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Ellumination
An engaging case study that helps traditional engine owners to make the switch to electric through electrification.
Team : Renooh Sivakumar, Lulin MacArthur, John Lettang
My Role
Product Designer
Project
Client :
Angry Bovine
Timeline
Aug - Dec 2023
Tools Used
Figma, Illustrator, Unity, Rhino, Laser Cutting.
Overview
Prompt
Ellumination is a project dedicated to help solve the worlds impending conversion from combustion to zero-emission powerplants directives. The project focuses on three core areas of conversion need, small engine, passenger vehicles and work/farm equipment. Ellumination aims to help reduce waste and total abandonment of currently owned equipment, vehicles and machinery by creating a database that maps current combustion platforms (engines, etc) to available or in development zero-emission replacement.
Initial Research
Target Users
Young Owners
Automobile Enthusiasts
Change Seekers
Financially Savvy Demographic
Large companies that own fleets
Farm Equipemnt Owners
Research Methods
Primary and Secondary Research online
Interviews
How Might We Questions ?
01
How might we streamline the electric vehicle conversion process to make it more accessible and affordable for a wider range of vehicle owners?
02
How might we enhance the performance and efficiency of electric engine conversions, ensuring they meet the standards of traditional combustion engines?
03
How might we effectively communicate the environmental and economic benefits of electric vehicle conversions to potential customers, overcoming barriers such as skepticism and lack of awareness?
Primary Research
Competitor Analysis
Although we found no direct competitor..
Spruce Power - passenger vehicle conversions
Motiv - Electric trucks conversions
Geismar, Legacy EV, Current EV Motors - AGX conversion kits for cars
Hypercraft - electric trains
A3 Global - Truck electrification
Secondary Research
In September 2023, the average price of a new EV was $50,683
but we found..
Only Qualifying Teslas, Rivians, Fords, Nissans, Jeeps, Chevrolets etc. Get a tax credit of up to $7,500 for new vehicles purchased in or after 2023.
The average cost of converting a gas engine to electric with us is around $10,000 to $15,000 *
Yet, it is still cheaper to electrify than to buy anew.
Research Findings and Pain points
01
Customers may perceive the electric vehicle conversion process as complex and daunting, leading to hesitation or reluctance to invest in the service.
02
The upfront cost of electric vehicle conversions could be prohibitive for some customers, especially if they perceive the benefits as uncertain or long-term.
03
Customers may be concerned about regulatory compliance and safety standards related to electric vehicle conversions,
04
There may be a gap in customer education regarding the benefits, process, and maintenance requirements of electric vehicle conversions, leading to misunderstandings and misconceptions.
Design & Identity
Initial Branding Explorations
Branding & Marketing
Logo & Grid System
A hexagonal logo can be tessellated easily.
Drawing Inspiration from the high voltage indicators on an electric engine, the sleeks angular lines represent the inner coils of said engine.
How will we plan to educate people ?
Interactive kiosks with infomercials, games and marketing peripherals
Kiosk Placement -
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Malls
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Trade shows
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Grocery stores
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i.e High footfall areas.
Prototypes of Kiosk
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