They have been instrumental in the creation of our industry eMobility offerings, and its professionals integrated well with our internal teams, allowing us seamlessly to expand our product-design and development capabilities from ideation through implementation.
Michael Cross — Vice president @Entergy KSL
Entergy, a fortune 500 company and a three-release project, focused on promoting fleet and residential vehicle electrification. As the lead for product delivery and designer team of one. I oversaw product discovery, research, design, API negotiations, and testing, extending the contract for two extra releases.
We developed external platforms for fleet and residential users, an internal sales tool for scenario modeling, and an admin portal for system configuration.
During the discovery phase, I did the competitive analysis to understand vehicle and fleet electrification within existing services. This involved reviewing portals, applications, and industry reports from sources like McKinsey, Forrester, and Gartner building a backlog with Entergy's team.
Features like charging/range charts were found in research to be as major user concerns. In which I advocated, negotiating their inclusion as a priority, ensuring user needs were addressed.
Given limited time and resources, I focused on secondary research, diving deeper into competitors through heuristic/design markup workshops. These findings provided valuable insights for UX wireframing and information architecture.
Entergy already had some unrefined and uncompiled research work, which I investigated and organized into 8 different personas. I'll highlight the main three, one for each calculator.
Directors of transportation or executives can use the platform to sketch projects and quickly generate ready-to-go reports highlighting all advantages, iterating pitches and increasing opportunities for funding.
Residential customers that want to find the perfect EV for their commuting or traveling. Instead of a complex reporting two main things are crucil: Cost of ownership and finding the best charging schedule
A more complex tool for Entergy’s electrification experts, offering the capability to project multiple scenarios and compile them into sales pitches or just get the phone and call to the lead.
Calculations also played a significant role in the research, where the product guided the mapping of expected inputs and outputs. This process included Miro mapping, formula creation, and quality assurance acceptance.
Formulas informed what information to ask and what to display while other parts of the research told us how.
UX/UI reports like Choosing Chart Types: Consider Context or Dashboards: Making Charts and Graphs Easier to Understand from the Nielsen Norman Group had a great influence in selecting the right chart to display.
From user story mapping to wireframes design decisions were communicated as the concept gained strength.
And then, componentization and figma variables came handy in turning it into high-fidelity prototype. Colors, fonts and some of the other assets were defined by Entergy.
During the project changes were necessary to continue using their colors and continue with enough contrast and acessibility. I've also created more than 15 icons specially to convey the idea of what the projected needed in some sections.
Leading the all product deliverables of the project, my priority is always to be as organized and communicate as much in context.
Flows were organized in pages, sequenced from left to right and every page had an special responsiveness handoff with developer notes.
The system evolved into four versions: two external—one for promoting fleets and another for promoting residential electrification; and two internal—one for iterating sales pitch scenarios and an admin panel for configuring global values.
But assets were shared around them, to increase consistency and iteration. However calculations varied complexity and information for each audience.
You can access online at Entergy emobility. Keep in mind that changes were done since the delivery.
The landing page is highly optimized for SEO and serves to identify the customer type—whether residential or fleet owner. Based on this classification, it promotes the most relevant features of the calculator using a dynamic calculator preview snippet.
This interactive line chart visualizes how the upfront investment in an EV translates into long-term operational savings. For fleet owners, it provides additional insights, including the costs associated with installing EV charging infrastructure.
Once a charger is selected during onboarding, this tab displays an optimized charging schedule, ensuring battery levels remain between 20% and 80%. This helps preserve battery health while maintaining a safe margin for driving.
This tab illustrates the cumulative financial benefits of electrification over time, highlighting payback periods through fuel and maintenance savings. It also quantifies the reduction in CO₂ emissions.
Fleet owners can export all generated estimates and calculations into a detailed PDF report. This feature supports scenario planning and investment pitches by providing data-backed insights.
This control panel manages default values such as annual inflation rates, fuel costs, and available charger and vehicle options. Designed for electrification experts and managers, it ensures monthly updates for accurate and up-to-date information.