Automotive & mobility

B2C

How evidence took a VW Group EV-charging venture to market in a month

Client

Elli

Elli

Model

Embedded strategy

Embedded strategy

Elli mobile app mockup showing different screens from mapping interface to charging information

Services

User research

User research

Rapid prototyping

Rapid prototyping

UX/UI design

UX/UI design

Proposition testing

Proposition testing

Info

Even with VW Group behind it, Elli needed to validate its service model before entering Europe's fragmented charging market. We compressed validation from months to weeks, designed the multi-brand architecture from the start, and got a working MVP live in a month, then stayed on to build the team's capability.

Elli app user journey and information architecture diagrams
Two FigJam boards showing Elli team operations space and a product collaboration model mapping roles and responsibilities across the discover and define design phases.
User flow diagram detailing Elli app navigation from map view through charging process with decision points

Challenge

With the European EV charging market growing 36% annually yet most operators reporting negative margins, Elli needed to manage their innovation risk and prove their service model quickly. With a charging network encompassing 800+ providers in more than 28 countries, the new app also had to navigate significant complexity whilst appearing simple to the user.

Our analysis

In a concentrated market, moving first matters: early movers typically capture 15-25% share. The priority was speed with proof, compressing a typical 3-4 month MVP so Elli could validate its core proposition in weeks and commit on evidence.

Mobile app screens showing Elli charging features: map search, station details, filter options, and charging status
Elli onboarding screen displaying "Seamlessly charge at any station"
Elli-branded public EV charging unit with dual connectors and a digital display screen, photographed at a forecourt location.
.Elli app map with charging station locati.ons across Germany
Elli app map screen showing charging stations in Munich with search filters for availability, speed, and outlet types

What we did

01.

Rapid MVP validation in one month

Using fast iteration cycles, we delivered a functional MVP in just one month. Research and prototyping ran in parallel rather than sequential phases, allowing real-time validation of hypotheses. This proved Elli's service model before infrastructure investment.

Rapid MVP validation in one month

Using fast iteration cycles, we delivered a functional MVP in just one month. Research and prototyping ran in parallel rather than sequential phases, allowing real-time validation of hypotheses. This proved Elli's service model before infrastructure investment.

02.

Multi-brand architecture from inception

We designed the platform to support multiple Volkswagen Group brands from day one. Rather than building for one brand then adapting, each marque from SEAT to Audi could maintain distinct experiences whilst sharing infrastructure.

Multi-brand architecture from inception

We designed the platform to support multiple Volkswagen Group brands from day one. Rather than building for one brand then adapting, each marque from SEAT to Audi could maintain distinct experiences whilst sharing infrastructure.

03.

Mobile app development and scaling

Following MVP validation, we worked alongside the development team to create native iOS and Android applications. The architecture we created scaled to support what would become access to more than 1 million charge points across Europe, in 28 countries.

Mobile app development and scaling

Following MVP validation, we worked alongside the development team to create native iOS and Android applications. The architecture we created scaled to support what would become access to more than 1 million charge points across Europe, in 28 countries.

04.

Operational platform design

We helped design Elli's internal monitoring and reporting infrastructure for back-office operations. This system enabled real-time oversight and management of their expanding charging network.

Operational platform design

We helped design Elli's internal monitoring and reporting infrastructure for back-office operations. This system enabled real-time oversight and management of their expanding charging network.

05.

Embedded partnership that built capability

After validation, we embedded a team of senior specialists within Elli as an extended partnership. Working as their design function, we kept developing the platform while transferring capability, establishing the processes and frameworks that outlasted the initial engagement, so the team could carry each area forward as they mastered it.

Embedded partnership that built capability

After validation, we embedded a team of senior specialists within Elli as an extended partnership. Working as their design function, we kept developing the platform while transferring capability, establishing the processes and frameworks that outlasted the initial engagement, so the team could carry each area forward as they mastered it.

Elli design system overview showing colour palette, icon set, spacing scale, typography styles, button states, and a set of illustrated scenes covering home charging, public charging, and app interactions.
Three Elli charging app components
Nine cyan icons on purple background representing Elli app features like charging, payments, and connectivity
Elli illustration of electric vehicle with multiple charging location pins connected on mint green background
Illustration of an electric vehicle connected to a network of charging stations, shown within a stylised smartphone outline.
Satellite view of Europe at night with green glowing borders and city lights highlighting the continent's road and population density network.

Project impact

From startup to scale-up

We delivered a working MVP in one month. Today Elli's platform carries more than 1 million charge points across Europe, in 28 countries, owned and run in-house by VW Group.

From startup to scale-up

We delivered a working MVP in one month. Today Elli's platform carries more than 1 million charge points across Europe, in 28 countries, owned and run in-house by VW Group.

Multi-brand expansion

The platform served Volkswagen Group's brands from one architecture, adapting to market changes and customer needs as they grew.

Multi-brand expansion

The platform served Volkswagen Group's brands from one architecture, adapting to market changes and customer needs as they grew.

In-house capability that lasts

Building the capability in-house gave Elli the internal expertise to keep scaling the platform well beyond our engagement.

In-house capability that lasts

Building the capability in-house gave Elli the internal expertise to keep scaling the platform well beyond our engagement.

Ready to build product capability that compounds?

Embed a senior specialist in your team for the long term: they build your team's ability to decide on evidence and move on to the next challenge as each is mastered.

For Elli, that was a working MVP in a month, then an embedded partnership that transferred the capability.

Let's talk about embedding it in yours.

Get in touch

Previous

Snapp Automotive

Next

British Film Institute (BFI)