OVERVIEW
Our client is an WebApp EV charging provider focused on delivering reliable and sustainable charging experiences for EV users in Indonesia. As the product scaled, providing a seamless charging experience became critical to improving customer satisfaction
However, the report revealed major challenges throughout the charging journey, including high bounce rates during charging initiation, frequent charging cancellations, and long waiting times before charging starts. These issues created user friction, impacting operational efficiency and customer trust
MY ROLE
UI/UX Designer
TEAM
Product Lead
UI/UX Design Team
Engineers Team
Operational Team
INDUSTRY
EV Charging
SaaS
SKILLS
WebApps
UX Research
UI Design
Lottie Animation
Usability
PROBLEM DISCOVERY
THE INIT PROBLEM
The charging initiation experience lacked reliability, leading to user frustration and unsuccessful to start charging sessions
As a team product designers, our goal was to create a more reliable charging experience by resolving the issues users faced when starting a charging session
Report Analysis
Indirect assessment of the usability based on users performance (task-completion times, success rates, number of errors)
Feedback Analysis
Cluster and organize research findings into clear problem areas
Problem Research
Mapped user feedback to identify pain points across the charging journey
We found that users struggled to understand what actions to take, what to avoid, and what they were waiting for throughout the charging process. This lack of clarity had a critical impact on bounce rates and charging cancellations, leading to operational inefficiencies and reduced customer trust
DESIGN OBJECTIVE
Focused on improving the charging initiation experience by providing clear guidance, transparent system feedback, and step-by-step interactions
This helped users understand what to do, what to expect, and how to start charging successfully. By creating a simpler and more predictable experience, we reduced charging cancellations, failed charging attempts, customer complaints, and gaining user trust
DESIGN SOLUTION
Redesigned the charging initiation flow into a guided, step-by-step experience with contextual instructions with animation and clear system feedback
By separating user actions, users could better understand what to do, what to expect, and the current status of their charging session.
We utilized Claude MCP in lottie to create contextual motion that guides user actions, communicates system status, and visualizes ongoing processes
Each step to provide meaningful guidance, clear information, and transparent system feedback. At every stage, users are informed of the current state, required actions, and important considerations to help them proceed with confidence
DESIGN IMPACT
Faster and more responsive charging experience
By breaking the charging process into sequential steps, we reduced system complexity and improved overall performance, resulting in a faster and more responsive charging experience (from ~1 minutes to less than 10 seconds)
User errors were reduced through clear guidance and contextual instructions, helping users start charging sessions more seamlessly. Complaints and failed charging decreased significantly
83%
Faster charging initiation
41%
Fewer failed charging sessions
32%
Reduction in customer complaints
KEY TAKEAWAYS & REFLECTION
Clear guidance is as important as users performance, Breaking complex processes into smaller, actionable steps helped users better understand the journey to prevent user errors
Clear & Contextual Guidance
System should always keep users informed about what is going on, through appropriate feedback within a reasonable amount of time
Idi*t-proofing
Reducing interactions doesn't always create a better experience. Clear guidance and error prevention have a greater impact on user success
By redesigning the charging initiation experience with clearer guidance, transparent system feedback, and step-by-step interactions, we transformed a frustrating process into a faster, more intuitive, and reliable charging journey for first-time, less experienced EV, and experienced users
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