Nissan LEAF
EV Calculator
Launching Australia’s first electric vehicle with an emissions calculator designed to save you money, and the planet.
NISSAN
AKQA, 2020
USER RESEARCH/TESTING
ART DIRECTION
UI/UX
BACKGROUND
The rapid rise in popularity of electric vehicles coincided with the launch of Australia’s first - The Nissan Leaf.
However, despite the increase in conversation and attention EV’s were receiving, Australian consumers were still failing to understand their true value in relation to their wallets, and the planet.
PROBLEM
Nissan needed a way to clearly explain the value proposition of an EV to the Australian market.
Through initial research we discovered that EV market competed on a technical showcase of each models features, failing to translate these confusing list of specifications into a benefit the wider market could understand.
ASK
Create an EV calculator for the Nissan LEAF.
A customer-centric approach to help Australian consumers understand electric vehicles in order to position Nissan as the leading experts in Australian EV’s.
USER RESEARCH
Through initial research we uncovered Australian EV customers were very much in their infancy of understanding the EV market. This allowed us to create the mission or project goal of establishing ‘How EV works for me’ for our consumers.
After an initial creative exploration we uncovered the need for a brutally simple device and digital experience - a calculator - in order to distil the complex EV specifications into a language consumers could understand: money vs. emissions.
Function + eduction = success
Our decided direction was functional and educational tool that details the key facts and figures of EV ownership, usage and benefits.
The interactive tool invited users to delve deeper into their key areas of interest – with a lens that focused on lifestyle, environment and technology.
From what was initially a framed as a small project, we were able to expand on the initial ask into a much a larger scope of work following our initial research stages.
Our decided direction was functional and educational tool that details the key facts and figures of EV ownership, usage and benefits. The interactive tool will invite the user to delve deeper into their key areas of interest – with an equal lifestyle, environment and technology lens. We were able to outline a larger scope of work off the back of presenting this direction.
DESIGN
Three creative concepts were presented consisting of brand inputs, external references, and a style tile to illustrate the potential aesthetic.
The chosen concept referenced the Nissan Intelligent Mobility elements. Taking design cues from the Nissan LEAF itself, we created a clean and minimalistic look and feel that aligned with the direction of the Australian EV market.
RESULT
Our final product, the Nissan LEAF Savings Calculator, addresses the key customer need - a means to calculate the true cost and benefit of EV ownership. A functional tool that takes complicated technical specifications, along with a customers lifestyle, distilled into an easy-to-understand format.
On completion of this project Nissan outlined a want to evolve this project further as the Australian audience becomes more familiar with EV vehicles.
