EVmarket
The objective of EV Market is to simplify the electric vehicle purchasing process as much as possible. It aims to contribute to the growth of the electric car market and make the transition easier with a user-friendly platform for both buyers and sellers.
Key highlights:
Overview
The EVmarket currently experiences a low conversion rate in core parts of the application, such as the car feed and car profiles. Potentially, this could be due to the pricing of cars or users who are solely interested in browsing without intending to make a purchase. However, based on user feedback, there may be another underlying issue, which is described below.
Problem
The EV Market app was initially designed for advanced users, assuming that both sellers and buyers had basic knowledge about EVs. However, it became clear that many potential users still have fears and lack enough understanding of EVs. Users often found themselves overwhelmed by technical jargon and complex information.
Common concerns included questions about battery life, charging infrastructure, and overall cost efficiency. This lack of accessible and clear information created a barrier, making users hesitant to engage with the app and trust the information provided.
As a result, conversion rates dropped, and overall app usage suffered, indicating the need for a more inclusive and educational approach.
Research
To begin my research process, I focused on understanding electric vehicles and identified the most frequently asked questions and answers in forums related to EV purchasing.
Additionally, I conducted in-depth interviews with five electric vehicle users to gain insights into their decision-making process. This included how they selected an electric car, what factors were significant to them, and why they chose an electric vehicle over a traditional one.
This comprehensive research helped to highlight the key concerns and motivations of potential EV buyers.
💡 Research findings
Many users prioritize reducing emissions and supporting sustainability.
Electric vehicles offer long-term savings on fuel and maintenance.
Users value advanced features and smart functionalities.
Electric cars provide smooth acceleration and quiet operation.
Improved battery technology and charging infrastructure ease range anxiety.
Trust in reputable manufacturers influences purchasing decisions.
💡 FAQ findings
How far can electric cars travel?
Are there public charging stations nearby?
How long does it take to charge an EV?
What type of EV charging connection do I have?
What does an EV cost to own?
What happens when an EV runs out of power?
How does temperature affect EV range?
Understanding User Needs
With a better understanding of what customers think about EVs, I felt it was important to define the personas I would use to make design decisions. One such persona is Adam Kowal, a 34-year-old from a suburban area near a major city. Adam is relatively new to the electric vehicle market. While he has some basic knowledge about EVs, he lacks in-depth understanding and experience.
Mapping the User Journey
Creating a journey map uncovered the emotional aspects of the various points of interaction in the path to purchasing an electric vehicle. Understanding and choosing a new technology like EVs can be a source of anxiety. How information is presented and pathways are defined can greatly influence whether users move forward with their purchase or revert to gasoline cars.
The journey map illustrates Adam's experience from considering an EV to promoting it after purchase. Each stage—considering, exploring, doing, testing, negotiating, and promoting—captures specific emotions and actions.
Ideation and Feature Prioritization
After understanding what solutions would bring the most value to my users, I decided to brainstorm ideas for the actual features using the Eisenhower Matrix. My goal was to create an app that is easy to use, transparent, and educational. It needed an intuitive interface that provides enough information for new buyers. The research phase gave me the insights needed to determine which features would bring low versus high value to the user.
Using the Eisenhower Matrix, I categorized features based on their importance and urgency. The "Must Have" section included critical features such as filtering options focused on electric cars, explanations of terms, various calculators, and a comprehensive knowledge base. In contrast, the "Nice to Have" section included features like a map of charging stations, chat with sellers, and car range calculators based on temperature. Features deemed less important or not urgent were also considered but prioritized accordingly.
User Interaction Insights
Evaluating the low-fidelity prototype provided a clear view of users' expectations for task completion. By closely observing their behaviors and engaging in discussions about their expected interactions, I gathered essential insights for creating a detailed high-fidelity prototype.
The feedback from these tests highlighted several key areas for improvement:
Users were concerned about the car's profile page and found the dealer cards too annoying.
They appreciated the calculator on the car profile page, finding it very helpful for their understanding.
The listing page felt too overloaded for them.
Users found it difficult to close the filters.
The calculator list acted as a hook; they enjoyed interacting with it and it influenced their decisions.
High-Fidelity Testing
In response to feedback from the low-fidelity testing phase, I developed a high-fidelity prototype to simulate a more authentic user experience. This transition uncovered several new issues. While users appreciated the enhanced access to information about electric vehicles and specific offerings, the prototype's realism highlighted certain concerns:
Users expressed uncertainties about processes like securing a loan for a used car and understanding the impact of government subsidies.
They raised a new requirement: the ability to receive assistance in selecting the right car.
Considerations for Long-Term Development
Enable users to apply for loans or leasing directly from the offer page, streamlining the process and enhancing user convenience.Introduce a comparison feature for different mortgage products.
Incorporate government subsidies as selectable filters
Implement an optional survey feature to assist users in identifying the most suitable electric vehicle based on their preferences and needs
Produce informative articles or videos about electric vehicles to educate users and foster engagement, establishing the platform as a reliable resource in the electric vehicle community.
Develop a map feature showcasing nearby charging stations, allowing users to locate charging infrastructure conveniently and plan their journeys effectively.
Lessons Learned
A significant issue in the current market is the trust gap. Many people are still uncertain about electric vehicles (EVs), which can deter potential buyers.
When people face uncertainty, especially with expensive purchases, they prefer guided assistance. Providing tools like surveys to help find the best solution can significantly improve their buying experience.
In the electric vehicle market, most people prioritize economy and environmental friendliness. These are critical factors to highlight in the app.
Low-fidelity testing is essential for setting a direction, but high-fidelity prototypes bring users closer to a realistic experience. This stage uncovers more hidden insights and ideas that are crucial for refining the final product.
Using tools like the Eisenhower Matrix to prioritize features ensures that the most valuable and necessary functionalities are developed first, improving user satisfaction and engagement.