+7% successful charge ratio
2 charger platforms supported ( Alpitronic & Tritium)
Nationwide deployment
Millions of charging sessions supported
Improved pricing transparency and payment cofidence
Overview
Project Summary
bp pulse operates one of the largest public EV charging networks in the United States. As the network expanded across multiple charger manufacturers and locations, customers encountered different experiences depending on the hardware platform they used.
I collaborated with bp pulse's Global Design, Product, Engineering, and Operations teams to improve customer-facing experiences across the US charging network. My work focused on pricing communication, payment experiences, customer guidance, Plug & Charge onboarding, multilingual accessibility, and supporting consistency across charger platforms.
Problem:
As bp pulse expanded its charging network across the United States, customers encountered inconsistent experiences between charger platforms. Pricing information, payment methods, charging instructions, and customer guidance varied by hardware type, creating confusion and reducing charging confidence.
At the same time, internal teams needed a better understanding of how charging experiences were being deployed and experienced in the field compared with other bp pulse markets internationaly.
Goal:
Create a consistent and intuitive charging experience that helps drivers understand pricing, start sessions successfully, complete payments confidently, and access clear guidance regardless of charger platform.
Additionally, provide clear documentation and customer journey mapping to help internal stakeholders understand real-world charging experiences and identify opportunities for improvement.
My role:
Collaborated with bp pulse's Global Design team, Product Managers, Engineers, and Operations teams to improve customer-facing experiences across the US EV charging network.
My responsibilities included documenting customer journeys, conducting site observations, identifying friction points, creating customer experience flows, designing interface concepts, and supporting deployment consistency across Alpitronic and Tritium charging platforms.
Responsibilities:
UX & UI design
Customer Journey Mapping
Experience Documentation
Wireframing & Prototyping
Information Architecture
• Visual Design
• Site Observations & Testing
• Cross-functional collaboration
• Stakeholder Communication
• Customer-facing instructional content
Product Evolution Timeline
Evolving the Charging Experience
This was not a single redesign effort. As bp pulse expanded its public charging network, customer needs, hardware capabilities, and business priorities continued to evolve. The work involved continuously improving experiences across charger platforms while expanding the ecosystem around them.
Tritium PKM150
A compact 150 kW DC fast charger designed to provide reliable, high-performance EV charging with dynamic power sharing and a streamlined user experience for bp pulse customers.
Research & Context
Understanding the EV Charging Journey
Before proposing solutions, I documented the complete charging journey across multiple charger platforms, payment methods, and customer scenarios.
I visited charging sites, recorded customer experiences, tested charging sessions, and documented each interaction from arrival through receipt delivery.
This work helped establish a shared understanding of the charging experience across Product, Engineering, Operations, Customer Experience, and Global Design teams.
Payment Experience
The US charging experience supported two primary payment methods:
bp pulse App
Drivers initiate charging sessions through the bp pulse mobile application.
Credit & Debit Card
Drivers use the Payter Apollo terminal for contactless and card-based payments.
Customer Journeys
Tritium PKM150
A compact 150 kW DC fast charger designed to provide reliable, high-performance EV charging with dynamic power sharing and a streamlined user experience for bp pulse customers.
Tritium PKM150
A compact 150 kW DC fast charger designed to provide reliable, high-performance EV charging with dynamic power sharing and a streamlined user experience for bp pulse customers.
Tritium PKM150
A compact 150 kW DC fast charger designed to provide reliable, high-performance EV charging with dynamic power sharing and a streamlined user experience for bp pulse customers.
Videos Support
Alpitronic - Credit or Debit Payment Sample Video
Tritium - App Payment Sample Video
Operational Documentation
Tritium PKM150
A compact 150 kW DC fast charger designed to provide reliable, high-performance EV charging with dynamic power sharing and a streamlined user experience for bp pulse customers.
Tritium PKM150
A compact 150 kW DC fast charger designed to provide reliable, high-performance EV charging with dynamic power sharing and a streamlined user experience for bp pulse customers.
Tritium PKM150
A compact 150 kW DC fast charger designed to provide reliable, high-performance EV charging with dynamic power sharing and a streamlined user experience for bp pulse customers.
Tritium PKM150
A compact 150 kW DC fast charger designed to provide reliable, high-performance EV charging with dynamic power sharing and a streamlined user experience for bp pulse customers.
Opportunity Areas
Tritium PKM150
A compact 150 kW DC fast charger designed to provide reliable, high-performance EV charging with dynamic power sharing and a streamlined user experience for bp pulse customers.
Pricing First
key Finding
Pricing transparency emerged as one of the most common customer concerns throughout the charging experience.
Many charger interfaces relied on manufacturer-provided layouts that offered limited flexibility for communicating pricing information clearly.
Goal
Make pricing easier to understand before customers committed to a charging session.
Pain Point : Pricing is Not Clear at First Glance
In both manufacturer UIs, users may see a price, but it lacks context and clarity. Price variations by time, fee, or additional cost are hard to see, making it difficult to undertand the true cost upfront.
Pricing Framework
Charging Cost Visibility
Display pricing information prominently before charging begins.
Payment Transparency
Help customers understand how charging costs are calculated.
Session Expectations
Provide clearer guidance on charging behavior and pricing structure.
Supporting Charging Information
Surface relevant information without overwhelming the experience.
This reduced visual complexity while helping customers make informed decisions before charging began.
Key improvements included:
Clearer pricing hierarchy
Improved readability
Better visibility of charging costs
Reduced cognitive load
Consistent messaging across charger platforms
Building a Consistent Experience
Customer Guidance
Alpitronic EV Chargers
Alpitronic provides a manufacturer-defined interface that can be customized within a fixed screen area. Rather than redesigning a single welcome screen, the opportunity was to improve multiple moments throughout the charging journey while working within the platform's constraints.
The experience was customized across five key customer touchpoints:
Welcome & pricing awareness
Credit & debit card payments
App-based charging
Plug & Charge guidance
Customer support access
Each screen was redesigned to provide clearer instructions, improve payment confidence, and create a more consistent bp pulse experience across the charging journey.
Goal
Improve customer confidence and reduce friction throughout the charging journey by providing clearer guidance, payment education, and support across key charging touchpoints.
Plug & Charge
Plug & Charge allows compatible vehicles to automatically authenticate and begin charging when plugged in, removing the need for manual payment or app interactions.
Increase customer awareness and confidence in Plug & Charge by making the feature more visible, easier to understand, and discoverable at the start of the charging journey.
Goal
Increase customer awareness and confidence in Plug & Charge by making the feature more visible, easier to understand, and discoverable at the start of the charging journey.
Outcome
Plug & Charge became a clearly visible charging option within the onboarding experience, helping customers better understand available charging methods before starting a session.
Accessibility & Localization
Research identified opportunities to better support Spanish-speaking drivers.
Spanish localization was introduced across supported charger platforms to improve accessibility and create a more welcoming charging experience.
Scaling the Ecosystem
Expanding the bp pulse Charging Experience
As bp pulse expanded its public charging network, the focus shifted beyond individual charger interfaces to building a consistent experience across locations, hardware platforms, and customer touchpoints.
This work extended the design system into physical environments through wayfinding, promotional campaigns, and scalable deployment standards.
Goal
Scale the customer experience beyond individual charger interfaces by creating reusable design patterns, physical guidance systems, and deployment standards across the bp pulse charging network.
Wayfinding & Decals
As the bp pulse network expanded, I supported the design and maintenance of wayfinding assets, charger decals, and print materials across charging sites. This included creating deployment guides, managing asset updates, and maintaining version control to ensure a consistent customer experience nationwide.
Outcome
Standardized physical guidance across charging sites, improving customer navigation, deployment consistency, and the overall charging experience while providing Operations teams with a single source of truth for installation and maintenance assets.
Promotional & Campaigns
Designed flexible promotional pricing experiences that supported seasonal campaigns and site-specific offers while maintaining a consistent charging experience across Alpitronic and Tritium platforms. The reusable framework enabled new promotions without redesigning the core interface.
Goal
Enable promotional pricing without compromising pricing clarity or customer trust.
Outcome
Designed a flexible pricing framework that supported seasonal promotions while preserving consistency across charger platforms and deployment locations.
Impact
Outcome
The project evolved beyond redesigning charger interfaces. Through field research, customer journey mapping, pricing frameworks, multilingual support, and deployment documentation, I helped create a scalable customer experience used across bp pulse's U.S. charging network. The work improved customer confidence while providing Product, Engineering, Operations, Customer Experience, and Global Design teams with reusable standards for future deployments.
Improvement in
Successful Charging Ratio
Improved pricing visibility, onboarding guidance, and customer education contributed to measurable improvements across the bp pulse charging network.
+7%
Improvement
91%
2024
94%
2025
2026
End-to-end. Journey Standards
Created customer journey documentation, field research, deployment guides, and design standards used by Product, Engineering, Operations, Customer Experience, Global Design, and charger manufacturers.
Accessible Experience
Supporting English & Spanish charging experiences across high-traffic locations with bilingual interfaces, instructional screens, and customer guidance.
EN
English
ES
Español
2
Charging Platforms
Nationwide Deployment
Supporting nationwide deployments through reusable customer experience frameworks, pricing systems, localization, and operational documentation.
100+ Charging Locations
Nationwide U.S Deployment
Thousands of Charging Sessions supported
Seasonal Promotions
Continuous UX Improvements
Cross-fuctional Team adoption
This work established a scalable customer experience framework that unified pricing, payment, onboarding, localization, and operational guidance across bp pulse's U.S. charging network, helping teams deliver a more consistent and confident EV charging experience.