A Product Vision for Electric Mobility
Helping E.ON Drive to electrify Europe
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Electric vehicles are changing how people think about energy and mobility. E.ON Drive wanted to become the smart charging partner of choice across Europe, but to do that they needed a compelling product vision and a clear strategy to rally their teams around.
The Challenge
The EV charging market was growing fast and getting crowded. E.ON Drive needed to differentiate, not just on features but on proposition. The challenge was to articulate a compelling vision for what smart charging could mean for drivers, and to translate that into a product direction the whole organisation could follow.
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Approach
The project combined extensive user research with strategic design thinking. We mapped the EV driver experience end-to-end, identifying pain points and unmet needs across the charging journey. This gave us a solid foundation to develop a product vision rooted in real customer behaviour rather than assumptions.
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Workshops brought together stakeholders from product, marketing, and technology to build shared understanding and alignment. The output was a clear, visualised product direction: not just a strategy document, but something the team could present, discuss, and act on.
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Result
The project delivered a product vision and a playbook that effectively communicated the benefits of smart charging to both internal teams and external partners. It gave E.ON Drive a unified direction, a sharper proposition, and the tools to move forward with confidence in a competitive market.
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My role
As Design Director at WeAreBrain, I led the vision process from research through to final playbook, facilitating workshops with product, marketing, and technology stakeholders and translating the findings into a clear, visual product direction for the smart charging proposition.
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