Not everything landed where I wanted it:

• Address field stayed
  Home owners entered their station address before getting any value. Backend constraint kept it in. I accepted it too quickly.
• Migration left to engineering
  I focused on the new flows and trusted engineering to own the migration path. Wrong division of responsibility.
• Residential monetisation untested
  Free vs paid tier needed user research before launch, not after. Converting home owners to paid remains unsolved.

It seemed the problem was on the surface:

• Account creation issues
  A top-3 support ticket category.
• Wrong account type creation
  48% of all issues within the account-creation category.
• Longest resolution time
  Wrong account type selection was irreversible. Each case required multiple support–user interactions.

These were symptoms, not the root problem. Support ticket analysis and 13 user interviews across segments surfaced three broken paths:

• Business users
  Confused by account taxonomy. “Business” vs “consumer” didn't match their world. Wrong choices were irreversible.
• Reseller partners
  No legitimate path to set up client accounts. Partners logged in with shared passwords. A real security problem nobody had solved.
• Residential users
  Lease drivers skipped invitations and created wrong accounts. Home owners had no dedicated path — a whole segment, invisible.

Three principles guided every design decision:

1. Ask Only When Needed

• Split the flow into meaningful sub-flows — Account creation, Subscription selection, Reimbursement details, etc.
• Define which sub-flow is needed in the user context
• Define which data is required for each sub-flow
• Request user input at the moment it becomes necessary, not upfront

2.Prevent Errors at the Source

Frame decisions around questions users can answer confidently.

The original flow asked users to select their account type. Business or consumer. The labels didn't match how users thought about themselves. Wrong choices were irreversible.

• Added routing question before account creation: "How did you get your charging station?" Lease drivers wait for invitation, owners continue. Lease drivers never enter the wrong flow.
• Removed account type selection entirely. Enabling Business subscription is what makes an account a business account. No classification step, no wrong choice.

3. One Solution Doesn't Fit All

Optimize experiences around user context, not platform parity.

• The web portal enables complex business workflows.
• The mobile app is intentionally simplified for home owners — no upfront subscription step.

All flows went through several rounds of usability testing. User feedback shaped specific changes. Here are some that mattered most.