Increase Fleet EV Adoption through Home Charging
Increase Fleet EV Adoption through Home Charging
Increase Fleet EV Adoption through Home Charging
This case study explores how we tackled the challenge of electrifying small and medium-sized fleets without traditional depots. I will be walking you through how we designed the driver-side app, which led to an increase in paid subscribers. By addressing issues like unclear cost responsibilities, real-time charging updates, transparent reimbursements, and remote charger configuration.
This case study explores how we tackled the challenge of electrifying small and medium-sized fleets without traditional depots. I will be walking you through how we designed the driver-side app, which led to an increase in paid subscribers. By addressing issues like unclear cost responsibilities, real-time charging updates, transparent reimbursements, and remote charger configuration.
This case study explores how we tackled the challenge of electrifying small and medium-sized fleets without traditional depots. I will be walking you through how we designed the driver-side app, which led to an increase in paid subscribers. By addressing issues like unclear cost responsibilities, real-time charging updates, transparent reimbursements, and remote charger configuration.
About Ford Pro
About Ford Pro
About Ford Pro
Ford Pro is the commercial fleet division of Ford Motor Company, dedicated to keeping business vehicles running smoothly and profitably. By offering an ecosystem of products and services spanning everything from maintenance to connected technologies, Ford Pro helps organizations streamline operations and reduce downtime.
Ford Pro is the commercial fleet division of Ford Motor Company, dedicated to keeping business vehicles running smoothly and profitably. By offering an ecosystem of products and services spanning everything from maintenance to connected technologies, Ford Pro helps organizations streamline operations and reduce downtime.
Ford Pro is the commercial fleet division of Ford Motor Company, dedicated to keeping business vehicles running smoothly and profitably. By offering an ecosystem of products and services spanning everything from maintenance to connected technologies, Ford Pro helps organizations streamline operations and reduce downtime.
1. The Opportunity
1. The Opportunity
1. The Opportunity
For many small and medium fleets, switching to electric vehicles (EVs) isn’t just about going green, it’s about staying competitive and cutting costs. But here’s the twist: most of these fleets don’t own a fancy depot with rows of charging stations. Instead, drivers finish their shifts, head home, and park in their driveways exactly the way they did with gas vehicles.
For many small and medium fleets, switching to electric vehicles (EVs) isn’t just about going green, it’s about staying competitive and cutting costs. But here’s the twist: most of these fleets don’t own a fancy depot with rows of charging stations. Instead, drivers finish their shifts, head home, and park in their driveways exactly the way they did with gas vehicles.
For many small and medium fleets, switching to electric vehicles (EVs) isn’t just about going green, it’s about staying competitive and cutting costs. But here’s the twist: most of these fleets don’t own a fancy depot with rows of charging stations. Instead, drivers finish their shifts, head home, and park in their driveways exactly the way they did with gas vehicles.
At Ford Pro Charging, we saw this as a massive opportunity. If we could figure out a way for drivers to conveniently charge at home and still give fleet managers clear oversight and reimbursement options, we could remove a major barrier to EV adoption. This led us to build an at-home charging solution designed to fit right into existing driver routines.
At Ford Pro Charging, we saw this as a massive opportunity. If we could figure out a way for drivers to conveniently charge at home and still give fleet managers clear oversight and reimbursement options, we could remove a major barrier to EV adoption. This led us to build an at-home charging solution designed to fit right into existing driver routines.
At Ford Pro Charging, we saw this as a massive opportunity. If we could figure out a way for drivers to conveniently charge at home and still give fleet managers clear oversight and reimbursement options, we could remove a major barrier to EV adoption. This led us to build an at-home charging solution designed to fit right into existing driver routines.
2. Why is this required
2. Why is this required
2. Why is this required
We began by talking to fleet managers who either had tried EVs or were on the fence about making the switch. Five issues kept coming up over and over again:
We began by talking to fleet managers who either had tried EVs or were on the fence about making the switch. Five issues kept coming up over and over again:
We began by talking to fleet managers who either had tried EVs or were on the fence about making the switch. Five issues kept coming up over and over again:
High Depot Setup Costs
High Depot Setup Costs
Higher Depot Electricity Rates
Higher Depot Electricity Rates
Extra Trips to the Depot
Extra Trips to the Depot
Long Wait Times
Long Wait Times
Extended Charge Durations
Extended Charge Durations
It became clear that forcing small and mid-sized fleets into a traditional depot model was never going to be a perfect fit.
It became clear that forcing small and mid-sized fleets into a traditional depot model was never going to be a perfect fit.
It became clear that forcing small and mid-sized fleets into a traditional depot model was never going to be a perfect fit.
3. Talking to the users
3. Talking to the users
3. Talking to the users
When we sat down with some internal users to uncover how home charging fit into their life on a day-to-day level. Our goal was to create an app that felt natural. Something they didn’t have to wrestle with after a long shift. Every detail, from their evening routine to how they split work and personal expenses, helped us shape a solution that genuinely supported them.
When we sat down with some internal users to uncover how home charging fit into their life on a day-to-day level. Our goal was to create an app that felt natural. Something they didn’t have to wrestle with after a long shift. Every detail, from their evening routine to how they split work and personal expenses, helped us shape a solution that genuinely supported them.
When we sat down with some internal users to uncover how home charging fit into their life on a day-to-day level. Our goal was to create an app that felt natural. Something they didn’t have to wrestle with after a long shift. Every detail, from their evening routine to how they split work and personal expenses, helped us shape a solution that genuinely supported them.
"Right now, if I decide to charge the fleet vehicle at home, I have no straightforward way to separate personal electricity usage from work-related consumption. This leaves me unsure about how much I should be reimbursed."
“When I’m charging at home, I can’t easily see the car’s current battery level or how much longer it needs to charge. Without a live status, I’m often guessing about when to unplug or head out.”
“I’d like to see a simple summary of how much charging has cost so far this month, but right now there’s no quick way to figure that out. It makes me uneasy about plugging in at home because I’m left in the dark about my expenses.”
“Submitting charging costs is a hassle—I have to manually track sessions, calculate usage, and hope I get reimbursed accurately. It’s time-consuming and prone to errors.”
“I’d love to configure my home charger remotely—setting schedules, adjusting charge rates, or receiving notifications when it’s done. Right now, there’s no centralized place to handle these settings.”
"Right now, if I decide to charge the fleet vehicle at home, I have no straightforward way to separate personal electricity usage from work-related consumption. This leaves me unsure about how much I should be reimbursed."
“When I’m charging at home, I can’t easily see the car’s current battery level or how much longer it needs to charge. Without a live status, I’m often guessing about when to unplug or head out.”
“I’d like to see a simple summary of how much charging has cost so far this month, but right now there’s no quick way to figure that out. It makes me uneasy about plugging in at home because I’m left in the dark about my expenses.”
“Submitting charging costs is a hassle—I have to manually track sessions, calculate usage, and hope I get reimbursed accurately. It’s time-consuming and prone to errors.”
“I’d love to configure my home charger remotely—setting schedules, adjusting charge rates, or receiving notifications when it’s done. Right now, there’s no centralized place to handle these settings.”
These are some common themes that emerged from it
These are some common themes that emerged from it
These are some common themes that emerged from it
Unclear Cost Responsibilities
Unclear Cost Responsibilities
No Real‑Time Visibility
No Real‑Time Visibility
Lack of Clear Cost Tracking
Lack of Clear Cost Tracking
Complicated Reimbursement Workflow
Complicated Reimbursement Workflow
4. Goals
4. Goals
4. Goals
Business Goals
Business Goals
Business Goals
Increase Subscriptions
Our core metric for success was growing the number of paid subscribers. By offering a compelling home charging solution, we aimed to drive more fleets to commit to Ford Pro’s services.
Increase Subscriptions
Our core metric for success was growing the number of paid subscribers. By offering a compelling home charging solution, we aimed to drive more fleets to commit to Ford Pro’s services.
New User Acquisition
We specifically targeted small and medium-sized fleets without traditional depots, an untapped market looking for practical, cost-effective EV solutions. Capturing this segment would broaden our overall user community.
New User Acquisition
We specifically targeted small and medium-sized fleets without traditional depots, an untapped market looking for practical, cost-effective EV solutions. Capturing this segment would broaden our overall user community.
Foster Trust and Transparency
Ensuring clear, accurate data on charging costs and reimbursements was critical to gaining long-term user confidence. We wanted both drivers and managers to feel they had full visibility into where their money was going.
Foster Trust and Transparency
Ensuring clear, accurate data on charging costs and reimbursements was critical to gaining long-term user confidence. We wanted both drivers and managers to feel they had full visibility into where their money was going.
Boost Driver and Fleet Manager Satisfaction
By cutting down charging wait times and simplifying everyday tasks, we aimed to make the transition to EVs not only economical, but genuinely pleasant for everyone involved.
Boost Driver and Fleet Manager Satisfaction
By cutting down charging wait times and simplifying everyday tasks, we aimed to make the transition to EVs not only economical, but genuinely pleasant for everyone involved.
Design Goals
Design Goals
Design Goals
Build Trust
Every element from real-time charge status to detailed cost breakdowns, needed to reinforce reliability and honesty, helping users feel in control of their new electric workflow.
Build Trust
Every element from real-time charge status to detailed cost breakdowns, needed to reinforce reliability and honesty, helping users feel in control of their new electric workflow.
Encourage Adoption and Loyalty
A seamless, intuitive experience would incentivize fleets to stick with our platform. From day one, we prioritized workflows that addressed critical pain points, making it easy for users to see the product’s immediate value.
Encourage Adoption and Loyalty
A seamless, intuitive experience would incentivize fleets to stick with our platform. From day one, we prioritized workflows that addressed critical pain points, making it easy for users to see the product’s immediate value.
Design for Quick, High-Value Interactions
Drivers and managers are busy. We focused on surfacing the most important information at a glance and streamlining key actions (like initiating charge sessions or requesting reimbursements) to fit naturally into their daily routines.
Design for Quick, High-Value Interactions
Drivers and managers are busy. We focused on surfacing the most important information at a glance and streamlining key actions (like initiating charge sessions or requesting reimbursements) to fit naturally into their daily routines.
5. Solution
5. Solution
5. Solution
All necessary information about the current session at a glance
All necessary information about the current session at a glance
Drivers have complete visibility into their charging status in real time, helping them make informed decisions about when and how to charge their fleet vehicles at home.
The Charging Status Widget provides key details at a glance, including charging rate, estimated completion time, and energy added, reducing the need for manual checks.
The Vehicle Identification Label clearly differentiates between fleet and personal vehicles, ensuring accurate tracking for reimbursement and cost allocation.
Charging status indicator informs users of various charging scenarios, including
Available capacity when the vehicle is unplugged
Active charging with estimated completion time
Scheduled restrictions and when charging will resume
Fault detection if charging is interrupted
By surfacing real-time charging insights, proactive alerts, and cost tracking, this design helps fleet drivers optimize their home charging experience, avoid unexpected downtime, and ensure seamless energy management.
Drivers have complete visibility into their charging status in real time, helping them make informed decisions about when and how to charge their fleet vehicles at home.
The Charging Status Widget provides key details at a glance, including charging rate, estimated completion time, and energy added, reducing the need for manual checks.
The Vehicle Identification Label clearly differentiates between fleet and personal vehicles, ensuring accurate tracking for reimbursement and cost allocation.
Charging status indicator informs users of various charging scenarios, including
Available capacity when the vehicle is unplugged
Active charging with estimated completion time
Scheduled restrictions and when charging will resume
Fault detection if charging is interrupted
By surfacing real-time charging insights, proactive alerts, and cost tracking, this design helps fleet drivers optimize their home charging experience, avoid unexpected downtime, and ensure seamless energy management.
Drivers have complete visibility into their charging status in real time, helping them make informed decisions about when and how to charge their fleet vehicles at home.
The Charging Status Widget provides key details at a glance, including charging rate, estimated completion time, and energy added, reducing the need for manual checks.
The Vehicle Identification Label clearly differentiates between fleet and personal vehicles, ensuring accurate tracking for reimbursement and cost allocation.
Charging status indicator informs users of various charging scenarios, including
Available capacity when the vehicle is unplugged
Active charging with estimated completion time
Scheduled restrictions and when charging will resume
Fault detection if charging is interrupted
By surfacing real-time charging insights, proactive alerts, and cost tracking, this design helps fleet drivers optimize their home charging experience, avoid unexpected downtime, and ensure seamless energy management.
This Cost Timeline is designed to help users make informed charging decisions by providing a clear, visual representation of electricity rates throughout the day. The color-coded timeline allows users to easily identify the most cost-effective times to charge and avoid peak-hour pricing.
When charging is currently optimal, the app highlights it to encourage immediate action.
If it’s not the best time to charge, the system proactively informs users when the next optimal window will begin, enabling better planning.
By removing guesswork and optimizing energy costs, this feature ensures smarter, more cost-efficient home charging for fleet drivers.
This Cost Timeline is designed to help users make informed charging decisions by providing a clear, visual representation of electricity rates throughout the day. The color-coded timeline allows users to easily identify the most cost-effective times to charge and avoid peak-hour pricing.
When charging is currently optimal, the app highlights it to encourage immediate action.
If it’s not the best time to charge, the system proactively informs users when the next optimal window will begin, enabling better planning.
By removing guesswork and optimizing energy costs, this feature ensures smarter, more cost-efficient home charging for fleet drivers.
This Cost Timeline is designed to help users make informed charging decisions by providing a clear, visual representation of electricity rates throughout the day. The color-coded timeline allows users to easily identify the most cost-effective times to charge and avoid peak-hour pricing.
When charging is currently optimal, the app highlights it to encourage immediate action.
If it’s not the best time to charge, the system proactively informs users when the next optimal window will begin, enabling better planning.
By removing guesswork and optimizing energy costs, this feature ensures smarter, more cost-efficient home charging for fleet drivers.
This helps fleet drivers track their energy usage, costs, and savings, ensuring transparency in home charging for both personal and fleet vehicles.
The Metrics Breakdown provides a clear distinction between personal and fleet energy consumption and costs, eliminating confusion and making reimbursements more accurate.
The Savings & Environmental Impact Section quantifies monthly financial savings compared to petrol costs and CO₂ emissions avoided, reinforcing the cost-effectiveness and sustainability benefits of EV adoption.
A visual representation of CO₂ savings using a plant metaphor makes the environmental impact more relatable and engaging for users.
By combining financial transparency, environmental insights, and clear cost tracking, this design removes friction in fleet EV home charging, builds user trust, and encourages smarter energy decisions.
This helps fleet drivers track their energy usage, costs, and savings, ensuring transparency in home charging for both personal and fleet vehicles.
The Metrics Breakdown provides a clear distinction between personal and fleet energy consumption and costs, eliminating confusion and making reimbursements more accurate.
The Savings & Environmental Impact Section quantifies monthly financial savings compared to petrol costs and CO₂ emissions avoided, reinforcing the cost-effectiveness and sustainability benefits of EV adoption.
A visual representation of CO₂ savings using a plant metaphor makes the environmental impact more relatable and engaging for users.
By combining financial transparency, environmental insights, and clear cost tracking, this design removes friction in fleet EV home charging, builds user trust, and encourages smarter energy decisions.
This helps fleet drivers track their energy usage, costs, and savings, ensuring transparency in home charging for both personal and fleet vehicles.
The Metrics Breakdown provides a clear distinction between personal and fleet energy consumption and costs, eliminating confusion and making reimbursements more accurate.
The Savings & Environmental Impact Section quantifies monthly financial savings compared to petrol costs and CO₂ emissions avoided, reinforcing the cost-effectiveness and sustainability benefits of EV adoption.
A visual representation of CO₂ savings using a plant metaphor makes the environmental impact more relatable and engaging for users.
By combining financial transparency, environmental insights, and clear cost tracking, this design removes friction in fleet EV home charging, builds user trust, and encourages smarter energy decisions.
This Reimbursement Dashboard is designed to simplify and streamline the reimbursement process for fleet drivers charging their vehicles at home. It ensures transparency, ease of submission, and clear tracking of past reimbursements.
Clear Eligibility Overview – Displays the amount eligible for reimbursement upfront, reducing confusion about what can be claimed.
One-Click Submission – A prominent “Request Reimbursement” button makes the process quick and effortless.
Status Tracking – Past reimbursement requests are categorized by status (In Review, Approved), giving users clear visibility into their payment progress.
Historical Records – Users can review past reimbursements to cross-check payments and maintain financial clarity.
By eliminating manual tracking and guesswork, this design makes home charging reimbursement hassle-free, reducing administrative burden for both drivers and fleet managers.
This Reimbursement Dashboard is designed to simplify and streamline the reimbursement process for fleet drivers charging their vehicles at home. It ensures transparency, ease of submission, and clear tracking of past reimbursements.
Clear Eligibility Overview – Displays the amount eligible for reimbursement upfront, reducing confusion about what can be claimed.
One-Click Submission – A prominent “Request Reimbursement” button makes the process quick and effortless.
Status Tracking – Past reimbursement requests are categorized by status (In Review, Approved), giving users clear visibility into their payment progress.
Historical Records – Users can review past reimbursements to cross-check payments and maintain financial clarity.
By eliminating manual tracking and guesswork, this design makes home charging reimbursement hassle-free, reducing administrative burden for both drivers and fleet managers.
This Reimbursement Dashboard is designed to simplify and streamline the reimbursement process for fleet drivers charging their vehicles at home. It ensures transparency, ease of submission, and clear tracking of past reimbursements.
Clear Eligibility Overview – Displays the amount eligible for reimbursement upfront, reducing confusion about what can be claimed.
One-Click Submission – A prominent “Request Reimbursement” button makes the process quick and effortless.
Status Tracking – Past reimbursement requests are categorized by status (In Review, Approved), giving users clear visibility into their payment progress.
Historical Records – Users can review past reimbursements to cross-check payments and maintain financial clarity.
By eliminating manual tracking and guesswork, this design makes home charging reimbursement hassle-free, reducing administrative burden for both drivers and fleet managers.
6. Results and impact
6. Results and impact
6. Results and impact
23% reduction in total fleet charging costs.
23% reduction in total fleet charging costs.
62% of charging sessions occurred during optimal cost windows.
62% of charging sessions occurred during optimal cost windows.
Huge uptick in 3 month cohort retention rate.
Huge uptick in 3 month cohort retention rate.
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.
