Company:
Stable Auto
Duration:
2024 (3 months)
Team:
Overview
Problem: Charging Operators struggled to understand and communicate why their EV charging sites performed as they did, lacking clear, comparative data and transparency into predictive factors.
Goal: Design an intuitive dashboard that enables users to analyze site characteristics, benchmark against competitors, and confidently share data-driven stories with stakeholders.
Success Metrics:
Weekly Active Users viewing the Market Intelligence tab (Goal: 5+)
Quarterly sales converted from add-ons including Market Intelligence (Goal: $100k)
Deliverables:
A fully designed, interactive Market Intelligence dashboard integrated into the Evaluate Site Forecast page
Comprehensive data visualizations and exportable reports tailored for stakeholder presentations
Challenge
As the design lead, I was tasked with transforming a longstanding customer request—transparent, comparative site analytics—into a scalable product feature. The primary challenge was twofold: first, to distill complex, often messy datasets into clear, actionable insights; second, to ensure the dashboard could support users in crafting compelling, data-backed narratives for both internal and external stakeholders.
Data quality proved a significant constraint, requiring us to shift from raw figures to percentile and benchmark-based visualizations.
Discovery and Iteration
Collaboration was key. I partnered closely with the Product Manager and CTO to synthesize customer interviews, surfacing two core user needs: diagnosing unexpected site performance and building persuasive investment cases. Working alongside the Data Science team, we audited available data, identified limitations, and iteratively prototyped visualizations that prioritized clarity and relevance.
User feedback sessions and usability tests guided refinements—such as introducing a scorecard breakdown for site characteristics and benchmarking tools that compared local sites to national trends.
Solution and Impact
The resulting Market Intelligence dashboard seamlessly integrates into the existing Evaluate Site Forecast interface, highlighted by a "new" tag to drive adoption. Users can now access interactive maps of nearby competitors, utilization benchmarks, and a scorecard summarizing key site attributes—traffic density, EV ownership, competition, amenities, road composition, and demographics.
These features empower users to analyze performance, validate predictions, and export insights for stakeholder communication. Post-launch, the dashboard achieved 5+ weekly active users and drove $80,000 in sales from a major client, validating its business and user impact.
