char.gy
Friendly First Time Use
Unit: 18/19 Collaborative Unit Yasmeen Bazian, Yuxi Gao, Yiwen Zhu, Silin Liu, Peter Kim
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Acknowledgement
We would like to thank all our interviewees for their time and for all the valuable insights they shared with us. Special thanks to everyone who participated in our lengthy user testing phase, their feedback helped us immensely in prototyping and iterating our solutions. In addition, we would like to thank Lawrence Richards from Unboxed, our unit leaders Phillippa Rose and Hena Ali for their guidance throughout this project.
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Contents 06
1. Introduction 1.1 Background Information 1.2 Challenges 1.3 Problem Statement 1.4 Project Aim 1.5 Design Apporach
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2. Discover Phase 2.1 Secondary research 2.1.1 char.gy Study 2.1.2 Competitive Review 2.1.3 Stakeholders Map 2.1.4 Alternative Worlds
2.2 Primary research
2.2.1 Observation 2.2.2 Contextual Interviews 2.2.3 Card Sorting 2.2.4 Three Personas
2.3 Using scenario
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3. Define Phase 3.1 Persona (Target User) 3.2 Current Journey 3.3 Gap & Opportunity 3.4 Makers & Breakers 3.5 Ideal Journey 3.6 Service Proposition 3.7 HMW
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4. Develop Phase 4.1 Ideation 4.2 Prototype 4.3 Testing & Iterations 4.3.1 First Testing 4.3.2 Foam Model 4.3.3 Second Testing
68 5. Deliver Phase 5.1 Solution 5.2 Latest Prototype
5.2.1 Prototype of Physcial Device 5.2.2 Prototype of Website
5.3 Final Story board 5.4 Service Blueprint 5.5 Client Feedback 5.6 Future development
96 6. Reflection 6.1 Reflective Retrospective 6.2 Conclusion
102 7. Bibliography
1. Introduction
1.1. Background Information
char.gy is a company that aims to make public charging stations ubiquitous so people with no access to off-street parking can charge their electric vehicles on the street close to their homes. It’s a project that touches on multiple different sectors such as energy, transport, local and central governments. What sets char.gy apart from other charging solutions is that is uses lamp posts which means no extra building of infrastructure is required to install it.
Char.gy has been in development for over two years and at the time of writing this report has five prototype units in two different areas in the UK (Herne Hill and Marlow). In order to enhance their product offering, char.gy has collaborated with MA Service Design students at UAL. This report will focus mainly on one aspect of servitising char.gy:
How might we improve customers’ first time use of the product?
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1.2. Challenges
In order to start using char.gy to charge their EV’s, customers are required to enter a URL inscribed on the device.
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Below are the challenges pertaining to the specific brief this report will be addressing (Friendly First Time Use) • It isn’t clear what the URL means, is used for, and some reluctance about accessing it. • Inputting a specific URL is quite foreign to most people, especially in their phone where it is most difficult to do. • There wasn’t enough information given as to how it works. Users needed prompting to the next stage. • Sign up is a lot of work to do, and people are reluctant to do it all in one go, and give so much information away.
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1.3. Problem Statement
Today customers’ expectations of products, services or experiences are high. Customers’ tolerance to jumping through hoops to get what they need has diminished over the years as the emphasis on instancy, effective user onboarding and customer service has increased. The way char.gy works can appear confusing or daunting to new users. It works differently to other charging services and puts an added pressure on first-time customers to figure out how to use it.
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1.4. Project Aim
The aim of this project is to investigate ways of making the first-time interaction a user has with char.gy simple and intuitive resulting in a satisfied, more confident customer and to ensure repeat use.
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1.5. Design Approach Our design approach was based on the double diamond method and was divided into four distinct phases: discover, define, develop and deliver. In this project specifically we were able to spend a considerable amount of time in developing our prototypes, continuously testing and iterating both the physical and digital user experiences and interactions with the product. Below is a summary of the activities carried out in each of the phases.
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Discover
Define
Develop
Deliver
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2. Discover Phase
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2.1. Secondary Research 2.1.1. char.gy Study Current business model for chargy and councils: Council requests to buy a charge point(s) Council pays up front for the charge points 75% of the cost is absorbed by the olev grant Chargy pays rental to the council for 10 years which makes up the other 25% that they paid (meaning they pay 0% over the course of the charge point lifetime). Most of char.gy’s profits come from councils
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2.1.1. char.gy Study
2.1.2. Competitive Review
In order to better understand the position of char.gy in the EV charge market, the team did some desk research, which covered the aspects of cost, membership, paying methods, users' positive and negative experience, etc. The sheet below shows the comparisons of different charge services. The sources are from Zapmap, Plugshare and Speak EV Forums.
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2.1.3. Stakeholder Map
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Council Research Each local council has its own target for air quality improvement. For example Southwark Council has installed two charge points in order to help reduce carbon esmissions (Southwark Council, Oct 2018). The council's current criteria for charge points:
No impact on residents
Cheap
Open source
Easy to install
These expectations have already had significant impact on the design of char.gy’s product and service. Undoubtedly, it will be a part of the design principles guiding our design in the later phase.
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2.1.4. Alternative Worlds Throughout our secondary research we looked at other industries/services for examples of effective user onboarding and what a friendly first time use might look like. The main takeaway from this research is that we can try to apply UX best practices, and build our design to the best of our ability, but we will never get it right from the first try.
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This proved to be true during the testing and iterating of our prototypes which we will address later in the “Develop� section of this report. For inspiration we looked at three areas of a positive user interaction with a service that lead to increased word of mouth, higher engagement rates and faster growth for brands:
User onboarding: The example above shows the different iterations Uber implemented in order to remove obstacles that create indecision.
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User onboarding: This example illustrates Uber’s efforts to prevent user confusion, present comprehensible instruction, and provide sufficient guidance for users.
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Surprise and delight: Offering first time users an incentive is a great way to make a first impression and to motivate customers to come back for repeat business as the Ocado example below demonstrates.
Loyalty programs: We looked at e-commerce examples for inspiration. Today char.gy’s competition is not fierce, but what will it look like in the future and how important is it to gain customers’ loyalty through a loyalty scheme?
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2.2. Primary Research
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- Other Chargepoints
2.2.1. Observation
Observation 1
Althrough some charge points are from the same company, payment methods may very depending on the location.
Observation 2
Most of these charge points were not being used with the expection of one charging point located at the parking lot of the National Theatre belonging to the Pod Point.
Observation 3
The payment system differs from each charge point. Some were using QR codes to direct users to a website for payment while others used preloaded RFID cards to charge. Others required app download to pay with credit card.
Observation 4
The level of instruction on the charge points varied from one machine to another.
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2.2.1.. Observation
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- Car parks with EV chargers It’s easy to locate charge points through Plug Share or Zap Map. however, due to a lack of directions within the car park, it's often difficult to finding an available spot with designated EV chargers.
Parking spaces designated to EV cars were taken by petrol cars.
2.2.1.. Observation - On-street home charging We spoke to an EV owner who has a home charger but no off-street parking. Although char.gy ’ chargepoint is just about 10 meters away from his house, he still doesn’t use it. The person spent a lot of efforts to protect his cable and prevent others from being stumbled by it. Available parking space in proximity to charge points is an important factor for on-street charging. There is no signage on the ground or on the lamppost to indicate this is a charge point.
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2.2.2. Contextual Interviews During the research stage, we interviewed a total of 9 people using different interview methods. Below are some of the highlights from these interviews.
EV 1 Tesla car dealer staff
Non-EV
1 Char.gy user
2 non-Char.gy user
1 aspiring 4 petrol car EV buyer driver
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2.2.2. Contextual Interview -Home Charger
Audi Hybrid car owner • 35+, male • Parking on the street in residential area • Has a daughter studying in primary school nearby • Seldom leaves london
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He normally uses home charger on the street, occasionally uses destination charge points when shopping in Sainsbury or IKEA, and they are free. He only uses char.gy when he is unable to find parking spaces in front of his house. Price is more important than convienience. Although he has some concerns about the safety of his daughter and other pedestrians, he chooses to have his cable lying on the streets.
“char.gy is not a big deal for me, I can’t tell the difference between the service experience of char.gy and others’, except for their ridiculous higher price.”
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2.2.2.. Contextual Interviews -Aspiring EV buyer
A couple with two children Can charge at home Environmental-friendly is their main reason for buying an EV Range of the EV is their primary concern
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“I think I need more research about how to charge and how to plan my route before going on a long journey.�
2.2.3. Card Sorting
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2.2.3. Card Sorting Insights: Petrol car drivers are comfortable with charge stations that look like petrol stations. Parking was the main reason mentioned. Another reason was the screens displaying charge session information. Petrol car drivers need more information about charging before first use (location of charging points,how to connect, price, how to pay, etc.
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2.2.4. Three Personas
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“I'm prepared to use other networks too when necessary, if they placed in strategic places.�
Nel (36) EV User with off-street parking Background: -First EV: 2 years ago - Charges at home every night. - Drives for a meeting 50 miles away. - Rapid charging once a day in car parking.
Strong ties with: - Polar Network - Plugshare&Zap-map
Issues and challenges: - Many rapid chargers are inconvient places, away from main routes. - An extra cable is not welcomed, because it takes space in my boot.
Goals and values: - Visibility - Low charging prices and higher speed - Time efficiency - Charging at convenient places (not far from main routes) - Easy to find and notice the charging points
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“ I joined a couple of charging schemes but I seldom use them because you've got to park up and sit there for half an hour really minimum, unless you're going parking up and having a coffee. � Brent (37) EV User without off-street parking Background: - Without off-street parking / no parking lot. - Charges at work during weekdays - Charges at mall during weekends
Issues and challenges:
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- During the weekends, it is hard to find convenient chargers nearby the house. - Parking spot occupied. - Every charging provider has different service and payment way.
Beliefs about change: - More OLEV grant will ensure installation of off street parking so we can charge cars anywhere without having to always top-up, (like a phone)
Goals & Values: - Proximity - Parking prority - Industry standard for all charging providers.
Strong ties with: - Plugshare - Podpoint
“If you can't charge it at home due to parking then you're completely screwed.”
Mike (50) Reluctant EV Buyer
Issues and challenges:
-Drives petrol car for over 30 years -Not familiar with EV charging -Not familar with smart phone Apps -Can’t charge at home
- Range Anxiety - Does not understand how public charging works - Safety concerns about charging on street overnight - Need more information about charging before first use (how to connect, price, how to pay...)
Goals and values:
Strong ties with:
- Parking prority - The process of charging is controllable and visible - Easy to use
- Petrol station
Background:
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2.3. User Scenario
Through our research, we identified two different kinds of user scenarios for customers of public EV charging points.
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1. Offline to Online In this scenario, the user interaction with the product or service starts from the physical world (char.gy machine) to the virtual one (char,gy website). This scenario will be the foucs of our design space. 2. Online to Offline There are serval third party apps to locate charging points, such as Zapmap and PlugShare. This means that the first touchpoint of service in this scenario is online.
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3. Define Phase
3.1. Persona (Target User)
David (35) EV fresh user -first time Char.gy user Current situation: - Bought an EV serval months ago -Charges at work place during weekdays -Has only used a few different charging points -Has parking permit in residential area -Has a daughter who goes to primary school nearby
Strong ties with: - neighbourhood businesses - community
“The less complicated the charging process is, the happier that makes me� Issues and challenges: - Range Anxiety - Is not familiar with how public charging works - Needs more information about charging before first use (location of charging points, how to connect, price (free?), how to pay...) - Parking anxiety
Goals and values: - Time and cost conscious - Visibility of information - Cares about the environment
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3.2. Current Journey We were fortunate to have a colleague of ours who was kind enough to share his experience with using char.gy for the first time. The entire process was filmed and shared with us. Using this evidence and insights we uncovered from our expansive research, we were able to develop a solid current journey map of a first time char.gy user.
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3.3. Gap & Opportunity Gaps
Inadequate instruction on physical device
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Ineffective user onboarding
Lack of information about charging process
Absence of any kind of customer engagement
Opportunities - Improve user onboarding experience to help users succeed during their first time use of char.gy - Provide the right level of instruction on the first interaction with the physical device to remove any guesswork by the user - Provide visibility on the charging process to manage users’ expectations -Develop a customer experience that is both engaging and delightful to encourage repeat use
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3.4. Makers & Breakers The makers & breakers tool helped us evaluate some of the ideas and features we were considering for our service. Some of the ideas we didn’t move forward with included QR codes, app development, contactless payment as they did not tick the boxes in our makers and breakers list.
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Maker
Breakers
Visibility
Ambiguous
Intuitive
Cost
Incentivizing
Clutter
Engaging
Confusing Daunting
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3.5. Ideal Journey
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3.6. Service Proposition Our solutions are designed to provide an effective user onboarding experience for char.gy users through enhancing both their physical and digital interactions with the service. Our service improvements will eliminate any uncertainty regarding the actions required to start using the service by removing the guesswork regarding the URL. The reimagined online user experience will provide additional instruction regarding the charging process resulting in a confident and empowered customer. Additionally, our solutions will provide first time users with an incentive and an engagement feature that will delight and satisfy.
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Service Value • • • • • • •
Simple Intuitive Friendly Effective Instructional Engaging Incentivising
How might we design a friendly first time experience that is simple, delightful and engaging?
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4. Develop Phase
4.1. Ideation
We used the principles of lean and minimum viable product to quickly formulate ideas to solve some of the ‘How Might We’ questions that were brought up. This process was deliberately done quickly to stimulate ourselves and allow for a rapid delivery of a viable solution. The solution ideas were mainly divided in 2 themes; digital and physical solutions. The lean principles helped our team navigate through the ideation / prototype process with less downtime or waste, allowing us to focus more on identifying the problem, creating a solution, and continuously undergoing iterations to better facilitate the users' needs.
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4.1. Ideation
The ideations revolved around the pain points that were addressed in the define phase, and to provide a friendly first time experience that is simple, and engaging.
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4.2. Prototype Our initial physical prototype was created to tackle the pain points around the ambiguity of the URL and visibility on the charging processes as brought up by several interviewees, especially with those who have never used the charging point. The idea was to make the procedure clearer for the users by adding numbers to symbolize the consecutive actions to be performed by the user. By adding a number to help users identify the website URL first and plugging in their cables after payment, it was expected to lessen the confusion on what should be done first when approaching the charging point.
4.2. Prototype Our digital prototype was to address the lack of effective user onboarding on char.gy’s current mobile web for the first time users. We have began the prototype with paper prototype, which was suitable for our ideation phase, but switched to an interactive digital prototype to simulate the digital journey the user would experience in real life. The concept was to provide the user with the option to view quick step by step instructions on how to create an account, select payment options, and so on. We also devised a concept of charging time estimate calculator that would provide helpful information as to how long and how much the total charging cost / time will be.
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Digital prototype 61
4.2. Prototype
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4.3. Testing & Iterations 4.3.1. First Testing We initially tested over Skype with Chris, a long time char.gy user. His feedback was as follows: The URL is long and inconvenient to enter. Unclear as to whether the URL is redirected to an app or a website. The instructions on the sticker should be numbered according to their sequence. The information on the website should match the one on the device. The estimate calculator may provide too much information.
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4.3.2. Foam Model In order to better communicate our idea to our users, we made a model matching the actual dimensions of the char.gy device.
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Even though the feedback from the frequent chargy user was helpful, the most insightful feedback came from the other two user groups. People who’ve used char.gy only once and people who have never used it.
4.3.3. Second Testing We tested our new prototype with five users from across three different experience levels with using char.gy. 1 frequent char.gy user 3 infrequent char.gy users 1 non-char.gy user
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Feedback: All users thought the calculator feature was helpful The numbering scheme on the physical device was not as visible. Concerns over users evading lengthy instructions.
5. Deliver Phase
5.1. Solution Pillars We have identified the 3 pillars of a friendly first time experience; effective user onboarding, incentive/ rewards, and prompt customer service. After many iterations, we have conceived of a solution that encompasses these traits.
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5.2. Latest Prototype The improvements to the physical machine from the previous iterations have been met with positive reviews on putting the first time users on to a correct path.
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5.2.1. Prototype of Physcial Device Based on the latest user feedback, we have decided to remove the numbering sequence as it proved to be ineffective. We have replaced it instead to a prompt to 'visit' the URL. To address a timely response to a user in need, we have made help-line number more visiable on both sides of the machine, which may be changed to directing them towards char.gy’s online chat-bot in the future.
The LED lights act as a type of service status indicator Green LED suggesting an active status, blue LED implying the charging point in use, and the red LED meaning the charging point is unavailable. This colouring scheme would be later mirrored on the website, where a coloured circle icon indicates the current charging point status.
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Prototype- Website Renewal
5.2.2. Prototype of Website Quick instruction page The renewed char.gy mobile web has been changed to address to the very first time users of char.gy. The landing page, which is the URL typed in at the charge point, will prompt a banner popup that will direct the first time users to a quick instruction page, if needed. In the initial prototype, this was called a 'first time User' page. We have changed the wording into 'Quick Instructions' so that it may be inclusive to anyone who requires a refresher. The quick instruction page will land the user onto a different page where they can horizontally scroll through images that depict instructions, enabling an efficient onboarding experience for the first time users. The user can choose to return to the landing page, or create an account to start a subscription.
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5.2.2. Prototype of Website Charging Estimates Page The user is also given the choice to use a charging estimate calculator, by inputting their make and model of the car, starting charge level, and target charge level. The calculator will give the user an approximate estimate on time and cost required to charge.
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5.2.2. Prototype of Website Sign Up Page We have also redesigned the sign up section as we wanted to keep the flow of operation as smooth as possible, thus irrelevant informations such as address and registration numbers are omitted. As for subscription users, the website will prompt the users to enter their billing information which is independent from creating an account with char.gy.
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5.2.2. Prototype of Website Landing Page After signing up and logging in, the user will be directed back to the device specific URL, but a personal touch is added as the banner will be customized for the user, greeting them by their names saved in the database. The user can choose their payment option and commencing their charging session.
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5.2.2. Prototype of Website Current Session Page We introduced the idea of a ‘Current Session’ page that is specific to the user. The current session page will complement the user with further instruction on when to plug in the cable, and will provide real-time information regarding the charging progress, similar to a pump display on fuel dispensers. Whenever the charging session is complete, or if the user wishes to end the session, the user can press on the ‘Finish Charging’ button to terminate the session. A feature that we’ve decided to add is an inactivity warning that allows the users to know that once the browser session has expired, they must log back in with their credentials to return to their ‘Current Session’ page to finish charging.
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5.2.2. Prototype of Website Finish Page The Current Session page, after completion, will display a summary of the said charging session, which includes the total time plugged in, amount of kW charged, and the total cost. It also displays how much CP, or char.gy points, the user has gained from the said session. This is related to the Community Engagement program which will be explained in the next section.
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5.2.2. Prototype of Website Finish Page As for incentives to use char.gy, we have introduced a monetary voucher, in which we assumed the amount to be ÂŁ10, for those who create an account and subscribe to a monthly plan. The banner displaying a message for users to subscribe and receive ÂŁ10 in credit towards the subscription will redirect the user to the signup page where the promotion code will be automatically filled in. The ad banner will be present on the top of the website.
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5.2.2. Prototype of Website Community Engagement Program Instead of the initial monetary rewards program discussed in the prototypes, we have proposed an engagement program for those who collect char.gy points from their sessions to ‘donate’ it to a greater cause. The user can choose an environmental project supported by the Council and make a contribution of their char.gy points toward the project, allowing char.gy to gain publicity and commit to corporate social responsibility by donating, sponsoring, or supporting a cause. The char.gy points do not hold any monetary value and is simply a device to give its users a sense of ownership and true participation.
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5.3. Storyboard
5.3. Final Story board
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5.4. Service Blueprint
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5.5. Client Feedback We were engaged in a client meeting session with CEO of char. gy, Richard Stobart, where we received feedback about possible improvements for our solutions: - Instructions can be leaner and have less clutter. - ÂŁ10 Promotion should only be applicable for subscription users. - Branding on the physical machine is not allowed. - Removing helpline number to promote online chat help - Incentive scheme and Royalty program seem to conflict
We have reflected some of these feedbacks, notably the availability of the promotion for subscription users, and replacing the helpline with mobile help chat. We are in the process of implementing a different type of loyalty program that takes the form of an engagement scheme that involves char.gy and the council.
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5.6. Future Development We believe that effective user onboarding starts before the first time service experience. It starts with awareness. What if we could reimagine our proposed engagement program? What if we could encourage local residents to request char.gy devices to be installed in their local areas? To help us answer these questions we would like to explore the following HMW question:
HWM create a great first impression of char.gy within local residents before their first time use?
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A good starting point would be to highlight the impact that char.gy could potentially have on local communities. Let’s take Southwark as an example. Currently the council is involved in multiple environmental projects and has programs in place to reduce carbon emissions in the borough. There is an opportunity for char.gy to create a link with the clean air initiative through demonstrating its impact and engaging local residents to become advocates of the service. An area we would like to explore more in the future. Desired Outcome: The aim is to get local residents (both EV and non-EV car owners) to see the value of installing char.gy devices in their communities and consequently make a request to their local councils to install them.
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5.6. Future Development Above are existing pages on the char.gy website that are difficult to navigate to and do not contain compelling reasons for local residents to engage with char.gy and request a charge point from their local council.
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The service blueprint represents our imagined journey and touchpoints of a local resident who has heard of char.gy’s positive environmental impact on their community. We added two additional stages in the usage lifecycle: Interest and Request. These steps would take place before the user becomes aware of the physical device installed in their neighbourhood street.
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6. Reflection
6.1. Reflective Retrospective
Our design process explored different ways in which we can make the first time experience of char.gy more delightful. Throughout the process, we have utilized various tools to help us better scope our design space and explore the problems. We were challenged with a project which we spent a considerable amount of time developing prototypes for and validating iterations. We were exposed to a different learning environment during the course of this module and have learned the following:
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6.1. Reflective Retrospective Collaborating with start-ups. It was important for us to know char.gy’s expectation and current situation. Since it was a live project within the private sector, we spent time understanding char. gy's business model and restrictions. The project has helped us learn how to balance expectations of a business entity and goals of a designer. We learned that as service design students, we must learn to consider the commercial feasibility of our suggested solutions.
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Overcoming the difficulties of finding char.gy users As the service is still in its infancy stage we had to work with a limited number of users in this specific user group. Most of the participants we were able to test with were long time char.gy users, which made testing for ‘first time experience’ rather problematic. Learning how to work as a team We were able to work effectively together as a team. We were ‘learning by doing’ throughout the duration of this project. We managed to develop robust prototypes for testing and delivered a solution that has been confirmed to simplify the experience of first time char.gy users.
Exploring different testing methods and techniques During our two rounds of iterations, we tried utilizing a variety of different methods such as Remote Testing and Expert Reviews. Some of the disadvantages of remote testing was the inability to observe user behaviours live while interacting with the prototype specifically the digital one. We utilised a usability testing techniques called Concurrent Think Aloud (Usability.gov, n.d.), which helped us understand what our user’s thoughts were when they interacted with the product by having them think aloud while using it. Some participants, however, preferred taking time exploring the service before giving feedback so we made use of Concurrent Probing (Usability.gov, n.d.), asking follow-up questions as soon as we noticed or heard something unique.
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6.2. Conclusion There will always be room for improvements via more testing and iterations as user experience is a continuous improvement project, but we are confident that our direction is effective in tackling our initial brief. The most recent client feedback enabled us to think about our next steps for our project, which is to create an engagement program involving char.gy and councils. We hope to create a concrete relationship with councils by contacting someone preferably from community engagement or environmental services. We would then discuss the direction of our engagement program, further strengthening its feasibility and finding ways to highlight the impact char.gy can have in any given local community. We wish for char.gy to continue iterating and testing beyond the scope of this report in the future.
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7. Bibliography
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Keep Your Customers Coming Back with ‘Surprise and Delight’. xSellco [online]. Available from: https://www. xsellco.com/resources/surprise-delight-technique/ (Accessed 8 March 2019). Gabriel, K. (2017) Unifying Mobile Onboarding Experiences at Uber [online]. Available from: https://eng.uber. com/mobile-onboarding/ (Accessed 8 March 2019). 11 Companies Show You How To Perfect Your Onboarding UX [online]. Available from: https://blog.upscope. io/11-companies-show-you-how-to-perfect-your-onboarding-ux/ (Accessed 8 March 2019). McGovern, M. (2016) Customers want more: 5 new expectations you must meet now [online]. Available from: http://www.customerexperienceinsight.com/customer-expectations-you-must-meet-now/ (Accessed 8 March 2019). To access more information and interviews, visit: https://docs.google.com/document/d/15guLV6mTxiT_ DXGYZKKi-dWzP5_ahHIQExK7eeXVahI/edit