Discovering analogous market opportunities in the EV Battery market through UX Research

We recruited people of various profiles within the backup and off-grid power space, and had one-on-one interviews with each one of them, anywhere between 45 minutes to an hour long.

We gained insights into pain points, price sensitivity, essential devices these people wanted to power, their core user experiences , and the maintenance culture built around having any form of backup power installation.

We recruited people of various profiles within the backup and off-grid power space, and had one-on-one interviews with each one of them, anywhere between 45 minutes to an hour long.

We gained insights into pain points, price sensitivity, essential devices these people wanted to power, their core user experiences , and the maintenance culture built around having any form of backup power installation.

The research insights reveal a complex landscape of backup power needs, where users struggle with frequent outages, diverse energy requirements, and technical challenges. Users across various commercial settings, from barbershops to kiosks, grapple with accurately estimating their power loads and often resort to trial-and-error methods with inverters.

While battery power is perceived as more stable and quieter than generators, installation complexity and safety concerns remain significant hurdles. Cost is a primary consideration, with some users already investing in alternative power solutions. Interestingly, users often ignore recommendations when testing appliances, highlighting a gap between intended use and actual behavior. The findings also underscore the need for higher inverter capacities and improved wiring quality to address fire hazards. Overall, these insights point to a market ripe for innovation in user-friendly, safe, and cost-effective backup power solutions that can cater to the diverse needs of Accra's commercial sector.

Our Jobs To Be Done is a framework that describes in broad terms the various problems that we envisage customers would want to use our products and services to solve. We’ve chosen this framework because it is product-agnostic, and allows us to draw parallels between our offering and other solutions that may be available to the customer, such as generators.

This Proposed Customer Journey outlines how a user would interact with the new product/service at every phase.
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For each phase,  the key customer values have been elaborated – describing the needs that are most important to users – and the potential interventions which will serve as the foundations of design requirements across hardware, software and service delivery.