Redesigning EVgo.com
Unifying product and marketing to rebuild one of America's largest EV charging network websites
Impact at a Glance
• 30% bounce rate reduction (72% → <50%)
• 250K+ monthly visitors (up from 100-200K)
• 2x average engagement time (1-2 min → 2-4 min)
• 50+ pages redesigned in 12 months
• WCAG 2.1 AA-compliant accessibility achieved
hero
The Challenge
EVgo's website was broken.
As one of America's largest public EV charging networks, they had a digital presence that didn't match their market position:
» Fragmented experience: Marketing and product teams working in silos created inconsistent navigation, duplicate links, and conflicting styles.
» Accessibility failures: Missing alt tags, poor color contrast, broken tabbing—basic ADA compliance was lacking.
» Blocked marketing velocity: Every form, every landing page required engineering time. Hard-coded components meant weeks of delay for simple updates.
» Poor performance: 3+ second load times and a 72% bounce rate.
The company needed someone who could bridge the gap between marketing ambitions and product reality.
artifacts from the old evgo.com
My Role
Product Designer & Manager (via AE.studio)
12 months | 3-person core team
I led design and managed development for EVgo.com and all customer-facing portals, working directly with the Director of Digital Marketing and a Senior Engineer. My job was to unify the experience, fix the infrastructure, and give the marketing team autonomy.
various page redesigns
What I Built
1. Design System & Infrastructure Overhaul
The Problem: Inconsistent components, a broken responsive design, and a "meal-pieced" style guide made every page feel different.
What I Did:
• Migrated to Next.js + Tailwind + Vercel stack for modern development
• Built a comprehensive design system in Figma with standardized breakpoints, typography, and a component library
• Implemented an 8-point grid system for consistent content hierarchy
• Used Vercel Preview Deployments for real-time stakeholder feedback (eliminating the Figma mockup bottleneck)
Impact:
• Consistent experience across 50+ pages
• Achieved WCAG 2.1 Level AA compliance
• Reduced design & development time by eliminating constant redesigns
desktop flyout menu
mobile nav and search
2. Navigation Redesign
The Problem: Two competing header navigations with duplicate links. Hidden mobile search. Users couldn't find what they needed.
What I Did:
• Led card-sorting exercise with stakeholders to rebuild information architecture
• Consolidated dual navigation into 4 clear categories: EV Drivers, Business, Partners, Company
• Designed a flyout menu with contextual icons and descriptions to aid decision-making
• Refactored the search component for better mobile UX and more relevant results
Impact:
• Simplified user paths to key actions
• Improved accessibility scores by fixing tabbing errors
• Better mobile experience for 72%+ of traffic
Connect the Watts intake forms
3. Storyblok CMS Tools (Marketing Team Autonomy)
The Problem: The marketing team waited days/weeks for developers to create forms or update pages. Everything was hard-coded.
What I Built:
• Dynamic form builder integrating Storyblok + Emarsys—no code required
• Drag-and-drop landing page templates for B2C and B2B campaigns
• Simplified navigation builder for self-service link management
• Media gallery for organizing brand assets
Impact:
• The marketing team launched campaigns independently
• Same-day form creation (previously weeks of dev time)
• 6 unique intake forms built for the Connect the Watts campaign without touching code
EVgo pricing table showing 5 plans
pricing widget and plan finder
4. National Pricing & Plan Finder
The Problem: Rolling out 5 pricing plans with time-of-use rates across the country. Complex for customers to understand which plan fits their needs.
What I Did:
• Designed and A/B tested multiple pricing table layouts
• Built Plan Finder tool: 3-question quiz (zip code, charging frequency, home charger access) → personalized plan recommendation
• Created pricing widgets for partnership portals with discounted rate calculations
Impact:
• Launched national pricing successfully
• Reduced customer confusion with guided plan selection
• Partnership portals could display custom pricing automatically
EVgo x Subaru registration portal
5. Subaru Customer Registration Portal
The Problem: Subaru Solterra owners needed seamless onboarding to claim EV charging credits—either through EVgo or Qmerit (the home-charging partner).
What I Did:
• Designed VIN verification flow for ownership validation
• Built dual-path registration: EVgo credit or Qmerit credit
• Coordinated with Subaru, EVgo, and Qmerit teams to align on user flow
• Completed in 3 months with one engineer
Impact:
• Smooth onboarding for new Solterra owners
• Successful partnership product launch
• Demonstrated cross-functional collaboration between 3 companies
Jira workflow
How I Worked
Process:
• Weekly sprints using Scrum methodology
• Daily standups, weekly design reviews, Friday demos
• Integrated design sprints parallel to dev cycles
• Created a dedicated Teams channel for marketing/product alignment
Collaboration:
• Worked across 6+ departments: Customer Acquisition, Operations, Partnerships, Product, Analytics, QA
• Managed 20+ marketing stakeholders across B2C, B2B, and partnership funnels
• Hired Deque for a comprehensive accessibility audit and implemented all recommendations
Research:
• Heuristic evaluations on accessibility, usability, and performance
• Google Analytics deep-dives to prioritize high-traffic pages
• Card sorting, A/B testing, and user testing on prototypes
• Deployed customer feedback survey reaching 250K+ monthly users
redesigned component library
The Results
Metrics
• Bounce rate: 72% → <50% (30% reduction)
• Monthly unique visitors: 100-200K → 350K+
• Average time on page: 1-2 minutes → 4-6 minutes
• Web sessions: Exceeded 650K goal (reached 688.4K)
Deliverables
• 50+ pages redesigned
• 3 B2C customer portals rebuilt
• Complete design system and component library
• Marketing team tools for autonomous campaign launches
• WCAG 2.1 Level AA accessibility compliance
Organizational Impact
• Unified marketing and product workflows
• Established a scalable design system for future growth
• Gave marketing team independence (form customization, page templates, & style guides)
updated styles
Key Takeaways
Bridge the gap: The biggest unlock wasn't a redesign—it was alignment. Creating shared workflows, a unified design system, and tools that let marketing move fast without breaking things changed how the teams worked together.
Accessibility as a foundation: Embedding WCAG compliance into the design system from day one made maintenance easier and eliminated retrofit work.
Empower autonomy: The Storyblok form builder and template system turned a bottleneck (waiting for dev time) into a strength (marketing ships campaigns the same day).
brand exploration prototype
Additional Context
What I didn't tackle:
• Find a Charger map (controlled by third-party Drivvz script, outside scope)
• Complete brand overhaul (worked with agency on brand exploration, but full rebrand was a separate initiative)
Challenges overcome:
• Coordinated across two PM systems (Monday for marketing, Jira for product)—integrated them for seamless ticket sync
• Managed constant scope changes across 20+ marketing stakeholders
• Balanced hands-on design work with product management responsibilities
