The challenge was to define an Application that could convince the skeptical buyers and lead them into the sales process. Electric cars are the future, but at the moment, they are a new thing. Buyers are concerned about how far they can drive with the car and whether it suits their own life model.
The aim of this project was to get closer to these buyers, so they would identify themselves with an innovative lifestyle while using the EQC.
In order to better understand the universe of electronic vehicles, thorough research was conducted to evaluate how other brands that produce electric vehicles, promote and persuade potential buyers to make the switch to electric cars. I began by selecting 5 electric cars from different worldwide brands which are considered the best choices in 2019. Then, I analysed the criteria these brands are using to best promote their e-vehicles.
Once the general analysis was finished, I came to the most relevant conclusions which are directly applicable to the future EQC App:
User stories are crucial to understand how the car can adapt to different lifestyles, making it more trustful for potential future buyers.
This is an important point because electric cars need to present modernity and future beyond conventional combustion cars.
This is an important criteria why electric vehicles are different from conventional combustion cars.
They are crucial to understand the possibilities and the limits of the electric vehicles in our daily life.
Right after that, I downloaded different applications to learn about competitors' features and to understand their way of solving certain design problems.
When analyzing those applications, I focused mainly on design in general terms: user interfaces, interface components and intuition in use. I took some time to understand the navigation, the menu and the way the main features were defined.
Also, it was important to understand how other users, with a different point of view and non-UX designer approach, value these Apps. That’s why I asked three participants for a usability test.
Potential future customers are distracted by the specific features and cannot identify with the product and imagine themselves as future car owners.
Following the information I was provided regarding the target group, I was able to investigate the type of potential buyers of EQC by accurately building two personas. I used both quantitative and qualitative information that I gathered from the previous research.
Also, I was able to understand their behaviour patterns and this helped me to define scenarios and map their journeys while using the application.
At the same time, the user will discover technical aspects of the car according to different cases. Also, the driving stories will embrace trust and feelings of individual identification with the life-based examples using the car.
The user will be able to understand how a normal person uses the vehicle by watching a story of no more than 30 seconds. The stories are intended to generate influence and attachment.
This feature is set in a 5 slide-stories that the user can choose. Each story covers specific topics: efficiency, aesthetics, innovation...
Besides having all the characteristics of the vehicle, the user can find out the charging time of the electric vehicle. With the distance calculator, the user will be able to make an estimate of the KM to be driven and the charging time that the vehicle will need, either if the charge is made from home or from a charging point on the go.
Another important feature is the test drive booking. From the application, it is not possible to purchase a car since this requires going to a dealer, but to lead the user to the sales, we offer the option to test the car at their nearest dealer.
The booking flow for testing the car is designed in 4 steps. At first, we offer the user a dealer search in both map and list. Once users enter into the booking flow process, they will be able to choose the available features of the vehicle to be tested. Following this step, the user will be able to choose a day and time. As a final step, the user must complete his
personal data and once the reservation is completed, he will be given feedback that the reservation has been made successfully. This flow is designed to always assist the user in the booking process. That is why the feedback or progress line is essential so that the user does not feel lost in the 4 steps of the flow.
The application required 37 screens, considering the 5 driving stories and their technical details, the technical aspects of the vehicle and the booking process to test the car.
To ensure the visual harmony of the app, maintain its consistency and make sure its development will be feasible, minimalist components have been designed keeping the elegance and aesthetics of Mercedes Benz.
It doesn't matter if it's a PoC or a real project. As a product designer, I am obligated to investigate and experiment beyond my assumptions. Without the research, the project would be very different.
Being close to our users will make them trust our product. Offering them realistic use cases will make the product better understood.
At first, I came up with 5 features for a single app, the final result has been very different.