The impact challenge
How to bring design-led project on top of the investment list?
Somewhere in the middle of the programme, bp implemented a strictly commercially-driven approach for the product development teams. To sustain the charger UX improvement worktream, I calculated the financial impact of improving charger behaviour, considering:
- Reduced churn rates resulting from higher satisfaction levels
- Optimised charging times
- Reduced friction when starting a charge
These calculations led to an estimated Internal Rate of Return (IRR) of 74%, well above bp's minimum investment threshold.
In order to reassure further the finance team, I proposed a phased investment with clear success criteria:
