Redesigning SplitEV's MVP, an EV charging startup
Industry
Climate Tech
Skills
UI Design
Prototyping
Rapid Testing (RITE)
Product Strategy
Handoff
Team
Abi Odugbesan (Founder)
Carolyn Tung (UX Designer)
Timeline
Dec 2024 - Present
IMPACT
✶
✶
✶
✶
"There’s a lot of info here so it’ll take a while for me to make a decision."
"Is the charger fit for my Tesla?"
"I’d like a validation process for a host and driver, like Airbnb or Uber.”
"I want to see how SplitEV compares to other charging stations like at the grocery store."
FINAL DESIGN
1
Onboarding
Problem
Onboarding was 200% longer than the industry average and was predicted to lead to high drop-off rates.
Impact
✶
Defined role-specific onboarding flows
✶
Progressive disclosure reduced cognitive overload, decreasing time on task
✶
Completion rates increased meaningfully
✶
Users consistently reached activation on the first attempt
-58%
onboarding friction
24 -> 10 screens
119 -> 53 form elements
2
Booking & Navigation
Problem
This user flow was incomplete and failed to surface key information needed to select a fitting station.
"What kind of charger it is very important."
"I need to know how fast it charges."
Impact
By reducing friction in the Driver flow, we reinforced the high-retention charging loop that drives SplitEV’s subscription revenue.
✶
Improved booking confidence and reduced decision friction
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Clearer station trust signals -> faster path to selecting a station
✶
Increased booking success
✶
Strengthened retention loop
3
Driver Dashboard
Problem
Drivers had no way to understand their charging behavior, plan usage, or savings. This led to uncertainty about the value of their subscription.
"I don't know if this is a good deal or not."
"I need to compare pricing online."
Impact
By giving Drivers a transparent, data-rich dashboard, we turned SplitEV’s subscription model into a visible value loop that keeps Drivers charging.
✶
Introduced a clear home for Drivers to track session history, plan usage, and miles remaining
✶
Made SplitEV’s value tangible through savings, CO₂ avoided, and cost comparisons
✶
Strengthened retention by giving Drivers clarity and reward for charging with SplitEV
✶
Added community impact to reinforce trust and belonging
4
Vehicle Management
Problem
The original system mixed plan details, subscription details, and vehicle details into one confusing flow. Core actions like adding a vehicle, starting a charge, or checking health indicators were buried in decorative UI.
"I don’t know what’s included in my plan.”
“This looks cool, but I don’t know what to do from here.”
Impact
By simplifying the vehicle experience and clarifying plan logic, we turned a busy, decorative interface into a reliable control center Drivers can use with confidence.
✶
Decreased time on task and increased completion rates for key tasks
✶
Introduced a clear, structured Manage Vehicles view
✶
Established strong visual hierarchy to guide users to complete most critical jobs to be done
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Reinforced trust by making charging controls intuitive and error-proof
5
Host Dashboard
Problem
Hosts had no way to see earnings, manage bookings, track station performance, or handle payouts. RITE testing showed confusion, distrust, and failed to meet user expectations.
"An Airbnb would have all the answers here.”
Impact
By transforming fragmented host tools into a unified, insight-driven dashboard, we gave hosts the operational clarity and financial confidence needed to successfully run their chargers on SplitEV.
✶
Introduced a centralized dashboard with high-level earnings, chargers, schedule, and sessions
✶
Added calendar-based booking management so hosts can easily review and act on daily reservations
✶
Created an analytics layer to help hosts understand charger performance
✶
Added payout history, payout details, and bank-account management, improving financial transparency and control
