SCP PEAR Research
End-to end UX Research
Jan – Apr 2020
With SmartCharge Programs (SCP), Geotab Energy partners with electric utility companies across North America to incentivize and reward electric vehicle (EV) drivers for charging their vehicles at specific times good for the grid. To participate, EV drivers had to install our C2 device into their vehicles. The device transmitted data about driving and charging activities, which formed the basis for rewards.
An analysis of participant data showed that a high percentage of users were either
not installing the C2 device into their EVs to begin participation in SmartCharge programs, or dropping out at some point during the program run. We set out to conduct research to understand why this problem existed and what we might do to improve installation and participation rates, to reduce churn through our programs.
I initiated (made the case for this research) and led all aspects of the process. I was assisted by the SCP project manager and members of the program delivery team.
At the beginning of the project, I interviewed various stakeholders to gather the team’s collective facts and assumptions about the problem. I synthesized these interviews to create a facts and assumptions spreadsheet. This informed the research process and methods employed.
With the assumptions documented, I created a research plan document outlining the key milestones and deliverables, goals, objectives, metrics and desired outcomes. This was necessary to get the team aligned and carry everyone along throughout the research process.
During my initial interviews with the stakeholders, there was a lot of speculation regarding the scope of the problem. For example, no one could reliable say what the installation and drop off rates were.
With the help of the project manager and members of the program delivery team, I dug into the available data to get the accurate numbers and provide some clarity for myself and the team.
We learned that the non-install rate stood at 28% across all programs and that Tesla vehicles had the highest non-installs across all vehicle types.
To better understand why there was such a high churn in the participation funnel, I extensively analyzed dropout support cases from the program delivery team. I was able to identify and group reasons into several categories, which I visualized and shared with the team.
Following the research recommendations, the program delivery team has redesigned and tested several versions of the installation instruction manual with a focus on simplicity and clarity. The team has also created videos to support participants throughout the process and set up more effective automated reminders to prompt users to install their devices.
Overall, with the changes made, we’ve seen between 8 – 15% increase in device installation rates across several programs.