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Adapting to the transition to electric vehicles

MA 2022

In order to meet the UK's ambitious target of a zero-carbon economy by 2050, all cars sold in the UK will be powered by electric batteries by 2030.

The UK's infrastructure faces challenges in providing electric charging panels for vehicle owners. So to facilitate and incentivize the shift to electric vehicle use, the experience of using electric vehicle chargers should take the next leap forward.

Electric vehicle, Transformation, Experience


PA Consulting is the UK’s pre-eminent technology and innovation consultant with a strong heritage of design excellence. Working across healthcare to FMG packaging and everything in between, the combination of advanced technology and science and design is unique and allows them to solve problems large and small.

The project is commissioned by the Department of Transport and the Office for Zero Emissions.


Citizens facing difficulties adapting to EV under UK’s transition to a zero-carbon world

Electric vehicles (EV) have been widely promoted and embraced in the UK in line with the UK's announced goal of being the first to fully transition to electric vehicles by 2030. Even though the EV market has grown tremendously in the last decade, non-EV drivers still face difficulties adopting and adapting to EVs. According to ACEA, petrol still remains the largest automobile market share, with 47.5% of all cars registered.

Market segment 

Fortunately, based on the primary research, the younger generation, who make up a large proportion of all non-electric vehicle users, are more open and optimistic about switching to electric vehicles in the future. However, they are facing the barriers that EVs are not approachable, affordable, and accessible.

Therefore, through this project, we would like to encourage younger non-EV users to experience EVs and facilitate them to become EV users in the future.


Coordinating with typical objectives of users, EV manufacturers, and the government

As a result of the research, stakeholders stated unique goals, expectations, and difficulties. The project is committed to designing a system to coordinate with the following requirements.

Problem statement

First of all, younger generations, as our primary users, seek affordable and flexible transportation options to meet their diverse travel needs with friends and families. They are particularly attracted to advanced technologies, new concepts, and fancy experiences. Second, EVs from different manufacturers have distinct EV driving systems, causing significant learning barriers for non-EV users and new EV drivers. Finally, the government expects not only to popularize EVs but also to create an iconic EV identity.

Opportunity and challenge

Of all the electric vehicle transportation options in the market, the best way to experience an EV is undoubtedly the opportunity to rent one for people to experience and learn from, yet, rental EVs are too expensive for young people. Thus, our challenge is to maximize the opportunities to provide younger generations with advanced and affordable EV experiences and create an iconic journey for our users.


Injoey aims to support younger generations in their full transition to EV by exposing more EV experience opportunities with economic options, introducing EVs into daily life to help users adapt to diverse EV models, and creating the iconic identity of Injoey to offer enjoyable EV journeys.


Injoey: adapting the next generation to the full transition to EV

Injoey is a service that partners with communities and car rental companies to provide local residents, especially younger generations, with enhanced EV rental experiences through guaranteed charging spaces, additional rewards, and a variety of approachable mobility tools during EV journeys.

A shared platform

Injoey supports users to share vehicles to reduce cost by renting the vehicle as a travel group and one-way carpooling with community residents to earn additional rewards.

Interactive system

Injoey creates an iconic identity to guide users intuitively during journeys. It helps users quickly get onboard and learn more about EV seamlessly.

Injoey community charging station

Injoey operates community charging stations to offer each rental EV temporarily private charging and parking space during its ongoing journeys. Users can earn extra rewards by allowing the private space open for public use when it is available.


Collaborating with communities and car rental companies to launch and develop the service

Collaborations with stakeholders

To support the younger generation in adapting to the electric vehicle transition, Injoey is establishing links between stakeholders who help users, such as BP, who provide charging points installations for users; car rental companies who can guarantee the security of users when using electric vehicles; and working with communities to provide secure parking and charging spaces while managing them.

Through the collaboration, communities can offer their residents more community parking and charging opportunities, increase community charging efficiency, and increase residents’ satisfaction with alternative means of transportation. Car rental companies can reach out to more potential users, especially young people who usually do not consider rental cars as their travel methods.

Road map

With the collaboration with our stakeholders, Injoey plans to develop from the first phase of pilot launch to the second phase of development and scale and to the final phase of a comprehensive system that supports diverse electric-powered devices in the future of intelligent mobility.


Injoey was a joint effort. Special thanks to Dan Toon and Jing Qian from PA Consulting and Rasita Chudasama from Nottingham Council for their supportive advice, and to all our interviewees and prototype partners for their kind participation in the project.

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