Challenges: 

Consumers find electric vehicle (EV) purchase and subscription models confusing, especially when already struggling to grasp the "true cost" of auto ownership. Exelon faced challenges due to a lack of understanding around consumer motivation and the appeal of EVs among millennials, making it difficult to define the market opportunity and develop a business case for an EV subscription program. They needed to create a unique brand, identify driver preferences, and map out pain points in the on-demand and subscription car markets. Additionally, Exelon had to chart user journeys from research and awareness through subscription and return, ultimately designing an engaging and scalable user experience.

Solutions: 

Agency39A's research and strategy teams defined competitive landscape, customer expectations, and unique opportunities for the Steer EV brand. We informed pricing models, developed workflows, and created value-stream maps to guide logistics and operations. Our team crafted a unique brand identity and language for Steer EV, along with a comprehensive content strategy, detailed personas, and customer journeys mapping every interaction from awareness to return. Our work ensured that the service and user experience designs addressed both opportunities and pain points. We developed a product selector, subscription configurator, detailed wireframes, high-fidelity prototypes, and deployable code for mobile and web applications, ultimately implementing and launching the full digital platform. This comprehensive approach positioned Steer EV to effectively engage and satisfy its target market.

Results: 

Agency39A successfully incubated and launched Steer EV, a hassle-free monthly electric car subscription service that allows members to swap vehicles with no long-term commitment. We developed and deployed Steer EV pilot program's digital experience platform, seamlessly guiding potential subscribers through the true cost of ownership and highlighting the benefits of an eco-friendly EV solution for their transportation needs. Our innovative approach ensured a smooth, engaging user experience, making it easy for consumers to embrace the Steer EV service.