Thought Leadership

Forging the Future of Mobility

Despite electric vehicles meeting daily needs, range anxiety and charging infrastructure issues deter buyers, highlighting the need for better networks and smarter urban design to boost EV adoption and transform transportation. Read more as we explore some strategies to tackle these issues


Gregor Mittersinker

Jun 27, 2024



Service Design

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What has Gone Wrong in Electrification?

Most vehicles are driven less than 40 miles daily, however, the notion of electric vehicles (EVs) suffering from insufficient range persists, significantly affecting consumer purchasing decisions. What factors deter consumers from purchasing electric vehicles, perhaps due to underlying fears? Is there an opportunity for designers and technologists to reimagine mobility and transportation on a broader scale?

We've faced a reality where technological ambition outpaced practical implementation, leaving consumers hesitant to embrace a system that still appears to be in its experimental phase.

Mitigating the Core of Consumer Hesitation

Range anxiety is not just a buzzword but a real concern that deters potential EV buyers. Despite electric cars fitting daily travel needs, they often linger in sales lots for over 100 days. The lack of consumer demand stems from the fear that the vehicle will not reach its intended destination due to insufficient battery life or a lack of accessible charging stations. This anxiety is a monumental hurdle that needs to be addressed to boost consumer confidence in EV technology.

At the Forefront of Urban Technology Transformation

The shift towards smart cities, emphasizing efficient traffic management, logistics, and safety, offers a prime opportunity to reimagine urban mobility. Adopting a human-centric approach in designing these systems is crucial, as it ensures they meet the diverse needs of all urban residents and enhance accessibility for all users. This strategy deepens the technological conversation and guarantees that innovations are precisely tailored to address complex consumer requirements.

Service Design Thinking to Mitigate Range Anxiety

To effectively alleviate range anxiety among electric vehicle (EV) users, enhancing access and coverage of charging networks is essential. Here are some detailed strategies to achieve this:

Innovating with AI and Automation: 

Integrating AI in the management of EV charging networks can facilitate mechanisms that preemptively address disruptions before they impact users. Automated systems can enhance the reliability of the charging infrastructure, thus reducing range anxiety.

Expanding and Standardizing Charging Networks: 

Similar to petrol stations, EV charging stations should be ubiquitous and operate seamlessly. Addressing the compatibility of various charger types and enhancing the reliability of these networks can help reduce consumer fears.

Boosting Network Reliability: 

EV service providers must ensure that charging stations are frequently maintained and operational. Employing smart charging solutions and energy management systems can provide comprehensive insights into the network's performance, allowing for real-time issue resolution and system optimization.

Smart Charging Solutions: Incorporating smart technology into charging infrastructure can optimize the charging process. Features like real-time availability updates, reservation systems, and dynamic power adjustments based on grid demand can enhance the user experience and increase system efficiency.

Public Awareness and Education: Building public awareness about the availability and reliability of charging stations can also reduce range anxiety. Clear signage, informational campaigns, and user-friendly apps that provide real-time information about charging station locations and status can help demystify EV charging for potential and current users.

As advancements in battery technology and the expansion of charging networks continue, range anxiety is likely to decrease, leading to wider acceptance of electric vehicles.

The Road Ahead - Pushing Beyond Range Anxiety

It is crucial to design smart, intuitive systems that place the user at the forefront and ensure public space investments align with consumer expectations. Establishing stable market conditions through uniform policies and incentives could motivate more consumers to invest in EVs. This challenge is fundamentally about building consumer trust. Expanding infrastructure and lowering the initial costs of EVs are essential for integrating electric mobility into everyday life. As advancements in battery technology and the expansion of charging networks continue, range anxiety is likely to decrease, leading to wider acceptance of electric vehicles. This advancement, together with ongoing innovation in urban mobility, promises to transform transportation into a system that is more sustainable, efficient, and user-friendly. 

Urban Technology Transformation

The future of urban living is increasingly focused on the development of smart cities, with a strong emphasis on enhancing traffic management, logistics, and safety. The challenge lies in creating inclusive mobility strategies that cater to a diverse population, ensuring everyone has efficient and safe access to essential services like workplaces and schools. This task requires a broad and detailed approach to transportation planning and technological advancements. As the landscape of innovation transforms, technologies like autonomous vehicles, human-machine interfaces (HMI), and software-defined vehicles (SDVs) are redefining urban environments and daily interactions. Exploring the dynamics of supercities reveals both challenges and opportunities in smart mobility solutions. Emphasizing human-centric designs can lead to more inclusive, efficient, and sustainable urban environments. Integrating cars, scooters, bikes, and self-driving vehicles into a cohesive transportation strategy could address many of our urban mobility challenges.

Expanding the Network where no network has been before 

Electric powertrain technology offers numerous benefits within the power sports industry, including enhanced acceleration, improved control, quieter operations, and zero emissions. Startups focused on 4x4 motorcycles, bikes, and micromobility are advancing electric technology to provide superior performance and an unmatched experience for both on and off-road riders. The advantages of clean drivetrains and quiet rides not only enhance the product experience but also make interactions with the product more enjoyable. Especially in unspoiled nature the quiet property of electivataion can help have more fun The approach to electrification focuses on strategically incorporating EV technology to elevate the riding experience and deliver exceptional offerings to customers. For utility users, electric technology has enabled the creation of one of the best off-road side-by-sides in the market. Additionally, Polaris has recently launched its first off-the-grid charging network, further enhancing the utility and accessibility of electric vehicles.

Innovative Ways to Tackle Range Anxiety 

Oftentimes, range anxiety can transform into charge anxiety: concerns surrounding the potential inconvenience or unreliability of charging stations. For example, an EV driver low on battery may arrive at a station only to find all charging stations occupied by other EVs. Or there may be an open charger available, but it either has a slow charge rate or doesn’t work at all. This can disrupt drivers’ plans as they may not have the time to wait 30 minutes or more for a charge that can carry them to their next waypoint or destination. However, with a variety of charging options and levels to choose from, factoring in charging time with some preparation and research can significantly limit these potential inconveniences. Among other things, a national charging consortium (the ChargeX Consortium) was formed to build upon the charging experience reliability standards set out by the Federal Highway Administration. Effective ways to either leverage vehicle downtime (typical vehicles are parked 95% of the time, how can we get changing ports to all those locations or can we deploy innovative solutions to get the car to the charging station ?  

Building the Infrastructure of the Future Cities

Looking ahead, the potential for electric vehicles to transform transportation into a more sustainable, efficient, and user-friendly system is immense. With advancements in battery technology and an expanding charging infrastructure, coupled with strategic policy support and market stabilization efforts, the future of EVs is poised for significant growth. As we continue to push the boundaries of what's possible in electrification, the focus must always return to the user experience—ensuring that every innovation not only enhances vehicle performance but also enriches the lives of those it is designed to serve. In conclusion, overcoming range anxiety is crucial for the rapid adoption of electric vehicles. Concentrating on technological advancements, solid infrastructure, and designs centered on user needs is essential for making EVs more attractive and reliable to potential buyers. Emphasizing human-centric designs is particularly significant, as this approach not only enriches discussions but also enables technologies to provide more effective solutions, ensuring that innovations are finely tuned to meet users' complex demands. 

Such designs promote practices that are both environmentally and socially sustainable. Exploring technologies that prioritize human needs and enhance business operations and adoption in tandem is vital. Furthermore, it is necessary to explore how these technologies can be integrated into the infrastructure of future urban and suburban areas to boost efficiency and facilitate wider adoption.

About the Author



Gregor Mittersinker


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Austrian-born Gregor is in his element while dissecting most complex business & technology challenges and creating their next level business outcomes.

Prior to starting Loft, Gregor led a Strategy & Design team at Accenture Interactive where he helped launch new multi-billion dollar businesses for global fortune 500 companies. He also led creative teams at Rollerblade, InMusic & Cross.

Outside of business hours he teaches Service Design & UX at RISD, and hosts a weekly think tank with global business & political leaders around the world.

He has worked in the US, Europe & Asia over the past 30 years has earned numerous design awards as well as holds well over 100 patents for product innovations around the globe.

A natural motivator, leader, collaborator, and innovator, the only thing that takes Gregor’s eyes off of design for long is his love for winter sports, kitesurfing and DJing in local clubs.

Many have tried to keep up with Gregor, few have succeeded.

Next level inspiration … Japanese wood craft and joinery, minimalist forms that are functional and proportioned.

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