Supporting the transition to electric vehicles at scale

As electric vehicles moved from early adoption towards the mainstream, both drivers and fleet managers faced a growing number of unfamiliar decisions. Working alongside marketing specialists, UX researchers and subject matter experts, I helped create and evolve a reusable digital platform that transformed complex technical guidance into practical decision-support tools, supporting more than 150,000 user journeys across multiple European markets and partner organisations.

A leading international mobility and fleet management provider wanted to help drivers and fleet managers navigate the transition from petrol and diesel vehicles to electric vehicles.

Working alongside marketing specialists, subject matter experts and UX researchers, I helped create a reusable digital platform that transformed complex EV calculations, technical guidance and industry expertise into practical decision-support tools.

The platform supported different audiences throughout the transition to electric vehicles, from individual drivers assessing whether an EV suited their lifestyle, to fleet managers evaluating readiness, operational risk and large-scale vehicle electrification.

What began as a small collection of tools evolved into a long-term platform deployed across multiple European markets and embedded throughout an extensive partner network.

• Product strategy
• UX and interaction design
• Information architecture
• Front-end development
• Product management and optimisation
• Cross-functional collaboration with marketing, research and technical specialists
• Ongoing development, optimisation and platform evolution over several years

As electric vehicles became more widely adopted, both individual drivers and fleet managers faced a growing number of unfamiliar questions.

Would an electric vehicle suit everyday driving? Was home charging practical? How did running costs compare with petrol or diesel? Which vehicles were ready to transition? Where were the operational risks across an entire fleet?

Traditional marketing content could only provide generic advice. The challenge was to transform complex technical knowledge into digital products that delivered personalised guidance in seconds.

The solution also needed to extend beyond the client’s own website, allowing partner organisations to integrate the same decision-support tools into their own customer journeys without requiring separate products for each market or organisation.

Rather than building a single calculator, we developed a reusable platform comprising complementary decision-support tools, each addressing a different aspect of the transition to electric vehicles.

Together they enabled users to:

• assess whether an electric vehicle suited their driving patterns
• compare running costs and vehicle suitability
• understand home charging options
• identify barriers to EV adoption
• assess fleet readiness and operational risk
• evaluate commercial vehicle electrification

The platform was designed to be lightweight, responsive and reusable. The same products could be deployed across the client’s own websites, adapted for different European markets and embedded into partner channels.

This created a scalable distribution model, allowing independent automotive and leasing partners to deliver the same trusted guidance within their own digital journeys.

Over several years I continued to refine the platform, improving usability and maintaining existing products while introducing new capabilities as customer needs evolved alongside the rapidly changing EV market.

During my involvement, the platform recorded over 150,000 visits across the client’s digital channels, international deployments and partner network.

This included more than 103,000 visits and 127,000 pageviews across the UK platform and embedded broker deployments alone, demonstrating sustained engagement across both direct customer journeys and third-party distribution.

The tools consistently attracted deep engagement, with users typically spending 5 to 12 minutes interacting with the more complex experiences. Rather than simply consuming content, users actively explored charging options, modelled running costs, assessed vehicle suitability and evaluated fleet readiness using personalised inputs.

Organic search became the primary acquisition channel, while mobile usage accounted for a substantial proportion of engagement, reinforcing the emphasis placed on fast, accessible and responsive experiences from the outset.

Designed as a reusable platform rather than a one-off campaign, the products continued to evolve over several years, supporting multiple markets, channels and partner organisations as the transition to electric vehicles gathered pace.