Charger-less parking & availability

BlueSG is the one and only A-to-B electric car-sharing company in Singapore. Churn and low-engagement research pointed to the same culprit: car & parking availability. BlueSG owns the cars, but the charging points are operated by third-party vendors — and that dependency caps how the fleet can grow.

• Charging-point operators have limited locations across Singapore, so BlueSG can't release more cars.
• The operations team struggles to handle abandoned cars.
• The operating cost of adding new charging points is very high.

Because BlueSG has extra cars, parking availability — not vehicle supply — is the key pain point. On top of that, the existing screens were working against users.

• High drop-off — reservation conversion was only 64%.
• High cognitive load and inconsistent flows made decisions hard.
• A high volume of mobile-app support requests.
• Usability and accessibility issues throughout the flow.

I facilitated a cross-department workshop to explore and deep-dive the problem. The Assumption Smash separated facts from assumptions and surfaced the points that needed more validation — which then shaped the right research method and context.

Areas that needed more validation

• Do we need to improve perceived availability in the app?
• Do we need to charge the EV all the time?
• How does the operations team manage new stations?
• If a lot is charger-less, how do we ensure users end the rental correctly?

I interviewed external users (B2C) and internal operations (B2B) using two scripts with 22 open-ended questions to uncover values, motivations and routines. I ran B2C interviews with three users over four days and synthesised the findings. I also shadowed the operations team to understand their process — which directly informed the charger-less operations platform.

What I learned

• Battery level is a critical need — users check the percentage frequently.
• Charger-less cars are hard to track — did the user end the rental in the right place?
• Fleet technicians need to perform tasks at the station, and ops needs to disable cars for users.
• Ops needs to reserve a lot for dropping off abandoned cars by towing.

Using the operations data, I ran a follow-up workshop to identify how a charger-less car could end its rental. We evaluated options against effort of installation, cost and timeline.

I mapped a future-state journey to surface the opportunities and risks of the charger-less model, then reframed the design requirements into actionable “How might we” statements — broad enough to allow many solutions, narrow enough to keep focus.

From the workshop outcomes I mapped the user flow and wireframes to move fast. The design then focused on shaping strong first impressions, improving usability, reinforcing brand identity and building an emotional connection through visual progress.

I built a fully functional high-fidelity Figma prototype and recruited participants who fit our criteria. With a test plan of 10 tasks, I ran 4 usability tests and mapped the insights straight into iterations.

I presented the finalised visual design to the management team and got the green light to implement.

I tracked the user flows in Mixpanel and worked closely with the data team to understand behaviour — completion times and where people struggle.

• Continuously collecting user feedback.
• Standing up a Mixpanel dashboard to monitor drop rates, average time taken and more.