EV Experience Optimisation

Reducing EV buyer uncertainty through clearer information, contextual education, and structure.

Project summary

Improved electric vehicle product pages to increase conversion intent by making EV information clearer and easier to understand. Led UX enhancements focused on education, decision support, and reducing uncertainty.

Overview

As electric vehicles became a growing part of the catalogue, user behaviour showed strong interest but hesitation around EV specific topics such as charging, range, and ownership considerations. Existing product pages treated EVs similarly to combustion vehicles, leaving gaps in clarity and increasing decision friction. This work supported the company’s push to grow EV adoption by reducing hesitation in a category with high user uncertainty.

The problem

EVs introduce unfamiliar concepts such as charging time, home charging requirements, and real world range. Without clear explanations, users were more likely to hesitate, switch back to non EV options, or leave the journey to research elsewhere. The challenge was to improve understanding without overwhelming users or disrupting the core vehicle evaluation flow.

Project summary

Overview

The problem

Original PDP layout not optimised for EV’s.

My role

Led UX direction for improving EV product pages, working closely with product and engineering. Responsibilities included identifying EV specific information gaps, restructuring content hierarchy, introducing supporting explanations, and balancing education with conversion focused elements.

Approach

Understanding uncertainty and information gaps

Reviewed user feedback, behavioural patterns, and common themes in customer support queries to identify where EV buyers were getting stuck or losing confidence.

User research highlighted uncertainty about range, charging and cost.

Making EV information scannable and contextual

Restructured page layouts to surface EV range, charging, and efficiency information alongside standard vehicle specs. Added explanatory microcopy and visual cues to make technical information easier to understand at a glance.

Making EV information scannable and contextual

Framing the problem we were trying to solve.

Balancing education with conversion

We considered standalone EV guides, but embedding education directly in the product page avoided fragmenting the journey. Progressive disclosure was used to support understanding without turning the page into a dense educational resource.

Customer support teams highlighted repeated EV related questions, helping prioritise the most impactful knowledge gaps to address.

Balancing education with conversion

Customer support teams highlighted repeated EV related questions, helping prioritise the most impactful knowledge gaps to address.

Testing of early wireframes showed users needed more education on range and running costs.

Outcome

The updated EV product pages improved clarity while maintaining a conversion focused experience.

Early indicators showed improved behaviour on EV product pages compared to previous EV page performance on the platform:

8% reduction in drop off from EV product detail pages compared to previous EV page behaviour
5% increase in add to basket or vehicle shortlist actions from EV pages, indicating stronger purchase intent
Strong engagement with EV specific information modules, with a meaningful portion of visitors interacting with range and charging details

Internal stakeholders noted the pages better supported EV positioning and reduced the need for basic EV clarification during later sales conversations.

Key learnings

Uncertainty is a major barrier in emerging product categories
Educational content is most effective when integrated into the decision journey
Progressive disclosure helps balance clarity with conversion focus

What I would do next

Future work could introduce comparison tools and cost of ownership calculators to support deeper evaluation and decision confidence.

Outcome

The updated EV product pages improved clarity while maintaining a conversion focused experience.

Early indicators showed improved behaviour on EV product pages compared to previous EV page performance on the platform:

8% reduction in drop off from EV product detail pages compared to previous EV page behaviour
5% increase in add to basket or vehicle shortlist actions from EV pages, indicating stronger purchase intent
Strong engagement with EV specific information modules, with a meaningful portion of visitors interacting with range and charging details

Internal stakeholders noted the pages better supported EV positioning and reduced the need for basic EV clarification during later sales conversations.