ley Rodrigues

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ley Rodrigues

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Ziva Energy

Designing for 50,000+ Daily Users Across Four Stakeholder Groups

Designing for 50,000+ Daily Users Across Four Stakeholder Groups

How it Started

The Context

AT A GLANCE:

Role: Co-Founder & Director of Operations (Strategy, Brand, Product Development) | Timeline: 12 months | Team: 2 Co-Founders + Developer & Digital Systems Architect

My team and myself identified that current EV infrastructure operates as isolated charging points rather than integrated destinations.

I co-founded Ziva Energy to create integrated EV destinations that compete with traditional gas stations through sustainable energy solutions and premium amenities.

UX/UI Skills Utilized

Market Research

Competitive Analysis

User Research

Usability Testing

Wireframe

Prototyping

UI Design

Tools Used

Dual Research Approach combining field user research with market validation

Multi-Modal Brand Strategy executed by creating a brand identity that resonated with 4 distinct user and business stakeholder groups

End-to-End Product Strategy that aligned every design decision with business model development and operational goals

Market Opportunity & Validation

The Strategic Challenge

The EV charging market presented a classic early-stage industry challenge:

tremendous growth potential with significant infrastructure gaps.

Through my experience at Acoma Capital Partners analyzing market opportunities, I knew that timing and positioning would be everything.

My approach combined traditional business analysis with user-centered research. To identify the problem, I needed to validate a market opportunity worth pursuing with real capital investment.

The EV charging market presented a classic early-stage industry challenge:

tremendous growth potential with significant infrastructure gaps.

Through my experience at Acoma Capital Partners analyzing market opportunities, I knew that timing and positioning would be everything.

My approach combined traditional business analysis with user-centered research. To identify the problem, I needed to validate a market opportunity worth pursuing with real capital investment.

The EV charging market presented a classic early-stage industry challenge:

tremendous growth potential with significant infrastructure gaps.

Through my experience at Acoma Capital Partners analyzing market opportunities, I knew that timing and positioning would be everything.

My approach combined traditional business analysis with user-centered research. To identify the problem, I needed to validate a market opportunity worth pursuing with real capital investment.

Strategic Research Process

From Hypothesis to Validation

Drawing from my operational background, I developed a comprehensive research strategy that went beyond typical user research to include deep market validation.

I took a hands-on approach… literally. I rented an EV and spent time at charging stations, conducting informal interviews with other EV owners. By putting myself out there I learned that range anxiety wasn’t the only issues EV drivers were experiencing, they also wanted EV station reliability and quality experience.

" I hope more big networked charging arrays become the norm at workplaces. Even L1 speeds are meaningful when you're at work for 8+ hours, and it's the perfect solution to the duck curve."

" I hope more big networked charging arrays become the norm at workplaces. Even L1 speeds are meaningful when you're at work for 8+ hours, and it's the perfect solution to the duck curve."

" I have a plethora of charging stations around my house. It takes about 30 minutes to do a 5%-80% charge. I drive maybe 200-500 miles a month, so about twice a month I go to a station to charge."

" I have a plethora of charging stations around my house. It takes about 30 minutes to do a 5%-80% charge. I drive maybe 200-500 miles a month, so about twice a month I go to a station to charge."

"We also need more DCFC for the local apartment dwellers, but they don't need nice space as much as people in the middle of nowhere on a road trip. More DCFC and less lounge would probably be better down town where space is expensive."

"We also need more DCFC for the local apartment dwellers, but they don't need nice space as much as people in the middle of nowhere on a road trip. More DCFC and less lounge would probably be better down town where space is expensive."

" I relied on free EA charging stations for awhile.

Holy Hell did that suck. Charging at 6am Saturday or Sunday to avoid a line only for 50% of the chargers broken, or putting out 50kw of power.

Don’t get it (EV car) unless you can charge at work…"

" I relied on free EA charging stations for awhile.

Holy Hell did that suck. Charging at 6am Saturday or Sunday to avoid a line only for 50% of the chargers broken, or putting out 50kw of power.

Don’t get it (EV car) unless you can charge at work…"

" I live in a fairly upscale area and there are zero public chargers in a 4 mile radius except dealers, who dont let people charge any more, apartment chargers ,which i dont think are open to the public, and one large company - who requires IDs to get in the gate. NONE of the stores near me have charging!"

" I live in a fairly upscale area and there are zero public chargers in a 4 mile radius except dealers, who dont let people charge any more, apartment chargers ,which i dont think are open to the public, and one large company - who requires IDs to get in the gate. NONE of the stores near me have charging!"

" I very quickly grew tired of Walmart parking lots, getting soaked in the rain, or parking at the end of a massive parking lot where the chargers were. At one point near Tahoe I got caught in a snowstorm. Other times while charging I sat in my Rivian R1T to do work, hotspotting off my phone and propping my laptop up on my center console. It wasn’t comfortable."

" I very quickly grew tired of Walmart parking lots, getting soaked in the rain, or parking at the end of a massive parking lot where the chargers were. At one point near Tahoe I got caught in a snowstorm. Other times while charging I sat in my Rivian R1T to do work, hotspotting off my phone and propping my laptop up on my center console. It wasn’t comfortable."

Partnership-Focused Discovery

Industry Stakeholder Interviews

Leveraging the skills I had learned from building my network at Acoma Capital Partners, I conducted strategic conversations with:

EV charging network operators

Equipment manufacturers (leading to our ABB partnership)

Commercial real estate developers

Energy companies and utilities

Strategic Market Mapping

Competitive Intelligence

Using the same market analysis framework I developed throughout my experience through different business ventures, I identified key competitive gaps:

Fragmented Infrastructure

Like the early cannabis market, EV charging was scattered across multiple networks with poor user experience.

Sustainability Gap

Most charging relied heavily on grid power, missing the opportunity for renewable integration

Revenue Model Limitations

Versus our competitors, we identified opportunity for diversified income through charging + amenities + partnerships + real estate

Business Model Innovation

Strategic Solution

After getting comfortable with the market gaps we found, we decided on a destination business model. My experience in commercial real estate through Acoma Capital Partners informed me that our hub-based approach would create profitable, sustainable destinations rather than simple charging points.

Once we had the vision, it was time to find who would help us execute it. After research and numerous calls, I identified and connected with industry leaders who could fulfill our vision.

Partnerships Made:
Partnerships Made:

EV CHARGING POD LLC

Amenities including wifi, lounge, snack & drinks

Amenities including wifi, lounge, snack & drinks

ABB partnership for DCFC infrastructure.

Appreciating Real Estate asset to secure investor funding.

Integrated solar, battery, and natural gas to reduce operational costs.

Meat & Potatoes

Product Strategy

I applied Acoma Capital Partners operational coordination skills to manage dual business tracks. The challenge required creating a brand identity that positioned Ziva as both a premium destination and trusted infrastructure partner across four distinct stakeholder groups:

  • Individual drivers - premium experience focus

  • Commercial buyers - reliability and ROI messaging

  • Investors - innovation and scalability emphasis

  • Property partners - partnership value proposition

I applied Acoma Capital Partners operational coordination skills to manage dual business tracks. The challenge required creating a brand identity that positioned Ziva as both a premium destination and trusted infrastructure partner across four distinct stakeholder groups:

  • Individual drivers - premium experience focus

  • Commercial buyers - reliability and ROI messaging

  • Investors - innovation and scalability emphasis

  • Property partners - partnership value proposition


This multi-audience approach required complex information architecture and user journey mapping, skills that directly translate to product design challenges where different user types need different experiences within the same platform.

I applied Acoma Capital Partners operational coordination skills to manage dual business tracks. The challenge required creating a brand identity that positioned Ziva as both a premium destination and trusted infrastructure partner across four distinct stakeholder groups:

  • Individual drivers - premium experience focus

  • Commercial buyers - reliability and ROI messaging

  • Investors - innovation and scalability emphasis

  • Property partners - partnership value proposition


This multi-audience approach required complex information architecture and user journey mapping, skills that directly translate to product design challenges where different user types need different experiences within the same platform.

Journey Map

This multi-audience approach required complex information architecture and user journey mapping, skills that directly translate to product design challenges where different user types need different experiences within the same platform. I used draw.io to create the distinct user flows and included decision points to ensure a smooth navigation experience.

I applied Acoma Capital Partners operational coordination skills to manage dual business tracks. The challenge required creating a brand identity that positioned Ziva as both a premium destination and trusted infrastructure partner across four distinct stakeholder groups:

  • Individual drivers - premium experience focus

  • Commercial buyers - reliability and ROI messaging

  • Investors - innovation and scalability emphasis

  • Property partners - partnership value proposition


This multi-audience approach required complex information architecture and user journey mapping, skills that directly translate to product design challenges where different user types need different experiences within the same platform.

I applied Acoma Capital Partners operational coordination skills to manage dual business tracks. The challenge required creating a brand identity that positioned Ziva as both a premium destination and trusted infrastructure partner across four distinct stakeholder groups:

  • Individual drivers - premium experience focus

  • Commercial buyers - reliability and ROI messaging

  • Investors - innovation and scalability emphasis

  • Property partners - partnership value proposition


This multi-audience approach required complex information architecture and user journey mapping, skills that directly translate to product design challenges where different user types need different experiences within the same platform.

Design Decisions

My design approach for Ziva centered on creating a unified visual system that could serve multiple audiences simultaneously. I developed a responsive design framework that maintained visual consistency across desktop, tablet, and mobile while using a cohesive color palette and typography to build immediate brand recognition. These decisions ensured that whether users were investors reviewing our pitch or drivers exploring charging options, they experienced the same professional, trustworthy brand.

Brand-Centered Design

Built a cohesive visual identity that positioned Ziva as both premium and trustworthy across diverse audiences.

Responsive Across Breakpoint

Ensured seamless usability and visual consistency on desktop, tablet, and mobile.

Cohesive Visual System

Applied a unified color palette, imagery, and motion design to reinforce brand recognition and clarity.

Aa

Numans

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Market Impact & Lessons

The Outcome

While Ziva Energy didn't launch due to market timing and capital constraints, the project validated critical insights about emerging market strategy and product-market fit that directly inform my product design approach today. Despite the challenges, I successfully achieved key business milestones:

  • Strategic partnerships - Secured technology agreements with industry leaders ABB, AMPECO, and EV Charging Pod LLC

  • Market validation - Confirmed significant market opportunity through comprehensive research

  • Business model design - Developed scalable revenue model differentiating from major competitors

  • Brand strategy - Created positioning that resonated across multiple stakeholder groups

This entrepreneurial experience reinforced that timing and sustainable business fundamentals are as critical as beautiful design. The most elegant product solutions fail without proper market conditions and viable business models supporting them.

Let Me Cook

Moving Forward

Project Challenges

The biggest challenge was balancing innovation with market readiness. The EV charging market was rapidly evolving, and we had to make strategic bets about future technology and consumer behavior. This taught me the importance of building flexibility into both business models and product designs.

Project Changes

Through market research, we discovered opportunities for additional services including tailored charging solutions and partnerships with local businesses. This reinforced my belief that the best products evolve based on real market feedback and not just initial assumptions.

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ashley.jp.rodrigues@gmail.com

ashley.jp.rodrigues@gmail.com

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