Adapting to the Electric Market
Summery
LV= already holds a market leading position for EV Insurance, launching a bespoke electric car insurance product in April 2019, backed by an award-winning claims team delivering amazing customer service. We now wish to build on LV='s strong brand presence by developing an EV offering that addresses the key pain points for both consumers considering the move to an electric car as well as those who have already adopted an EV.
The Problem
Our objective is to achieve an ultimate turnkey solution, addressing FUD (Fear-Uncertainty-Doubt) and complexities of electric cars by creation of a seamless journey and a one-stop-shop tailored to driver’s needs, where electric car drivers and considerers can make an easy switch to electric cars.
The Goals
ElectriX (Master site)
We created a new section to enable customers to browse through diffrent electric cars via the ElectriX master site and incorporated filter options to allow customers to search for their electric car with ease.
We designed a PDP page (product detail page) for customers to find out more about each electric car on ElectriX had on offer.
CBVC (Leasing provider)
CBVC are ElectriX’s vendor for providing leases to thier customers. We came up with a soloution that would bridge the gap between the two entities.
The way we managed to do this was to create a page that would introduce customers to CBVC in a subtle way, which allow the customer to understand who they were being passed over to.
Flow (Insurance aggregator)
As part of the journey we we asked to design a soloution whereby a customer can “add on services”. Flow is an Insurance aggregator which would allow the customer to get a quote for thier electic car.
We designed a solution for customers to enable them to select Flow should they wish to; as part of the electic lease journey. In essence, a customer would be able to receive a quote at the end of their lease application.
INDRA (Home charger)
INDRA was another “add on services” that customers could select if they choose to.
We were able to design the best suitebale soloution for “add on services” becuase as ElectriX grows as a company, more products would eventually be added to the site.
My ElectriX Account
My Account was something entierly new we had to scope out. This would an area on the ElectriX site that customers could visit, to be able to track new orders, check their current leases and to book in a service.
We created a data rich dashboard allowing customers to get all the infomation they may need.
Mobile Responsive
Using a user-centered design approach, the customer values and needs were a priority. So, we also designed a mobile responsive end-to-end journey for them.
The Ultimate Solution
ElectriX offers the ability for customers to purchase a Car Lease, Home Charger, and Insurance on (lvelectrix.co.uk). However, these elements don’t currently sit on one platform and are offered as partnerships and sit on different websites, which we have to link and hand off to throughout the purchase journey.
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User Flow Diagram
Leasing and Insurance flow
Upgraded filter system
Having a filter system in place was a mandatory feature to have. At any given time there could be hundreds of cars listed, which would make choosing a car more difficult.So, we added multiple options for a customer to filter from. For example: make, model, body type and many more.
Product detail page
Each PDP page is unique to every car on the site. We added concise and key infomation to allow the customers to gether all the infomation they need. Especially if they are new to the electic market.
On this page, one thing that was key to have, was the “calculate cost” feature. This would show the estimated monthly cost of the car you have selected.
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Build your car
We designed the “build your car” section in a way that would make customers understand exactly what they will be getting once they complete their journey.Each section is broken down into bite size chucks. We incorporated things like: contract type, contract term, inital rental, annual milage and so on.
Other options like exterior and interior features were added so the customer could build thier own personalised electric car.
Compare filter
The compare filter tool was a must have feature, because it allows customers to filter through multiple car types (electric, petrol or diesel).In return the customer is able to see the different costs and specifications of 2 or 3 cars side by side.We also considered a option where we suggest certain electric cars, if the customer doesn’t have enough knowledge of what electric car would be suitable for them.
Add insurance and charging services
“Selected service plans” was the smart idea to bridge the gap for customers visiting the ElectriX site for the first time. It clearly explains and shows what is happening in that part of the journey.As CBVC is the partner that ElectriX is working with to provide leases to customers. We detailed this section out as much as we could, so the customer knows who they are being handed over too.However, on this page we also gave options to “add on later”. These are the two additional products ElectriX has to offer. Flow for insurance and INDRA for home charging.
Enquire now
“Enquire now” is a pop-up any customer can use to fill in some infomation about themself, so that a customer representative can get back in touch with them.We did this for one key reason. If a customer was browsing for an electic car and they wanted to know more about this car before starting an application. Then, this was the soloution to give the customer a chance to learn more about this car when a customer representative reaches out.
My ElectriX Account
Dashboard
We created a My ElectriX authenticated experience where customers can look at all their services (leasing, insurance and home charger).
But to also manage their account and preferences and look at personalised notifications and offers.
Branding
Branding was essential in this project to distinguish the different entities that were involved in the customer journey, but also the competition and clarifying what it is you offer that makes you the better choice.
Tech Stack
For the development phase, we decided to go with React Native. The web platfrom had to be available both on iOS and Android and using React Native saved us around 30% of development time.
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