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Understanding the journey to electric vehicle fleets
How can we support commercial customers in transitioning to electric fleets?
My role
Design Research Director
Identified and scoped work, guiding researchers and program leaders through deep research, synthesis and ideation.
The core team was made up of 3 researchers, a program lead and 2 customer support staff.
The client
FordPro, the commercial arm of Ford Motor Company was focused on electric vehicle adoption in commercial fleets.
The work
As capabilities of electric vehicles (EVs) increased, FordPro was investigating their realistic application in the commercial space. They had already determined that there was potential for companies to save money on fuel, extend the life of their vehicles, and keep up with tightening environmental requirements. However, companies were hesitant to adopt due to fears around the limitations of EVs.
In efforts to aid the transition to EV fleets, FordPro designed a pilot program for 11 of its largest customers, loaning them each an E-Transit van to incorporate into daily activities for several weeks.
I recognized that this pilot gave us an opportunity to learn from the customers’ experiences by joining the internal pilot team. This enabled the provision of insight into the transition experience, identifying a set of key phases in the commercial electrification journey with opportunities for FordPro to support customers in each phase.
The results
- Produced a highly-valued map of key phases in the journey to EV fleets with accompanying experience strategy
- Inspired development of immediate initiatives to improve customer experience across each stage
- Increased customer loyalty from participants who felt supported and heard
- Retention of future customers expected to increase based on improved CX support
