Exelon - BGE

Exelon’s Mobile App:

Driving EV Customer Experience Forward

Mobile App/ Electric Vehicles/ Utilities

OVERVIEW

Exelon’s Pilot EV App was developed to support the growing adoption of electric vehicles and provide customers with smarter, more transparent data. As part of Exelon’s commitment to innovation and clean energy, the EV app section empowers users with tools to track energy usage, understand cost savings compared to traditional fuel, and access a personalized dashboard. The dashboard brings together available programs and unique offerings from each OpCo, ensuring customers have clear, actionable insights and resources to support their EV journey.

Pilot Team: Experience Design Manager, UX/UI designers, business, and data Stakeholders.

Project Team: Following funding, the pilot moved forward as a project dedicated to deployment.

My role: User Experience Designer

Pilot Time: 6 Months - Project Time: 6 Months (to market)

Tools: Figma, UserZoom (User testing), Teams (Interviews)

ROADMAP

  • The rapid increase in EV adoption has created new customer needs for clarity around usage, savings, and available programs. Exelon lacked a unified digital solution to provide this information in a way that is simple, consistent, and actionable.

  • Launching a pilot allowed Exelon to validate the concept, test customer adoption, and gather real-world insights before committing to a fully funded team. By starting small, the company could manage risk, optimize resources, and ensure that any future investment in a larger team would be informed by data and actual customer needs.

  • The pilot was able to deliver insights in a short timeframe by leveraging a small, highly skilled team of designers who could operate independently, adapt to uncertainty, and make decisions with minimal direction. Their expertise and agility allowed Exelon to quickly test the concept, gather real customer data, and validate assumptions without the need for a fully staffed team.

Outcomes

1.

It All Starts with the People

Worked hand in hand with partners from the very beginning to understand their pain points and constraints. By building genuine relationships and recognizing everyone’s effort, we created an environment where each person could bring their best to the project.

2.

Design is at the heart of decision-making

Demonstrated the power of design as the true driver of innovation. With business as a collaborative partner rather than the sole navigator, we proved that change is not just an afterthought or a decorative layer; it’s a tangible outcome of design-led thinking that delivers real value.

3.

From Idea to Market in One Year

In a space where change is rarely fast, we proved what’s possible, taking an idea from concept to market in one year with just a third of the resources usually needed.

4.

Redefining How Corporate Teams Work

With a small, agile team of designers, developers, and business partners, we redefined how corporate teams work, introducing leaner processes that cut project costs by a third while shaping a model for future collaboration.

The nitty-gritty

Research: Exploring the Company’s Approach to Electric Vehicles and Customer Relationship

I connected with other teams to gather materials such as customer journeys, personas, and blueprints, bringing their learnings into our project to hit the ground running. Using these materials, along with surveys facilitated by the business, I was able to create detailed personas and flows that informed our approach.

From Web to Mobile First

We began by identifying a space for the Electric Vehicle section within the web app. Our initial concept was to present customers’ programs and bill impact in a format familiar from their billing interface. We aimed to create an experience that started on the web and transitioned seamlessly to mobile.

We tested the initial concept and learned that the experience needed to be mobile-first, with web as a secondary platform. Customers who own an EV primarily manage their accounts on their phones, so delivering value meant focusing on ease of use, clear data, and an engaging, well-designed interface to interact with.

Fast iterations gave us the app we have today

In just a few months, we transformed assumptions into real knowledge. Through thorough testing, multiple high-fidelity prototypes, and presentations across the company, we were able to refine our direction and identify a better approach. This iterative process took approximately two months and involved close collaboration at every stage.

From only web registration with old UI

To streamlined mobile registration process, new API endpoints and new UI

Logic became more complicated to explain and harder to track

Each data interaction required its own workflow. To capture all possible customer profiles, we created four high-fidelity prototypes. We based these prototypes on multiple components with different states, ensuring every scenario was represented and clearly communicated.

Example of multiple components per state

Example of mapping data points for architecture team and business requirements

The Result

This represents one of our latest iterations and does not necessarily reflect the final experience or the experience for all customers, as the final design is tailored to individual customer needs.

What was different in our approach?

Design-First Approach

We approached the project with a design-first mindset, allowing user experience to guide decision-making at every stage. By prioritizing design, we were able to align business goals with customer needs and innovate within a structured corporate environment.

Relationship Management in a High-Stress Environment

Success required close collaboration under tight timelines and high stakes. By fostering open communication with business partners, developers, and fellow designers, I was able to lead the team effectively, solve problems quickly, and maintain alignment across all stakeholders.

Better Overall UI and Customer Experience

From creating illustrations and icons to implementing a refreshed color palette, we enhanced the UI while staying true to brand guidelines. The result was a more intuitive and engaging experience for customers.

Managing Complex Data and New Endpoints

The project involved handling complex data and integrating new endpoints. We translated this complexity into clear workflows, personas, and high-fidelity prototypes, ensuring that users could easily access and understand the information that mattered most.

Documenting and making it available for others

This project was a true learning experience, one of a kind. It opened the door to working differently within a traditionally rigid corporate structure. By documenting our learnings and creating a blueprint, we’ve laid the groundwork for future teams to move faster, collaborate better, and build on what we started. It’s up to us to keep shaping that path making work better for everyone while driving real value for the company.

Next steps and lessons learned

  • With the project moving quickly, I documented every stage—from initial ideation and research to user testing and final outcomes. This process helped me gain deep knowledge of the company’s operations, understand data requirements and user needs, and uncover new possibilities within the project.

  • Though no one officially designated me as lead, I took the initiative to steer the project. As the only consistent designer from start to finish, I guided three fellow designers, coordinated with business and development teams, and solved multiple challenges along the way. Together, we created a collaborative process that was both efficient and impactful.

  • This project’s success was driven not only by the talent and dedication of the team, but also by curiosity and initiative at every step. By asking questions, exploring possibilities, and challenging assumptions, I was able to uncover insights and identify solutions that propelled the project forward. Coupled with the collaboration and expertise of our designers, developers, and business partners, this mindset turned challenges into opportunities and laid the foundation for meaningful impact.

Thank you!

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