Optimising BP Pulse app experience
This proposition below aimed to improve the overall customer experience and address unmet customer needs. Aligning bp and UK's shared goal to reach net zero by 2050.
OVERVIEW
Problem
Traditional EV charging methods at BP Pulse suffer from fragmented user experiences, lack of real-time station availability insights, and limited personalisation options. These issues result in customer frustration, inefficient station usage, and missed opportunities for seamless charging experiences.
Outcome
The implementation of AI-powered solutions, including predictive charging insights and personalised route recommendations, enhances operational efficiency, user satisfaction, and accessibility. These tools redefine the EV charging experience by integrating automation, predictive analytics, and eco-conscious design.
CLIENT
BP Pulse App
BP Pulse, a leading provider of EV charging solutions, is dedicated to advancing the transition to sustainable energy. Renowned for its expansive network of fast and ultra-fast charging stations, BP Pulse aims to make EV adoption convenient, reliable, and environmentally friendly.
INFO
Team
1 x Lead Product Designer
Role
AI Design Consultant - Research & Insight - User Experience Design - User Interface Design
Dates
12 Weeks
CLIENT BRIEF
Understanding the
Problem Space
Limited real-time station availability, inconsistent app functionality, and lack of tailored recommendations.
✅ What is working?
Established charging infrastructure, recognisable brand presence, and customer trust.
❌ What is not working?
Static support systems, inefficient energy management, and limited data-driven personalisation.
⚡️ What could be enhanced
AI-driven station insights, dynamic user interfaces, and eco-conscious energy optimisation.
OPPORTUNITY- HOW MIGHT WE
Streamline the EV charging process using AI automation?
Enhance personalisation without compromising user data security?
Ensure scalable and sustainable energy management systems?
USER PERSONAS
Emily Stevens (London, UK):
A tech-savvy marketing manager seeking reliable and eco-friendly EV charging solutions.
James Oscar (Manchester, UK):
A family-oriented software developer valuing efficient, cost-effective charging experiences during long trips..
Competitive Analysis: Learning from Industry Leaders
Positive Insights
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Tesla has transformed user expectations in the automotive industry by introducing over-the-air (OTA) software updates. These updates not only enhance vehicle functionality but also provide users with continuous improvements without requiring visits to service centers.
This innovation showcases how leveraging connected technology can ensure convenience, increase customer satisfaction, and maintain a competitive edge through regular, value-adding updates.
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Shell focused energy optimisation highlights environmental responsibility.
Negative Insights
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Ionity’s limited station network reduces accessibility for long-distance travel, particularly in remote areas where charging options are sparse.
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ChargePoint’s mobile app has been criticised for unreliable session tracking and occasional errors in station availability data, leading to user dissatisfaction.
Benefits and Challenges of
Implementing AI
🌟 Benefits
Predictive analytics enhance station utilisation and reduce wait times.
Personalised route recommendations improve user convenience and satisfaction..
👊 Challenges
Privacy concerns and data compliance (e.g., GDPR).
High costs of integrating AI with existing infrastructure.
Identifying Risks and Mitigation Strategies
👩💻 User
Privacy Concerns: Mitigated through transparent data policies and encrypted storage.
Loss of Control: Addressed with opt-in features and user-configurable settings.
🗄 Business
AI Reliability: Ensured via rigorous testing and fallback mechanisms.
Implementation Costs: Managed with phased rollouts and cost-sharing initiatives.
Ideation
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Leverage AI to predict station demand and availability.
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Integrate a "Home Wallet" feature providing immediate access to wallet balances and quick top-ups for a smoother transaction experience.
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Introduce real-time navigation with integrated charging schedules.
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Add push notifications tailored to user preferences, notifying them of available charging points and low credit balances.
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Incorporate a "Home and Away" feature, allowing users to seamlessly choose between charging at home or away stations.
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Enable taxi-only charging points with specific filters for professional drivers, ensuring they find suitable stations efficiently.
SKETCHES
SOLUTION 1
Home and Away Feature:
Provides a unified interface for managing home and away charging needs, ensuring a consistent and personalised user experience
SOLUTION 2
Home Wallet Feature:
Enables quick access to wallet balances, top-up options, and transaction history directly from the top navigation bar.
SOLUTION 3
Push Notification Feature:
Delivers timely updates about nearby charging stations, available points, and account status, enhancing customer engagement.
SOLUTION 4
Taxi-Only Charging Points:
Introduces a filter for professional drivers to locate designated stations, ensuring reliability and convenience.
Guardrail Design
Output Validation Framework
Flags inaccurate or inappropriate AI outputs.
Ensures cultural, geographic, and emotional context sensitivity.
Human-in-the-Loop
Manual oversight for high-impact recommendations.
Continuous feedback loops refine AI algorithms over time.
Impact of features on BP Pulse’s user and operations
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Increased User Satisfaction (85%)
85% of users reported greater satisfaction due to personalised route recommendations and the "Home and Away" feature simplifying their charging experience.
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Enhanced Station Utilisation (30%)
Station efficiency improved by 30% due to predictive analytics optimizing charging schedules and reducing wait times.
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Improved Revenue Generation (20%)
Push notifications increased station usage, leading to a 20% rise in daily transactions per station.
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Professional Driver Engagement (40%)
Taxi-specific filters attracted 40% more professional drivers, creating a niche customer segment and increasing station revenue.
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Reduced Operational Costs (25%)
Eco-energy optimisation decreased energy wastage, cutting overall costs by 25% while improving sustainability metrics.
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Enhanced User Retention (15%)
Intuitive features and seamless user experience resulted in a 15% increase in repeat usage of BP Pulse charging services, strengthening customer loyalty.
Retrospective
Final Thoughts and Takeaways:
BP Pulse’s integration of AI addresses critical challenges in the EV charging ecosystem by not only solving existing inefficiencies but also paving the way for a smarter, more interconnected future of EV solutions. By combining innovative technology with user-centric design principles, BP Pulse demonstrates a commitment to redefining the EV charging experience.
The prioritisation of transparency, scalability, and sustainability reflects a deep understanding of user needs and market demands, ensuring long-term reliability and trust. Features like "Home and Away" and "Home Wallet" exemplify BP Pulse’s effort to create a cohesive and highly intuitive user journey, enhancing convenience and engagement at every touchpoint.
Tailored push notifications further personalize the experience by providing timely, relevant updates that empower users to make informed decisions. Additionally, taxi-specific filters introduce a level of inclusivity and professional reliability, addressing niche market needs effectively and seamlessly integrating them into the broader ecosystem.
