DR.O - SERVICE FOR EV CHARGING
PA Conculting has designed a new iconic charger for Electric Vehicles for UK Government to support the demand by UK Government to make effort on the process of entering Carbon Zero Era.
As a complement, our service Dr.O, is a platform that dedicates to eliminate people's worries, misunderstanding, and info gap about EV charging mode as well as cultivate their sustainable charging habit by providing guidance tips and free products, in order to convert hesitators who have needs for cars into EV supporters to support the Carbon Zero process.
Team Partner Client Time Main Role
5 people(RCA) PA Conculting UK Government 9/2021- 12/2021
Critically assessing ideas and proposals, make decisions;
Website Design
BACKGROUND
According to UK Government, at the time of 2030, petrol (and dissel) cars will unable to be purchased.
In order to help people better adapt to the coming EV era and promote the low-carbon process, we designed Dr.O, an identity image. Dr.O and the service behind him focus on the group of people who are hesitant to transform into ev era and help them build a better relationship with electricity.
Research & Exploration
When we were communicating people in Interview & Questionnaire & Workshop, a lot of them mentioned that their key concern is battery usage. To be more specific, the long charging hours and high frequency of charging may be annoying to them.
User Group
In the low-carbon process, we found that Hesitaters (people who have needs for cars and have interest in EV, but somehow hesitate on getting an EV) are the group that we can influence most and through which to make chances and value for the whole converting
No need for a car
Have at least one EV
Plan to buy EV in the future
Have a petrol car,
But hesitate to buy an EV
Refine
Co-design workshop
Finding : Misconceptions comes from inappropriate comparison
1. Compared with driving a petrol car
Petrol drivers tend to fill up the tank every time, while fully charging an EV is time-consuming and unnecessary. 85% of drivers don't know that fully charging is harmful to the car battery.
2. Compared with using other devices
20% power left makes people feel nervous due to the color change design on our phones, which leads to emotional worries and ignorance of the actual situation.
Problem statement
Due to the wrong perception of charging mode, car owners may be worried about the charging issue and battery usage, so they may feel passive in the transformation to the EV era.
DESIGN DIRECTION
How might we make users know the actual case of using an EV to eliminate doubts and reduce charging anxiety.
Persona
FINAL SOLUTION
User Journey
What is Dr.O
Dr.O focus on the group of people who are hesitant to transform into ev era, to help them build a better relationship with EV.
Through online social media, we want to attract the public to participate in the Monster charging personality test, and we will place our advertisements on roadside billboards or bus station billboards to convey the value of our services.
Business plan
Value map & System map
