asking about electric vehicles?
2. What are the common misconceptions associated with electric vehicles?
3. How expensive are they?
4. How can we convince the customer they are a worthy investment?
5. What solutions are there for home and mobile charging?
6. What type of electric vehicle would be suitable for them?
7. What are the problems and solutions associated with electric vehicles?
8. Are they cheaper to run?
I delved deeper into the energy and EV markets, evaluating the offerings of multiple energy providers, industry leaders, top educational websites, and car manufacturers. This comprehensive analysis enabled us as a team to identify content gaps, best practices, and opportunities to create a unique, informative platform that stands out from the competition. I also analysed user behavior and preferences to ensure we were addressing the most relevant concerns.
Leveraging my research insights, we as a team formulated detailed hypotheses about the key questions and pain points potential EV customers might encounter during their decision-making process. This understanding allowed me to design an intuitive user flow that guided users through a well-structured, easily navigable educational journey, addressing their concerns at each step and progressively building their confidence in EV ownership.
To facilitate the easy discovery of relevant information, I carefully crafted a comprehensive sitemap. I organised content into logical categories and subcategories, ensuring a coherent and cohesive structure. I also considered the potential user paths through the platform, optimising the sitemap to accommodate various user intents and goals.
Recognising the importance of mobile usability, I developed low-fidelity wireframes with a mobile-first approach. Originally starting off with desktop first, the client decided it was best to pivot to a mobile-first approach based on my suggestions. iThis process ensured an optimal user experience across devices, prioritising content hierarchy and addressing the key questions and pain points we had identified. Additionally, I focused on creating an accessible and inclusive design, considering users with diverse abilities and backgrounds.
To evaluate the effectiveness of my designs and validate our hypotheses, I transformed the wireframes into mobile-first clickable prototypes. This step enabled us to test the user interactions, navigation, and overall usability of the platform in a more tangible manner, providing valuable insights for further refinement. testing was done internally with the digital wide team of which I presented to key stakeholders. This process allowed me to gather firsthand feedback on my design, identify areas for improvement, and iterate on the prototypes accordingly. By incorporating the insights from this internal testing, I ensured that the platform was engaging, informative, and user-centric.
After refining the prototypes based on the internal testing results, myself and my junior presented our designs to the client for review and feedback. This collaborative approach enabled us to incorporate the client's perspective and ensure the platform aligned with their goals, objectives, and brand identity. We iteratively refined our designs based on the client's feedback, ultimately delivering a polished and impactful educational experience for potential EV customers.
In conclusion, this project showcased my ability as part of a UX design team to create a user-focused, engaging, and conversion-optimised education piece.
