Hyundai E-way.
Corporated connected car service for Hyundai EV drivers
Timeline
Tools
Role
Overview
Sponsored by
Jan-Feb 2024
Figma
Aftereffects
Hyundai E-way is an app specifically designed for EV drivers, offering comprehensive charging and battery management features. It enhances the driving experience from end-to-end by integrating existing.
Incorporated connected car service for Hyundai EV drivers
Product design, User research, Prototyping
Team
2 Product designers
2 Product managers
1 Project manager
Hyundai’s vision by 2025:
Convergence into
Software-Defined Vehicle
Hyundai aims to evolve into a tech-driven mobility provider, ensuring adaptability to market shifts and user needs. SDV is a vehicle where software controls and enhances most of its functions, allowing for continuous updates on upgrading features, performance, and personalized driving experience.
Develop EV-centered service to provide a convenient experience throughout the entire charging process
The challenge
The goal
How can we elevate satisfaction of charging experience of EV drivers?
Interview with 9 EV drivers
Survey 81 EV drivers
Field research
60.5%
55.1%
9/9
Experienced changing plans due to charging.
Has high level of stress due to changed charging schedule.
All interviewees adjust driving behavior or vehicle settings to save battery.
After research, charging issue was founded to be the important inconveniences.
Drivers experience inconvenience due to unplanned charging
Research
My Hyundai
Blue link
E-pit
HI-charger
Chaevi
EV infra
Everon
EV lounge
O
O
X
X
O
O
X
X
X
X
O
O
O
X
O
O
X
X
X
X
O
X
O
X
X
O
O
O
X
O
O
O
X
X
O
X
X
X
X
X
X
X
X
X
X
X
O
X
X
X
O
X
X
X
O
X
X
O
O
O
O
O
X
O
X
X
X
O
X
X
X
O
Battery status
Charging status
Route search
Digital wallet
Reserve charging
Search EV station
EV charger status
EV diagnosis
Community
Hyundai native app
Competitor app
Scattered functions hinders
seamless charging
Although there were multiple existing Hyundai services for EV, drivers were experiencing inconveniences due to scattered functions and unconnectivity.
Competitive analysis
Existing solution
Bluelink is a subscription based plan that provides convenient control and manage feature for Hyundai drivers. Some major feedbacks from the current users were collected to suggest concrete direction for design revision.
Current user feedbacks of Bluelink
Pros
• Provides remote control options and important vehicle data.
Cons
• Seperated control and status tab cause friction.
• Less information about EV and battery.
• Lack of basis for estimated range calculation.
After researching users, competitors and internal solution,
three major pain points were driven out from both user and business.
Major Pain points & Insights
02
02
01
01
03
03
Undistinguished EV service brings confusion
Scattered functions increase operational costs
Too many variables make planning EV charging difficult
Limited channels for collecting user data
Low accessibility to EV related functions and information
Weak integration between vehicle data and driver behavior
User’s perspective
Business’s perspective
How might we develop EV-centered service to provide a convenient experience throughout the entire charging process?
Problem
Business goals
Leveraging platforms like the app, infotainment, and vehicle, collecting driver data and using it to deliver personalized user actions can serve as a key product strategy.
Product Strategy : Foster driver data collection & utilization
Provide personalized recommendations
Improve charging experience
Promote internal EV services
Increase user retention & engagement
Boost conversion rates & revenue
Drive adoption & expand market share
Product strategy
Expose
additional
EV service
Personalized
recommendation
Improve
charging experience
Vehicle
(hardware)
App
Infotainment
Provide corporated connected car service centered around seamless charging and battery management functions.
Solution 1
Solution 2
Solution 3
Offer personalized EV services tailored to individual user needs
Provide seamless charging station navigation to reduce plan time
Highlight EV and battery
related functions
Project goal
By mapping out user behaviors and data integration at each phase,
the connection points between hardware and software was defined in context.
User journey
•View and send the suggested charging station to car
•Control and check vehicle status
•Send destination to infotainment
•Get notifications for battery
•Check driving data history
•Check charging status
•Get suggestions for battery care
Backstage
Analyze real-time vehicle data
Collect driver data
Process data and provide insights
Medium
App
App, Infotainment
App
Action
Before driving
While driving
After driving
Ideation
Due to the limited amount of time, design scope for the app was set to two major tabs that best indicate product vision and solution.
Setting Minimum Viable Product
Home
App
Navigation
Insight
My page
Vehicle status summary
Search
Driving data
Vehicle info
Vehicle control
Filter
Recent driving report
Payment setting
Smart Automotive Climate Control
Map
Map
Favorites
Notification setting
Personalized battery solution
Charging station list
Vehicle management insight
Account information
QR payment
Notification
My page
MVP
Scoping
Design principles
Design strategy
Estimated battery level below 20% upon arrival. Suggesting route with charging stops.
Current battery level is below 30%. Suggesting route with charging stops.
Minimize decision fatigue
Clearly present rationale for proposals
to facilitate quick decision-making.
Battery Level Critically Low
Find nearby charging stations
10%
46.65 km
68%
316.65 km
Rapid charging
68%
12 min remaining
Charge limit: 80%
Stop charging
Unlock charge port
Maximize information accessibility
Provide clear information hierarchy,
affordance, and visual feedbacks.
Recommend the best route by considering battery status.
Personalized battery solution to manage battery efficiency
When the battery is expected to be lower than 20% upon destination arrival, E-way recommends the optimal route including charging station. By indicating the point where the battery is low, the service guides users to use a route that includes a charging station stop.
E-way analyzes driving data to recommend actions and battery solution that fit user’s lifestyle patterns. Also, CTA buttons with illustrations engage users to use unfamiliar battery-related features.
Before driving
While driving
After driving
Easier control of electric vehicles through intuitive interface
The home screen enhances accessibility of vehicle status information and controls by using intuitive visual graphics and animation. When charging, progress bar block is presented with color gradient animation, giving affordance about the charging status.
Usability testing feedback
Iteration
30%
4.1/5
4.4/5
User satisfaction improvement on personalization
EV info accessibility rating
Personalization options rating
Since user data-based route recommendations could not be implemented and tested, the evaluation focused primarily on the app's usability on EV control and personalization.
I conducted usability testing with 6 EV drivers to assess whether personalized options and improved information accessibility would enhance retention and engagement.
Constraints (Testable features)
Through 3 iterations and user testing feedback, significant app improvements were made.
Major improvements & Design decisions
Design iteration
How can I enhance accessibility of vehicle information in home?
I found some problems regarding the hierarchy of the app and usability. To enhance usability, I designed the interface to focus on personalized options tailored to individual preferences and prioritized key features relevant to EVs.
Before
After
• Intuitive car status area.
• Profile and car name custom options allow personalization.
• Button on/off status is easy to recognize.
• Recommends EV engaged options. (Frequently used charging station..)
• Provides broader customizing for climate control presets.
High
Medium
Complexity
Personalization
•The hierarchy of vehicle remote control and setting is confusing and not clear.
• Lacks personalized recommendation features.
• The accessibility of battery and charging information is very low.
• Vehicle status and remote control functions are separated.
Complexity
Personalization
Low
Low
How can I provide charging station information intuitively?
The existing app Hyundai is providing lacks detailed information about EV charging stations. So I created two versions that orders out necessary information for each charging station. Among them, option B was chosen because it has clearer hierarchy highlighting the charger type and it availability which is the most important info.
Original
A
B
Lacks charger information overall.
Information hierarchy of chargers and additional info seem equal.
Chargers and additional information are grouped appropriately.
How can I discover inclusive design that caters to both new and existing EV drivers?
There are many elements that indicate charging status including availability, speed type, port, etc.. Although option A and B are very similar, option B was chosen because it can be universally convenient to both new EV drivers who are not familiar with charging port type. The images will help them find charger type easily.
Original
A
B
B
Availability is not intuitive.
Nicely organized but it lacks charging port image.
Charging port images will help new EV drivers find their port easily.
Various port images overwhelm users.
I’ve identified key KPIs I would analyze post-launch if I had access to actual driver data and internal analytics with product manager in our team to measure its effectiveness.
Increased Frequency of
Battery related feature interactions
Increased Adoption rate of Recommendations
Reduction of
Average planning time
Success metrics
Post-launch analysis
Design system
Components
Since the project was carried out as a team of service planners and product designers, I obtained effective communication skills to coordinate different opinions. For the next step, I would love to...
• Develop infotainment screens which was part of the user flow of our product. I would love to explore the UX differences.
• Publish the service to actual Hyundai EV drivers and collect retention, conversion, and churn rate, including MAU.
• Develop and specify ‘Insight’ tab in the GNB. Since the app provides personalized data analysis, establishing this feature will strengthen the app’s service goal.
Learnings
Next steps
• As a result, the bootcamp training by professional mentors allowed me to strengthen the logic of my UI design by following a systematic process, such as forming hypotheses and collecting feedbacks. Big thanks to them!
Since none of our team mates were a EV driver, we lacked basic information about EV. But we were able to learn about it a lot by doing active field research. This experience taught me that when working on UX design in unfamiliar areas, I should approach it proactively and with confidence.
• I learned the importance of providing clear affordances and feedback based on empathy for the user's service usage context, rather than just focusing on features from the maker's perspective.
• While designing experiences related to cars, I realized that it's important to consider not just the on-screen scenarios, but also the situations before getting in the car, during the drive, and after getting out.