Growth experiment to improve Public Charging adoption
Growth experiment to improve Public Charging adoption
Growth experiment to improve Public Charging adoption
As commercial EV fleets expand, forward-thinking solutions must address not just operational efficiency, but also opportunities to leverage underused assets. This case study delves into how Ford Pro Charging introduced a Public Charging feature—an innovative upsell that lets fleets earn revenue by welcoming outside EV drivers. From user insights to real-world metrics, we explore the data-driven experiments that helped fleet managers confidently tap into this new revenue stream—without jeopardizing their own charging needs.
As commercial EV fleets expand, forward-thinking solutions must address not just operational efficiency, but also opportunities to leverage underused assets. This case study delves into how Ford Pro Charging introduced a Public Charging feature—an innovative upsell that lets fleets earn revenue by welcoming outside EV drivers. From user insights to real-world metrics, we explore the data-driven experiments that helped fleet managers confidently tap into this new revenue stream—without jeopardizing their own charging needs.
As commercial EV fleets expand, forward-thinking solutions must address not just operational efficiency, but also opportunities to leverage underused assets. This case study delves into how Ford Pro Charging introduced a Public Charging feature—an innovative upsell that lets fleets earn revenue by welcoming outside EV drivers. From user insights to real-world metrics, we explore the data-driven experiments that helped fleet managers confidently tap into this new revenue stream—without jeopardizing their own charging needs.
1. Overview
1. Overview
1. Overview
Company
Company
Company
Ford Pro Charging is an initiative by Ford Motor Company that offers charging solutions and fleet management tools for commercial EVs. The platform provides insights into vehicle charging, cost optimization, and now—through a newly introduced Public Charging feature—an opportunity for fleets to open their underutilized chargers to the public for extra revenue.
Ford Pro Charging is an initiative by Ford Motor Company that offers charging solutions and fleet management tools for commercial EVs. The platform provides insights into vehicle charging, cost optimization, and now—through a newly introduced Public Charging feature—an opportunity for fleets to open their underutilized chargers to the public for extra revenue.
Ford Pro Charging is an initiative by Ford Motor Company that offers charging solutions and fleet management tools for commercial EVs. The platform provides insights into vehicle charging, cost optimization, and now—through a newly introduced Public Charging feature—an opportunity for fleets to open their underutilized chargers to the public for extra revenue.
Target Users
Target Users
Target Users
We primarily serve fleet managers, who juggle vehicle assignments, route schedules, and cost containment. For them, time is money, and any new feature must be simple, reliable, and aligned with daily operations.
We primarily serve fleet managers, who juggle vehicle assignments, route schedules, and cost containment. For them, time is money, and any new feature must be simple, reliable, and aligned with daily operations.
We primarily serve fleet managers, who juggle vehicle assignments, route schedules, and cost containment. For them, time is money, and any new feature must be simple, reliable, and aligned with daily operations.
Challenge
Challenge
Challenge
Despite offering clear financial benefits, many fleet managers were hesitant to enable public charging. They worried about losing control over charger availability, complicating their schedules, or not fully understanding the potential revenue. Our task was to design a set of growth experiments and a user experience that clearly articulated the feature’s value and addressed these pain points.
Despite offering clear financial benefits, many fleet managers were hesitant to enable public charging. They worried about losing control over charger availability, complicating their schedules, or not fully understanding the potential revenue. Our task was to design a set of growth experiments and a user experience that clearly articulated the feature’s value and addressed these pain points.
Despite offering clear financial benefits, many fleet managers were hesitant to enable public charging. They worried about losing control over charger availability, complicating their schedules, or not fully understanding the potential revenue. Our task was to design a set of growth experiments and a user experience that clearly articulated the feature’s value and addressed these pain points.
2. Goals
2. Goals
2. Goals
Increase Feature Adoption
Increase Feature Adoption
Encourage fleet managers to enable public charging during low-utilization windows and benefit from potential revenue.
Encourage fleet managers to enable public charging during low-utilization windows and benefit from potential revenue.
Encourage fleet managers to enable public charging during low-utilization windows and benefit from potential revenue.
Mitigate Operational Concerns
Mitigate Operational Concerns
Ensure that opening chargers to the public does not disrupt day-to-day fleet operations, emphasizing scheduling safeguards and override options.
Ensure that opening chargers to the public does not disrupt day-to-day fleet operations, emphasizing scheduling safeguards and override options.
Ensure that opening chargers to the public does not disrupt day-to-day fleet operations, emphasizing scheduling safeguards and override options.
Deliver Actionable Insights
Deliver Actionable Insights
Provide real-time analytics on revenue, charger utilization, and local EV demand, so fleet managers can confidently manage (and tweak) their charging availability.
Provide real-time analytics on revenue, charger utilization, and local EV demand, so fleet managers can confidently manage (and tweak) their charging availability.
Provide real-time analytics on revenue, charger utilization, and local EV demand, so fleet managers can confidently manage (and tweak) their charging availability.
3. Defining Experiments & Hypotheses
3. Defining Experiments & Hypotheses
3. Defining Experiments & Hypotheses
Based on discovery, we formulated core experiments around visualizing underutilized windows, projecting revenue, and automating an easy opt-in flow. Here are the highlights:
Based on discovery, we formulated core experiments around visualizing underutilized windows, projecting revenue, and automating an easy opt-in flow. Here are the highlights:
Based on discovery, we formulated core experiments around visualizing underutilized windows, projecting revenue, and automating an easy opt-in flow. Here are the highlights:
Visually Emphasize Low-Utilization Windows
Visually Emphasize Low-Utilization Windows
Hypothesis: If managers see a clear visual of idle chargers, they’ll be more inclined to open those time slots to the public.
Hypothesis: If managers see a clear visual of idle chargers, they’ll be more inclined to open those time slots to the public.
Hypothesis: If managers see a clear visual of idle chargers, they’ll be more inclined to open those time slots to the public.
Explain Revenue Potential from Local EV Adoption
Explain Revenue Potential from Local EV Adoption
Hypothesis: Presenting local EV ownership statistics will help managers see market demand.
Hypothesis: If managers see a clear visual of idle chargers, they’ll be more inclined to open those time slots to the public.
Hypothesis: If managers see a clear visual of idle chargers, they’ll be more inclined to open those time slots to the public.
Simple Opt-In Flow
Simple Opt-In Flow
Hypothesis: A guided setup (wizard) reduces complexity and anxiety around enabling public use.
Hypothesis: If managers see a clear visual of idle chargers, they’ll be more inclined to open those time slots to the public.
Hypothesis: If managers see a clear visual of idle chargers, they’ll be more inclined to open those time slots to the public.
Add Ongoing Analytics
Add Ongoing Analytics
Hypothesis: Showing continuous revenue data and usage trends will reinforce the value of public charging.
Hypothesis: If managers see a clear visual of idle chargers, they’ll be more inclined to open those time slots to the public.
Hypothesis: If managers see a clear visual of idle chargers, they’ll be more inclined to open those time slots to the public.
6. Results and impact
6. Results and impact
6. Results and impact
Having laid out the user journey, design processes, and key experiments, let’s now look at how these changes played out in practice.
Having laid out the user journey, design processes, and key experiments, let’s now look at how these changes played out in practice.
Having laid out the user journey, design processes, and key experiments, let’s now look at how these changes played out in practice.
Feature Adoption
Feature Adoption
20% initial adoption rate rising to 45% within three months.
20% initial adoption rate rising to 45% within three months.
20% initial adoption rate rising to 45% within three months.
Additional Monthly Revenue
Additional Monthly Revenue
Ranging from $500–$2,000 per month, depending on charger type and local EV density.
Ranging from $500–$2,000 per month, depending on charger type and local EV density.
Ranging from $500–$2,000 per month, depending on charger type and local EV density.
Charging Station Utilization
Charging Station Utilization
Boost from 30% utilization at off-peak times to 60% after six weeks.
Boost from 30% utilization at off-peak times to 60% after six weeks.
Boost from 30% utilization at off-peak times to 60% after six weeks.
Reduction in Idle Chargers
Reduction in Idle Chargers
Average idle time per charger dropped by 25% within two months.
Average idle time per charger dropped by 25% within two months.
Average idle time per charger dropped by 25% within two months.
Overall ROI (Return on Investment)
Overall ROI (Return on Investment)
A 15–25% ROI within the first year for mid-sized fleets that made chargers available for at least 4–5 hours of public use per day.
A 15–25% ROI within the first year for mid-sized fleets that made chargers available for at least 4–5 hours of public use per day.
A 15–25% ROI within the first year for mid-sized fleets that made chargers available for at least 4–5 hours of public use per day.
Glad you dropped by!
Let’s stay in touch and create something awesome.
Glad you dropped by!
Let’s stay in touch and create something awesome.
Glad you dropped by!
Let’s stay in touch and create something awesome.
