Enhancing Electrix’s web platform and redesigning the all-in-one application to make switching to an electric car easier and more convenient for everyone.
Role
UX UI Designer
Products
Web Application
What I Did
UX/UI Design, UX Research (Part of a Team)
Location
London, United Kingdom
01
Overview
LV= Electrix, part of LV= Insurance, is already a leading provider with over 5 million customers in the UK. My goal was to enhance the electric vehicle (EV) experience for people across the country by improving the Electrix platform and introducing a simpler system for everything EV-related.
All-in-one solution: I developed a platform where EV users can easily access everything they need, from leasing a car to getting insurance quotes and even ordering home chargers, all within one seamless application.
02
Many early adopters and those considering a switch to EVs share common doubts regarding cost, battery range, and charging point availability.
?
“The range never seems to be as good as they say it is.”
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“There aren’t many companies offering EV leasing or insurance. It feels like I don’t have many options.”
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"Will I even find a charging point when I need it?"
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"And if I do, will it actually work?"
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"I've heard charging takes forever; will it be ready when I get there?"
Finding key information online can be really challenging for most newcomers, often leading to Fear, Uncertainty, and Doubt (FUD). Many people start with a simple Google search but struggle to find the information they seek, often giving up due to stress.
On top of that, tasks like finding leases, insurances, and even planning home chargers come with their own set of complications. Having to deal with multiple brands for each service is a major friction point, frustrating users and highlighting trust issues.
03
Goals
Most Important
All-in-One EV Solution
We aim to create a single platform for EV leasing, insurance, and home charger planning. The goal is to make the process easier, reduce stress, and help people make confident decisions about EVs, all through simple web and mobile tools.
Improving Master Site
We’re addressing the fear, uncertainty, and doubt (FUD) that often comes with switching to EVs. By providing clear, jargon-free guides, we aim to support users at every stage, whether they’re first-time buyers or experienced EV owners, in making informed and confident decisions.
Personalized Recommendations
We’ll deliver tailored suggestions based on each user’s unique needs, simplifying the process of choosing the right EV model, charging setup, and insurance plan. Our focus is on making the decision-making process seamless and stress-free.
04
Challenges
Although the main goal was to improve Electrix and create a one-stop solution for EV consumers, providing leasing, insurance, and charging solutions, there were serious challenges.
In this one-stop solution, four brands were involved:
Electrix LV: The master site where consumers can direct themselves in the first place, with features such as knowledge base, lifestyle quizzes, and its own search filter for EVs.
CBVC: The leasing provider to which consumers are redirected to obtain leasing services.
Flow (Insurance aggregator): A different branding, a sub-brand of LV Electrix, redirected from CBVC.
Indra chargers: Providing home charging solutions for EV consumers.
Because of that,
Moving from one brand to another, the journey must be smooth, intuitive, and informative for the consumer.
Consumers should be perfectly aware that they are moving through different brands, even though it all feels seamless.
Designing and building a "My Account" section where consumers can save the progress.
Simplified Flow
01
Leasing and Insurance flow
HireCreed is designed to be a central hub that easily connects locums and businesses via an automated platform. It will also integrate with the HireCreed Admin panel, allowing HC agents to quickly access and manage the needs of both locums and businesses.
02
Smart ElectriX
An idea I presented to make it much easier for users to fill out the application: Smart Electix will save the initial data and automatically reuse it when needed later, filling in the inputs for the users. Users will be notified that the information has already been filled, and they can review and confirm it.
For example, some of the information on insurance applications would be automatically filled by Smart Electix since the user already entered them in the leasing flow.
An idea I presented to make it much easier for users to fill out the application: Smart Electix will save the initial data and automatically reuse it when needed later, filling in the inputs for the users. Users will be notified that the information has already been filled, and they can review and confirm it.
For example, some of the information on insurance applications would be automatically filled by Smart Electix since the user already entered them in the leasing flow.
03
Selected Service Plans and
Add-on Services
The introduction of "Selected Service Plans" was a smart move to help first-time visitors to the ElectriX site understand what’s happening at each step of their journey.
Since CBVC is ElectriX’s leasing partner, we made sure to clearly explain this section so customers know who they’re being handed over to.
At this stage, users are informed that they can add more services later, and Smart ElectriX will make it easy for them. By presenting these as "optional services that can be added later," users don’t feel overwhelmed. Instead, they’re subtly prepared to consider these options when they see them later in the process.
04
Building Trust with
Brand Considerations
Including the LV logo alongside ElectriX helps build user trust throughout the journey and strengthens the overall ElectriX brand.
Showcasing ElectriX’s partnership with CBVC reassures users that they’re getting access to the best solutions available in the market.
02
New Upgraded Filter System
Designed a more user-friendly and powerful filter system for the ElectriX master site, ensuring it works seamlessly on both web and mobile. This allows users to quickly select a car and start their leasing journey right away, with the option to add insurance or home charging services later.
05
Improved PDP Page
Each car on the site had its own unique Product Detail Page (PDP). We included clear and concise information to help customers, especially those new to the electric vehicle market, find everything they needed in one place.
A key feature on these pages was the "Calculate Cost" tool. This allowed customers to see the estimated monthly cost for the car they selected, making it easier to plan their budget.
06
Upgraded “Build Your Car”
Instead of using one long page, the initial setup was divided into two parts. Each section was broken into smaller, manageable steps, organized logically for smooth navigation: contract type, contract term, initial rental, annual mileage, and more.
We also added extra options, like exterior and interior features, so customers could personalize their electric car to suit their preferences.
07
New Compare Filter
A new compare filter has been included, allowing users to compare up to three vehicles at once. This enables users to test EVs against EVs, EVs against fuel-based vehicles, and vice versa.
Each comparison detail is easily understandable and based on available data. The best suggestions will be indicated at the bottom of the result for user convenience.
08
Enquire now
"Enquire Now" is a pop-up that any customer can use to provide some information about themselves, allowing a customer representative to get back in touch with them.
This solution serves a key purpose: If a customer is browsing for an electric car and wishes to learn more about a particular model before starting an application, "Enquire Now" offers them the opportunity to do so. When a customer representative reaches out, they can provide further details about the car the customer is interested in.
09
My ElectriX Account
Designed the new My ElectriX account to provide a seamless experience, allowing customers to manage everything in one place, from leasing and insurance to home chargers.
It also enables users to save their EV applications in progress and resume them at any time, ensuring a smooth and uninterrupted process.
10
Lifestyle quizzes
Early lifestyle quizzes didn’t resonate well with users, as the results often felt irrelevant. To address this, the car results page was redesigned to better match users' answers, creating a more personalized experience. This also serves as a first step toward the leasing application for those interested.
06
More Work
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