Platform
iOS, Android
Domain
eMobility / EV / B2B SaaS
Scope
End-to-end product design (Mobile)
30.5k
Circle K Pro’s EV Mode reached 30.5k installed users, growing 12.9% in just 30 days.
2.69k
The product now drives 2.69k new user acquisitions every month, up 10.7% month-over-month.
€3.5
Each physical company card cost Circle K roughly €3.5 to produce — fully eliminated by the new digital charging flow.
My role
- Dedicated EV Dashboard — A dedicated homescreen for EV Mode aggregating station charging, home charging, and account management in a single, driver-focused view. Rather than scattering EV features across the existing app behind feature flags, I designed this as a standalone entry point — keeping the B2C experience clean while giving B2B drivers a focused, task-oriented view.
- EV Charging Map — An integrated map of Circle K charging stations showing real-time charger availability, enabling drivers to find and plan stops without switching to a third-party app.
- B2B Charging Flow — End-to-end digital charging via the app, replacing the physical company card with full support for B2B scenarios: limit reservation, corporate authentication, and fleet-level receipt tracking. Rather than forking the existing B2C charging flow, I worked closely with the B2C team to understand the shared infrastructure and designed a parallel B2B flow — avoiding duplicated effort across squads.
- Smart Charging Onboarding — A progressive, illustration-supported onboarding flow introducing the Smart Charging feature without overwhelming users. Smart Charging is technically complex, and surfacing it poorly kills adoption — so I introduced concepts progressively, paired with purpose-built illustrations for each content type to reduce cognitive load.
- EV Help Center — Self-service answers to the most common charging issues, reducing support call volume. Data showed drivers were calling support as their first step when charging failed, so I designed this as a first-line deflector covering the most critical failure scenarios, with the support number intentionally deprioritized to the bottom.
- Profile & Transaction History — Redesigned profile accommodating EV Mode selection, plus a dedicated EV transaction view with charts and filtering for fleet cost management.
- Home Charging Integration — Merged the standalone Home Charging app into the Circle K Pro B2B platform, eliminating a separate product and giving drivers one unified experience.
- Design Documentation — Full state-level screen documentation shared across Design, Engineering, PM, and PO — treated as a production deliverable, not internal notes. Every screen included full state maps and element descriptions, significantly improving dev team clarity and reducing back-and-forth during implementation.
The problem
B2B drivers at Circle K were forced to juggle multiple tools just to charge their company vehicles: a physical company card at the charger, a separate app to find stations and check availability, and a car OEM app to track charging progress. This fragmented experience created operational friction for drivers and fleet managers alike — and compliance issues for Circle K, since the physical card flow couldn’t support real-time limit checks or payment reservations.
The business case was clear: every virtual card replaces a physical one that costs €3.5 to produce and distribute. At scale, consolidating into a digital platform meant cost savings, better compliance, and a fundamentally better product.
Challenges and Goals
- Replace the physical company card with a fully digital charging flow inside the existing Circle K Pro app — without disrupting B2C patterns or overwhelming a shared platform with B2B-specific complexity
- Design for a heterogeneous driver base: fleet drivers, Taxi segment (1/3 of B2B charging in Scandinavia), and drivers with private home chargers
- Integrate Home Charging — previously a standalone app — into the B2B platform seamlessly
- Ensure consistency across multiple EV-related squads working on adjacent products and touchpoints
- Success metric: Grow virtual card adoption to 5.2% (68,000 cards)
Approach
Rather than designing features in isolation, I started by mapping the full B2B driver journey across all touchpoints — identifying where the existing B2C charging flow could be adapted versus where B2B scenarios demanded entirely new thinking. Working closely with UX researchers, I ran user interviews and usability testing to validate assumptions before committing to solutions.
In parallel, I took ownership of design system governance for the EV workstream — establishing reusable components, patterns, and documentation standards that other EV-related squads could build on. This upfront investment in shared foundations prevented inconsistencies from accumulating as the product scaled across teams.
Impact
- Platform reached 30.5k installed users with +12.9% growth in 30 days
- 2.69k new users acquired monthly (+10.7%), on track toward the 68,000 virtual card target
- Eliminated the operational and compliance friction of physical company cards (€3.5/card production + distribution cost)
- Unified three previously separate tools — company card, station finder, and home charging app — into a single B2B platform
- Design documentation significantly reduced handoff friction and development cycle time across cross-functional teams
- Laid the groundwork for further B2B feature expansion, with EV Mode now established as the platform’s core growth pillar
Reflection
The Circle K Pro project reinforced that at senior level, the design work is only part of the job. The biggest leverage came from operating across squads — aligning on shared patterns early, contributing to design system governance, and producing documentation that the whole team could build on. When multiple teams are working on adjacent EV products simultaneously, inconsistency doesn’t creep in through bad intentions — it creeps in through lack of shared foundations. Owning that layer, not just individual screens, was what made the difference between a feature and a platform.
