FIG. 01 — EVgo.com Redesign, web, 2022
Client
EVgo
Year
2022
Scope
Product Design · UX/UI · Visual Design · Design Systems
Recognition
From charging network to connected digital experience. A product, brand, and design-system overhaul for one of the country’s largest public EV charging networks.
Impact at a Glance
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70+ pages: Redesigned within one unified system.
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100+ components: Built once, designed to scale.
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35% more new users: Opened it up from one executive to entire data teams.
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30% higher conversion: Following launch.
The Challenge
→ EV charging is complicated enough. The experience shouldn’t be.
As EVgo grew, its digital experience expanded with it — adding new products, features, and touchpoints along the way. The challenge was to bring it all back into one coherent experience: a clearer, more connected path through the moments that mattered — from discovering a charger to starting a session, managing an account, and understanding what comes next.
FIG. 02 — EVgo mobile app
FIG. 03 — How to Charge Sequence
The Role
I led work across product, UX/UI, and visual design, bringing the experience together across multiple surfaces.
That meant moving between strategy and execution: understanding the customer journey, defining patterns, designing interfaces, and building the system that could support them.
→ Product strategy → UX → UI → Design system → Production
The Insight
The experience needed to behave like one product.
A driver doesn’t think in terms of “website,” “app,” “charging network,” or “account management.” They think: Where can I charge? Can I get there? How much will it cost? Can I start charging? What happens next?
That meant the design system couldn’t just make individual screens consistent. It needed to make the experience itself feel connected.
FIG. 04 — Brand Themes for Campaigns
FIG. 05 — Custom Form Builder for Marketing
What Changed
- A clearer path to charging
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The website became less about presenting information and more about helping drivers make a decision.
I prioritized the core journey: discover a station, understand availability and pricing, and get moving. Information architecture, navigation, search, station details, and calls to action were redesigned around that path.
Less browsing. More getting somewhere.
- Product and brand started speaking the same language
EVgo's visual identity had to work across marketing pages and functional product experiences.
I carried the same principles across both: typography, color, hierarchy, components, imagery, and interaction patterns. The result was a system that could move from a campaign page to a charging flow without feeling like two different products.
The brand became part of the product — not decoration around it.
- The system became the product
The redesign expanded the product beyond a single executive persona to support entire data teams.
I introduced a four-tier permission model, shared conversations, and @mentions so questions could move between Seek and teammates.
The product became a place to work through questions, not just retrieve answers.
- Designed for the real world
EV charging doesn't happen at a desk.
Drivers interact with the experience while navigating, standing at a station, checking a charger, managing a session, or planning their next stop.
That changed how information needed to be prioritized. The interface had to be clear at a glance, resilient across screen sizes, and focused on the decision immediately in front of the driver.
FIG. 06 — Redesigned Mobile Navigation
FIG. 07 — Branded Component Library
The Result
A clearer experience. Measurable growth.
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35% more new users
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30% increase in conversion
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20% increase in organic traffic
The redesign brought 70+ pages and 100+ components into a shared product and brand system—giving EVgo a foundation that could scale with the business.
→ Product, brand, and system – working as one.
Design leadership delivered through Tony Voorhees Studio, in partnership with AE Studio.
Design & Management
Tony Voorhees
Development
Mark Crisostomo
