O1
Navigation service for electric car:
Navigation service for electric car:
Helping Over 30 million electric car drivers relieve anxiety in navigation.
Helping Over 30 million electric car drivers relieve anxiety in navigation.
As a UX designer
I leading this navigation service from 0-1, when I was working in Baidu Map:
not only for Mobile navigation,
but also for the adaptable design system in In-car navigation.
I leading this navigation service from 0-1, when I was working in Baidu Map:
not only for Mobile navigation,
but also for the adaptable design system in In-car navigation.
Basic info
Full-time
In Beijing, China
2021/12-2024/9
Full-time; In Beijing, China; 2021/12-2024/9
Benefits
Building a Map-based Charging Navigation System. Seamless Integration of Online Navigation & Offline Charging Points.
Building a Map-based Charging Navigation System. Seamless Integration of Online Navigation & Offline Charging Points.
*Baidu Maps is one of the most widely used digital maps in China, just like Google Maps in the U.S.
*Baidu Maps is one of the most widely used digital maps in China, just like Google Maps in the U.S.
Background
Background
20.41 million NEV
20.41 million NEV
520 million drivers
520 million drivers
Global market share of New Energy Vehicles(NEV)
China's new energy vehicle sales (in 10,000s)
In recent years, new energy vehicles (NEVs) have experienced rapid growth in China, with a broad market prospect. However, due to their unique charging-based driving model, users often face a sense of insecurity during long-distance driving. Because:
China's complex geographical environment;
The ongoing development of charging station infrastructure;
The lack of interoperability between different charging brands;
In recent years, new energy vehicles (NEVs) have experienced rapid growth in China, with a broad market prospect. However, due to their unique charging-based driving model, users often face a sense of insecurity during long-distance driving. Because:
China's complex geographical environment;
The ongoing development of charging station infrastructure;
The lack of interoperability between different charging brands;
73% of users choose
73% of users choose
603 million monthly active users (MAUs)
603 million monthly active users (MAUs)
So, as one of China's top navigation software platforms, how can we provide a high-quality navigation experience for new energy vehicle (NEV) users and alleviate their travel anxiety?
So, as one of China's top navigation software platforms, how can we provide a high-quality navigation experience for new energy vehicle (NEV) users and alleviate their travel anxiety?
Research
Research
To gain a deeper understanding of the challenges faced by NEV users, I collaborated with different stakeholders to do the research.
To gain a deeper understanding of the challenges faced by NEV users, I collaborated with different stakeholders to do the research.
User research
User research
1st Round/ January 2021
1st Round/ January 2021
In-depth interview：11 NEV users
Questionnaires: 798 valid responses
In-depth interview：11 NEV users
Questionnaires: 798 valid responses
2ed Round/ August 2022
2ed Round/ August 2022
In-depth interview：12 NEV users
Questionnaires: 541 valid responses
In-depth interview：12 NEV users
Questionnaires: 541 valid responses
Conversations with users
Conversations with users
Strengthen the understanding of user pain points and needs.
Strengthen the understanding of user pain points and needs.
Strengthen the understanding of user pain points and needs.
Facility research
Facility research
Problem recording & analysis
Problem recording & analysis
Enhance the perception of key touchpoints.
Enhance the perception of key touchpoints.
Enhance the perception of key touchpoints.
Analysis
Analysis
Model3 - 600km
Short distance (67%)
“I usually commute by car, and sometimes, I drive to have dinner with friends.”
Long distance (34%)
“ I worry about the availability of charging facilities, so I usually avoid traveling too far”
Charging Difficulty
Map Dependency
Insight 1
Real-time Information Accessibility:
Short distance：Users need access to up-to-date charging station information, especially before departure or when approaching a target charging station. This helps them manage charging expectations and avoid long queues.
Insight 2
Scientific Route Guidance:
long distance：It is also necessary to plan a more reasonable route in advance. Additionally, offering scientific route guidance during unexpected situations can help reduce user insecurity and anxiety. (*Based on actual road conditions and vehicle energy consumption )
Short distance (67%)
“I usually commute by car, and sometimes, I drive to have dinner with friends.”
Long distance (34%)
“ I worry about the availability of charging facilities, so I usually avoid traveling too far”
Model3 - 600km
Charging Difficulty
Map Dependency
Insight 1
Real-time Information Accessibility:
Short distance：Users need access to up-to-date charging station information, especially before departure or when approaching a target charging station. This helps them manage charging expectations and avoid long queues.
Insight 2
Scientific Route Guidance:
long distance：It is also necessary to plan a more reasonable route in advance. Additionally, offering scientific route guidance during unexpected situations can help reduce user insecurity and anxiety. (*Based on actual road conditions and vehicle energy consumption )
Charge Station
Charge Station
43% public station
43% public station
Q1
Q1
Key factors when choosing a charging station?
Key factors when choosing a charging station?
Q2
Have you experienced highway charging queues?
Details >
Q2
Have you experienced highway charging queues?
Details >
Q2
Have you experienced highway charging queues?
Details >
Insight 3
Insight 3
Reasonable Charging Station Recommendations:
Reasonable Charging Station Recommendations:
Assisting users in monitoring high-quality charging stations along their route and offering tailored suggestions for station selection based on different scenarios is a key to improve charging navigation.
Assisting users in monitoring high-quality charging stations along their route and offering tailored suggestions for station selection based on different scenarios is a key to improve charging navigation.
Key Insights
Key Insights
//Insight 1
//Insight 1
Real-time Information Accessibility
Users focus more on real-time data of individual charging stations, preferring to check the status anytime.
Real-time Information Accessibility
Users focus more on real-time data of individual charging stations, preferring to check the status anytime.
//Insight 2
//Insight 2
Scientific Route Guidance
Users typically plan their entire charging route before driving, but they still worry about unexpected issues.
Scientific Route Guidance
Users typically plan their entire charging route before driving, but they still worry about unexpected issues.
//Insight 3
//Insight 3
Reasonable Charging Station Recommendations
Offering tailored suggestions for station selection based on different scenarios is a key to improve charging navigation.
Reasonable Charging Station Recommendations
Offering tailored suggestions for station selection based on different scenarios is a key to improve charging navigation.
So
HMW Question:
HMW Question:
HMW recommend the most suitable charging stations for electric vehicle users in different scenarios and plan the most scientific navigation routes to alleviate long-distance travel anxiety?
HMW recommend the most suitable charging stations for electric vehicle users in different scenarios and plan the most scientific navigation routes to alleviate long-distance travel anxiety?
Baidu Map
Baidu Map
Concept:
Concept:
Create an efficient, affordable, and reliable charging station search & usage experience, paired with a worry-free charging navigation service. Integrate core brand owner operations to deliver the most scientific and reliable EV navigation service.
Create an efficient, affordable, and reliable charging station search & usage experience, paired with a worry-free charging navigation service. Integrate core brand owner operations to deliver the most scientific and reliable EV navigation service.
Charge Station
Efficient, Affordable, Reliable
Timely information display
/Charging station availability
/Best pricing options
/Charging duration/power
/Optimal charging location
…
Navigation
Emergency handling/ Planning
Based on vehicle & road data
/Actual EV range
/Range performance
/Alternative planning
…
Destination
Closed-loop charging navigation system
*See extended reading
Charge Station
Navigation
Destination
Efficient, Affordable, Reliable
Timely information display
/Charging station availability
/Best pricing options
/Charging duration/power
/Optimal charging location
…
Emergency handling/ Planning
Based on vehicle & road data
/Actual EV range
/Range performance
/Alternative planning
…
Closed-loop charging navigation system
*See extended reading
Next level
Next level
Deep collaboration for more suitable information display
/Core car brand owner operations
Deep collaboration for more suitable information display
/Core car brand owner operations
Charge Station(basic)
Different information priorities
Charge Station(basic)
Different information priorities
1.Charge Station
Different information priorities for short & long trips (basic)
Different information priorities for short & long trips (basic)
For Short distance
For Short distance
Focus on real-time information display for nearby charging stations to determine the optimal charging time, ensuring users stay updated on the statuses of surrounding charging stations at all times.
Dynamic Information Display：
Level 1: Availability, location, Price/Discount (must-have)
Level 2: Power output/ Brand, Parking fees (better)
Level 3: Walking distance to the destination (could be)
Focus on real-time information display for nearby charging stations to determine the optimal charging time, ensuring users stay updated on the statuses of surrounding charging stations at all times.Dynamic
Information Display：
Level 1: Availability, location, Price/Discount (must-have)
Level 2: Power output/ Brand, Parking fees (better)
Level 3: Walking distance to the destination (could be)
Based On Current location
Based On Current location
Based On Route or destination
Based On Route or destination
Display nearby charging stations with dynamic information, especially price & availability.
Recommend options based on the user’s location or destination to assist decision-making.
Display nearby charging stations with dynamic information, especially price & availability.
Recommend options based on the user’s location or destination to assist decision-making.
Before the Trip
Before the Trip
Convenient Search button
Convenient Search button
Fixed “Charging Station Search” button on the main interface.
Display the number of nearby charging stations, creating a sense of constant support.
Fixed “Charging Station Search” button on the main interface.
Display the number of nearby charging stations, creating a sense of constant support.
During the Trip
During the Trip
Nearby charging suggestions
Nearby charging suggestions
Recommend stations based on the user’s current location.
Show walking distance to the final destination to assist decision-making.
Recommend stations based on the user’s current location.
Show walking distance to the final destination to assist decision-making.
After the Trip
After the Trip
For Long distance
For Long distance
In this scenario, users are more concerned about charging stations along their route and worry about the availability of alternative stations in case of unexpected situations. The power output and location of station are also key factors to avoid unnecessary detours or delays.
Dynamic Information Display：
Level 1: Availability, Location (service plaza), Power output/Brand (must-have)
Level 2: Price, Parking fees, Alternative stations (better)
Level 3: Crowd flow (could be)
In this scenario, users are more concerned about charging stations along their route and worry about the availability of alternative stations in case of unexpected situations. The power output and location of station are also key factors to avoid unnecessary detours or delays.
Dynamic Information Display：
Level 1: Availability, Location (service plaza), Power output/Brand (must-have)
Level 2: Price, Parking fees, Alternative stations (better)
Level 3: Crowd flow (could be)
More alternative charging stations
More alternative charging stations
During the pre-trip phase, dynamic information should highlight charging power and location.
Stations should be categorized into Primary Charging Stations (A-level) and Alternative Charging Stations (B-level) to help users quickly build a charging plan.
During the pre-trip phase, dynamic information should highlight charging power and location.
Stations should be categorized into Primary Charging Stations (A-level) and Alternative Charging Stations (B-level) to help users quickly build a charging plan.
Before the Trip
Before the Trip
Real-time data
Real-time data
While on the road, real-time information for pre-added charging stations should be displayed in a fixed position for better monitoring.
Highlighting nearby alternative stations can further reduce range anxiety during the trip.
While on the road, real-time information for pre-added charging stations should be displayed in a fixed position for better monitoring.
Highlighting nearby alternative stations can further reduce range anxiety during the trip.
During the Trip
During the Trip
2.Navigation
Long-distance charging planning & guidance(core)
Before departure
Car information
Before departure
Car information
Charging route planning is based on the vehicle’s range and energy consumption. To ensure more accurate charging navigation planning, users need to be guided to input their vehicle information.
Charging route planning is based on the vehicle’s range and energy consumption. To ensure more accurate charging navigation planning, users need to be guided to input their vehicle information.
Information Input
Gradually guide users to enter vehicle information & preference
Custom Modification
Adjust remaining range & charging preferences
Information Input←
Gradually guide users to enter vehicle information & preference
→Custom Modification
Adjust remaining range & charging preferences
Driving Plan
Driving Plan
Route Awareness:
After confirming the destination, the system displays the optimal charging route based on the vehicle’s range and charging preferences.
Detailed Display:
On the charging planning page, it clearly presents the station details based on the adjustable charging range.
Start Navigation:
After adding a charging plan, the system will automatically generate the latest route with each charging stop marked and synchronize it to the homepage. Ready for Navigation
Route Awareness:
After confirming the destination, the system displays the optimal charging route based on the vehicle’s range and charging preferences.
Detailed Display:
On the charging planning page, it clearly presents the station details based on the adjustable charging range.
Start Navigation:
After adding a charging plan, the system will automatically generate the latest route with each charging stop marked and synchronize it to the homepage. Ready for Navigation
While driving
Normal conditions
While driving
Normal conditions
• Real-time data for the selected & alternative charging stations will be displayed.
• Users can click to modify the selection or view detailed information.
• Real-time data for the selected & alternative charging stations will be displayed.
• Users can click to modify the selection or view detailed information.
Unexpected situations
Unexpected situations
(e.g., queuing or unavailability)
Warning: A warning message will be displayed, and a available alternative charging stations will be highlighted.
Switch stations: Users can switch stations manually or via voice commands.
Status Update：Display the latest real-time data for the new charging station.
(e.g., queuing or unavailability)
Warning: A warning message will be displayed, and a available alternative charging stations will be highlighted.
Switch stations: Users can switch stations manually or via voice commands.
Status Update：Display the latest real-time data for the new charging station.
In-Car Navigation
In-Car Navigation
Similar design system to phone
Ensure design consistency between the in-car system and the mobile device to facilitate seamless migration and synchronization of navigation information. And also, the unified design language helps facilitate user understanding.
Optimization Based on In-Car System Characteristics:
layout
Arrange essential information on the left side for easier user interaction.
Replace the mobile app’s vertically stacked panels with horizontally clickable buttons, making better use of the wide screen space.
color
Align with a lightweight in-car design language by changing the panel color to white.
Use multi-color variations to visually represent different panel states effectively.
Similar design system to phone
Ensure design consistency between the in-car system and the mobile device to facilitate seamless migration and synchronization of navigation information. And also, the unified design language helps facilitate user understanding.
Optimization Based on In-Car System Characteristics:
layout
Arrange essential information on the left side for easier user interaction.
Replace the mobile app’s vertically stacked panels with horizontally clickable buttons, making better use of the wide screen space.
color
Align with a lightweight in-car design language by changing the panel color to white.
Use multi-color variations to visually represent different panel states effectively.
Navigation(core)
Long-distance charging planning
Navigation(core)
Long-distance charging planning
3.+Car Brand
Planning More Accurate Routes with Enhanced Data(next level)
Planning More Accurate Routes with Enhanced Data(next level)
With the brand
With the brand
To create more precise navigation routes, Baidu collaborates with brands to build detailed charging data, enabling more targeted and accurate navigation guidance.
To create more precise navigation routes, Baidu collaborates with brands to build detailed charging data, enabling more targeted and accurate navigation guidance.
For Tesla Users:
Pre-Trip: Provide Tesla users with a brand-exclusive route option (Supercharger Route). And Support one-click modifications for navigation preferences, ensuring users can easily find the most suitable brand-specific route.
During the Trip: Using accurate Tesla Supercharger space data to Support parking space-level navigation, allowing users to preview and navigate directly to an available spot.
Brand Awareness: Customize the visual theme for different vehicle brands across navigation interfaces to reinforce a sense of exclusivity.
For Tesla Users:
Pre-Trip: Provide Tesla users with a brand-exclusive route option (Supercharger Route). And Support one-click modifications for navigation preferences, ensuring users can easily find the most suitable brand-specific route.
During the Trip: Using accurate Tesla Supercharger space data to Support parking space-level navigation, allowing users to preview and navigate directly to an available spot.
Brand Awareness: Customize the visual theme for different vehicle brands across navigation interfaces to reinforce a sense of exclusivity.
Exclusive Routes
Brand-exclusive vs. alternative route comparisons
Accurate charging info
Exclusive Theme Colors & Detailed Information
Exclusive Routes←
Brand-exclusive vs. alternative route comparisons
→Accurate charging info
Exclusive Theme Colors & Detailed Information
x
More collaborations in progress
A brand vehicle information card providing a overview of the current vehicle’s data
/On the no-destination page
Enhance the brand’s visibility
/across subsequent navigation experiences
More collaborations in progress
A brand vehicle information card providing a overview of the current vehicle’s data
/On the no-destination page
Enhance the brand’s visibility
/across subsequent navigation experiences
+Car Brand(next level)
Planning More Accurate Routes
+Car Brand(next level)
Planning More Accurate Routes
Feedback/ Achievement
Feedback/ Achievement
After the launch of the new energy navigation feature, the daily active users (DAU) for new energy services doubled, significantly driving new user growth for the map service.
After the launch of the new energy navigation feature, the daily active users (DAU) for new energy services doubled, significantly driving new user growth for the map service.
Excellent
“
The highway charging station feature has been really helpful. I can clearly check the options before departure, which gives me peace of mind.”
Convenient
“
I no longer need to keep switching between apps to find charging stations now. It’s very convenient! The one-step navigation for charging works smoothly.”
I no longer need to keep switching between apps to find charging stations now. It’s very convenient! The one-step navigation for charging works smoothly.”
Great map!
“
After finding a suitable station, I could go directly, plus there were discounts available. Very convenient!“
After finding a suitable station, I could go directly, plus there were discounts available. Very convenient!“
Beyond the project
Beyond the project
Persona Development Database
2022-2024
17 Personas Analysis
Industry Research & Analysis
2023-2024
Market, Users, Product
As a User Experience Designer, aiming to meet the diverse navigation needs of various groups, I led the “Research on Segmented User Characteristics and Needs” project, focusing on new energy vehicle (NEV) users as a starting point.
model development + benefit product: This project resulted in the creation of multiple reusable user models to support business communication and inspire user-centric innovation strategies.
Covered 17 user segments, including:
NEV drivers, beginners, intercity public transport users, ride-hailing passengers, truck drivers, commuters, and other niche groups.
leading to a well-documented analysis（ involved workshops, in-depth interviews, and report reviews)
Persona Development Database
2022-2024
17 Personas Analysis
Industry Research & Analysis
2023-2024
Market, Users, Product
As a User Experience Designer, aiming to meet the diverse navigation needs of various groups, I led the “Research on Segmented User Characteristics and Needs” project, focusing on new energy vehicle (NEV) users as a starting point.
model development + benefit product: This project resulted in the creation of multiple reusable user models to support business communication and inspire user-centric innovation strategies.
Covered 17 user segments, including:
NEV drivers, beginners, intercity public transport users, ride-hailing passengers, truck drivers, commuters, and other niche groups.
leading to a well-documented analysis（ involved workshops, in-depth interviews, and report reviews)
