Is the Electric Vehicle life for you?

Collaborative Unit SEDI x Unboxed x Char.gy

Team 6 Aashna Parekh Chenyin Jin Maria Wang Brandt Na Du Pierre Rault

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Disclaimer Names and images identifying any users or interviewees have not been included within this project in order to maintain their anonymity.

All rights reserved. 2019 Š

Acknowledgment The whole team would like to thank our tutors Philippa Rose, Hena Ali from UAL and Lawrence Richards from Unboxed for bringing us this project and helping us through it with their precious inputs and feedback.

We thank all the Char.gy members, namely Henry Turner and Richard Stobart who gave us their time and support to test our solutions.

Furthermore, we thank the Herne Hill residents and local shopkeepers who collaborated with us in testing our ideas and prototypes.

Finally, we thank all of our fellow SEDI students who helped us with research, feedback or simply, for asking the right questions.

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Contents Introduction . . . . 6 Abstract Background Methodology

Discovery. . . . 12 Desk Research Stakeholder Map Observation Service Safari Interviews Insights

Define & develop . . . . 34

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Personas Empathy map Design opportunities Iteration 1 Crazy eight Concept 1: User Approach Testing Concept 1: Local Business Partners Testing Iteration 2 Challenge Statement Concept 2: Customer Loyalty Client feedback Iteration 3 Concept 3: Energise Transition Prototype version 1 Client feedback

Deliver . . . . 64 Prototype version 2 Storyboard Awareness Campaign Design of web app: Functional Structure Business model canvas

Conclusion . . . . 88 Bibliography . . . . 90 Appendix . . . . 94

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Introduction Abstract The following work is a research-based project that aims at making the benefit of transitioning to electric vehicles tangible for the user while making the demand for infrastructure clearer for the local authorities.

Introduction

Over 8 weeks we researched, defined, ideated, prototyped and tested solutions around how to create and measure the local impact of Char.gy’s charging ponits in the Dulwich area.

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The different iterations and feedback led us to transform our brief from measuring the local impact of installed units into identifying where the impact of charging units would be the greatest.

To answer this, we created Energise: the first platform that helps non-EV drivers to project their current routine into an EV routine, evaluates the impact of that transition and facilitates the request of infrastructure to their local authorities.

Introduction 7

Team C family (2019) Photo credits: Shikha Kanakia

Background This project was designed as part of London College of Communications postgraduate course in Service Experience Design and Innovation in collaboration with Unboxed and Char.gy.

Char.gy is a company providing lamppost electric vehicle charging, Char.gy envision a world where every lamppost is also a charge point, making charging accessible for drivers without off-street parking (Char.gy, 2018).

Introduction

The government aims to see at least half of new cars to be ultra low emission by 2030 as part of plans to make the UK the best place in the world to build and own an electric vehicle (Gov.uk, 2018).

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The popularity of electric cars in the UK has shot up over the last few years, with more than 195,000 plug-in vehicles on the road, compared with just 3,500 in 2013 (Next Green Car, 2018).

However, for this development to continue, there is a need of more charging points in areas where people don’t have access to off-street parking. New technology such as lamp post based charging, can be an answer to this issue.

Lamp post-based chargers, like Char.gy, are potentially a cost-effective way of expanding the electric car charging point network, as it’s claimed they can be quickly installed and simply relocated based on local demand (Driving, 2018).

Our brief was to investigate what impact the installation of char.gy units in Southwark has had on the local area and what the next steps could be.

(Gareth Redmond-King, 2018)

Introduction

“Combining electric vehicles with smart charging technology, we could move to 100 per cent electric vehicle sales in the UK by 2030�

Methodology

Introduction

The project adopted Double-diamond approach, raised by Design Council, including four phases, discover, define, develop and deliver (Design Council, 2007).

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Discover

Define

Deliver

Introduction

Develop

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Design Council - Double Diamond methodology

Desk Research Stakeholder Map Observation Service Safari Interviews Insights

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Discover

Desk Research

Discover

In the beginning of the design project, the team investigated electric vehicle and electric charging infrastructure through a comprehensive desk research to get an overview of the current situation. The secondary research resulted in valuable insights about the existing charging infrastructure in London and the future scenarios around it.

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“Most of the public charging infrastructure installed to date has been with grant funding, and initially this was intended to encourage early adoption by offering free charging to EV drivers. Now that electric vehicle adoption is increasing, commercial markets need to provide high quality and reliable infrastructure, and people need to get used to the idea of paying to charge their vehicles. There is a large contingent of existing EV drivers who think charging their car should be free. We need to challenge that mind set.�

(PwC, 2018)

Street charging

• Lower tarrif at night

• Potential V2G applications

Street charging

• Charge your car from a lampost outside your home

Electric highway

Work place charging

• Charge using

rapid chargers at strategic locations

• Top up your charge durin g the day at work • Demand can be limited if commute is short • Potential V2G applications • Limited V2G financial incentiv e and technical constraints

Discover

Motorway charging

• Drive your car along dedicated EV only road s • Have access to chargers at regular intervals

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Destination charging

• Top up your charge when visiting regular destinations (supermarkets, leisure centres, gyms)

Fleet charging

• As a commercial operator charge your fleet of taxis or delivery vehicles at a central hub

(PwC Strategy & research 2018)

Discover 16

“As for public charging infrastructure in the UK this too has been evolving quickly, but not at the same rate as the EV stock. The importance of having this infrastructure in place cannot be over-emphasized.�

(PwC, 2018)

(Lawrence Richards - Unboxed, 2019)

Discover

“I don’t think we really have that much data on the current users in either areas. We know that there aren’t many return or regular users and that there are around 200 people who have used it in total .”

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Stakeholder Map During week 2, the team mapped out the key stakeholders in order to get a visual overview of the different people and organisations related to the brief.

Discover

By listing out our potential stakeholders, it gave us an initial starting point to work towards our next steps of conducting in-depth interviews and field research.

Through the service design lens we were able to map out how some these stakeholders would be able to work cohesively in order to improve the existing service for users. We were also able to then revisit this map and scope out future scenarios.

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Social media EV-car owners Council

Cardealer

Parking Providers

Electricity Providers Car Owners

Supplier Government

Users Employees Competitors Environmental Groups

Discover

Char.gy

Operators

Residents of the area

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Observation To gain a better understanding of Char.gy’s impact in the local community, the team went to Dulwich to observe the charging points and how people interacted with it.

Non-Participant observation is used to understand a phenomenon by entering the community or social system involved, while staying separate from the activities being observed (Stickdorn, et al. 2016).

Discover

The most interesting insights gathered from one hour of observation was how drivers looking for parking spots would avoid parking in front of the Char.gy, after noticing it. Further, the team noticed how a resident on the street charged his hybrid car using a home-made solution.

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Discover 21

Char.gy Dulwich (2019)

Service Safari A Service Safari is a research method for understanding services, and is useful to gain a rich understanding of a service (Stickdorn, et al. 2016).

Discover

In week 3, the team collaborated with two other teams to experience the usage of the service. The whole process was filmed and rendered into a journey map and a short documentary that highlighted the pain points we encountered throughout the journey.

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Discover 23

Video Editing Credits: URA

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Video Editing Credits: URA

‘’I hope the cable is long enough’’ Other drivers can accidentally occupy too much space next to the charger

‘’I can’t see it, where is it?’’

Signs pointing the charger points are not visible enough 26

Arrive at the street

Find the charger

Park nex to the charger

Leave the car and get the cable from the trunk

Plug in the cable

Go to the charger to see the URL and code

Short message about charging finished + information about penalty (£1 per 24hours) ‘’Okay, I don’t have to rush’’ ‘’Good to receive an info that it is finished’’ ‘’Too formal language’’

Some people do not understand the schemes or don’t know if they will use char.gy again, so choose the simplest scheme ‘’Don‘t know if I’ll charge here again, I will choose pay as you go‘’

‘’What am I supposed to do now?’’ ‘’Ugh, I hate my keyboard’’ No instructions, only URL. The URL is too long (no need for the https in the front). It takes time to type in the URL and code.

Type in the URL on smartphone

Choose the charging scheme

Choose payment method

‘’Can I leave the browser?

Can I go now?

What’s going on?’’

The website needs to remain open in the browser - stressful and confusing. No message that the charging started.

Start charging

Receive message about finished charging

Unplug

Credit: Alicja Halbryt

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Interviews As part of the team’s ethnographic research, stakeholders were interviewed with the aim to identify the main challenges faced by service users and service providers, user’s motivations, attitudes and behaviors, the perception of service users towards service providers, in addition to opportunities for interventions.

The team interviewed five residents in Dulwich, two of them were petrol car owners, two didn’t own a car and one owned a hybrid car.

Discover

More detailed information about the interviews can be found in the appendix.

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“I saw the sign which is why I parked my car on the other side of the street. The sign isn’t exactly visible you know. It should be at another place like the gas station I don’t see the point of it being on the street. I wouldn’t buy an Ev because I travel for long distances frequently.”

-Petrol car owner residing in Dulwich

“It’s kinda ridiculous how much extra they charge for it.

There is one other place I know they charge like that amount for electricity, Here there are street lamps on every street.

The infrastructure is there all they do is put a charging point on it, there are lamppost in every street, and yet they charge ridiculous amount of money for it” -Hybrid owner living down the street

Discover

“I think all these cars should go, I don’t think the globe deserves this. I’m planning to get rid of my car and I am considering getting an electric. I wrote to the council and the next thing I know they had installed this unit.”

- EVegan Resident and petrol car owner, who wants to switch to an electric car.

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Insights

Discover

After the initial research that consisted of desk research, interviews, observation and service safari, the team mapped out the four different main insights:

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Most stakeholders are aware but indifferent to Char.gy`s existence.

Char.gy is often a second option, rarely a go-to solution.

Petrol car owners are not considering getting EV. Hybrid car owners are not considering it as a primary alternative, some residents adapt their parking habits to a certain extend.

It comes off as a very expensive not sustainable solution.

We are still in an early adopting phase and EV car owners want to be rewarded and valued for it.

EV car owners are information-seekers.

But the information around EV charges, battery, pricing policies are rare and widely community made which results in a lot of misinformation.

Discover

EV car owners are searching for every possible value that comfort them in their transition choice

There is a lot of misinformation around charging.

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Discover

Feedback from the EV online community on Facebook:

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Discover

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Personas Empathy map Design opportunities Iteration 1 Crazy eight Concept 1: User Approach Testing Concept 1: Local Business Partners Testing Iteration 2 Challenge Statement Concept 2: Customer Loyalty Client feedback

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Iteration 3 Concept 3: Energise Transition Prototype version 1 Client feedback

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Define & Develop

Persona Mary is a 30 year old young professional working lady.

Mary lives in Tooting in South London, and commutes by car to work now and then. Mary likes her space, and dislikes travelling by public transport.

Mary is the owner of a Nissan Leaf on a monthly loan plan, she also ownes a smart phone, that is synced to her car.

Mary can pull strings and make connections when she needs to, but have weak ties with anyone who isn’t a friend/family.

Define & Develop

Mary is smart at budgeting, but sometimes, she can be impulsive, which is why she faces problems while charging.

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Mary is a bit careless, and does not always plan her journey in advance. Sometimes she fails to get a parking spot, because it is occupied during her work hours.

Tom is a 50 year old man who lives with his family in Kentish Town. He is working as a cyber security analyst.

Tom is very tech-savy, a so called “tech-geek�.

Tom worries about the future of the planet because of his children. Tom is therefore an active member of his street community. He likes being in charge of a situation.

Tom is very optimistic, and wants the environment to be greener. Because of this, Tom asked the council for electric vehicle charging infrastructure, without actually having an electric car.

Tom faces the challenge of not having a dedicated parking spot. Tom lives a hectic life, and feel that buying an EV might not be a sustainable option.

Define & Develop 37

Empathy map installed on the street.

Wants the government to focus on his product.

5. What do they do?

Define & Develop

+ Installs a cable extension from his house. + Takes short journeys. + States his approach is the right way.

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1.

2.

3.

Who are we empathizing with? + An affluent male, over the age of 45 yrs. + Owner of an hybrid EV (Audi). It was observed

+ Other user/ resident on the street with a Volvo. + The government isn’t giving any subsidies to any EV car owners charging off the street.

What do they need to do?

PAINS

+ Getting the car charged

+ Finds it too expensive. + Misinformed about charging.

What do they see? + States other charge points are cheaper. + Is unaware that it is run by the council.

4.

6. What do they hear ?

What do they say? + Too expensive. + Talks about his home charging solution before char.gy was

GAINS + Proud of his idea. + Believes everyone should charge from their home points.

+ Suggests a parking bay next to char.gy. (unaware of the brand) + Considering the switch to EV.

5. What do they do? + Changed his parking habits to avoid taking that space. + Contacted the council to install the unit. + Doing research to evaluate price.

2.

Who are we empathizing with?

6. What do they hear ? + Hears about the environment challenges. + Has heard about EV vehicles.

+ Average age, 50-60 years. + Owns a petrol car. (Who’s insurance is about to end) + Conscious about the environment +Involved in his neighborhood.

PAINS

What do they need to do?

+ Anxiety and fear about the current impact of owning a petrol car.

+ Buy a new car (Switching to EV)

3.

What do they see? + Sees Char.gy set up right next to his house and assumes it was set up right after he made a request to the council.

4.

What do they say? + There shouldn’t be petrol cars. + “The globe doesn’t deserve this.”

GAINS + Not worried about the price.

Define & Develop

1.

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Design opportunities Misinformation

+ HMW make char.gy more visible by making it a community binding device? + HMW use Char.gy as a parking organisation for the local community? + HMW explain the pricing by making it more visible to simulate engagement?

+ HMW change people’s misinterpretation of being an EV owner? + HMW become pioneers in the way cahr.gy is positioned? + HMW redifine char.gy’s USP?

Switch

Price

+ HMW transform char.gy’s pricing policy into a vector of communication informing about the different types of energy? + HMW use char.gy as a touch point in the EV transition? + HMW explain the price point in terms of breakdown? + HMW assist residents asking for charging points to transition to towards EV? +HMW make petrol car users understand that they should switch to EV now?

+ HMW use char.gy as a product to promote a greener environment? + HMW engage people in building a Eco-friendly community in a more personal manner? + HMW make the user feel like ‘its a fair deal’?

Define & Develop

Visibility

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How might we make the tansition for petrol to EV smoother?

How might we make people understand and accept the price of char.gy?

How might we break the myths around EV?

Marketing Define & Operations & Develop

How might we make char.gy more visible by making it a community binding device?

a

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Iteration 1 Crazy Eight

Define & Develop

The team started ideation using a method called crazy eight. This method included folding a paper four times, so that you end up with eight panels. Each team member did then draw one idea before passing the paper around. By using this method, we were able to generate a large amount of ideas quickly. The team did four iterations of the crazy eight, one each per HMW.

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This first rapid idea-prototype is based on Char.gy’s lack of visibility at night and the potential friction that it might cause between EV drivers seeing the charging point available on Zapmap and the petrol car owners residing in the area looking for parking space. The idea is to transform the lampost into a lighthouse driving petrol car owners away and attracting the EV drivers. The light projected by the lampost highlight the parking zone and make the spots around Char.gy more noticeable for all road users.

Lego serious play was the first quick prototyping method used to test early ideas

Define & Develop 43

Team 5 caught in action.

Concept 1: User Approach “It’s so expensive, it’s like 5 times the price of charging at home…

I know a place where they charge that much but there the energy is very expensive, here the infrastructure is already there...” Plug-in Hybrid owner/resident.

Define & Develop

EV drivers reluctantly use the on-street charging point. They still want to be rewarded for “going EV” as early adopters and the price of Char.gy needs to be justified.

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Step 1: Plug-in

Step 2: Connect to Char.gy.com and start the charging process

Step 3: The waiting screen display a breakdown of the price

Step 4: Each segment highlight informations.

Example: 0,37p (25%) is going into building more Char.gy

This idea combines those two insights by providing a tangible price breakdown while the user is charging so that he can realise the impact he has on the development of EV infrastructure. On the other hand, it allows him to accumulate points to gets discounts in local shops, so that using char.gy increases the local impact on the economy.

Define & Develop 45

Step 5: Invitation to collect the point from the charge

Step 6: Browsing through discounts in shops around the Char.gy point

Step 7: Reward message

Testing The first testing phase led the team to approach the tech community through a Meetup gathering. The assumption was that the tech start-up environment would be sensitive to the EV charging topic because of its technological component. Further, there was an assumption that the individuals at the gathering would be familiar with paper prototyping. As a result this community would be easy to engage with and therefore be able to provide a constructive feedback.

Define & Develop

The result was mixed for several reasons: our idea was really “in-use” and most of the “tester” were interested in buying EV but non EV drivers.

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However the team received the feedback from an EV driver who proved to be sceptical about giving away local discounts as a reward system. For him setting charging infrastructure is not the way to make drivers consider transitioning, only government subsidies are efficient in the matter.

Define & Develop 47

User testing at a tech networking event

Concept 1: Local Business Partners The real hurdle was to find a way to test the idea in 5 minutes with shopkeepers and local businesses. To achieve that we created a poster displaying very simply a mock-up of how the interaction could look like and visualising the benefits for the shops.

Define & Develop

we accept

Zap points a currency made from charging EVs

48 HOW WILL I BENEFIT? 1. Visibility 2. Community good 3. I’m part of the movement!

Concept 1: Poster used for testing with local Herne Hill businesses

concept 1 prototype

Char.gy users

Zap points

char.gy

More visibility

Discount at local stores

earn

Council

Local Residents

Local Business

redeem

EV owners

Define & Develop 49

aware

- Become aware of the local green community - Start to consider switching to EV

- Show social responsibility - Build a better brand image

- Become aware of CHAR.GY - Start to consider using CHAR.GY

aware

consider

engage

Testing We took our prototypes to test them in the local shops in Herne hill close to Char.gy location. We had the opportunity to discuss the idea and collect feedbacks from a wide range of managers and shopkeepers.

Define & Develop

The key takeout was that The idea is interesting as a community binding service, but they cannot afford the cost and the intangible benefit they would gain from it.

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“I might have to know about what the business model might look like. I might need further information on what an incentive for my customer would look like? Would it be one free item from their daily purchase?�

- General utility store owner

“I find the idea interesting, for the advertising and being part of the community. As a landmark we are already hosting event for a local festival. But we need to see how many people can this brings here to define potential discounts” - Hotel/restaurant manager

-- Small store owner at herne hill station

“I can’t afford to offer discounts even if this is a good idea with good intention. The sense of community around here is really strong but most shops will tell you the same as me.”

- Shop keeper Feedback from local business at Herne Hill

Define & Develop

“I am a small business owner, I do not have the budget to partner with another company, I am currently not a part of the herne hill forum either.”

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Iteration 2 Challenge Statement We want to be trusted

WHY?

We want to be the favourite brand for the council To be a go-to-solution for users

Define & Develop

To create a positive impact on the planet and the community

Char.gy to create an impact on EV consideration

To increase customer base

Being a great service which is sustainable By giving customers what they want

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By creating a base of loyal customers

HOW?

By rewarding them for their loyalty By giving them visibility and recognition as a user

a

Marketing Define & Operations & Develop

How might we measure & visualise the impact created by Char.gy use in order to reward loyal customers?

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Concept 2: Customer Loyalty Char.gy doesn’t create an impact on the local neighborhood by itself. It empowers local residents to make their neighborhood a better place to live in by providing a charging infrastructure powered by renewable energies close to their home.

As a result users are creating a positive impact by choosing to use char.gy over another source.

Define & Develop

How might we measure and visualise the impact created by Char.gy use in order to reward loyal customers?

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The Idea Making users feel like they are contributing to the sustainability of the environment in a way that doesn’t seem forced or activist in nature. At the same time the idea is to create a healthy gamified version to engage users thus making them more conscious about creating a better neighborhood.

Step 1: The user gets a confirmation message

Step 2: The user can then interact with the map, and see where charging points are being used

Step 3: The user can click on the different charging points to gather points Define & Develop 55

Step 5: The user can find information about amount of points, and environmental impact they created.

Step 4: The users total points are now 100.

Client feedback The team was inspired by the AliPay app, the chinese version of PayPal, which allows user to collect points, grow their tree in a virtual world and then see it planted by the company in the real world, the prototype was articulated around the same collection point system on a virtual representation of London and the different users charging and producing energy at the same time.

Collecting the point allows the user to see the impact of char.gy on the different neighborhoods where it is implemented.

Define & Develop

The feedback session with Char.gy and Unboxed led the team to clarifying the idea-concept, rethink the incentive system and pushing the gamification further.

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The idea of visualising the impact proved to be attractive but the definition of what is to be considered as a sustainable behavior needed both to be more precisely defined and nuanced. The potential positive impact of using Char.gy is indeed relative to the user’s current lifestyle and whether before using the service he was driving a petrol car or a bike, driving more or less miles‌ The idea of a point based reward system also seduced the testers but in a different direction. The reward system could be a way to value the users who would charge during off-peak hours. The assumption being, if someone is charging during peak hours, he is taking the sustainable energy from the grid, which leads, as a way to compensate the demand, to an increase use of fossil fuel energy.

It was also suggested that definition of impact could also be refined to a way to envision the way users are going to interact with the city, the street, the parking problematics once the transition to EV for all will be accomplished.

Define & Develop

“We receive a lot of calls from people who want to buy our charger and we have to send them back to the council �

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(Richard Stobart CEO, Char.gy - Umboxed, 2018)

Iteration 3 Concept 3: Energise Setting up a charging point in the street is not enough to make the residents consider EV. Some residents have lifestyles and aspirations that might not fit with the ownership of an EV.

Define & Develop

“I do long distances and would not envision an EV as a first car” - Dulwich resident

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Or the steep learning curve attached to the transition between petrol cars and EV tests very strongly the good will of EV enthusiasts living around the charging point.

“I asked the council for this charging point but I still need to look up the information before transitioning” - Dulwich resident The idea Making the benefits from driving an EV tangible for drivers and helping them through the process of requesting a local charging point.

We created Energise: the first platform that helps non-EV drivers to project their current routine into an EV routine, evaluates the impact of that transition and facilitates the request of infrastructure to their local authorities.

Define & Develop

How might we locate where Char.gy’s impact will be the greatest and facilitate the request for charging point?

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Transition

Figuring out the relevant one

Define & Develop

Want to transit to an EV

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Navigating through the misinformation

Projecting it in my routine (where/ when to charge...)

Figuring out my new routine

Waiting for an answer

Waiting for an hypothetic set up

emotional lift during EV transitioning

Define & Develop

Process of asking for a charging point

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Prototype version 1

Define & Develop

The first prototype of this iteration was a simple sequence of questions in a website mock-up using Char.gy graphic style. The intent was to test the questions, have an precise idea of the experience flow and observe the potential frictions: time, question format, sensitive data...

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Following an early feedback the team was suggested that is Energise was a great tool to collect user’s data.

However, there was a need to simplify the process, make the prototype more seamless and reframe questions on the user’s routine in order to minimise the potential feeling of intrusion. It was also pointed that Energise could go beyond being a Char.gy feature and live as an independent service. Another possible alternative would be to incorporate the service to councils’ websites as a way to promote the transition toward EV and make requests for charging points.

IS THE EV LIFE FOR YOU ?

Electric vehicles are great, on the short term they might help to save money, on the long term they are better for the environment. At char.gy we realise how hard it is to transition to an electric vehicle and all the anxiety this shift can create.

IS THE EV LIFE FOR YOU ?

This is why we created Ener.gise, a platform that allows you to see how your current routine could be impacted by thepurchase of an electric vehicle.

(All the comparative data used on this website is open sourced and verified)* Please be aware none of this data is going to be used for commercial Electric vehicles are great, on the short term they might help to save money, purposes, they can however be shared with your local council in order to on the long term they are better for the environment. At char.gy we realise improve your local charging infrastructure. how hard it is to transition to an electric vehicle and all the anxiety this shift can create.

This is why we created Ener.gise, a platform that allows you to see how your current routine could be impacted by thepurchase of an electric vehicle.

I agree to share my data but just because I want to use the service

(All the comparative data used on this website is open sourced and verified)* I’m happy to share my data if it’s useful for making transitioning to electric easier for all

Please be aware none of this data is going to be used for commercial purposes, they can however be shared with your local council in order to improve your local charging infrastructure.

Letʼs do this

I agree to share my data but just because I want to use the service I’m happy to share my data if it’s useful for making transitioning to electric easier for all

Letʼs do this

Define & Develop

YOUR REQUEST Name*

First Name

Last Name

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YOUR REQUEST Email Adress*

Preferenced Charging Location* Name*

First Name Message*

Last Name

DearAdress* council team, Email My name is _________ I’m a resident, I work at 23 Borne Street, I would like to make the transition from my current vehicle to an electric one. Unfortunately I do not have an off street parking alternative and as a result would require a charging spot in the street Preferenced Charging Location* preferably at ____________________________.

Could the council consider providing that charging point?

Thank you in advance,

Message*

___________ Dear council team, Powered by Char.gy My name is _________ I’m a resident, I work at 23 Borne Street, I would like to make the transition from my current vehicle to an electric one. Unfortunately I do not have an off street parking alternative and as a result would require a charging spot in the street preferably at ____________________________. submit Could the council consider providing that charging point?

Thank you in advance, ___________ Powered by Char.gy

Prototype Version 1 submit

Prototype version 2 Framework Final prototype Design of web app: Functional Structure Service blueprint Business model canvas Storyboard Business model canvas

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Deliver

Prototype version 2

Deliver

The second prototype incorporated major user path modifications. It was simplified, some questions that proved to be too complicated were removed or reformulated to be more user-friendly. It also incorporated a new graphic style inspired by our 2nd iteration with the intent to bring gamification to the experience.

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First storyboard of Energise process

Deliver 67

Initial mapping of the emotional journey to EV use

Storyboard

Tom saw an electric car which was charging at his work place and he really wanted one too

One day he saw a poster on his way to the gym which said “Is the EV life for you?�

He went back home and checked out the website mentioned on the poster. The EV life was for him afterall and he placed a request for a charge point on the website.

Tom was able to see how many other people in his neighborhood had requested for a charge point as well.

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After placing his request, he shares his invite and shares his experience with his friends in the neighbourhood.

Finally! There is a EV charge point installed near his house and he also has an electric car now ! He is living the EV life :)

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Awareness Campaign It was envisioned that the first touchpoint for the user would be an advertising campaign powered by Char.gy or run by individual councils for their respective borough. The user would become aware of the Energise’s existence and be sent to the website.

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Design of web app: Functional Structure Description

Accept Data

Personal Details

Daily Miles

Extra Miles

Living area Car ownership

own

Car Model Fuel Cost Driving Duration

Long-distance Driving Times Preferred Destination

Commuting Duration

not own

Deliver

Travel Mode

Data Projection User Location

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Fuel Economy Fuel Cost

L/KM

ÂŁ

Driving Duration

Time

Long-distance Driving Preferred Destination

Description: The concept of Engergise; a web application has been developed around a service which enables potential users to make a decisions based on their current lifestyle. It helps them determine, if switching to an Electric Vehicle would be the appropriate solution for them. The data which is then generated can be used as a tool to measure the demand of electric charge points required in an area and be a point of reference for private companies to justify to councils or by councils to use themselves

es

ance imes

Nearest Charging Point Nearest Charging Point

Calculating

Fit Calculating

Not Fit

Fit Switching Impact Switching Impact

Request Not Fit

Sharing

Email Address Request Messages Invitation

Email Address Request Messages Map Invitation

Sharing Link Sharing

Link Sharing

Social Media

Social Media

Request Map

on

Deliver

Nearest Charging Point Nearest Charging Point Yearly Mileage

Yearly Mileage

Yearly Fuel Consumption Yearly Fuel Consumption Saving Money for Switching Saving Money for Switching Eco Achivement Eco Achivement Chargers for Extra Chargers Miles for Extra Miles Break Time for Extra Miles Break Time for Extra Miles

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Landing Page: The user is introduced to the web page and gets a fair understanding of the service provided

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Deliver

Step 1: The user is eased into the process of agreeing to share his data

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Introduce the platform

Locate the user

Deliver

Step 2 : Build up familiarity with the user about sharing some of their data

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Step 3 : Understand the user’s current driving routine in order to evaluate his needs and compare them to EV performances

Deliver

Explore user’s daily commute needs

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Explore user’s extra travel needs

Step 4 : Identify the user’s long distance journeys, frequencies and location to later compare them with the current infrastructure on and in-between locations

offering Ev knowledge during waiting time

Deliver

Loading Screen : In between steps & during calculation, the waiting screens display some myth-breaker about EV

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Step 5 (Option a) : User’s routine is analysed and compared to current EV performances to identify if they can match. If yes, the screen displays its translation into an EV routine and the impact difference in terms of financial cost and carbon footprint

Deliver

Showing impact outcome

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Showing detailed report

Filling request form by only entering name and email.

Deliver

Step 6 (Option a) : The user can express his interest by requesting a charging point to his local council

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Step 5 (Option b) : User’s routine is analysed and evaluated as unfit to the current EV performances, he access instead to his current footprint

Deliver

Showing impact outcome

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Showing detailed report

Engaging more user by sharing

Deliver

Step 6 (Option b) : The user is suggested to share with his accointances to evaluate their routine as well

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Step 7 : The user can see the map of all the requests made through the platform and subsequently share it with the potential users he knows in the area to support the application for infrastructure

Deliver

Redirect users to Char.gy website

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Deliver

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Business model canvas KEY PARTNERS ● The local ● Maintainance team ● Data analytics

KEY ACTIVITIES ● Collect individual data from the local who don’t have EV ● Calculate the data and measure the EV availability ● Showcase the value of switching to EV ● Request a charging point to council

KEY RESOURCES

● Create a new website ● Individual data ● Open data ● Council ● Local engagement

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VALUE PROVIDED For the local: - Visibility of their impact to use a petrol car - Evaluation of the EV availability - Awareness of trasformation to EV - Simplify the request process of a charging point to council For the community: - Promote the transformation of switching to EV life For Char.gy: - Increase of installed units

CUSTOMERS ● Local petrol car owners ● Local residents who want to switch their car to EV ● Council

CHANNELS

● Physical: Char.gy product ● Digital: Ener.gise website ● Charging points request map ● Char.gy promotion ● Council promotion

CUSTOMER RELATIONSHIP ● Transparency ● Communities ● Awareness ● Request helper ● Calculate

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COST STRUCTURE ● Labor

● Technologies

● Taxes

● Web hosting

REVENUE STREAMS ● The calculation of private vehicle impact ● The evaluation of EV life ● Awareness of EV situation within communitiy ● Simplier request process for charging point

Conclusion The main challenge of the project lie in the re-definition of the brief. Following our field investigations very early during the discovery phase, we identified that the initial brief “Investigating & measuring the impact of the installed units” needed to be challenged.

From that moment on and throughout the 3 iterations, redefining the problem remained the key to building a relevant and needed product: from measuring to creating impact, and then ultimately to identifying future impact.

Conclusion

The team was challenged at all stages of the process and managed to build a shared understanding at each iteration to move quickly through the prototyping phase and spend more time testing.

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As a result, the group learned to carry out collaboration in a very intensive environment and managed to work efficiently in the constraints.

However, the third iteration isn’t necessarily destined to be the last. The project is still in its early phase but with a more important time box, Energise’s advanced prototype would be tested with the user we identified as “willing to switch to EV but still in need of informations/ infrastructures”.

The testing would first focus on the willingness to share his data. It would then focus on the overall experience: length of the process readability of the results, easy request process, and the feeling throughout the experience.

Conclusion

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Bibliography About EV charging | Electrify America.

Available at: https://www.electrifyamerica.com/about-evcharging .

Aucock, R. (2018) ‘London’s first public lamppost electric vehicle charging points are here’, Motoring Research, 31 October.

Available at: https://www.motoringresearch.com/carnews/london-first-public-lamppost-electric-vehiclecharging-points/ Chargemap - charging stations for electric cars.

Available at: https://chargemap.com/

References

‘Charging ahead - the need to upscale UK electric vehicle charging infrastructure’,p. 12.

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‘chargy-brochure.pdf’.

Available at: https://char.gy/chargy-brochure.pdf Electric Cars and Vans, Go Ultra Low. Available at: https://www.goultralow.com/ Electric vehicle charging – what does it really cost?, What Car? Available at: https://www.whatcar.com/news/electricvehicle-charging-–-what-does-it-really-cost/n16833 Electric vehicle market statistics 2019 - How many electric cars in UK ?

Available at: https://www.nextgreencar.com/electriccars/statistics/ Golson, J. (2015) ‘These EV Chargers Are Free. The Catch?

They’ve Got Ads’, Wired, 11 June.

Available at: https://www.wired.com/2015/06/evchargers-free-catch-theyve-got-ads/ Government launches Road to Zero Strategy to lead the world in zero emission vehicle technology, GOV.UK. Available at: https://www.gov.uk/government/news/

government-launches-road-to-zero-strategy-to-leadthe-world-in-zero-emission-vehicle-technology.

How green are electric cars? | Environment | The Guardian.

Available at: https://www.theguardian.com/football/nginteractive/2017/dec/25/how-green-are-electric-cars How the UK’s energy grid will cope with the electric car revolution | WIRED UK. Available at: https://www.wired.co.uk/article/electricvehicle-car-infrastructure-charging-point Implementing central-London’s biggest lamp column charging network, Current.

Available at: https://www.current-news.co.uk/blogs/ implementing-central-londons-biggest-lamp-columncharging-network ‘ipsos-marketing-target-market-electric-vehicles.PD__0. pdf’.

Available at: https://www.ipsos.com/sites/default/ files/2017-04/ipsos-marketing-target-market-electricvehicles.PD__0.pdf Jupp, E. (2019) ‘Volkswagen is going to deploy mobile electric car charging stations’, Motoring Research, 3 January.

Available at: https://www.motoringresearch.com/carnews/volkswagen-mobile-charge-points/ ‘Lamp post-powered electric car charging points arrive in London’ (2018) Sunday Times Driving, 1 November.

Available at: https://www.driving.co.uk/news/lamp-postpowered-electric-car-charging-points-arrive-london/ ‘Nema - TIME TO COMPLETE A FULL CHARGE (IN HOURS).pdf’. Available at: https://www.clippercreek.com/ wp-content/uploads/2017/12/SMUD_Charge-TimesChart-20171208_Final_Low-Res.pdf

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Nema, V., ‘TIME TO COMPLETE A FULL CHARGE (IN HOURS)’, p. 2.

‘SmartCharge New York’, FleetCarma. Available at: https:// www.fleetcarma.com/smartchargenewyork/ Southwark Council begins roll out of lamppost electric vehicle charging, Current.

Available at: https://www.current-news.co.uk/news/ southwark-council-begins-roll-out-of-lamppost-electricvehicle-charging Stickdorn, M., Hormess, M. E., Lawrence, A., & Schneider, J. (2018). This is service design doing: applying service design and design thinking in the real world.

Funding for thousands of electric car charge points unused by councils, GOV.UK. Available at: https://www.gov.uk/government/news/ funding-for-thousands-of-electric-car-charge-pointsunused-by-councils Matt Ferrell, Electric Cars Myths vs Facts.

Available at: https://www.youtube.com/ watch?v=kk7ZTn9g7bY 92

Vaughan, A. (2018) ‘UK electric car drivers face paying more to charge at peak times’, The Guardian, 23 July.

Available at: https://www.theguardian.com/ environment/2018/jul/23/uk-electric-car-driverscharge-peak-times-ofgem-electricity (2018) ‘Electric vehicle sales surge in UK’, 5 September.

Available at: https://www.bbc.com/news/ business-45419705.

(2018) ‘In the Switch to Electric Vehicles, Expect a Few Giants to Crash’, 18 December. Available at: https://www. bloomberg.com/news/articles/2018-12-18/in-theswitch-to-electric-vehicles-expect-a-few-giants-tocrash.

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Appendix A substantial part of this research was gained from an interviewing residents living in Dulwich. The key highlights from the interview are highlighted below.

Interview 1 16th January, 2019)

Description: Male, around 40, owns a urban hybrid car, live approximatively 30 meters away from Char.gy but never uses it. He owned his hybrid car before Char.gy was set up and just checked it out for the price. He charges his battery with a long cable that goes through his mailbox.

He’s very proud of his solution and how he made it “safe” for everyone.

About his cable solution: “It’s hard to miss I mean even at night time, you literally have to be blind not to see it” 94

About not using char.gy “If you’re not using it every day, it’s pretty much 5 times the price, it’s 60p/KW”, About charging his car “Yeah it’s a plug in hybrid so it only does like 20 something battery... I do short journeys, my margin is quite small so I charge it at the end of the day” “It’s kinda ridiculous how much extra they charge for it. There is one other place I know they charge like that amount for electricity, Here there are street lamps on every street. The infrastructure is there all they do is put a charging point on it, there are lamppost in every street, and yet they charge ridiculous amount of money for it” “I think they deliberately make it slightly less than if you had a petrol car”

Interview 2 (16st January, 2019) Description: EVegan resident and petrol car owner, who wants to switch to an electric car.

“I think all these cars should go, I don’t the globe deserves this” “I’m planning to get rid of my car and I am considering getting an electric” “This guy here (he says pointing to the Audi owner’s car) he does not have the right adapter which is why he charges it from his house” Would you do the same?

“I wrote to the council and the next thing I know they had installed this” “I avoid parking next to the charge point since it might take up a spot. Unless the street is full and I don’t have a choice “ “I think it is pretty clever to have a charging point on the lamp post “ Have you done research on the brand ? “No I’m assuming it is run by the council, so no I haven’t” Have you considered price ? “I am still to do my research on the cost for the car”

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