Volvo Electric Miles
Overview: Created a gamified experience integrated into the Volvo Cars app that encouraged plug-in hybrid electric vehicle owners to charge and drive more often in fully electric mode.
Jump to:
•
•
•
Challenge: Volvo discovered through vehicle analytics that many PHEV owners were not charging their vehicles or driving in electric mode, which limited the benefits of owning an electric vehicle.
Objectives: To create a fun way to incentivize PHEV owners to change their driving habits and reward them for driving in fully electric mode and charging their vehicles more regularly.
My Role: UX Strategy, UX Planning, UX Research, Interaction Design, UI Design, App Design, UX Writing
UX Strategy
Our strategy focused on understanding the needs of PHEV drivers to design a solution that would effectively motivate them to modify their behavior.
Project Background
Using the Volvo cars app and vehicle analytics, Volvo identified that many PHEV owners were not regularly charging their cars or driving in fully electric mode.
Initially, Volvo approached Grey to create an informational email campaign stressing the benefits of driving electric, but our team encouraged the client to think bigger.
We inferred that PHEV owners were likely already aware of the benefits of owning an electric vehicle, and therefore weren’t charging and driving in electric mode for other reasons that we did not yet understand.
PHEV Driver Survey
First, to better understand the motivations and barriers faced by PHEV owners, we conducted a survey targeting real Volvo owners. Using contact information provided through Volvo’s customer database, we reached out via email, inviting participants to complete a survey.
The survey focused on uncovering what might encourage drivers to charge more frequently and use electric mode consistently.
Volvo Electric Miles
Using insights from the survey, we proposed creating the Volvo Electric Miles program, a gamified rewards program to encourage charging and electric driving behaviors.
Users would earn points by competing in challenges, maintaining streaks, and completing key actions tied to driving in electric mode and charging their vehicle. Their progress would be recorded and they would earn badges for completing milestones. Points could be redeemed for rewards, such as charitable donations or Volvo merchandise, adding both personal and social value.
This approach used motivational hooks to drive engagement, reinforcing eco-friendly habits.
Interaction & UI Design
Once the client agreed to our proposal, we set about bringing the program to life, defining the features & functions, then creating sitemaps, wireframes, and a design system, and finally creating and testing prototypes.
Features & Functions Planning
First, we brainstormed and documented what features and functions we wanted to include—such as progress tracking, rewards, and educational content—and I developed a sitemap to inform what those core features would be.
As part of this process, I documented every potential state and edge case users could encounter, ensuring we had a full road map to use for creating the rest of the scope.
Wireframes & MVP Testing
Once we had aligned on the project's scope and feasibility, I built low and medium-fidelity wireframes that mapped out the app’s primary user flows and core interactions. I developed flows for onboarding new users, tracking progress, earning badges, sharing, and redeeming points.
Once I had finished creating the initial wireframes, I created an MVP prototype that we used for a quick round of usability testing; this helped us identify potential problem areas before proceeding with the full design and development and validating that the primary flows were intuitive for users.
UI Design & Component Library
Next, we transitioned into the full design phase. I supported the designer assigned to the project, who was uncomfortable building in Figma. While he focused on designing core app screens and establishing a design language for badges, typography, and icons, I took the initiative by assembling the component library and design system. I also designed the majority of secondary and tertiary pages, along with crafting all the interactions and micro-animations.
High-Fidelity Prototype
I also created several high-fidelity prototypes that we used to gin up excitement during client reviews, and that helped to illustrate interaction patterns and micro-animations for our off-site development partners.
CRM & Push Notifications
Finally, to support the Volvo Electric Miles experience, we developed an email campaign and push notification strategy that would announce the program's and inform drivers as they made progress towards their driving and charging goals. This kept the program top-of-mind for users, encouraging consistent engagement.
Results
Over 2,000 registrations in the first eight days
12.5% of all Volvo PHEV drivers had registered after one year
More than 2.3 million Volvo Electric Miles earned in the first year
Key Takeaways
Gamification Drives Behavior Modification
Embedding hooks kept users engaged with the program, and successfully motivated PHEV drivers to modify their driving and charging habits, which was good for Volvo and good for the environment.
Prototyping is a Worthwhile Step
Creating prototypes throughout the design process allowed us to quickly test and validate key user flows, and high-fi prototypes created excitement within internal and client teams.
Additional Credits
Agency - Grey
UX/CX Director - Emmanuel Bakarema
Strategy Director - Tony Wong
Technology Director - Michael Nicosia
Creative Director - Sam Isenstein
Art Director - Collin Thomas
Copy Director - Clynton Kelly
Account Director - Colleen Mangan
Executive Digital Producer - Lakota Crofut
Digital Producer - Conrado Villazor
