Today, for most electric vehicle (EV) drivers, a charger is a commodity. The decision of where to charge is primarily based on location, availability, and speed, with little to no consideration for the brand of the charger itself. This commoditisation makes it difficult for charging companies to build a loyal customer base and justify investment in high-quality infrastructure and value-added services. The market is ripe for a player who can redefine the charging experience and make their brand matter. Your challenge is to design added-value services that transform a generic charging point into an experience. What kind of services, features, or benefits would drive people to specifically choose one manufacturer’s chargers over another? How could the data from charging sessions be used to create personalised services that offer real value to the driver? For example, could a service predict a user’s charging needs or offer tailored incentives? How can the physical charging station itself be transformed to become more than just a place to plug in, but a part of a wider, more appealing user experience? Your team will be given access to an extensive real-world charging database. You will use this data to understand charging behaviours, user journeys, and potential pain points.