MGE - EV Owners Group
Goal:
The MGE Charging Network is a free program that gives users a discount for charging their vehicles at the stations.
Our goal was to have users start the signup process and engage with the map at a rate of 20% increase. From this we wanted to test and learn different aspects of the content and functionality.
My Role:
UX Designer, Front-End Designer & Developer, Visual Designer
Team:
Myself, UX/CX Designer, CX Manager, Product Managers/Business Owners, Content Manager, Digital Marketer
Timeline:
8 Months
Deliverables:
2 personas, Journey Maps, Interactive Map
Areas of Focus:
Research, Testing, Data & Analytics
Summary
The Electric Vehicles (EV) Owner Group had differentiating views on goals for the program. By bringing these different perspectives together, we had fun and understand each other, moving forward, together. I led multiple working sessions where we documented current customer journeys, created personas based on customer data; allowing us to understand their needs to make a more engaging and joyful experience.
Approach
- Create journey maps to understand and plan better, more efficient journeys for our customers.
- Create personas, based on customer data, to better understand their wants and needs.
- Create and run an A/B test focusing on primary Call To Action (CTA) button and map.
- Collect data with Google Tag Manager, Google Analytics, and visualize with Looker Studio to track KPI's.
Findings
- Three week period for the A/B test was sufficient amount of time for relevant data.
- A/B test showed the wording for our button CTA didn't make much of a difference. Join today! performed only ~3% better than Enroll today!
- The static vs. interactive map data was very telling. The interactive map was more engaging, having a 150%+ higher rate of engagement than the static map.
Before & After A/B Test
Reflection
Brandon’s work exemplifies a thoughtful, results-oriented approach to organizational improvement, and I highly commend his contributions.
Dave Benforado - MGE
This project was a great example of collaboration. I was proud to be able to show people the benefits of coming together and was pleased to hear from others that they found the workshops a great experience. We learned a lot about our customers and ourselves, while creating important documentation for us to use going forward.