GreenMo
A personalised platform to research, compare, and purchase electric vehicles
GreenMo is a platform that brings EV research, comparison, and purchase into a single flow, helping buyers make confident decisions in a new and unfamiliar category.
Impact
| User experience | Improved clarity across EV research and purchase journey |
| Engagement | Increased exploration through comparison and discovery features |
| Product scope | Unified research, comparison, and purchase into a single flow |
Electric vehicle adoption in India was growing but the buying experience hadn't caught up. Buyers researched across multiple platforms, relied heavily on word-of-mouth and had no single trusted source that combined vehicle discovery, credible comparisons, test drive booking and financing. The category was new enough that most buyers didn't know what questions to ask.
User problem
- Buyers struggled to compare EV options objectively - specs, range and total cost of ownership were scattered across brand sites
- Awareness of the category was low and trust in EV-specific information was even lower
- No platform addressed the full journey from awareness to purchase in one seamless experience
System or business problem
- GreenMo was entering a category with no established competitor and needed to build trust and credibility from scratch
- The buying journey for EVs is fundamentally different from traditional vehicles - range anxiety, charging infrastructure and total cost of ownership all require explanation before a purchase decision
- The platform needed to serve multiple buyer types simultaneously - each with different motivations, hesitations and information needs
Buyers weren't reluctant to buy electric - they were reluctant to make a decision they couldn't fully understand. The real barrier was transparency, not intent.
Designing a premium experience for a category most users were unfamiliar with - where building confidence and understanding had to happen within the same flow as browsing and purchasing, without making the experience feel educational rather than commercial.
I led the research, UX and UI design across the full platform. This included conducting stakeholder interviews, running discovery workshops, building empathy maps and journey maps and designing the complete information architecture and high-fidelity screens across web and mobile. The mobile-first direction was an explicit decision based on identified usage patterns, and I was responsible for both the product thinking and the visual execution.
1.Four distinct buyer types had almost nothing in common
Empathy mapping across young achievers, families, teenagers and elderly users and urban commuters revealed that motivations, hesitations and information needs varied significantly. A single product flow would serve none of them well without a strong personalisation layer built into the core experience.
2.Drop-off concentrated at the research stage, not awareness
The buyer journey map showed that users arrived with intent but left without confidence. Pain points clustered around range uncertainty, charging infrastructure, total cost of ownership and the absence of a trusted expert voice at the moment of doubt.
3.Trust had to be built through the experience, not around it
Rather than a separate educational section, expert content - blogs, reviews, range calculators, cost breakdowns - was embedded directly into product pages and comparison flows, meeting users at the moment of hesitation.
Stakeholder interviews and workshops using Value Proposition Canvas and Business Model Canvas surfaced the breadth of the business requirements. Empathy maps built for four distinct buyer types confirmed that the path to an EV purchase was primarily a confidence and trust problem, not a product discovery one. The buyer journey map identified the Discovery stage as the highest-risk drop-off point. Buyers arrived with intent but left without confidence. That single finding shaped every subsequent structural and design decision.
Post-discovery, a detailed information architecture was built across two levels of navigation before any wireframes began - covering Browse Vehicles, Find My Vehicle, Learn About EVs, Book a Test Ride and authentication flows. The decision to surface Find My Vehicle as a top-level navigation item rather than a filter inside Browse was deliberate: research showed a significant portion of buyers didn't know which vehicle they wanted. Leading with a guided recommendation flow addressed buyer uncertainty at the entry point rather than leaving them to self-select their way through.
The experience was built mobile-first across all key flows. Three journeys anchored the visual design work: the vehicle detail page, which needed to carry pricing calculators, cost of ownership, reviews and specs without feeling dense; the comparison flow, which needed to make spec differences scannable on small screens; and the Find My Vehicle personalisation flow, which had to feel guided without feeling like a questionnaire.
Personalised discovery
Users are guided through tailored entry points using preference-based flows that narrow choices early and reduce decision fatigue.
Comparison-driven decision making
Side-by-side comparison tools allow users to evaluate multiple vehicles across specs, pricing, and features, making decision-making more structured and transparent.
Integrated purchase journey
The platform connects research to action through test drive scheduling, loan applications, and dealer interactions within the same flow.
Content and education layer
A blog and article section integrated contextually into key pages - not as a separate destination but as content that appears at moments where users are likely to have doubts.
- Improved clarity across the EV research and purchase journey through personalised entry points and structured comparison
- Increased exploration through comparison and discovery features
- Established a unified platform for EV discovery and purchase - the first of its kind in India
The structured journey, combined with comparison tools and integrated actions, helped users move more confidently from exploration to decision, reducing reliance on external sources. The impact came from one structural decision more than any visual one: treating the research phase as the primary design surface and embedding comparison and expert content directly into the product flow rather than separating them out.
Key decisions I drove
- Prioritised comparison as a core interaction, backed by research showing buyers were making decisions across multiple sources
- Designed a unified journey instead of separate features - fragmenting research, comparison and test drive booking would have replicated the exact problem users already had
- Focused on mobile-first experience, aligned with primary user behaviour
What I influenced
- Product direction and information architecture across the full platform
- The framing of GreenMo as a trusted expert destination, not just a vehicle catalogue
- Cross-functional understanding of user journey complexity
GreenMo was the first project where I designed for a category most users were simultaneously curious about and uncertain of - which meant the experience had to educate and convert within the same flow. In hindsight, the Find My Vehicle flow deserved more prominence from the very first screen. The larger learning was that in a new category, the most impactful design work isn't the UI - it's the IA. Getting the structure right before touching visual design was what allowed the experience to feel clear rather than overwhelming.