Launching an EV Charging Network Finder App

The Challenge

The business had outgrown its own infrastructure. The website went down during peak traffic, the CRM could not handle the volume of new contacts, and internal reporting took two weeks to compile. Something had to change before the next growth phase.

Our Approach

Research, Analysis, and Strategic Foundation

• Audited the existing tech stack and identified 14 gaps that needed fixing before anything else could work
• Designed an architecture that could handle 10x the current load without a rewrite
• Created an implementation roadmap in three phases, starting with the changes that would show results within 60 days

Design, Development, and Implementation

• Redesigned the key user flows based on the research findings, cutting three unnecessary steps from signup
• Built a testing framework so the team could ship changes weekly instead of monthly
• Added personalization based on what users actually did in the product, not just demographics
• Created dashboards that gave the leadership team a clear picture without requiring a data analyst to interpret them

Launch, Optimization, and Scale

• Scaled the campaigns that were working and shut down the ones that were not
• Expanded into two adjacent market segments that early data suggested would convert well
• Signed partnership deals with three complementary companies to reach new audiences
• Built retention programs focused on the first 90 days, where most churn happened

Key Takeaways

1. Shortcuts in the codebase from year one cost us three months of rework in year two. Spending an extra week on architecture early would have saved far more time.
2. Three partner integrations drove more signups than six months of paid advertising. The right partnerships reach audiences you cannot buy access to.
3. The single biggest ROI came from fixing the user experience. Removing two unnecessary steps from the signup flow improved every downstream metric.
4. Over 70% of user sessions in every European market we entered came from mobile devices. Designing for desktop first and adapting for mobile was backwards.
5. The teams that measured everything iterated twice as fast as the ones running on gut feeling. Setting up proper tracking before launching campaigns made all the difference.

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