2023 - 2024
A scalable B2C e-commerce platform for EV charging
Case overview
E.ON Drive was positioned as a pan-European B2C e-commerce platform for electric vehicle charging solutions. The aim was to help private EV owners choose and buy a suitable home charging system, while considering major differences across European markets.
The work centered on establishing a strong UX foundation for a platform built to expand internationally, turning regulatory and technical complexities into clear decision-making tools for users.
Role
UX Lead / Principal Product Designer (freelance)
Context
Pan-European B2C e-commerce platform functioning across various regulatory and infrastructural environments.
Focus
Helping users make confident decisions by translating complex regulations and technical details into clear, guided choices.
Context
The platform's main user group was private EV drivers.
While parallel initiatives within the organization explored solutions for business and fleet customers, the work described here focused solely on the consumer-facing platform. From the beginning, the platform was designed to scale, starting with an initial scope of about ten European countries in the first phase.
Each market had its own regulatory framework and infrastructure limitations, directly influencing which charging options were feasible for a household.
The Challenge
The main challenge was converting highly varied, country-specific complexity into a practical e-commerce experience for private EV drivers.
Local regulations and residential electrical requirements vary considerably across different markets, resulting in fundamentally different decision-making processes for selecting a charger in each country. A single, universal product flow would not be effective.
This complexity directly influenced what users could install at home, depending on local infrastructure and regulations.
Focus and approach
The focus was on assisting private EV drivers in making confident decisions within a technically complex, country-specific environment.
The approach focused on a guided product flow (also known as a product configurator) that translated regulatory and technical constraints into clear steps, including additional validation when needed, such as remote checks of the home electrical setup.
While rules varied by country, the experience was meant to stay consistent, enabling local variation without dividing the platform.
The challenge was to create a platform that guides users to the right solution while handling this complexity inside the system, not burdening the users.
My contribution
Within the E.ON Drive project, I designed the complete B2C e-commerce experience for private EV drivers.
This covered the entire consumer-facing platform, including product listings, product detail pages, supporting content, and the overall structure and visual language of the B2C domain, with the goal of lowering perceived technical complexity.
A key differentiator was the guided product selection process. Instead of taking users directly to products, the platform guided them through each step of the decision-making process, taking into account local regulations and technical constraints.
Outcome:
The work provided a clear, scalable UX foundation for a multi-market B2C e-commerce platform, including a guided product selection flow that manages country-specific complexities.
The platform demonstrated how regulatory and technical limits could be transformed into a simple, user-friendly experience for private EV drivers, while remaining adaptable for future market expansion.
A look at E.ON Drive
(click for larger view)
Homepage
Product detail page
Product configuration step 1
Product configuration step 2
Product configuration step 3
Product configuration step 4
Suport Hub overview
Suport article