top of page
Screen Shot 2021-05-03 at 5.56.38 pm.png


3-week sprint . Client project. Team of 3


Evmatch is a new website about electric vehicles, which consists Knowledge hub and marketplace.

Currently, the focus is on a knowledge hub to establish brand presence and drive traffic to the website; later on, they’ll have a marketplace based on that traffic. 

Our job was to design a matching tool with good user experience and research to find what type of content people preferred and in which form.

My Contribution

During this project, I developed the survey questions, conducted four user interviews, and analysed the features of competitors. I was responsible for designing and iterating the progress bar functionality, creating the high fidelity prototype, and developing the visual design.

EVmatch wants to educate people about EVs, persuade them about the price compared to petrol cars, and help them find an electric vehicle that suits their lifestyle.

What is the knowledge hub?

The knowledge hub is a combination of content and tools such as a cost efficiency calculator (which calculates the cost of having an EV), Compare electric cars (which is comparing different EVs together), and a matching tool ( which helps users find the best match for their lifestyle).

Screen Shot 2021-05-03 at 9.04.08 pm.png

Good design, start with people

My journey began with user research to understand users’ needs, pain points, and motivations. 

Areas we explored:

  • Roadblock to buying EV 

  • what users like about EVs

  • How users find information about cars

  • How likely are users to buy EV

Screen Shot 2021-05-07 at 11.44.57

10 interviews and 52 survey responses revealed the following findings

The Majority of people would want to buy an EV

Screen Shot 2021-05-07 at 5.37.36 pm.png

Reasons for not buying EV

Screen Shot 2021-05-07 at 12.59.38

Reasons for buying EV

Screen Shot 2021-05-07 at 1.38.23 pm.png

Reviews are the most preferred forms of information

Screen Shot 2021-05-07 at 1.52.40 pm.png

EVmatchs' potential users

Based on our research, we recognised that there are 3 key user types 

Screen Shot 2021-05-18 at 7.14.10 pm.png

People in different stages need different content types

Screen Shot 2021-05-12 at 9.08.11 pm.png

Journey of Buying First Electric Car

When we look into buying an electric car, our personas represent people in different stages. They have their pain points, which gives EVmatch opportunities to help them. 

Screen Shot 2021-05-07 at 8.24.24 pm.png

User Persona

Based on our research, we recognized three key user types that our product wants to solve problems for. We decided to focus on 1 Persona. Edward is our primary personas which experiences all stages in the customer journey from the beginning. In the beginning, he is Maybe an EV persona, then Yes to EV, and last EV owner. Now Edward is in the stage of Yes to EV. He thinks electric cars are expensive, are in the early stages, and range anxiety is another problem.

Screen Shot 2021-05-07 at 10.33.43

Design a Matching tool

I designed three types of forms and tested them with users to find out which form users prefer.

A/B Testing of 3 designs with 8 people

Screen Shot 2021-05-04 at 7.07.47 pm.png

4 out of 5 people prefer progress on the left side

Screen Shot 2021-05-04 at 7.57.03 pm.png

"Filters on the side are cleaner and easy to edit."

"Filters on top make the questions unclear"

Sliders give the users a hard time coming up with the exact km they drive; they prefer options

Options are more accessible for users to make the decision.

“Don’t know the exact km, it’s hard to estimate.”

Screen Shot 2021-05-12 at 9.21.02 pm.png

Options are easier for users to make decision

Screen Shot 2021-05-08 at 3.39.22 pm.png
Screen Shot 2021-05-08 at 3.39.05 pm.png

Multi-step form Reduces psychological friction without overwhelming visitors.

Users can see the progress of filling forms on the side.

Screen Shot 2021-05-08 at 3.57.07 pm.png
Screen Shot 2021-05-08 at 3.13.56 pm.png
Screen Shot 2021-05-08 at 3.13.38 pm.png
Screen Shot 2021-05-08 at 3.41.26 pm.png

Price is always essential for the users.

The form is editable on the side, and users can edit on the result page.



  • Test the final design with users to get more feedback to iterate further


  • Provide content in different form based on our research

  • Design and test: Calculating toolComparison tool

Client Feedback

Lucky to have collaborated with Maddie and her team. As a fledgling startup looking to build a world class product (but cash constrained) the stars aligned for us with the opportunity to collaborate with Maddie and her team (General Assembly UX/UI design students). I really enjoyed working with Maddie and the team. She was able to quickly understand our mission, the product we were looking to develop and the niche we were operating in.They were tasked to help us understand our target market better and DESIGN a class leading digital tool which will underpin the core service offering of EVmatch - think ‘Tinder’ for drivers and cars! I was very, very impressed with the process across research, user testing and the final design for the EVmatch tool. It is clear the team did not leave any stone unturned to understand our customers, optimise the user experience and a design that reflected our brand. We will most definitely be implementing many of the findings and the design into our final product design. I would highly recommend Maddie to be a part of any project which requires a best-in-class User Experience.

bottom of page