Synergy Unleashed - Creating an integrated electric vehicle charging service for drivers’ seamless customer experience

Abstract

This project aims to improve the EV charging experience in the Netherlands due to the growing European EV market and rising Battery Electric Vehicle (BEV) driver expectations of their charging experience. Despite standardization efforts, fragmented charging services developed in siloed business lead to user inconvenience. It is imperative to identify the reasons behind drivers' less-than-ideal customer experiences and address them to support the transition to electric cars. Thus, this study represents a collaboration between VanBerlo, TU Delft, and KAIST to address the initial question: “What are the primary challenges and limitations experienced by Dutch BEV drivers that impede a seamless customer experience when using public charging infrastructure?”

To address this, a literature review is first conducted. Two research gaps arise. First, empirical research concerning the entire user charging journey and service integration is lacking. Additionally, more influential factors should be identified while predicting user preference of charging decision. To bridge the gaps, semi-structured interviews is carried out to examine the journey from charging intent to completion and explore factors influencing driver decisions. User pain points are clustered into a journey map, revealing three main challenges hindering the seamless charging experience. The research suggests that addressing these challenges during planning phase can streamline the overall journey. Thus, the design goal is: “How might we design an effortless planning phase that adapts to user needs and contextual factors, ensuring a seamless public charging experience for BEV drivers.”

Based on literature and qualitative research, a route and charger suggestion service is proposed to enhance the overall charging experience. The mechanism behind the scenes is first outlined. Subsequently, five design guidelines are developed to inspire the creation of this new service, providing application strategies for potential service developers such as vehicle manufacturers and E-Mobility service providers (EMSPs). Moreover, interactive prototypes are created as a tool to validate the concept. At its core, this concept integrates factors from the vehicle, charging network, user behavior and preferences, as well as road and environmental conditions to deliver personalized and optimal charger suggestions in realtime. This minimizes cognitive effort, enabling informed and efficient charging decisions while driving, and ensuring compatibility between chargers, BEVs, and user preferences.

After creating the concept and prototypes, validation was conducted in person with several previous BEV drivers participating in the interview section, along with some experts. Feedback was collected through concept demonstrations, focusing on whether it aligns with the design goal and how BEV drivers perceive the new planning experience. The audience responded positively. Compared to the current fragmented planning experience, a more effortless route planning and charger selection process was validated, and users appreciated the context-aware service that made their charging experience relevant. However, further research is essential to gauge real-world feasibility by consulting stakeholders in the EV charging ecosystem. Additionally, exploring what other influential factors out there and how developers weighted them differently based on user preferences and situations is recommended.