Role
Design team lead
Timeline
Q1/Q2 2023
Responsibilities
Simplifying Europe's Largest EV Charging Platform
I redesigned Easee's core product suite — splitting an overloaded portal into dedicated experiences and integrating remote troubleshooting tools that cut support tickets by 50%.
1M+ Chargers Installed
100+ B2B Partners Integrated
Company challenge
Their core product, Easee Portal, had grown into a catch-all tool serving businesses, end-users, and installers in the same interface. No one was well served.
Discovery
I led research across four European market clusters (Nordics, Benelux, DACH, UK), interviewing partners, installers, and end-users. The same patterns appeared everywhere:
The portal was hard to learn. Onboarding new staff took too long — features for other user types cluttered every workflow.
Support tickets were unsustainable. Users couldn't find what they needed, so they called support.
Partners were losing margin on-site. They sent technicians to troubleshoot issues that could have been diagnosed remotely — then leaned on Easee's support team to cut costs.
Strategic decision - Splitting users in different products
I proposed reallocating the entire product suite by audience:
Hypothesis: The portal's one-size-fits-all design was driving support volume —> users couldn't self-serve because the interface wasn't built for their specific role.
If we split the product by audience and surface remote diagnostics directly to partners, they'll resolve issues without contacting Easee support.
I mapped every existing feature by user type to define what lived where.
Cross team collaboration: Aligned with other Product Teams to off-load features.
Redesigning Easee Portal
With the scope narrowed to businesses, I redesigned the portal for clarity.
Easee Portal allows the customers to manage and keep track of one or more charging sites. Additionally, it is used to manage customer profile and the relationship with Easee.
ST-Portal facelift & integration
I restructured the UX and applied Easee's design system. To prioritise the right information, I worked with:
A data analyst to identify which diagnostics should surface on the dashboard by default
The Customer Excellence team to map the most common troubleshooting flows and friction points
Easee's support team used an internal tool called ST-Portal to remotely diagnose chargers. It was powerful but internal-only — unbranded, dense, built for engineers.
Easee App feature allocation
1. Migration: end-user features were being removed from Portal and moved to the App.
2. Rolled without a communication strategy: desktop users lost features overnight and reacted negatively.
3. Learnings: A phased deprecation with user communication would have avoided the backlash.
Despite the rocky rollout, the strategic decision was right. The Easee App became the primary touchpoint for end-users, growing to 400k+ users. The mistake was in execution, not direction , and it changed how I approach migration strategy.
Outcome
The release validated our hypothesis.
~50% reduction in support tickets First quarter after launch in the Nordics. Partners were resolving charger issues directly from the portal.
Reduced on-site visits for partners Most issues no longer required a technician, directly improving partner margins.
Scalable support model for Easee Partner self-service replaced a cost structure that would have scaled poorly with charger growth.
