ley Rodrigues

Featured Work

Catalouge

About Me

Email

ley Rodrigues

Featured Work

Catalouge

About Me

Email

Featured Work

Catalouge

About Me

Email

Sustainable Charging Hubs

Sustainable Charging Hubs

Sustainable Charging Hubs

How it Started

How it Started

The Context

The Context

After witnessing the cannabis industry's consolidation leave smaller players behind at Acoma Capital Partners, my father and I recognized a critical opportunity in the rapidly evolving EV market. Drawing from my seven years of operational experience and market analysis expertise, I identified that the EV charging infrastructure suffered from the same fragmentation issues I'd seen in other emerging industries.

Ziva’s strategic market positioning was born from recognizing that successful EV adoption required more than just charging stations but needed an integrated ecosystem that could compete with traditional gas stations while addressing the unique needs of EV drivers.

After witnessing the cannabis industry's consolidation leave smaller players behind at Acoma Capital Partners, my father and I recognized a critical opportunity in the rapidly evolving EV market. Drawing from my seven years of operational experience and market analysis expertise, I identified that the EV charging infrastructure suffered from the same fragmentation issues I'd seen in other emerging industries.

Ziva’s strategic market positioning was born from recognizing that successful EV adoption required more than just charging stations but needed an integrated ecosystem that could compete with traditional gas stations while addressing the unique needs of EV drivers.

Business & UX/UI Skills Utilized

Business & UX/UI Skills Utilized

Business & UX/UI Skills Utilized

Strategic Planning

Market Validation

Stakeholder Management

Cross-Functional Leadership

Brand Strategy

Partnership Development

UI Design

UX Research

Tools Used

Tools Used

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

Market Opportunity & Validation

The Strategic Challenge

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

Strategic Research Process

From Hypothesis to Validation

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.

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 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."

" 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 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 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."

"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."

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.

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

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

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

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

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

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

Business Model Innovation

Business Model Innovation

Strategic Solution

Strategic Solution

After getting comfortable with the market gaps we found, we decided that 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.

After getting comfortable with the market gaps we found, we decided that 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:

Partnerships Made:

EV CHARGING POD LLC

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

ABB partnership for DCFC infrastructure.

Appreciating Real Estate asset to secure investor funding.

Amenities including wifi, lounge, snack & drinks

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

Appreciating Real Estate asset to secure investor funding.

Meat & Potatoes

Meat & Potatoes

Product Strategy

Product Strategy

As co-founder and Director of Operations, I orchestrated the complex process of bringing Ziva Energy from concept to near-launch while simultaneously managing our reseller operations. This required the same strategic coordination skills I honed managing operations at Acoma Capital Partners.

As a result I created a comprehensive brand identity that positioned Ziva as both the premium hub destination AND the trusted infrastructure partner. The brand needed to communicate sustainability, reliability, and innovation to multiple stakeholder groups which included individual drivers, commercial buyers, investors, and property partners.

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

As co-founder and Director of Operations, I orchestrated the complex process of bringing Ziva Energy from concept to near-launch while simultaneously managing our reseller operations. This required the same strategic coordination skills I honed managing operations at Acoma Capital Partners.

As a result I created a comprehensive brand identity that positioned Ziva as both the premium hub destination AND the trusted infrastructure partner. The brand needed to communicate sustainability, reliability, and innovation to multiple stakeholder groups which included individual drivers, commercial buyers, investors, and property partners.

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

Made sure that the website was responsive across multiple screens ensuring a positive user experience.

Developed a WIX website that aligned with our brand identity.

Used a bento box layout while still keeping in mind the importance of 'white space' so the interface didn't feel cluttered.

Copy on the website was kept short but informative making sure users are not overwhelmed.

Color pallet was cohesive through out the design of the website, along with pictures, buttons, and motion design.

Emphasized visual clarity and simplified product selection over technical complexity.

Market Impact & Lessons

Market Impact & Lessons

The Outcome

The Outcome

While Ziva Energy ultimately 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 informed my approach to product design today.

I was able to validate a significant market opportunity and secure technology partnerships with industry leaders including ABB, AMPECO, and EV Charging Pod LLC.

I also believe that I was able to develop a scalable business model while creating a brand and product strategy that clearly differentiated Ziva from major competitors.

This venture also reinforced that timing is everything. Even great products need the right market conditions to succeed. Even a beautiful design means nothing without sustainable business fundamentals supporting it.

While Ziva Energy ultimately 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 informed my approach to product design today.

I was able to validate a significant market opportunity and secure technology partnerships with industry leaders including ABB, AMPECO, and EV Charging Pod LLC.

I also believe that I was able to develop a scalable business model while creating a brand and product strategy that clearly differentiated Ziva from major competitors.

This venture also reinforced that timing is everything. Even great products need the right market conditions to succeed. Even a beautiful design means nothing without sustainable business fundamentals supporting it.

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.

Let Me Cook

Let Me Cook

Moving Forward

Moving Forward