HELPING to electrify EUROPE

A major player in the European eMobility sector tasked us with helping them stand out in the competitive EV charging market by adopting a fresh, customer-first approach. We developed a compelling product vision that aligns customer needs with business goals, anchored by a strong brand promise. This vision now serves as the foundation for numerous ongoing projects and initiatives.

The Challenge

As a newly formed subsidiary, this company required a clear value proposition and product definition to differentiate itself from competitors. The strategy needed to address diverse customer needs and work across all markets, despite varying levels of energy market maturity and electric vehicle adoption throughout Europe.

I facilitated and designed a number of multi-day workshops

Vision

We began by defining a distinct and unified product vision. This provided the necessary direction for creating customer-centric propositions across all eMobility products. It ensures that offerings are tailored to different markets and customer needs, enabling better and more consistent decision-making. This approach helps the company stand out from the competition and focuses on delivering tangible customer benefits, rather than solely internal goals.

To shape this vision, we answered four key questions: What problem are we solving? Who are we solving it for? How are we going to solve it? And why are we the best to solve it? The resulting product vision was documented in a comprehensive playbook to inspire and align internal teams and markets.

Parts of Product Vision presentation

part of the customer journey

Solution

Through extensive user research, collaborative workshops, and design concepts, we helped create a clear, engaging product vision and strategy.

A visualisation / infographic of the new product vision

By conducting in-depth user research across various markets, followed by workshops, we crafted a robust product vision. This vision was documented in a playbook, complete with visuals, infographics, and a manifesto, ensuring its effective implementation throughout the organization.

A great product vision also unites the team

The playbook now serves as a guiding document for new projects, unifying the team around a shared slogan and utilizing infographics to communicate the vision effectively. It has become the foundation for developing new offerings and customer propositions, including smart charging solutions and a new website and app, while also fostering alignment within the growing team.

concept sketch for an app based on the product vision

Some examples of visualisation and documentation of the new product strategy