member.id — Enhancing EV Charging Experience Through a Seamless and Efficient Experience
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 Job
Enhanced the end-to-end EV charging journey, UX Research, UI Design, UI Micro Animation
Collabolator
Product Lead
UIUX Design Team
Engineers Team
Timeline
Q2 2026
Problem Discovery
Based on operational reports and user feedback, many users experienced frustration when starting a charging session, increased complaints, charging cancellations, and lower charging success rates
To address these issues, we mapped user feedback into a user journey map to identify key pain points and uncover opportunities for improvement 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
We 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
Solution
We 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
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
Key Takeaways & Reflection
Clear guidance is as important as users performance. Breaking complex processes into smaller, actionable steps helped users better understand the charging journey to prevent user errors
Providing contextual guidance, clear feedback, and time for users to take action was helpful for first-time and less experienced EV users
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 users
