Making electric vehicles feel more accessible
Partnering with AGL to design digital experiences that made the transition to electric vehicles clearer, simpler, and more human.
OVERVIEW
As electric vehicles gained momentum across Australia, many customers were exploring an entirely new way of owning and driving a car. While interest was growing, so too were questions around pricing, charging, subscriptions, and whether an electric vehicle would fit their lifestyle.
AGL's Electric Vehicle Subscription offering aimed to make EV adoption more accessible. The opportunity wasn't simply just to create a website; it was to create a digital experience that reduced uncertainty, built trust, and helped customers confidently explore a new category.
OPPORTUNITY
Early customer research revealed that people weren't struggling with the idea of electric vehicles, they were struggling with the information surrounding them.
Customers wanted clearer pricing, trusted guidance, and reassurance throughout their decision-making journey. They preferred speaking with someone early in the process, experienced range anxiety, and needed simple ways to compare options before making a commitment.
As the sole designer on the team, my focus was on simplifying the customer journey, improving information architecture, and creating scalable digital experiences that balanced business goals with genuine customer needs.
APPROACH
Rather than beginning with interfaces, the work began by listening.
Through customer interviews, co-design workshops, competitor analysis, and collaborative design sessions, we explored the barriers preventing customers from confidently considering an EV subscription.
One insight became the foundation for every design decision:
Confidence comes from clarity.
That principle informed everything from simplified page structures and reusable design templates to comparison tools, filtering experiences, improved content hierarchy, and clearer calls to action, creating an experience that could evolve alongside the growing EV market.
IMPACT
The engagement contributed to a more intuitive and scalable digital experience for AGL's Electric Vehicle Subscription offering.
The design experience improved content discoverability, simplified complex information, and established reusable design patterns that supported future pages, business fleet experiences, and product expansion.
Beyond the interface, the project helped embed customer research into decision-making and demonstrated how human-centred design could support both digital transformation and the adoption of emerging technologies.
OUTCOMES
Simplified the customer journey for a new and emerging product category.
Improved information architecture to make key content easier to discover.
Created reusable page templates to support future product growth.
Validated concepts through customer research and co-design workshops.
Introduced future-state concepts including vehicle comparison and intelligent filtering.
Established a scalable foundation for ongoing optimisation and experimentation.
REFLECTION
Working on EV Subscription reinforced something I've carried into every engagement since.
People rarely resist change they resist uncertainty.
When experiences are designed with clarity, empathy, and trust, they help people move beyond hesitation and embrace something new with confidence.
AGL
Energy & Utilities
2021
