Ford EV Charge Sessions
Leveraging patterns, data, and design for immediate impact.
Overview
While embedded on the FordPass EV Product Design Team at VML, I was tasked with solving a high-friction problem:
Ford EV owners were plugging in, charging, and leaving without any clear confirmation of what had happened.
Insights revealed confusion, anxiety, and support calls caused by insufficient session summaries.
Ford EV Charge Sessions
Leveraging patterns, data, and design for immediate impact.
Overview
While embedded on the FordPass EV Product Design Team at VML, I was tasked with solving a high-friction problem:
Ford EV owners were plugging in, charging, and leaving without any clear confirmation of what had happened.
Insights revealed confusion, anxiety, and support calls caused by insufficient session summaries.
The Challenge
The Challenge
When the FordPass team first approached this project, the brief was simple: build a way for customers to view their past charging sessions. The early concept was a “drawer” buried in the app, functional but disconnected from how people actually used their EVs.
When the FordPass team first approached this project, the brief was simple: build a way for customers to view their past charging sessions. The early concept was a “drawer” buried in the app, functional but disconnected from how people actually used their EVs.
Understanding what’s happening while your vehicle is charging was the most frustrating part of the EV experience.
People didn’t know if a session had worked, how much they’d paid, or why charging speeds dropped halfway through. The information existed, but it was hidden, delayed, and overly technical.
People didn’t know if a session had worked, how much they’d paid, or why charging speeds dropped halfway through. The information existed, but it was hidden, delayed, and overly technical.
Reframing the Problem
Reframing the Problem
This wasn't a feature request; it was a trust problem. Through diary study data and usability testing, we discovered that the lack of session closure was eroding confidence in Ford's entire EV ecosystem within the Ford Pass app.
This wasn't a feature request; it was a trust problem. Through diary study data and usability testing, we discovered that the lack of session closure was eroding confidence in Ford's entire EV ecosystem within the Ford Pass app.
Information existed
but was:
Buried 3+ taps deep
Delayed by hours
Presented in technical jargon
Required interpretation
Incomplete (missing cost or energy)
Information existed
but was:
Buried 3+ taps deep
Delayed by hours
Presented in technical jargon
Required interpretation
Incomplete (missing cost or energy)
Information needed:
Immediate upon unplug
Real-time and accurate
Clear and human-readable
Answers key questions upfront
Complete session summary
Information needed:
Immediate upon unplug
Real-time and accurate
Clear and human-readable
Answers key questions upfront
Complete session summary
Designing the Solution
Designing the Solution
After some quick interaction research and considering other known patterns, I identified a common one found in music players, such as Spotify and iTunes (at the time).
I took the idea of Song, playtime, artist, and time in song - in an always available format, and applied it to the Charge Session details that were applicable to our user needs.
After some quick interaction research and considering other known patterns, I identified a common one found in music players, such as Spotify and iTunes (at the time).
I took the idea of Song, playtime, artist, and time in song - in an always available format, and applied it to the Charge Session details that were applicable to our user needs.
What emerged was is known as the
Charge Session Card:
A real-time summary that appeared after every session, highlighting cost, kWh delivered, and duration.
Additional details were available for advanced users, but simplicity came first.
We partnered with engineering to integrate real-time network data and validated prototypes with EV owners, refining the card until customers reported it gave them confidence.
Additional details were available for advanced users, but simplicity came first. We partnered with engineering to integrate real-time network data and validated prototypes with EV owners, refining the card until customers reported it gave them confidence.
Results & Legacy
Results & Legacy
The Charge Session Card launched as a defining FordPass feature. It didn't just meet the original request for "charging history." It transformed how Ford customers experienced public charging.
The Charge Session Card launched as a defining FordPass feature. It didn't just meet the original request for "charging history." It transformed how Ford customers experienced public charging.