Electric Vehicle
Subscription App

Flexible EV Subscription Without the Commitment

⬆ 50+ Active Users within 3 Months

Context

STEER: a technology company specializing in app-based services that make everyday life more convenient. With a portfolio that includes a food delivery app and a ridesharing app, STEER focuses on creating digital solutions that connect people to essential services quickly, reliably, and sustainably.

Problem

Many people are interested in driving electric vehicles but hesitate due to high upfront costs and rigid leasing contracts. Steer wanted to lower that barrier by launching a flexible subscription service that lets users choose an EV, drive it for as long as they want, and swap or cancel at any time—all through a seamless mobile experience.

Role

UX/UI Designer: Competitive Analysis, User Journey Mapping, Information Architecture, Wireframes, Visual Design, Branding, Hi-Fi Design, Interactive Prototype, Developer Handoff

Solution

I led the end-to-end design of a mobile app over a two-month period, collaborating closely with cross-functional teams to deliver 70+ clean, intuitive interfaces that streamlined the entire EV subscription journey—from onboarding and identity verification to vehicle selection and management.

⬆ 50+ Active Users within 3 Months after product launch

Award

The project won the Best Black App Design issued by Design Rush.

Emphasize

Competitive Analysis

To inform the design of Steer EV, I analyzed leading car rental and mobility service platforms to understand current market standards and identify opportunities for differentiation. I focused on their user interfaces, core features, and value propositions.

Key Insights:

• AKAYAK streamlined comparison interface supports quick decision-making, making affordability and transparency key strengths.

• TURO stood out for its flexible pick-up and delivery options. Users could choose a convenient location for free or pay an additional fee for vehicle delivery—offering a user-centric approach that balances convenience and cost.
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• Enterprise incorporates gamification into its service through a rewards program that encourages repeat usage. This strategy demonstrates how behavioral design can influence customer engagement and loyalty.

User Journey Mapping

To better understand how customers discover and engage with our service, I created a journey map that highlighted key touchpoints, pain points, and opportunities for improvement. I mapped the experience of a potential customer, Thomas, illustrating the steps he took—from initial discovery to successfully subscribing and receiving his first electric vehicle.

Define

Information Architecture

Before diving into design, our cross-functional team—including product managers, developers, and designers—conducted a collaborative team session to align on research insights and prioritize features based on complexity and impact.

Ideate

Wireframes

I designed over 30 wireframes to explore and communicate the user flow and interaction possibilities for the app. These wireframes served as the foundation for user testing and team discussions, helping align stakeholders on key design decisions before moving into high-fidelity mockups.

Branding

Visual Design

Our focus on SteerEV Subscription's branding was in many ways a pursuit of bringing the zero tailpipe emissions and clean energy to the market. It was also an opportunity for us to express our concerns for the environment in the greater effort of creating a more sophisticated end-product.

Before designing Hi-Fi wireframes, we defined the colour palette, typography, iconography and key interface elements that are appropriate for the target users. SteerEV Subscription's colour palette was largely inspired by the aesthetic of electrical vehicles & clean energy. So we decided to go with the combination of green, black and white to design the visual layers, including primary colours, background colours, text colours and error message colours.

Final UI

Intro Screen

The intro screens were designed to quickly communicate Steer EV’s unique value—flexible, commitment-free electric vehicle access—while building user trust and reducing friction. Knowing that EV subscriptions are still unfamiliar to many, I focused on clarity and simplicity, using minimal text and clean visuals to highlight core benefits

Account Sign-up

For the account sign-up process, I wanted to remove unnecessary barriers and give users the freedom to explore first. Instead of forcing sign-up upfront, we allow users to browse available cars and services without creating an account. This decision was rooted in building trust—by showing value before asking for personal information.

EV Subscription

I dedicated the most time to designing the car subscription screens, as they are the heart of the user experience and the primary decision-making point. It was essential that these screens not only function smoothly but also feel visually compelling and premium—reflecting the quality of the vehicles and the flexibility of the service.

Dlivery Process

We put a lot of thought into designing the car delivery process to make it as seamless and user-friendly as possible. Users can easily choose a preferred delivery date and location, giving them full control and flexibility over when and where they receive their vehicle.

To ensure transparency and peace of mind, we also introduced a delivery checklist that guides users through key steps to inspect the car’s condition upon arrival. This not only reassures users that their vehicle is in top shape but also helps build trust and accountability between the service and the customer.

EV Dashboard

The car dashboard was designed to be a central hub for everything users need during their subscription. From this screen, users can easily check the car’s condition, monitor battery levels in real time, and access helpful tools like finding nearby charging stations.