CES 2024: EV Charging Solutions That Address Pain Points are ABB E-Mobility’s Mission

Think a measure of success for me and for my team and for ABB now is getting to a point where EV charging simply work. And my level of expectation is that it works as well as Spotify and it works as well as TurboTax. And that's not yet where we're at as an in Street. Hello. My name is Reese Newman, and I am the head of design and user experience at ABB Mobility. I've been with the company for four months now. Essentially, my task is to build design and user experience as a competency within ABB mobility. And my priority really beyond just building a design team now, building a user experience team is to build an elevated user experience for echarging. Essentially, I come from a consumer electronics background. I worked at Google. I worked for Macia. I worked for Lego, and I've prioritized users and user experience throughout my career. And what I see within the mobility space essentially is an opportunity to elevate user experience. What I know and what we is consumers and users, do is we we have a very high sensitivity for great user experience, whether it's in car, whether it's a watch, whether it's air flight, whether it's travel, whether it's your doing TurboTax, whether it's using Spotify, an iOS device, general public and essentially have a very good understanding of great user experience. What I see within the e mobility space is an opportunity to elevate. So essentially we're building not only a team to push on that, but understand the pain points of user experience within the mobility space, but now also elevate that to the level that I would expect than customers would expect. So one of the things we've been doing in the last four to six months is really identifying find where those pinpoints are within EV charging from the user experience point of view. And sometimes they sound super simple, but they're really important. Essentially, simple things like where is a charger? How do I know it's available? Is it working? What kilowatt charge do I need for my car? Is a very simple starting points where we can design and develop a great user experience. Beyond that, it's about providing information about charging rates, level of clarity, a level of signaling. Are you able to just guide people through a charging process and experience simple as using an iOS device or an iPad or Spotify, for example. My level of quality and efficiency is pretty high. And so we're pushing on addressing those pain points within the charging experience and also bringing to light and usability to that. Think one of the most exciting opportunities for me as a designer and leading designer user experience ABB is that we're a point of transfer that's a transformation in the business, and a transformation in the industry wide. And so I think elevating the design and user experience, but also having an unity to design entirely new range of products from scratch, where we elevate user experience and design from the outset. Not only a function, part of the decision making process, but it's a priority and a point of view for us moving forward as a brand. I think A measure of success for me and for my team and for ABB now is getting to a point where EV charging simply works. And my level of expectation is it works as well as Spotify and it works as well as TurboTax. And that's not yet where we're at as an industry. And so that's a priority for me. And not in addition to that, it's about building what's known within interaction and user experience interface loyalty. Normal people and normal humans and users go to interfaces and products that feel familiar because they work It feels delightful, and that's my goal and our goal for ABB mobility.