Final Process Book

POWER-UP
A strategy for building Tesla charging stations in China.

SCAD Design Management | Final Project | Jie Ren | Spring 2015
Figure 1. Beijing. This figure shows the skyline of Beijing. Authors Image, 2015.
Power up
A strategy for building Tesla charging stations in China.
By Jie Ren
This project is dedicated to my parents, who have always

supported me and have given me a wonderful life. Theyve made
me strong and brave, and I am sincerely grateful for all theyve
done. Im proud to be their son.
The project is also dedicated to the place where I was born:
Beijing. It has been my home for twenty-five years. Ive
experienced great change in the city over my lifetime, and have
also witnessed the growing issue with air pollution. My greatest
wish is that this project assists with that problem.
Last, but not least, I dedicate this project to myself, as a reminder
that all effort is worth it. Pouring effort into my passions creates
a positive life. This is a reminder to work hard and go forth with a
smile on my face.
Table of Contents
1. Project Framing
|6
10 -13
Subject of Study
12
Problem Statement
12
Target Audience
13
Focus of Study
13
Scope
13
13
Significance to the Field
2. Project Positioning
14 - 29
Opportunity Statement
16
Marketing Analysis
17
Positioning 2x2
20
Zags
24
Value Proposition
28
Onliness Statement
28
3. Research Planning & Synthesis

Research Space
30 - 47
32
Ecosystem Map
33
Research Methodology
34
Research Questions
34
Research Activities
36
Data Processing and Analysis
37
Research Synthesis
38
Personas
42
Key Research Insights
46
4. Design Opportunities & Criteria
48 - 63
Reframing
50
Design Opportunities
52
Design Criteria
63
5. Prototype Development & Testing
64 - 91
Prototype Ideas
66
Concept Exploration
68
Chosen Concept Development
78
7|
Concept Testing
84
Validation
86
6. Final Design to Market

92 -133
Final Design Criteria
94
Final Prototype
96
Business Model Canvas
126
Implementation Plan
132
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7. Conclusions & Recommendations
136 - 138
8. Appendix
139 - 231
Appendix A: Gant Chart
140
Appendix B: Competitor SWOT Analysis
142
Appendix C: Competitor Positioning Analysis
146
Appendix D: Partnership
148
Appendix E: Diffusion of Electric Vehicle
150
Appendix F: Trends Matrix
152
Appendix G: Research Matrix
154
Appendix H: Research/ Testing Protocols
162
Appendix I: Concept Testing
168
Appendix J: Personas and Empathy Map
170
Appendix K: Synthesis Diagrams
218
Appendix L: Working Wall
222
Appendix L: Interview Transcription (Chinese)
224
9. Reference
232 - 239
Annotated Bibliography
234
Figures
239
9|
| 10
01
PROJECT FRAMING
11 |
Subject of the Study

Tesla is a car manufacturing company that produces vehicles that are electrically operated. The study researches
how to develop electric charging stations for Tesla vehicles in China.
| 12
Problem Statement
Tesla has limited sales because of various issues including parking space, power network and access to build
electric chargers in China. To increase sales, Tesla must expand the availability of charging stations for Tesla
customers.
Target Audience
The study mutually benefits electric vehicle manufacturers and Chinese consumers. For this project, Tesla has a
framework that supports building electric infrastructures that are appropriate for the Chinese market. Consumers
will have a better experience as electric car drivers.
Focus of Study
The study focused on helping electric vehicle manufacturers such as Tesla to build electric infrastructure by
understanding society, technology, economy, environment and political issues.
Scope
The study was finished within 2.5 months in Beijing, Shanghai, and Guangzhou. Current and potential Tesla
owners will be interviewed online by several professionals including car dealers, manufacturers, and other car
industry professionals.
Significance to the Field

For the discipline, a solid framework was provide for the industry to guide them how to build charging stations.
For the world at large, the expansion of the EV will mitigate air pollution.
13 |
| 14
02
PROJECT POSITIONING
15 |
| 16
An opportunity exists to conduct research from the perspective of EV
manufacturers to identify and reframe the various of limitations by using
design thinking and management process.
The study will provide a new business strategy for Tesla to build charging
stations in China. For design discipline, the study will illuminate a
framework and provide methods for an electric vehicle manufacturer
successfully build charging stations which fit for China by understanding
Chinas conditions. For the world at large, the expansion of the EV will
mitigate air pollution.
17 |
Marketing Analysis
The charging stations will play important roles in the industry of
electric vehicles. Compared with traditional gas stations, which
are occupied by state-owned businesses, the construction of
charging station offers opportunities for young enterprises. As
of now, the construction of charging stations offers no benefits
to stakeholders. However, The State Grid, Sinopec, Potevio,
Vanke, and Wanda have already been building or have planned
to build electric infrastructure by using their own resources.
Sinopec:
In 2010, Sinopec worked with Beijing Capital Technology Cooperation to created a subcompany named Sinopec
and New Energy Cooperation. Electrical safety is their main challenge because Sinopec must cooperate with
a grid company to build a charging station. Huge networks of gas stations and services are beneficial to the
success of Sinopec. Why are gas stations a strength? It seems that gas stations and gas-powered cars are in
competition with Tesla and the electric car industry.
Potevio:
| 18
Potevio New Energy Cooperation was established by two state-owned cooperations: PertoChina and Potevio.
They play the roles of both constructor and designer. Potevio constructs, manages and manufactures their own
charging station. In addition, the company designed a battery switching system.
The State Grid

The State Grid has an inherent advantage of setting electric infrastructure because they have a wide power
network and advanced technology. They currently have more than 20,000 charging stations. The State Grid
is the biggest charging station company in China. They also have a government background, and they are
supported by government policies.
Real estate:
In 2014, the government permitted private companies to construct electric vehicle charging stations. Real estate
companies benefit because they have the land for building electric infrastructures. It will be more affordable for
real estate agencies to build charging stations because most the charging stations are located in hotels, shopping
malls and apartments.
BYD:
BYD is the only Chinese electric car manufacturer. They build charging stations, and also face challenges such
as inaccessibility to community, renewal of power systems and lack of unified charging standard. As a Chinese
manufacturer, they get more benefits Tesla, such as loans and rental contract by local government.
Chargerlink:
Chargerlink is the only partnership with Tesla for diffusion charging stations. It provides a platform for both
consumers and business owners to build public charging stations in their private parking areas. Tesla drivers can
use the Chargerlink app to find and use those charging stations. The app also allows people to find those who
drive the same Tesla model.
19 |
Positioning 2x2
Evaluating the Competitive Landscape - Building motivation and utilization
Benefit-driven
BYD
Real estate
| 20
Low utilization
ChargerLInk
High utilization
Potevio
Motivation and utilization
Sinopec
All state-owned companies built charging

stations according to the government urban
The State Grid
development plan. However, the government

failed to make the plan because of low
utilization. The benefit-driven building are more
useful.
Government-forced
Figure 2. Positioning map. This 2 x2 matrix evaluates the position of the project on the axes of utilization and motivation. Authors Image, 2015.
Positioning 2x2
Evaluating the Competitive Landscape - Types of charging station and areas
Destination CS
ChargerLInk
Sinopec
BYD
Potevio
Developing area
Developed area
The State Grid
Types of charging station and areas

More competitors focus on building destination
charging stations due to the access of users
communities. Most of these stations are located
in developing locations, such as suburban
parking lots, due to overcrowded downtown
areas and limitations of access.
Home CS
Real estate
Figure 3. Positioning map. This 2 x2 matrix evaluates the position of the project on the axes of charging types and areas. Authors Image, 2015.
21 |
Positioning 2x2
Evaluating the Competitive Landscape - Cooperation and accessibility
High accessibility
The State Grid
Real estate
| 22
Cooperative
Individual
Sinopec
Potevio
Cooperation and accessibility
ChargerLInk
The state grid has a high accessibility because

It has huge branches all over the country. On
the other hand, other smaller companies suffer
BYD
the accessibility problem due to the lack of

partnership.
Low accessibility
Figure 4. Positioning map. This 2 x2 matrix evaluates the position of the project on the axes of accessibility and partnership. Authors Image, 2015.
23 |
Summary of positioning
After researching the various competitors, including state-owned companies, real
estate, and EV manufacturers, the following evidence is revealed:
1. High-utilization charging stations were built due to high benefits for stakeholders.
There is an opportunity to increase the benefits by building more successful
charging stations.
2. Destination charging stations seem to solve the community access problem.
However, accessibility in overcrowded downtown areas becomes its own problem.
3. Partnerships increase the possibility of overcoming limitations such as accessibility.
There is an opportunity to find local partners who have the required resources.
Zag Steps
| 24
STEP 1: Who am I?
implementing new policies. Tesla electric vehicles
The strategy of constructing charging stations to fit
offer eco-friendly alternatives to gas vehicles. The
the conditions of China overcomes limitations from
hope is for all Chinese drivers to purchase and drive
a manufacturers perspective. It was created by using
Teslas vehicles to decrease and ultimately eliminate
design management methodology.
air pollution from gas motor vehicles.
STEP 2: What do I do?
STEP 5: Who else share my brandscpe?
The strategy explores how to build electric vehicle

infrastructure and diffuses electric vehicles.
STEP 3: What is my vision?
Everyone in China is willing to become a electric
driver because charging is less tedious.
There are many enterprises in the parallel spaces,

such as: Sinopec, State Grid, BYD, Potevio, Vanke,
and Vanda.
STEP 6: What makes me the only me?
The EV diffuser focuses on finding a new
STEP 4: What wave am I riding?
collaborative approach to build charging stations
Residents of China suffer from severe air pollution.
for electric drivers in big Chinese cities.
The government attempts to solve the problem by
STEP 7: What should I add or subject?

I should consider the benefits of the stakeholders to
make potential cooperative opportunities. I should
look into other fields to see who shares the same
vision.
STEP 8: Who loves me?
I am loved by many: the consumers, for a better
charging experience; the government, for mitigating
air pollution; and the stakeholders and partners, for
driving new business opportunities.
STEP 9: Whos the enemy?
There are several enemies: the chaos of the EV
charging industry in China; the non-cooperation
between stakeholders and the government; and the
infrastructure limitations of China.

STEP 10: What do they call me?
Consumers call me Plug. The government calls
me the Eliminator of Smog. Stakeholders call me
Connector. The car industry calls me Model.
25 |
STEP 11: How do I explain myself?

I am an agent of change for the diffusion of electric
vehicles. I am doing this to solve the problem of
the lack of charging stations, focusing on user
experience, stakeholder benefit, and government
policy.
STEP 12: How do I spread the word?
The charging station spreads the word through high
visibility, advertising on social media, and promotion
STEP 15: How do I earn their loyalty?
from partners.
I earn the loyalty of consumers by the convenience
STEP 13: How do people engage with me?

Electric vehicles can be simply chartered by the
charging station. The convenience allows people
| 26
to become electric drivers. They can also engage

through their diffusion network.
and advanced techniques that will more quickly

charge a car. I will provide potential partners with a
unique chance to share the business opportunities
during the electric vehicle revolution.
STEP 16: How do I extend my success?
Success is extended by enhancing accessible
charging, which would probably aid business. DV
STEP 14: What do they experience?
(driverless car) is a trend after EV. Tesla already has
The difficulty of charging will not cause weakness in
a mature technique, so the charging stations will
electric vehicle sales.
play an important role to diffuse DV as well.
27 |
Summary of Zag Steps

Throughout the Zag process, steps were informed by the insight that a Chinabased partner is needed to build charging stations. As an international car
manufacturer, Tesla has resources such as branding, management method,
and technical advantage. Those superiorities would be appreciated by the
local enterprise. There is an opportunity for Tesla to consider the stakeholders
and make a partnership with a local enterprise that shares a similar vision.
Value Proposition
For consumers who are willing to buy an electric vehicle but are discouraged by the charging process, we
remove limitations in Chinas infrastructure. We build charging stations using a new collaborative approach to
find local partnership. Unlike in other strategies, we fully consider both the interest of stakeholders and future
industry trends to develop a solution.
| 28
Onliness Statement
The EV diffuser focuses on finding a new collaborative approach to build charging stations for electric drivers in
big Chinese cities who suffer when charging.
What: The only EV diffuser

How: That focuses on finding a new collaborative approach to build charging stations
Who: For electric drivers
Where: Big Chinese cities
Why: Who suffer
When: Charging
29 |
| 30
03
RESEARCH PLANNING
SYNTHESIS
31 |
Research Space
The research space of this project will help electric vehicle manufacturers
environment, political, economy) issues from three different perspectives:
MANUFACTURER
ethnographic research. Most of the interviews will be conducted through

Skype, Wechat and Facetime.
Sandalow, 2009 (Social, Environment, Political)

Rajakaruna, 2014( Technology)
Morris, 2014 (Economy)
Levine, 2015 ( Technology)
Seba, 2014 ( Social, Technology)
Tilemann, 2015 ( Economy, Social, Environment)
Rogers, 2003 (STEPP)
Lockwood 2009 (Economy )
Core Compe
primary and secondary research. This study will be completed mostly by
Di
n Pl a n
| 32
s io
collaborative approach to build charging stations for Tesla through both
nc
ffu
After understanding the positioning, the researcher tries to find a new
te
users needs, governmental policy, and stakeholder interest.
Stakeholders
Failure
to find local partnership by understanding STEEP (social, technology,
GOVERNMENT
Wh
o
at i
on
Be
ui
ld
Wh
ot
Wh a
Exp
ct
ne
s
fit
co
wt
o
e
op
33 |
E co n o m
y
HOW CAN WE BUILD

CHARGING STATION IN
CHINA
Ho
r a te
i ld
Technology
Influenc
to
t is
th
rt
e re
a t to s u p p o
Wh
Wh
egy
bu
at
s tr
Policy
or t
ics
supp
En
to
o
vir
Poli
t
nt
me
Needs
s
S ociet y
int
ili
ty
po
Ut
Pa
in
CHINESE CUSTOMER
Figure 5. Ecosystem map. This figure shows the research space of the project and how the sources fit into it. Authors Image, 2015.
Main Research Question

From the manufacturers perspective, how can design management methodology be used to create
a strategy for constructing electric infrastructure in China?
Research Methodology
In this project, the researcher try to find new
| 34
collaborative approach for building charging

station for Tesla through both primary
and secondary research. This study will be
completed mostly by ethnographic research.
Most of the interviews will be conducted
through Skype, Wechat and Facetime.
Sub Research Questions

What are the limitations of building an electric
infrastructure?

What is the electric infrastructure? What are the

technological limitations?
What special environmental limitations are there

in China?
The methodology was appropriate for the
What are the characteristics of Chinese

consumers?
project because the researcher is located in the
Untied States. The research will be completed
Data Collection:
over long-distance. The long-distance interview
Secondary research will be conducted by popular
methodology will be used to help the researcher
media scan. Interviews will be conducted with
come as close to the answer as possible.
electric car dealers and car industry.
What is the governments policy?
What can manufacturers can do to overcome the
What is the strategy for building electric infrastructure?
limitations?

35 |
How can manufacturers build electric chargers in
What plan do we have to build in the future?
other countries?
What focus do we have?
With whom do we cooperate to overcome the
Where do we build?
limitations?

What benefit can we share with our

stakeholders?
Data Collection:
Data Collection:
electric car dealers and experts.
electric car dealers and experts.
Research Activities
Secondary research was conducted with competitors and partners from four different industries: energy, grid,
real estate, and manufacturer. All distance interviews were conducted with Tesla owners, potential owners, car
industry experts and power system experts.
4.17
4.16
4.15
| 36
4.14
4.13
4.12
4.11
4.10
4.9
4.8
On ground
Facetime
Wechat
Phone Call
Car dealer
Tesla owner
Car expert
Community officer
Potential user
Power system expert
Figure 6. Research activities diagram. This figure shows the participant types and timeline for the interview. Authors Image, 2015.
Data Processing and Analysis

Secondary research data was collected by taking a source book. Primary research data was collected by notetaking, screenshots, audio and sketching. All data was put on a working wall throughout the research process in
the form of print-outs, post-notes, and sketching. When the research was finished, the researcher analyzed the
data to find common insights. The researcher created visual diagrams for both primary and secondary research.
These diagrams include: SWOT analysis, history map, system map, trends matrix, persona, empathy map, ERAF
system map, user blueprint, semantic profile, affinity map, and needs-resources map.
Persona
Empathy map
Semantic profile
Users blueprint
Affinity map
ERAF system map
Needs analysis map
Affinity map
Needs analysis map
Car dealer
Tesla owner
Car expert
Community officer
Potential user
Power system expert
Figure 7. Data analysis method. This figure shows the methods which will be used to analysis the data from the interview. Authors Image, 2015.
37 |
Research Synthesis ( 1 of 2 )
User blueprint
The player
Government
User
Tesla Store
Citizen
Consciousness
High-end
Show off
Purchase
Test Drive
Enthusiast
| 38
EV tag
Others
Driver
Tag Lottery
Get a Tag
Problems
Low-end
The government doesnt
All Tesla drivers are high-
Test drives are very
give Tesla drivers EV tags.
end users--they are rich
important--they can
They have to join the Tag
and educated.. They either
provide the potential
lottery to get one.
have prefer Tesla very much
user with real driving
or want to contribute to
experience.
environment.
Figure 8. User blueprint. This figure analyzed the process of building charging station from the perspective of EV driver. Authors Image, 2015.
Tesla
After
Market
Tesla
store
Tesla
Store
Community
Having a parking
Grid & Fire & Construction
New Community
Planning
Renew
Fire Department The State Grid
Get Equipment
Community
Construction
Old Community
39 |
Key findings
According the research, building a private charging station is extremely difficult for Tesla drivers. Only a
few people can succeed due to the complex journey and wide variety of department needs to be dealt
with. Everything that depends on the condition of the community limits the expansion of Tesla in China.
Not all parking areas can
Tesla provides equipment
Tesla owners have to deal with the
built with a charging
free of charge. However,
community, the fire department,
station. Viability depends
the consumer must hire a
the State Grid, and the construction
on the distance between
professional to install it.
team to make sure these groups can
the parking and the electric

wire.
Built
process the building.
Research Synthesis ( 2 of 2 )
Affinity Map
An affinity map was created with quotations from the interviews to look for patterns and gain deeper insights into
the target audiences. It shows the difficulties of building a charging station that Tesla faced in China.
Key Findings:
People are worried about
the charging process
My community doesnt
allow me to build a
charging station because it
will lead to the instability of
electricity.
because their needs cant
I saw a charging station

once at a public parking
near a subway station. I
passed the subway station
everyday, I only saw once
that an electric vehicle was
charging there.
My community is
very old. We dont have
enough parking space
right now. It is very
difficult to find a parking
spot when I get home at
night.
be reached by Tesla itself.

The better opportunity is
| 40
to work with local partners
Parking
Sustainable
Radiation
I built a charging station

in my parking so that I can
charger it when I go back
home. I have to deal with
my community and State
Grid. Not all of the parking
space in my community
can be built a charging
station .
The public charging

stations are useless for my
Tesla. They use a different
charging standard than
Tesla. I need an additional
connector to connect them
and it takes long time.
I go to some parking lots

to find a charging station.
Sometimes, they have
been occupied. I will spend
more electricity to find
other places.
The charging station

must be very difficult to
access my community.
I havent seen any one.
But when the high
speed internet came,
the process of changing
cable was difficult.
One year ago, we wanted

to make a standard for
charging stations that
allows every car to share
the public charging.
However, none of the EV
manufacturers wanted to
work with us.
to satisfy the Tesla drivers

needs and eliminate
potential worries.
Tesla has already attracted
a high-end user group
in China. We can use the
resources of this group
to partner with business
owners in China to meet
the needs of drivers.
Figure 9. Affinity map. The affinity map analyzed the users need of the charing stations. Authors Image, 2015.
Once, I went to a public

charging near a bank. They
said the charging is for
members only. I would have
to pay for getting charged.
Shenzhen has a lot of BYD

EV taxis. The taxi company
has a lot of taxi parking lots
which can allow the taxies
to charge at night.
Multiple
It only takes me 5
minutes to put gasoline
in my car. But for EV, I will
spend more time--maybe
hours. What should I do
during that time? I have
Suburban
Service
When I charged at the

parking lot of Wanda
Plaza, I spent 2 hours to
get my car charged. So, I
decided to see a movie at
the plaza.
I renew the electricity

system by myself and share
it will all Tesla drivers for
free..
I go to some parking
lots to find a charging
station. Sometimes, they
have been occupied. I will
spend more electricity to
find other places.
Branches
I know it is very easy

to get a tag for EV. But
Tesla doesnt benefit
from the policy, because
the government wants
to protect local EV
enterprise.
Promotion
Network
I heard about someone
driving a Tesla from Beijing
to Tibet. It is only Teslas
promotion. I will never do
that. I cannot even drive my
car out of Beijing because
of the charging issues. Tesla
is more like a car within the
city. It shouldnt be like
that.
Even in the city, I cant

drive everywhere. For example, my friend invited
me to dinner but my battery was very low. I had
to go home to charge it.
Finally, I went the dinner
by Taxi.
I didnt get any discount

or any benefit from the
government because
I was told Tesla is an
American-made vehicle.
The governments EV
diffusion policy only
applies for Chinese EV.
I went home from Beijing

every weekend. I am
always worried if I can
make it because traffic
jams happen all the time.
Lower speeds mean I
cannot drive as far.
Tesla cannot be my
first vehicle, because
when I bought it I had
some worries about the
reliability of charging.
station.
In Shanghai, if you want

to buy an electric vehicle,
you have to get a private
parking first. It is the
government policy.
41 |
Personas ( 1 of 2 )
I brought a Tesla for fun
I first heard about Tesla when I attended a auto show
in 2013. A lot of my friends in the industry were very
interested in the car. Therefore, I brought one. For me, It is
like a big toy.
New technology attracts customers
Educated
Social status
Environmental
The big control screen attracts me a lot. I can easily

control my car with the screen. All functions are on it.
| 42
Showing off
Family
Innovation
Lei Wang
Not the only one

Tesla cannot be my first vehicle, because when I bought
it I had some worries about the reliability of charging.
Tesla Owner
39 | Beijing | The CEO
Lei Wang is the CEO of an Internet company
at Beijing. The Tesla is his second vehicle.
He has private parking in his backyard. He
always drives his friends to parties with his
Tesla.
More than a car

For me, Tesla is not only a car but also a social network.
I have met a lot of Tesla driver since I got one. Just like
me, they are all attracted by the spirit of innovation. They
all have a well-educated background. Some of them are
experts in their field.
Figure 10. Personas 1. This describes user persona 1, a Tesla driver. Authors Image, 2015.
I buy a car for family

A car for me means freedom--I can escape the city during
the weekend. The air pollution is getting worse.. My family
and I need some fresh air.
I dont have a tag.

Educated
I know it is very easy to get a tag for EV. But Tesla doesnt
Social status
Environmental
benefit from the policy, because the government wants to

protect local EV enterprise.
43 |
Showing off
Family
Innovation
The charging problem is my biggest

concern
Kai Zhao
If I can easily get my car charged, I will get one soon. The
Potential user
charging station should be like a gas station that I can
44 | Beijing | Professor
Kai Zhao is a professor. He works at a famous
easily find and charge at quickly.
university and has a PhD. He is the father of
Efficiency is my concern
two children. His family is suffering from the
It only takes me 5 minutes to put gasoline in my car. But
air pollution in Beijing.
for EV, I will spend more time--maybe hours. What should

I do during that time? I have no idea.
Figure 11. Personas 2. This describes user persona 2, a Tesla potential user. Authors Image, 2015.
Personas ( 2 of 2 )
Stopped building public charging station
in 2012
We stopped building public charging station because of
the low utility and because they are unprofitable.
The government forced us to build

Support
The government made a plan. Our job is to build it.

Lack of partner
Technology
We dont make strategy. There is no standard for them. I

mean, a lot of new EVs cant even use the stations..
| 44
Lack of parking
Local
protection
Innovation
Jie Wei
Power industry expert
52 | Guangzhou | General Manager
No standard for the industry

One year ago, we wanted to make a standard for
charging stations that allows every car to share the public
charging. However, none of the EV manufacturers wanted
to work with us.
Jie Wei has been working for State-Grid since

he was 22. He currently works on helping
people to build their private charging
stations. He was in the first group of people
who made charging stations.
Private charging station requirement

The only requirements are that the community can reach
the normal electricity standard and that the fee is the
same as for home electricity.
Figure 12. Personas 3. This describes the result of expert interview, a government officer. Authors Image, 2015.
Energy Crisis
The energy crisis is the main reason for the government
to develop EV. But for now, there is an energy surplus in
China. The grid company will pay attention to building
charging station according to the government strategy
Working with local partners

Educated
Shenzhen has a lot of BYD EV taxis. The taxi company has

many taxi parking lots which allow the taxies to charge at
Social status
Environmental
night.
45 |
Showing off
Family
Innovation
Higher social status users

Those rich people with good education who also care
Zhiping Jiang
Car industry expert
about the air pollution have the potential to buy a Tesla.

But this group is not large in China. In addition, they care
more about showing off rather than utility.
51 | Shanghai | General Manager

Zhiping Jiang has been working as a general
manager in car-related industry. He has a
The government doesnt play their role
comprehensive view of the car industry. He
So far, we dont see any sign that the government will
is actively participating in important annual
pay to upgrade the power system of old communities.
meetings.
Figure 13. Personas 4. This describes the result of expert interview, a car expert. Authors Image, 2015.
Key Research Insights
Insight 1: Building a charging station is a tedious process.

EV owners encounter the tedious process of building private charging stations. Renewal of electric systems is
complex, because 2/3 of residents have to agree.
Insight 2: Express EV advantage
Tesla is not on the list of government-promoted EVs. Therefore, the users cant get any benefits from the
| 46
government when they become Tesla drivers. Technically, Tesla is not seen as an electric vehicle in China now.
Insight 3: Out of the city
Tesla is treated as a highly cost-efficient car. Especially when people drive it long distances, it saves a lot over the
cost of gasoline. However, you can only drive it within a city in China due to a lack of suburban charging stations.
Insight 4: Standards dont exist

The State Grid tried to make a national standard for charging stations, but they failed to work with other
manufacturers because of disagreement over technique. Therefore, their charging stations cant be adopted by
most of EV. All the charging stations are currently unused and continue to lose money.
Insight 5: Sharing benefit

According to the Destination Charging strategy, Tesla planned to work with hotels, banks, and real estate
companies to build. However, the charging service is free. Also, Tesla drivers are limited in number. Only a few
charging stations were built. Those business partners are not willing to build the charging stations. Tesla faces the
difficulty of diffusing their charging stations.
47 |
Insight 6: Chinese collaboration needed for success

As an international company, Tesla faces unique limitations in China, like land and technique, like land and
technique. They suffer working individually. They failed to work with Alibaba and the State-Grid because of
marketing mistakes and disagreement over technical sharing.
| 48
04
DESIGN OPPORTUNITIES
CRITERIA
49 |
Reframing
The project was summarized and reframed to effectively address the opportunities which were found after
answering all of the research questions.
According to the affinity map, a partnership will be created by finding local business owners such as
| 50
supermarkets, shopping malls, cinemas, and restaurants. The businesses can provide most of the resources
needed to build charging stations..
A vicious cycle was found within the system of building charging stations in China after talking with potential
users and industry experts. The business owners who could fill out peoples needs dont want to cooperate
because the limited numbers of EV drivers cant bring enough benefits.
Meanwhile, they government is trying to push the stated-owned companies to build charging stations with
government financial support. Then, it also provides some policy benefits for people when they purchase EV
without wide networks of charging stations.
There is an opportunity to break down the vicious cycle to increase the number of EV drivers and increase
benefits to those business owners who are willing to build charging stations.
Partner
Opportunities
Partner
No one
No benefits
for building
Building unprofitable
charging stations
builds
Competitors
Opportunities
Limited
Building charging
EV driver
stations in China
Limited
51 |
charging
station
Promotions
Marketing Strategy
Opportunities
Weak
No one
sales
wants buy EV
Manufacturers
Partner
Policy to engage
Government
Figure 14. Opportunities space. This figure shows the potential design opportunities within the system of building chargers Authors Image, 2015.
Design Opportunity ( 1 of 5 )
Insights
1. Tesla is treated as a highly cost-efficient car. Especially when people drive it long distances, it saves a lot
over the cost of gasoline. However, you can only drive it within a city in China due to a lack of suburban
charging stations.
2. Tesla is not on the list of government-promoted EVs. Therefore, the users cant get any benefits from the
government when they become Tesla drivers. Technically, Tesla is not seen in an electric vehicle in China
now.
| 52
3. According to the Destination Charging strategy, Tesla planned to work with hotels, banks, and real
estate companies to build. However, the charging service is free. Also, Tesla drivers are limited in number.
Those business partners can not get more benefits from building charging station.
4. As an international company, As an international company, Tesla faces unique limitations in China, like
land and technique. They suffer working individually. They failed to work with Alibaba and the State-Grid
because of marketing mistakes and disagreement over technical sharing.
5. The State Grid tried to make a national standard for charging stations, but they failed to work with other
manufacturers because of disagreement over technique. Therefore, their charging stations cant be
adopted by most of EV. All the charging stations are currently unused and continue to lose money.
Target Users
Beijing has become one of the most popular tourist destinations in the world, with about 140 million
Chinese tourists and 4.4 million international visitors in a year. PEK is worlds second-busiest airport--it
attracted 86 million passengers in 2014. 51 countries and regions, including the USA, the UK, Australia,
Canada, France, Germany, Italy, Denmark, and the Netherlands, are granted a visa-free stay of up to 72 hours
when taking an international transfer via PEK airport. Those people have the biggest potential to become
the target users.
Beijing has a history lasting more than 3,000 years and attracts and attracts various tourists. The first impression
of those tourists about Beijing is the air pollution which they observe during the flights. Attractions are eager
to welcome those tourists all over the world. There is an opportunity to engage the attractions to build electric
charging stations.
How Might We
How might we provide the tourists with a rentable Tesla as transportation when they travel in Beijing? How
might we cooperate with airlines, hotels, shopping malls, and attractions? In order to attract those consumers,
the businesses are willing to have charging stations. This concept has several benefits for airlines, hotels,
shopping malls, attractions, and Tesla.
53 |
Insights
1. Tesla is not on the list of government-promoted EVs. Therefore, the users cant get any benefits from the
government when they become Tesla drivers. Technically, Tesla is not seen as an electric vehicle in China
now.
| 54
Only a few charging stations were built. Those business partners are not willing to build the charging
stations. Tesla faces the difficulty of diffusing their charging stations.
3. As an international company, As an international company, Tesla faces unique limitations in China, like
land and technique. They suffer working individually. They failed to work with Alibaba and the State-Grid
because of marketing mistakes and disagreement over technical sharing.
4. The State Grid tried to make a national standard for charging stations, but they failed to work with other
manufacturers because of disagreement over technique. Therefore, their charging stations cant be
adopted by most of EV. All the charging stations are currently unused and continue to lose money.
Target Users
Beijings driving restriction is a transportation demand management regulation. It is intended to reduce
traffic by restricting automobile travel. For example, one method is the restriction of cars allowed to enter
common road space based on the last digits of license plate numbers during certain times and days in
Beijing. The main objective of this policy is to reduce the amount of exhaust generated by motor vehicles.
Generally, everyone in Beijing has to take public transportation to work at least one day each week.
There is an opportunity to offer users a rentable Tesla to help during the driving restriction.
How Might We
How might we provide a platform that can match different residents to a Tesla based on the last digits of their
license plat numbers and location, in order to build a transportation sharing network?
55 |
Insights
1. Tesla is treated as a highly cost-efficient car. Especially when people drive it long distances, it saves a lot
over the cost of gasoline. However, you can only drive it within a city in China due to a lack of suburban
| 56
charging stations.
2. Tesla is not on the list of the government-promoted EV. Therefore, the users cant get any benefits from
the government when they become a Tesla drivers. Technically, Tesla is not seen as an electric vehicle in
China now.
3. According to the Destination Charging strategy, Tesla worked with hotels, banks, and real estate
companies to build. However, the charging service is free. Also, Tesla drivers are limited in number. The
business owners can not get more benefit from building a charging stations.
4. As an international company, Tesla faces unique limitations in China, like land and technique. They suffer
working individually. They failed to work with Alibaba and the State-Grid because of marketing mistakes
and disagreement over technical sharing.
Chinese customers do not recognize Teslas value, not only because of the
high cost of this car, but also because the government does not advocate
it. There is an opportunity to provide the customers with a free Tesla ride,
benefiting stakeholders and providing the users with wonderful experiences.
How Might We
How might we build a platform to help people get a free Tesla ride?
57 |
Insights
1. EV owners encounter the tedious process of building private charging stations. Renewal of electric
systems is complex, because 2/3 of residents have to agree.
| 58
2. Tesla is not on the list of the government promoted EV. Therefore, the users cant get any benefits from
China now.
Only a few charging station stations were built. Those business partners are not willing to build the
charging stations. Tesla faces the difficulty of diffusing their charging stations.
Everyone suffers from the air pollution, and is ready to contribute.. However,
there is a no way for people to see the result of their contributions. There is an
opportunity to increase the number of Tesla drivers from the perspective of
protecting air quality.
How Might We
How might we create an enjoyable software that can track peoples
contributions to air pollution, in order to help them understand Teslas core
service?
59 |
Insights
1. Tesla is not on the list of the government promoted EV. Therefore, the users cant get any benefits from
| 60
China now.
Only a few charging station stations were built. Those business partners are not willing to build the
charging stations. Tesla faces the difficulty of diffusing their charging stations.
As an international company, Tesla failed to overcome the limitations of
parking accessibility in China. Business owners are not willing to build because
the benefit of charging isnt enough. There is an opportunity to build a highlyengaged platform for business owners that offers more benefits. Tesla drivers
are limited in China right now. There are more than 10 million commuters who
use public transportation and contribute to the environment everyday. This
group is more valuable for the business owners.
How Might We
How might we build a reward system based on contribution to the
environment?. This system brings more customers to the business owners,
instead of only Tesla drivers. Therefore, the business owners will benefit from
the charging stations.
61 |
| 62
Design Criteria
In order for the project to be considered successful:

A new collaborative strategy will be created by using design management methodology.

63 |
Tesla owners will easily charge their cars. Potential users will be more willing to become Tesla drivers,
because the charging is easier.
Boost public confidence in electric vehicle industry in China by the new strategy.
Open doors for business owners. More business owners will be willing to go into the field of building electric
infrastructure, because an infrastructure that fits into China will create more opportunities.
Break down the vicious cycle of building charging stations in China, so that a promising and positive
direction of construction will be created.
| 64
05
PROTOTYPE
DEVELOPMENT
TESTING
65 |
Refine
Prototype Ideas
| 66
Criteria
From opportunity to potential solutions--after evaluating key

insights and opportunities, I narrowed my focus and began to
generate ideas. I wanted break down the vicious circle from
Final
Facilitating
the perspective of attracting more Tesla drivers and bringing
Concept
Workshop
Final Direction
Testing
more benefits to business owners. Those concepts were then

ltered, evaluated, and rened.
Figure 15. Prototype ideas. This figure shows the process of reaching the final direction. Authors Image, 2015.
Groupon
System
More benefits
for building
Green
Travel
No one
No benefits
for building
Sharing
Transportation
builds
67 |
Free Tesla
Ride
Rentable
Limited
Building Charging
Teslas
EV driver
Stations in China
Save
the Blue Sky
Limited
charging
Stations
Weak
No one
Sales
Wants to
buy EV
Prototypes
Concept Area
Key Opportunities
Concept Exploration ( 1 of 5 )
Concept 1 : Green Travel
Key ideas:
We provide the tourists a rentable Tesla as their transportation when they travel in Beijing
and cooperate with airlines, hotels, shopping malls, and attractions. In order to attract those
costumers, hotels, shopping malls, and attractions are willing to have charging stations. This
concept has multiple benefits for airlines, hotels, shopping malls, attractions, and Tesla.
| 68
PROS
User empathy
The airport has many potential users
Easy to access
Multiple service
CONS
Users have already made their plan

before they land.
Diver licenses needed
69 |
Visitors see the advertisement

when they book a flight ticket.
Both visitors and hotels or attractions who join the system will be
given a certificate that records
their contributions to the air
quality.
Figure 16. Green travel concept. This figure shows the detail design of the concept development. Authors Image, 2015.
Concept 2 : Sharing transportation
Key ideas:
We provide a platform that can match different residents with a Tesla, based on the last
digits of their license numbers and location. This will build a transportation sharing network.
Business owners who have built charging stations will be recommended from the app.
| 70
PROS
CONS
New trends
Limited user groups
Multiple partnerships
Parking network needed
High diffusion rates
Difficult to manage
This is also a social network

chat app. A charging station
will be easily found through
the app.
71 |
Figure 17. Sharing transportation concept. This figure shows the detail design of the concept development. Authors Image, 2015.
Concept 3 : Free Tesla Ride
Key ideas:
A free Tesla ride app will be created by working with Uber. All Tesla drivers will be rewarded
with a special tag, , body part, and free service through riding commuters. A list of business
owners who have charging stations will be provided to commuters who needs a ride. It can
increase the benefits to business owners and motivate them to build charging stations.
| 72
PROS
CONS
New trends
Parking network needed
Create jobs
Safety issues
High-efficiency diffusion
The limitations from the government

High operation cost
73 |
In order to follow the Chinese law, the ride will be free. The app will be based on Ubers app and add a
contribution system to calculate the miles and get rewards.
Figure 18. Tesla free ride concept. This figure shows the detail design of the concept development. Authors Image, 2015.
Concept 4 : Save the blue sky
Key ideas:
We create an enjoyable software that can track peoples contribution to the air pollution, in
order to help them understand the Teslas core service. Peoples awareness of air pollution will
be increased. Shopping with the business owners who have built charging stations will be
| 74
appreciated.
PROS
CONS
The government supports
High cost
Convenient to people
Slow diffusion
High engagement
More competitors
75 |
Figure 19. Save the blue sky concept. This figure shows the detail design of the concept development. Authors Image, 2015.
Concept 5 : Groupon system
Key ideas:
We build a reward system based on contribution to the environment. This system brings
more customers to the business owners, instead of only Tesla drivers. Therefore, the business
owners will benefit.
| 76
PROS
CONS
Larger user groups
Fail to attract Tesla drivers
High engagement with business
Not focused on Tesla drivers
owners
77 |
Get discounts by your contribution groupon
Figure 20. Groupon system concept. This figure shows the detail design of the concept development. Authors Image, 2015.
Chosen Concept Development

Evaluating exploration concepts resulted in two concepts for prototyping.
| 78

Concept 2 : Sharing transportation
Concept 3 : Free Tesla Ride
Concept 4 : Save the blue sky
After evaluating, the concept 1 and concept 5 are highlighted because of user testing limitation for other
concepts. In addition, those two concepts are much more stronger than other. They produce more value for
business owners and have the most potential to be adopted by target audience.
Key ideas:
We provide the tourists a rentable Tesla as their transportation when they travel in Beijing
and cooperate with airlines, hotels, shopping malls, and attractions. In order to attract those
costumers, hotels, shopping malls, and attractions are willing to have charging stations. This
concept has multiple benefits for airlines, hotels, shopping malls, attractions, and Tesla.
Key ideas:
We build a reward system based on contribution to the environment. This system brings
more customers to the business owners, instead of only Tesla drivers. Therefore, the business
79 |
Concept system development ( 1 of 2 ) - Green Travel

Stages
Before Travel
Partners
Tourism bureau
Benefits
Engage visitors
Book Tickets
Book Hotel
Airlines
Better Customer Experience
Trip Plan
Business Trip
Recommend Hotels
| 80
Be Attracted
Book Tickets
Book Hotels
Travel
Rentable Tesla
Contribution
Visit Plan
Visit Friends
72 Hours Visa
Engage to visit
Book Transfer Tickets
Plan to Transfer
Free
5 Methods
Campaign
Booking Website
Figure 21. Green travel user blueprint. This figure shows the users blueprint of the green travel concept. Authors Image, 2015.
Brochure
On Flights
Land
Travel
Airport
Attractions
Motivate to build
Observability
Back to Airport
Airport
Reputation
Pick Up
Recommend Hotels
Rentable Tesla
Rent a Car
See the Smog
Hotels
Attractions
Special printed Tesla
Public Transportation
Display Stage at airport
Special printed Tesla
Return
81 |
Concept system development ( 2 of 2 ) - Groupon System

Target Audience
Transportation
Commuter
Get a transportation card
(Middle Class)
Commute by public
Contribute to
transportation
the air quality
User journey without the concept

| 82
Commuter
(Middle Class)
Get a Tesla transportation
Commute by public
Contribute to
card
transportation
the air quality

Calculate and get
reward
User journey with the concept
Motivate
Do what they have
Automatically track the
already done and get
contribution and calculate
benefits
based on the transportation

route.
Figure 22. Groupon system user blueprint. This figure shows the users blueprint of the green travel concept. Authors Image, 2015.
Activities
Activities
Expected activities
Groupon website
Payment and save

money
Unexpected activities
83 |
Expected activities
Search benefits
Activities
Use Tesla card to get

discount
Unexpected activities
Notice the reward
Easier to get
Easier to use without
recommendation of
logging into a website
activities. Big data based.
with weak internet.
Concept Testing with Target Audience

Concept Testing took place online through We chat. Mock-up apps were created for the testing. 10 target
audiences did reective activities within a group chat, then shared their results and experiences.
Green Travel
Quote from participants
We provide tourists with a rentable

Tesla as transportation when they
I have already made my plan before travel. - Visa free
travel in Beijing and cooperate with
This is nice. But I travel for business. My company makes
airlines, hotels, shopping malls, and
the decision. - Business tripper
attractions. In order to attract those

| 84
costumers, hotels, shopping malls,
My friends always pick me up. - Visitor
and attractions are willing to have
By the way, I head the traffic is awful in Beijing. Why do I
charging stations. This concept has
need a car? - Visitor
multiple benefits for airlines, hotels,

shopping malls, attractions, and
Tesla.
I like to make contributions to the place. - Visitor

Very good idea. This makes my trip more than a travel.
Its a good memory. - Visitor
Testing Findings
The concept isnt strong enough to
attract visitors who have already made
their plan before they travel. However,
the idea that brings benefits to business
owners is solid.
I am not sure that a foreign drivers license can be used

in China. - Foreign visitor
I have seen the air pollution on TV. I might not travel to a
place with serious air pollution.- Visitor
Groupon system
Quote from participants
We build a reward system

based on contribution to the
I like the ideas. I take public transportation everyday.
environment. This system brings
My transportation card could be the thing that tracks my
more customers to the business
contribution. - Commuter
owners, instead of only Tesla
Can I get a Tesla test drive by using the contribution
drivers. Therefore, the business
points? - Commuter

If I get a Tesla during the weekend as the reward, I will
Testing Findings
This concept is stronger than the other,
because of high user engagement. From
the perspective of a business owner, the
concept fails to engage because of the
imitated benefits. Many groupon systems
take my whole family to a high-class restaurant. Its

wonderful to be a rich guy. Everyone will pay attention to
you. - Commuter
There a lot of groupon websites there. I have worked
with them. It brings me customers. But for long term
development, it hurts my branding - Business owner
exist. It is difficult to attract business
I have already sent a budget on building a charging
owners to take part in the new one
station. Why do I still need to send the groupon? -
without building the charging stations.
Business owner
85 |
Concept Validation ( 1 of 3 )
We provide tourists
Unknown
No
Green Travel
Yes
Evaluating how the two prototypes performed in relation to the design criteria.
A new collaborative strategy will be created by using design

management methodology.
with a rentable Tesla as

transportation when they
| 86
travel in Beijing and cooperate
Tesla owners will easily charge their cars. Potential users
with airlines, hotels, shopping
will be more willing to become Tesla drivers, because the
malls, and attractions. In order
charging is easier.
to attract those costumers,

hotels, shopping malls, and
attractions are willing to
Boost public confidence in electric vehicle industry in China
have charging stations. This
by the new strategy.
concept has multiple benefits

for airlines, hotels, shopping
malls, attractions, and Tesla.
Open doors for business owners. More business owners

will be willing to go into the field of building electric
infrastructure, because an infrastructure that fits into China
will create more opportunities.
Break down the vicious cycle of building charging stations

in China, so that a promising and positive direction of
construction will be created.
Figure 23. Green travel validation 1. This figure shows the validation of green travel concept with design criteria. Authors Image, 2015.
Unknown
No
Yes
Groupon system
A new collaborative strategy will be created by using design
management methodology.

Tesla owners will easily charge their cars. Potential users
will be more willing to become Tesla drivers, because the
charging is easier.
87 |
Boost public confidence in electric vehicle industry in China

by the new strategy.
Open doors for business owners. More business owners
will be willing to go into the field of building electric
infrastructure, because an infrastructure that fits into China
will create more opportunities.
Break down the vicious cycle of building charging stations

in China, so that a promising and positive direction of
construction will be created.
Figure 24. Groupon system validation 1. This figure shows the validation of the concept with design criteria. Authors Image, 2015.
Evaluating how the two prototypes performed in relation to the main research question: From a
manufacturers perspective, how can design management methodology be used to create a strategy for
We provide tourists
Unknown
No
Green Travel
Yes
constructing electric infrastructures that fit China?
Is the concept helping to build charging stations?
with a rentable Tesla as

transportation when they
| 88
travel in Beijing and cooperate

with airlines, hotels, shopping
Do those charging stations fit China?
malls, and attractions. In order

to attract those costumers,
hotels, shopping malls, and
attractions are willing to
Is the concept from the perspective of a manufacturer?
have charging stations. This

concept has multiple benefits
for airlines, hotels, shopping
malls, attractions, and Tesla.
Is the concept increasing the sale of EV?
Figure 25. Green travel validation 2. This figure shows the validation of green travel concept with research question. Authors Image, 2015.
Unknown
No
Yes
Groupon system
Is the concept helping to build charging stations?

Do those charging stations fit China?

Is the concept from the perspective of a manufacturer?
Is the concept increasing the sale of EV?
Figure 26. Groupon system validation 2. This figure shows the validation of the concept with research question. Authors Image, 2015.
89 |
Evaluating the two prototypes performed in relation to the personas.
Green Travel
We provide tourists with a rentable Tesla as transportation when they travel in Beijing and cooperate with
airlines, hotels, shopping malls, and attractions. In order to attract those costumers, hotels, shopping malls,
and attractions are willing to have charging stations. This concept has multiple benefits for airlines, hotels,
shopping malls, attractions, and Tesla.
Lei Wang
Tesla Owner
| 90
Is the concept meaningful

and relevant to the
persona?
Yes
No
Unknown

Lei Wang is the CEO of an Internet company at Beijing. The Tesla
is his second vehicle. He has private parking in his backyard. He
always drives his friends to parties with his Tesla.
Kai Zhao
Potential user

and relevant to the
persona?
Yes
No
Unknown
Kai Zhao is a professor. He works at a famous university and has
a PhD. He is the father of two children. His family is suffering
from the air pollution in Beijing.
Figure 27. Green travel validation 3. This figure shows the validation of green travel concept with related personas. Authors Image, 2015.
Groupon system
We build a reward system based on contribution to the environment. This system brings more customers to
the business owners, instead of only Tesla drivers. Therefore, the business owners will benefit.
Lei Wang
Tesla Owner

and relevant to the
persona?
Yes
No
Unknown
91 |
Lei Wang is the CEO of an Internet company at Beijing. The Tesla

is his second vehicle. He has private parking in his backyard. He
always drives his friends to parties with his Tesla.
Kai Zhao
Potential user

and relevant to the
persona?
Yes
No
Unknown
Kai Zhao is a professor. He works at a famous university and has
a PhD. He is the father of two children. His family is suffering
from the air pollution in Beijing.
Figure 28. Groupon system validation 3. This figure shows the validation of the concept with related personas. Authors Image, 2015.
| 92
06
FINAL DESIGN TO THE
MARKET
93 |
Final Design Criteria

After testing with the target audience and evaluating the design criteria, some successful elements from both
concepts were pulled out and combined to become a finial chosen direction and criteria.
Final Concept Direction with New Criteria

In order to break down the vicious cycle, a cooperative strategy that focuses on enhancing benefits for
business owners will be created by fully considering those criteria:
| 94
Business owners will be motivated to build charging stations by bringing benefits to them, rather than
only to customers.
People are motivated to join the system by rewards and the providing of rental Teslas.
Our target audience will be used as a bait to encourage business owners to build charging stations.
The observability of Tesla will be increased by huge numbers of EV drivers
Teslas will be easy to get charged.
A sustainable, virtuous cycle of building charging stations will be created.
Old Design Criteria
Unknown
No
Yes
The final design direction was evaluated with the old design criteria
A new collaborative strategy will be created by using design management methodology.

Tesla owners will easily get their cars charged. Potential users will be more wiling to
become Tesla drivers, because the charging is easier.
Boost public confidence in the electric vehicle industry in China using the new strategy.
Open doors for business owners. More business owners will be willing to go into the
field of building electric infrastructure, because an infrastructure that fits into China will
create more opportunities.
Break down the vicious cycle of building charging stations in China. A promising and
positive direction for building will be created.
Figure 29. Final direction. This figure shows the validation of the final concept with final design criteria. Authors Image, 2015.
95 |
Final Prototype
| 96
POWER UP
A strategy proposal for building charging stations that fit China from the perspective of an electric vehicle manufacturer. by Jie Ren
Figure 30. The power up page 1. This figure shows the first page of the strategy proposal which introduce the background. Authors Image, 2015.
About the proposal

Recently, the electric vehicle suffers in China due to the limitation of building charging
stations. Chinese conditions are different than those in other countries. People in China
tend to live in apartment buildings, rather than the single-family homes commonly
found in the U.S. Therefore, parking accessibility is the biggest issue in Chinese cites.
From a manufacturers perspective, it is difficult to overcome the problem without the
97 |
government support.
The proposal provides a framework for an electric vehicle manufacturer to find
potential partnership and build destination charging stations. It was guided by design
management methods and tools.
The vicious cycle of building charging stations

China has the biggest car market in the world, and it has worlds second-largest
economy. Thousands of infrastructures are built everyday. However, there is a vicious
cycle within the system of electric charging station infrastructures. Its difficult for
| 98
manufacturers to build charging stations due to parking and accessibility limitations.

There is an opportunity to open the field for all business owners to help. However, the
business owners arent willing to build because of low benefits and limited Tesla drivers.
Figure 31. The power up page 2. This figure shows the 2nd page of the strategy proposal which introduce the research synthesis. Authors Image, 2015.
Partner
Opportunites
Partner
No one
No benefits
for buidling
Building unprofitable
charging stations
builds
Competitors
Opportunities
Limited
Building Charging
EV driver
Stations in China
Limited
charging
99 |
Station
Promotions
Marketing Strategy
Opportunites
Weak
No one
Sales
Wants buy EV
Manufacturers
Partner
Policy to engage
Government
9 Steps to break down the vicious cycle

A virtuous cycle will be created to replace the vicious one and move forward in a
positive direction for building charging stations after finishing the 9 steps
Step 1: Attract commuters
Step 2: Build reward system for commuters
Step 3: Using the target audience as bait to attract business owners
| 100
Step 4: Bring benefits to business owners

Step 5: More business owners are willing to join the system
Step 6: Business owners help to build charging stations
Step 7: Charging is less painful
Step 8: Better experience
Step 9: More commuters
Figure 32. The power up page 4, 5. This figure shows the 4th and 5th page of the strategy proposal which introduce the 9 steps . Authors Image, 2015.
Building
charging
Commuters
business
as bait
alliance
stations
Charging
is easier
101 |
More
Power Up
valuable
Better
for business
Rentable
Teslas
as reward
Contribution
system
experience
More
commuters
join
Step 1: Attract commuters
What needs to happen:

Commuters who travel with public transportation
system become our target users. Then, more and
more commuters are willing to join us.
Charging
Better
Input
How does it happen:
| 102
Contribution
system
Ranking system
Build a contribution system that can

calculate their daily path based on their
city transposition card. We transfer
those miles into a ranking system. Each
user gets different level based on their
contribution.
Stakeholders in this step:
Commuters
Figure 33. The power up page 6, 7. This figure shows the 6th and 7th pages of the strategy proposal which introduce the 9 steps . Authors Image, 2015.
Motivation for stakeholders
Output
The system allows commuters to share their

contribution with each other, and also get
contribution points as rewards in the next
states without changing their daily behaviors.
103 |
Commuters get into

the system.
Benefits for stakeholders:

Share their contribution with their friends and
compare with them.
Step 2: Build reward system for commuters

More and more commuters are willing to join the
system. They use their contribution points to win
an EV test drive during the weekend. Produce initial
benefits for business owners.
Charging
Better
Input
How does it happen:
| 104
The ranking system has 5 different levels

according to the different contribution.
Lv. 1- 30% off EV rental. Lv. 5- free rental.
Once commuters use the service, their
levels will be reset. Business owners
will get access to those commuters
by building charging stations. A list of
business owners will be provided when
commuters rent.
EV rental
Business owners
with
Commuters
EV rental
Business owners
Output
More commuters
get in
Commuters will be given an affordable EV

rental by their contribution levels during the
weekends, they can drive with their family and
their friends. Business owners will get access
to those commuters by building charging
stations.
105 |
Initial benefits for

business owners

Increase the observability of the brand.
Commuters get test-driving experiences and
build positive reputations. It helps them to know
the vehicle. Business owners get more sales
during the weekend.
Step 3: Using the target audience as bait to attract business owners

Commuters who enrolled in system can also get
their contribution points by doing business with
those business owners who have charging stations.
Charging
Better
Input
How does it happen:
| 106
Improved
contribution
system
Build a deeper partnership with those

business owner who have already built
charging stations.
10
Commuters
EV rental
Business owners
Output
Giving commuters contribution points by

commuting is not as fast as doing business
with our partner. Business owners increase the
number of customers without advertising or
discounts.
Bring more benefits to

the business
owners
Commuters get
rewarded faster.
107 |

Commuters increase their level quickly.
The business owners increase their sale by attracting
more people.
11
Step 4: Bring benefits to business owners

Bring more sustainable benefits for business owners
with charging stations. A business alliance will be
created.
Charging
New business owners will see the benefits of
building charging station.
Better
Input
How does it happen:
| 108
Business owners
with charging
stations
Create a business alliance--the business

owners can share their successful
experience, support each other, and make
sustainable future strategies.
12
Business owners
Power Up
Output
Business owners who take part in the alliance

not only get customers, but also receive
support from each other.
109 |
Power Up alliance
with more benefits

They get support from each other and get
sustainable development for their businesses.
13
Step 5: More business owners are willing to join the system

More business owners enroll in the system due to
the huge increase of our user group and increase of
benefits from our alliance.
Charging
Better
Input
How does it happen:
| 110
The Power Up alliance
Expand the alliance by recommendation.
14
Business owners
Power Up
Output
More business owners are willing to join

because we bring them customers and
sustainable business opportunities.
111 |
More business
membership

Getting customers, sharing resources, and potential
partnerships within the alliance.
15
Step 6: Business owners help to build charging stations

More business owners start to build charging
stations.
Charging
Better
Input
How does it happen:
| 112
More business
membership
Building a charging station is the

entrance to the Power Up alliance. The
EV manufacturer provides equipment
and technical support for the alliance.
16
Business owners
Power Up
Output
Build charging stations to get into the

business alliance.
113 |
More charging stations

Get into the alliance and bring more customers.
17
Step 7: Charging is less painful

EV drivers and rewarded test-drivers charge more
easily.
Charging
Better
Input
How does it happen:
| 114
Charging stations
website
Brochure
Post business owners with charging

stations on EV manufacturers website
and test driving brochure.
18
Business owners
Commuters
Output
EV drivers and rewarded test-drivers charge

their cars at businesses.
115 |
Charging is less painful

Drivers charge their car at business owners.
Meanwhile, they can do businesses with them.
19

Commuters get wonderful test driving experiences.
Charging
Better
Input
How does it happen:
| 116
Charging stations
Bring commuters to businesses where

they can easily get their cars charged.
20
Business owners
Commuters
Figure 40. The power up page 20, 21. This figure shows the 20th and 21st pages of the strategy proposal which introduce the 9 steps . Authors Image, 2015.
Output
They get more convenience during the test

drive reward.
117 |
Better experience

Commuters are willing to visit those businesses.
21

More and more commuters will take part in the
system in order to get an EV test-driving experience.
Charging
Better
Input
How does it happen:
| 118
Charging stations
Good reputation
Work with those business owners who

have the charging stations to promote
the service.
22
Business owners
Commuters
Figure 41. The power up page 22, 23. This figure shows the 22nd and 23rd pages of the strategy proposal which introduce the 9 steps . Authors Image, 2015.
Output
More and more commuters join the system

because of the wonderful experience we
promoted.
119 |
High user engagement

Share their contribution with their friends and
compare with them.
23
| 120
Contact Information
Jie Ren
921-401-8829
rj1989renjie@gmail.com
932 Walden ln, Savannah. GA 31405
24
Figure 42. The power up page 24, 25. This figure shows the 24th and 25th pages of the strategy proposal which shows the contact information of author. Author
rs Image, 2015.
121 |
Power Up

The business model canvas focuses on pitching business owners to join the Power Up alliance.
Key Partners
Key Activities
Business owners
Business owners who
have already built
charging stations.
EV Rental drivers
Charging stations bring Platform for business

customers
Provide business owners
EV driver customer to
increase their business.
Power Up conference
Commuters become
our partners after they
get rewarded EV rental.
| 122
Value Proposition
Allow business owners

share their economy
and create cooperation
opportunities
Key Resources
The power up business

alliance provide
business owners a great
opportunity to attract
EV drivers and look for
business cooperation
within the alliance
by building charging
stations.
Customer Relationship
Bring benefits
Early adopter

build a community
around business
owners who are
trying to attract
more customers and
trying to find a solid
partnership.
The business owners

who have already built
charging stations
Channels
Commuters
Physical and online
Commuters with their

rewarded EV are willing
to visit business owners
who have charging
stations.
The Power Up
existence depends
on the monthly
physical business
owner conference and
website blog.
Cost of Structure
Customer Segment
Catering industry
The business owners of
restaurants who suffer
weak sales
Retail industry
The business owners
of shopping malls who
suffer weak sales
Other service industry

service industry who
suffer weak sales
Revenue Stream
Equipment to build charging stations

Power Up conference
EV Rental
Figure 43. Business model canvas. This figure shows business model canvas to pitching business owners to join Power Up . Authors Image, 2015.

SWOT analysis: Key Partners
Strengths
Easy to engage them
Business owners
Business owners who
have already built
charging stations.
They have something to gain

They all have their own
communication channel with
commuters
Weakness
Business owners are most located at
developed area.
Fail to attract other stakeholders in
the field to become partners.
123 |
Opportunities
Open door to all business owners and
provide them a platform that they
can support with others.
Threats
Partners might not afford to build
charging stations.
Figure 44. Key partner SWOT. This figure visualized the SWOT associated with the business models field: key partner. Authors Image, 2015.

SWOT analysis: Key Activities
Strengths
All activities are simple.
Charging stations are built easily.
Charging
stations bring
customers
| 124
Provide business
owners EV driver
customer to
increase their
business.
Power Up
conference
Allow business
owners share their
economy and
create cooperation
opportunities
The Power Up alliance was appreciate

when user testing.
Weakness
Physical conference only happens on
ground.
The cooperation depends on the
quality of business owners.
Sharing economy is a trend.
Opportunities
People have suffered from the air
pollution problem for many years.
In order to attract more customers,
business owners have awareness to
contribute by the activities.
Threats
Value is only produced in big cities
that have developed transportation
systems.
Figure 45. Key activities SWOT. This figure visualized the SWOT associated with the business models field: key activities. Authors Image, 2015.

SWOT analysis: Key Resources
Strengths
Weakness
Commuter is one of the largest

groups.
Public transportation commuter is

not a large user group in suburbs.
Commuters are easy to target.
Some commuters are not able to

driver.
Commuters
Commuters with
their rewarded EV
are willing to visit
business owners
who have charging
stations.
125 |
Opportunities
With the serious air pollution, more
and more Public transportation
commuter care about the problem.
They are willing to contribute.
Threats
Not enrolling the EV drivers into the
system.
Figure 46. Key resources SWOT. This figure visualized the SWOT associated with the business models field: key resources. Authors Image, 2015.

SWOT analysis: Value Proposition
Strengths
Sustainable value proposition
Strong value proposition with user
testing results.
Platform for
business
| 126
The power up
business alliance
provide business
owners a great
opportunity to attract
EV drivers and look for
business cooperation
within the alliance
by building charging
stations.
Develop a virtuous cycle for building

charging stations.
Opportunities
Business owners are competing
fiercely for customers.
Electric vehicles become a trend for
solving air pollution.
Weakness
Charging stations are only built in
big cites with developed public
transportation systems.
Reward system benefits commuters
without changing their behaviors.
Threats
Value is only produced in big cities
that have developed transportation
systems.
Figure 47. Value proposition SWOT. This figure visualized the SWOT associated with the business models field: value proposition. Authors Image, 2015.

SWOT analysis: Customer Relationship
Strengths
Easily accessible to business owners
Bring benefits
build a community
around business
owners who are
trying to attract
more customers and
trying to find a solid
partnership.
Motivates business owners by

cooperation opportunities and more
customers.
Weakness
The customer relationship is fail to
attract non-profits business owners.
Does not require large investment
127 |
Opportunities
To create more service to motivate
business owner such as government
tax policy.
Threats
Business owners may not look for
partnerships due to their success.
Figure 48. Customer relationship SWOT. This figure visualized the SWOT associated with the business models field: Customer relationship. Authors Image, 2015.

SWOT analysis: Channel
Strengths
Reach business owners though both
online and physical means.
Physical and online
| 128
The Power Up
existence depends
on the monthly
physical business
owner conference
and website blog.
The website and physical conference

will be highly observable to other
business owners by our promotion.
Opportunities
The form of the alliance can be
customized by different types of
business owners.
Weakness
The channel depends on the
schedule of the business owners in
the alliance.
Threats
Anti-monopoly policy may strike the
Power up onground conference.
Figure 49. Channel. This figure visualized the SWOT associated with the business models field: channel. Authors Image, 2015.

SWOT analysis: Customer Segment
Strengths
Prototypes show success in reaching
the customer segment.
Early adopter
The business owners
who have already built
charging stations
Weakness
The customer segments are limited
within the field of service industry.
Each of them has something to gain.

Those customer segments are so
many in big cities.
Catering industry
restaurants who suffer
weak sales
Retail industry
The business owners
of shopping malls who
suffer weak sales
129 |
Opportunities
To strength the alliance by grouping
them in different sub-alliance
according to their business types.
Threats
Currency inflation in China causes
low margin of service industry.
Other service
industry
service industry who
suffer weak sales
Figure 50. Customer segment. This figure visualized the SWOT associated with the business models field: customer segment. Authors Image, 2015.

SWOT analysis: Cost of Structure
Strengths
All costs are known, and roughly
fixed.
Equipment to build
charging stations
Weakness
Need to provide equipment and
technique for business owners
Zero cost for maintaining those

charging stations.
Power Up
conference
| 130
Opportunities
Threats
Provide more service for the Power

Up conference such as workshop,
investment pitch and mentorship for
business owners.
Power Up onground conference may

represent a variable cost.
Figure 51.Cost of structure. This figure visualized the SWOT associated with the business models field: cost of structure. Authors Image, 2015.

SWOT analysis: Revenue Stream
Strengths
Business alliance membership fee will
be charged annually.
Weakness
Single revenue stream
The membership fee depends on the
margin of business owners
Business alliance
membership fee
131 |
Opportunities
Once we get a lot of business owners,
the system can be funded by them in
exchange for the huge benefits we
bring.
Threats
Currency inflation influence the
number of business owners.
Figure 52. Revenue stream. This figure visualized the SWOT associated with the business models field: revenue stream. Authors Image, 2015.
Implementation Plan
The implementation plan focuses on how to attract new business owners to become parts of the Power Up.
Introduction
The Power Up alliance provide business owners an unprecedented opportunity to boost their profits by
attracting EV drivers and benefiting from peer support in the alliance of charging stations.
| 132
Mission
The Power Up alliance is committed to recruiting a business owner to build a charging station by offering
them opportunities for developing their business at a new scale.
Vision
The vision is trying to diffuse electric vehicle in China in order to mitigate the air pollution.
Values:
Throughout the creation and duration of Power Up, the following values are being upheld.
More loyal customers: Members benefit from a niche market of loyal customers.
More collaboration opportunities: Members work with, and benefit from, the support of alliance members.
Future development: Enabling future business development via mentorship and exposure.
Roadmap for Power Up alliance building

Phase 1: Groundwork
Related steps in proposal:
Anticipated duration:
1, 2, 3, 4
3-6 months
Phase 2: Alliance Building
Phase 3: Value Delivery
5, 6
7, 8, 9
Ongoing
Ongoing
133 |
Key deliverable:
Method:
Potential Challenges:
Commuters are willing to

do business with business
owners who have already
built charging stations.
The Power Up alliance is

appreciate by business
owners
Contribution reward system

Recommendation system
The Website blog

Onground conference
Design of the service

Diffusion the reward system
Time
Funding
Engage business owners

Design of the service
More business owners join

and more value produced.
Mentorship
More customers
Quality of value
Figure 53. Roadmap. This figure visualized the roadmap of building the Power Up alliance. Authors Image, 2015.
| 134
07
CONCLUSION &
RECOMMENDATION
135 |
Conclusions
A strategic proposal for building charging stations

The Power Up steps was designed from manufacturer to overcome Chinese limitations. After evaluating the
data, a vicious cycle was found. By following and customizing the steps in the proposal, any EV manufacturer
would be able to build charging stations.
Final Thoughts
| 136
The Power Up proposal was designed for pitching Tesla in China. The lack of charging stations cause the weak
sales. The project also paid my passion with skills and design management methodologies.
I set out to discover how innovation and design thinking could be applied into business field. Through
contextual research and design process, Power Up became a framework to delivery. There are still lots of
opportunities to boost electric infrastructure in China. I believe the design management methodologies will
become more and more popular in the future. It not only assist with diffusion of electric vehicle in China but also
mitigate the air pollution.
Recommendations
For manufacturers:
It is recommended that Tesla consider the proposal as a future strategy in China to build charging stations. It
is also recommended that all EV manufacturers consider the proposal as an opportunity that work together to
come up with a national standard of charging stations.
For government:
It is recommended that the government use the proposal as their future plan to develop electric infrastructure
because it brings more benefits.
For other interested stakeholders:
It is recommended that the car rental company use the proposal to emerge the trend of developing electric
vehicles. It is also recommended that public transportation company consider the proposal as an
opportunity to work with an EV company to make more benefits.
137 |
| 138
08
APPENDIX
139 |
Appendix A: Gant Chart

Full Intensity
Ongoing
Before the
quarter
Week 1
Project Framing
Secondary Research
| 140
Primary Research: Stakeholders

Data analysis, Synthesis
Concept Development
Prototype Testing
Business Plan Refinement
Strategy Development
Figure 54. Gant chart. This figure visualized the associated timelines and duration of tasks. Authors Image, 2015.
Week 2
Week 3
Week 4
Week 5
Week 6
Week 7
Week 8
Week 9
141 |
Appendix B: Competitor SWOT Analysis ( 1 of 3 )

Potevio
| 142
Strengths
Weakness
Government background
Self-designed product
Established technique
Various products
Abundant cash flow
Partnership with some local
governments
Unprofitable for charging

stations
Only few charging stations were
built
Monopoly
Opportunities
Threats
Government policy helps the

diffusion.
No unique standard of charging

stations
Private capitals are allowed to
get into the competition
Figure 55. Potevio SWOT analysis. This figure visualized the SWOT associated with the competitors: Potevio. Authors Image, 2015.
State Grid
Strengths
Weakness
Government background
Abundant Cash flow
Advanced technique
Personal build assistance
Larger network of charging
stations
Huge charging stations are

unprofitable
Unclear goal in the future
Low utility
Monopoly
Opportunities
Threats

diffusion.
Government financial aid
No charging standard for the

whole industry
No partner
Uncooperative with
manufacturer
Private capitals get into the field
Figure 56. Stated Grid SWOT analysis. This figure visualized the SWOT associated with the competitors: Stated Grid. Authors Image, 2015.
143 |
Appendix B: Competitor SWOT Analysis ( 1 of 2 )

Real estate
| 144
Strengths
Weakness
Land access
Build both personal and public
charging stations
BWM, BYD as partners
Radiation of neighborhoods
Attractions by complex services
Cost of maintains of charging

stations
Electricity safety
Opportunities
Threats

diffusion.
Big market in Chinas property
market
Private capitals are allowed to get
into the field
No charging standard for the

whole industry
Destination charging
Limited purchasing in big cities
Figure 57. Real estate SWOT analysis. This figure visualized the SWOT associated with the competitors: real estate. Authors Image, 2015.
BYD
Strengths
Weakness
Technique advantage
Real estate company partners
Tax discount on clean power
The government protects local
enterprise
No place to build
Difficult to access old
apartments
Charging inefficiency
Weak sales
Opportunities
Threats

diffusion.
Private capitals can get into the
field.
More possible partners in the
future
Tesla and BMW get into Chinese

markets.
No unique standard of charging
stations
145 |
Figure 58. BYD SWOT analysis. This figure visualized the SWOT associated with the competitors: BYD. Authors Image, 2015.
Appendix C: Competitor Positioning Analysis
Metropolitan
Real estate
The State Grid
ChargerLInk
| 146
Private-Owned
State-Owned
BYD
Potevio
Positioning 2x2
Sinopec
Most manufacture-made charging stations are

located in metropolitan areas, such as Beijing,
Shanghai, and Guangzhou.
Town
Figure 59. Positioning map. This 2 x2 matrix evaluates the position of the project on the axes of types and areas. Authors Image, 2015.
High Accessibility
Sinopec
Potevio
Real estate
147 |
Unestiablished Technique
Advanced Technique
The State Grid
BYD
Positioning 2x2
Each company has unique features.
EV manufacturers have technique
advantages, but limited access to land.
ChargerLInk
On the other hand, real estate and

energy companies have access, but are
limited in techniques.
Low Accessibility
Figure 60. Positioning map. This 2 x2 matrix evaluates the position of the project on the axes of accessibility and technique. Authors Image, 2015.
Appendix D: Partnership
User Journey for ChargerLink
| 148
Register
Approve
Budget
Create
plan
Obtain
equipment
Construction
ChargerLink is the only partnership with Tesla for diffusing charging stations. Drivers can use the ChargerLink
app to find and use those charging stations. The ChargerLink provides a platform for both consumers
and business owners to build public charging stations on their private parking. Tesla drivers can use the
ChargerLink app to find and use those charging stations. The app also allows people to find someone who
drives the same Tesla as them.
Figure 61. Partner journey map. This figure shows the user journey of chargerLink. Authors Image, 2015.
Tesla referenced
ChargerLink Business System Map

CharerLink clients include hotels, real estate companies, banks, and wireless companies. These industries
have multiple locations throughout China. In addition, they want to use Tesla charging station to attract their
customers.
Tesla
o
Pr
vi
e
de
qu
pm
en
t
Pa
r
tn
er
sh
ip
149 |
Register
S ell
Client
ha
la
tc
a Tes
Ge
ChargerLink
rg e
i
Put
t on
ChargerLink app
df
or
f re
Sup
po
rt
Looking for a charger
Tesla driver
Figure 62. Partner system map. This figure shows the system map of Teslas partner in China-- ChargerLink. Authors Image, 2015.
Appendix E: Diffusion of Electric Vehicle in China

2009
First State Grid Bus
Charging Station
In Guangzhou
Competitors
| 150
Politics
3 years plan
BYD first released EV

Fast and slow charging
Released
10 years plan
Toyota EV research
center built in China
Lithium battery factory
was built at Tianjin
Society
Environment
2011
State grid started to

build public charging
stations all over the
country
Technology
Economy
2010
Financial aid
EV show at Shanghai
EV Show at Hainan
Government loans for enterprise
60 billion CNY
On EV technique research
Smog in Beijing
Figure 63. Diffusion of electric vehicle in China. This figure shows the history of EV in China and shows how it developed. Authors Image, 2015.
2012
Sinopec planned to
build charging stations
Potevio started to build
2013
First personal charging
station in Shanghai
The world biggest
charging station
in Beijing
2014
Tesla
released in China
BMW I3, I8
released in China
2015
Tesla sales weak in
China
Private capitals are

allowed to build
charging stations
Real estate company
entered the market
Beijing Blue Sky Plan
Wanxiang Cooperation
Buyout of US EV manufacture Fisker
EV Tag in Beijing
National lithium battery research

center was built at Tianjin
Universities started to research
First EV consumer
in Beijing
Increase
financial aid
Smog all over the country
Free EV Tag in
Shanghai
78 EV took place at
Autoshow Beijing
151 |
Appendix F: Trends Matrix/ Air pollution influence diffusion
Formerly
Technology
| 152
Slow charging
Currently
Emerging
Fast charging
Switching battery
Smart car
Wifi charging
Fast charging
Internet in car
Driverless
Location
Public charging station at

State-Grid branch, social
public parking
Hotel, shopping mall, CBD,

underground parking,
university, destination
charging
Apartment, private parking,

home charging, activitydriven
Travel
Travel as a luxury
Family travel
Local shopping
Travel as routine
Styles: cities to rural
Shopping traveler
Travel as escape
Travel culture
Flexible work life
GDP-driven economy
Car as luxury
Necessity good
consumption
Harmony between man

and nature
Car as transportation
Luxury consumption
Green economy
Car as lifestyle
Rational consumption
Business to business
Business to customer
Customer to business
User-centered
Peer to peer
Online to Offline
Culture
Business
Model
Figure 64. Trends Matrix. This figure shows the trends which are related to the EV industry. Authors Image, 2015.
1,800,000
500
Car Consumption
1,600,000
P. M. 2.5
400
1,200,000
1,000,000
300
800,000
Tesla Stock Price
600,000
200
Public Trade Since 2.2010

400,000
100
2009
2010
2011
2012
2013
2014
2015
P. M. 2.5
Particulate matter, or PM, is the term for particles found in the air--dust, dirt, soot, smoke, and liquid droplets.
Figure 65. Trends Matrix . This figure shows how the air pollution influences the EV industry. Authors Image, 2015.
153 |
Appendix G: Research Matrix
Research Matrix
| 154
Research Planning
What is the electric infrastructure?
What do I need to know?

How does it work? What are the technological limitations?
Why do I need to know?
Understand the technology issues that could limit construction.
Understand the advanced technique of EV enterprise.
Where I can find data?
Popular media, EV website, Wechat sharing, car dealers, and industry experts
What type of data?
Qualitative
What type of research method?
Secondary research, interview
155 |
What is special in China?

What is the environmental situation? What are the environmental limitations?
What is the utility of the chargers?
Understand the reasons for EV failure in China.
| 156

Popular media, EV website, Wechat sharing, car dealers, and industry experts.
What type of data?
Qualitative
Secondary research, interviews, digital, and observation
What are the characteristics of Chinese consumers?

What do they think about EV? Why do they buy EV? Why not?
How do they know EV? Why not? Problems? Benefits?
Understand Chinese consumers needs in order to generate new business that fits
China.
157 |

Popular media, EV website, car dealers, industry experts, and consumers
What type of data?
Qualitative, quantitative
Secondary research, interviews.
What is the government policy?

What are the policy limitations? What policy do they have to support diffusion?
Understand the advantages and disadvantages that the enterprise faced.
| 158
Popular media, government websites, EV website, Wechat sharing, car dealers, and
industry experts
What type of data?
Qualitative
Secondary research, interviews
Who is the stakeholder?

Who can they work with to overcome the limitations? Who has been doing this?
Figure out who the potential partners are.
What type of data?

Qualitative
159 |
What benefits can be shared with the stakeholders?

What do stakeholders have in common? What is the plan for future expansion?
Why I need to know?
Try to find more opportunities for collaboration.
| 160
What type of data?
Qualitative
What is the main focus?

What is the current strategy? How and why was the decision made?
Why I need to know?
Figure out the emphasis of EV manufacturers
What type of data?
Qualitative
161 |
Appendix H: Research/ Use Testing Protocols ( 1 of 3 )
| 162
Figure 66. Primary research protocols. This figure shows the protocols which are used to conduct primary research. Authors Image, 2015.
163 |
Figure 67. Consent form. This figure shows the consent form which are used to conduct primary research. Authors Image, 2015.
| 164
Figure 68. Interview document 1. This figure shows the interview documents which are used to conduct primary research. Authors Image, 2015.
165 |
| 166
Figure 70. User testing document. This figure shows the user testing documents which are used to conduct testing workshop. Authors Image, 2015.
Appendix I: Concept Testing ( 1 of 2 )
User Testing Plan
Facilitated workshop 1 ( Users Reflection Testing )

Participants: Potential visitors, including business travelers, tourists, those visiting friends, and those using
72-hour free visas.
167 |
Time: 1 hour
Tools: Pictures show Beijing under the air pollution.
Overview: The activity was designed to test visitors responses to the air pollution, in order to test whether
they want to contribute to the environment. Participants play the roles of people traveling to Beijing for
business, tourism, visiting friends, and using 72-hour free visas. The facilitator will show them pictures of
Beijing with air pollution and offer them a Tesla as transportation.
Appendix I: Concept Testing Plan

Facilitating Workshop Plan
Time
2 mins
| 168
Activity
Warm-up
Supplies
N/A
Outcome
All participants feel
comfortable about the
environment.
Consent from
All participants are

familiar with the subject.
Facilitator shows the pictures to all

participants and asks them how they
feel about air pollution.
Pictures with air

pollution
Participants understand
the air quality situation.
10 mins
Participants share their feelings with

each other.
Pictures with air

pollution
Participants have a deeper

feelings about the air
pollution.
10 mins
Facilitator shares his own story of

living with the air pollution from the
perspective of a Beijing native.
Presentation
PPT
Build empathy with

participants.
5 mins
10 mins
Introduce the subject and purpose of

the study. Give participants the roles of
different visitors.
Figure 71. Workshop plan. This figure shows the detail plan for user testing workshop. Authors Image, 2015.
Time
Activity
Supplies
Facilitator introduces all participants to

the concepts.
Mock-ups
10 mins
Participants make decisions and share

with others.
N/A
10 mins
Facilitator asks participants how and

why they made the decision.
N/A
10 mins
Facilitator asks participants to share

their feelings with each other.
N/A
10 mins
Facilitator gives them a feedback form

and asks them to sign.
5 mins
Feedback form
Figure 72. Workshop plan 2. This figure shows the detail plan for user testing workshop. Authors Image, 2015.
Outcome
All participants
understand the service.
Test their responses to the

service.
Facilitator understands
the advantages and
disadvantages about the
concept.
Debrief the activity and

facilitate thinking.
Get feedback from

participants.
169 |
Appendix J: Personas and Empathy Map Details
Personas - Tesla Owners
| 170
Urban Driver
171 |
Public Charging
Private Charging
Suburban Driver
Figure 73. Personas 2x2. This figure shows the different types of Tesla drivers personas. Authors Image, 2015.
| 172
Haiguang Sun
Building is difficult
Tesla Owner
I built a charging station in my parking area so that I can
33 | Beijing | Dentist
Haiguang Sun is a dentist who runs
a dental care agency in Beijing. She
went to university in Australia. She
used to take public transportation
when she studied abroad.
charge the car when I go home. I have to deal with my community and State Grid. Not all parking spaces in my community can be built with a charging station.
Cost efficiency is the king

The cost of electricity is lower than 10% of gasoline. I drive 10,000 kilometer per
year. I will save 30,000 RMB per year. Its a lot of save.
Tesla means health, fashion, and a green lifestyle.

Look out from my office window--you cant see anything because of the serious
air pollution. We suffer, and so do our families. Thats why I gave up my old SUV
and got a Tesla.
173 |
Tesla pays for my charging station

When I built a charging station, Tesla provided all the equipment and labor for
free. The only thing I needed to provide was the parking.
Build a charging station network within the city first

Even in the city, I cant drive it anywhere. For example, my friend invited me to
dinner, but my battery was very low. I had to go home to charge. Finally, I went to
the dinner by taxi..
Empathy Map
Educated
Environmental
Social Status
Family
Showing off
| 174
Innovation
Figure 74. Empathy map 1. This figure shows the feature of the Tesla driver personas. Authors Image, 2015.
Building charging
Ev saves a lot
Tesla means a
stations in my
of money and
healthy and green
community is
mitigates the air
life.
painful.
pollution.
Think & Feel

A lot of new charging
There are State Grid
stations were built
charging stations
recently.
See
Hear
near the subway,
The government comes
but no one uses
up with some policies
them.
that are good for EV.
Say & Do
I can only drive my
I built a charging
car in the city.
station and Tesla

provided me with
the equipment.
Pain
Gain
I cant drive my car out of the city.
I hope I can charge my car everywhere.
I cant use the State Grid public charging station.
I want a healthy and green life.
175 |
| 176
Lei Wang
No government support
Tesla Owner
I didnt get any discount or any benefit from the government,

Lei Wang is the CEO of an Internet
company at Beijing. Tesla is his second
vehicle. He has private parking in his
backyard. He always drives his friends
to parties with his Tesla.
because I was told Tesla is an American-made vehicle. The

governments EV diffusion policy only applies for Chinese EV.
I brought a Tesla for fun

I first heard about Tesla when I attended an auto in 2013. A lot of my friends in
the industry were very interested in the car. Therefore, I brought one. For me, it
is like a big toy.
New technology attracts customers

The big control screen attracts me a lot. I can easily control my car with the
screen. All functions are on it.
Not the only one

Tesla cannot be my primary vehicle. When I bought it, I had some worries
about the reliability of charging stations.
More than a car

Tesla is not only a car for me, but also a social network. I have met a lot of
Tesla drivers since I got one. Just like me, they are attracted by the spirit of
innovation. They all have educated backgrounds. Some of them are experts in
their fields.
177 |
Empathy Map
Educated
Environmental
Social Status
Family
Showing off
| 178
Innovation
New technology
Tesla is more than a
I like the feeling
attracts me.
car. It provides me
that people are
with an opportunity
watching me
to meet new
while I am driving.
friends.
Think & Feel

I hear a lot of my
The big control
employee discuss
my car.
See
Hear
screen of the Tesla

is cool.
Teslas new car will

be released soon.
179 |
Say & Do
Tesla cannot be
I d like to introduce
a primary car,
the car to all my
because of the
friends because it is
utility problem.
fashionable.
Pain
Gain
The government didnt give me any benefits when I
I d like to meet more people who have the same
purchased a Tesla.
car as me. I want it to have some social functions.

Id like to be shining and remarkable.
| 180
Ming Li
I cant drive it anywhere
Tesla Owner
I heard about someone driving a Tesla from Beijing to Tibet. It is
36 | Shanghai | Entrepreneur
Ming Li is an entrepreneur. He has a
Masters Degree in business, and he
graduated from a university in the
United States. He likes playing golf
with his business partners on the
weekend.
only Teslas promotion. I will never do that. I cant even drive my

car out of Beijing because of the charging issues. Tesla is more like
a city car. It shouldnt be like that.
Charging brings new business opportunities

When I charged at the parking lot of Wanda Plaza,I spent 2 hours getting my
car charged. So, I decided to see a movie at the plaza.
Tesla charging stations are limited

I go to some parking lots to find a charging stations. Sometimes, they are
occupied. I will spend more electricity to find another place.
Citizens responsibility
We discuss the air pollution problem a lot with Tesla drivers. For others, we
cannot force them to do something. However, I was born in the city. I love it so
much that I must do something about it.
Public charging stations are useless

The public charging stations are useless for my Tesla. They use different
charging standards than Tesla. I need an additional connector to use them,
and it takes a long time.
181 |
Empathy Map
Educated
Environmental
Social Status
Family
Showing off
| 182
Innovation
Charging stations
I need to drive out
bring new business.
of the city for travel.

It saves a lot of gas.
But I cant do it.
Think & Feel

Public charging
I dont see any Tesla
stations cannot
charging stations
charge my car.
See
Hear
on the streets. I
Protecting the
have to search for
environment
them online.
is citizens
Sometimes, they
Say & Do
responsibility.
are occupied.
I have never driven
I went to see a
my car out of the
film in a cinema
city.
that is near a Tesla

charging station.
Pain
Gain
Charging takes such a long time that I have to find
I want to travel with my Tesla.
something to do.
It is difficult to find a functional charging station.
I want my car to be more convenient.
183 |
| 184
Daqing Jiang
Charging is not free
Tesla Owner
The public charging should be free for every Tesla owner. The
55 | Shanghai| Farmer
Daqing Jiang has a Masters Degree
in agriculture, and he used to be
an agricultural specialist in the
governments agriculture department.
Now, he devotes himself into his farm
and becomes a technology-driven
farmer.
company promised us. Once, I went to a public charging near a

bank. They said that the charging is for members only. I had to
pay for getting charged.
Costs less than gasoline

I like speed. I like to hear the sound of my engine. Every time I push the pedal
to the metal, I dont need to worry about my money. (Gasoline is expensive in
China.)
Zero pollution
There is no sound when I start the engine, or even when I drive it. For me, it is a
brand new technology that I have never seen.
185 |
Sharing economy
My community doesnt allow me to build a charging station because it will lead
to electrical instability. Therefore, I have to charge it at my farm. I renewed the
entire electrical system by myself and share it freely with all Tesla drivers.
Parking limits diffusion

In Shanghai, If you want to buy an electric vehicle in Shanghai, you have to get
a private parking area first.
Empathy Map
Educated
Environmental
Social Status
Family
Showing off
| 186
Innovation
I devote myself in
The cost is much
I want to do
to protecting the
lower than a
something for
environment.
gasoline car.
electric vehicles.
Think & Feel

The government
I dont see many
is trying to solve
charging stations
the problem of air

pollution.
See
Hear
near my place.
All drivers suffer the
A lot of Tesla drivers
problem of finding
cant find charging
a charging place.
Say & Do
stations.
They dont have
I provides my
parking or a space
charging station
to build a charging
to other drivers for
station, but I do.
free.
Pain
Gain
Air pollution
Everyone drives electric vehicles.
It is difficult to find a charging place.
More people build charging stations.
187 |
| 188
Mi Li
Try something different
Tesla Owner
There are a lot of misunderstandings about Tesla drivers. We
40 | Shenzhen | IT engineer
Mei Lin is an IT engineer. He was one
of the first Tesla customers in China.
He likes hiking and camping. He lives
in Shenzhen, which is a city without a
serious air pollution problem.
are different from other millionaires. We stand for innovation

in China. We are the first group of people that is willing to try
something different.
Innovation attracts me a lot

I used to have a larger SUV. But when I saw the Tesla, I decided to trade it in
because of the new green energy. I also work in an innovative field. Teslas spirit
of innovation attracts me.
Recommendation from friends

Once, on a business trip to the United States, my American friend
recommended the car to me. After I took it for a test drive, I thought, This is
what I want.
189 |
Test-driving spurs me to buy

I took a test drive after I went back to Shenzhen. The performance was much
better than I ever imagined. So, I decided to buy one even though I dont have a
private parking space to build a charging station.
Electronic product rather than a car

For me, Tesla is an electronic product rather than a car. It stands for a future
lifestyle and a trend.
Empathy Map
Educated
Environmental
Social Status
Family
Showing off
| 190
Innovation
I d like to try
The spirit of
I feel the car is more
something new and
innovation attracts
like an electronic
different.
me a lot.
device rather than

a car
Think & Feel

I heard the story
I dont have private
of Tesla and Elon
parking, so I have to
Musk. I got a lot of

inspiration.
Hear
See
find public charging

stations.
My friend
191 |
introduced me to
Say & Do
the car.
I charge my car
I dont feel the air
at my office
pollution right now.
in downtown
But I have will do
Shenzhen.
something in case it
happens.
Pain
Gain
No parking and no private charging station
Teslas spirit of innovation inspired me.
Charging at office building.
I want to try something different.
I cannot drive out of the city.
| 192
I buy it to protect the environment.
The government should play their role.
Public charging stations are bad.

193 |
Building a charging station is difficult.
Personas - Potential Users
| 194
High Educated
195 |
Local
Commuting
Figure 79. Personas 2x2. This figure shows the different types of Tesla potential drivers personas. Authors Image, 2015.
| 196
Kai Zhao
I buy a car for family
Potential user
For me, a car means freedom. I can escape the city during
the weekend. The air pollution is getting worse. My family

and I need some fresh air.
Kai Zhao is a professor. He works at

a famous university and has a PhD.
He is the father of two children. His
family suffers from the air pollution in
Beijing.
I dont have a tag

I know it is very easy to get a tag for EV. But Tesla does not benefit from the
policy, because the government wants to protect local EV enterprise.
The charging problem is my biggest concern

If I can easily get my car charged, I will get one soon. The charging station should
be like a gas station that I can easily find and get charged quickly.
Efficiency is my concern
It only takes me 5 minutes to put gasoline on my car. But I will spend more time
for EV, maybe hours. What should I do during that time? I have no idea.
Safety issues are also my concern

I have no idea about the safety of electricity, but I understand that more kW
means more danger. Concerning the safety of the car, I saw that the Tesla has no
engine in the front. That can cause more damage to the human body during an
accident.
197 |
Empathy Map
Educated
Environmental
Social Status
Family
Showing off
| 198
Innovation
Figure 80. Empathy map 6. This figure shows the feature of the Tesla driver potential personas. Authors Image, 2015.
Charging will take
Charging stations
more time than
are not as
putting gas on my
numerous as gas
car.
stations.
Think & Feel

I hear about the
Some charging
accident of Tesla, I
stations were built
am worried about
the safety of EV.
Hear
See
in my university
for educational
purposes.
199 |
Say & Do
I am still waiting for
I drive out of the
my tag. There is no
city every weekend
difference with EV
with my family to
and other cars.
get fresh air.
Pain
Gain
Lack of charging stations
More charging stations
Charging process is not convenient
EV Tags
I am worried about the safety.
| 200
Shen Wang
Commuting might be difficult
Potential user
I go home from Beijing every weekend. I am always worried if
34 | Tangshan| lawyer
Shen Wang is a notable lawyer. He is
a government attorney and owns a
private law firm. He owns real estate
both in his hometown and in Beijing
for business purposes.
I can get home because of the traffic jams all the time. Lower
speed means I cannot drive as much as normal.
Parking is limited
My community is very old. We dont have enough parking space right now. It is
very difficult to find parking when I get home at night. If a charging station were
built, the lack of parking will be a more serious problem that it is right now.
Car = Cumbersome
I dont want the car become cumbersome. I buy a car for convenience in my life,
not to put all my energy into building a charging station.
Accessibility is the king

The charging station must be very difficult to access in my community. I havent
seen one. But when the high speed internet came, accessing and changing the
cable was difficult.
Public charging station has low utility

I saw a charging station once at a public parking near a subway station. I passed
the subway station everyday, but only once saw that an electric vehicle was
charging there.
201 |
Empathy Map
Educated
Environmental
Social Status
Family
Showing off
| 202
Innovation
I dont want my
Access in my
car to become
community will be
cumbersome.
difficult.
Think & Feel

I heard the
I saw a lot of
charging efficiency
charging stations
can reach 300

kilometers, but I
See
Hear
but no car was

charging there.
dont think they can

reach that because
203 |
of traffic jams.
Say & Do
I bought my house
I commute between
in Tangshai, where
two different cities
I was born, because
every weekend.
I cant afford one in

Beijing.
Pain
Gain
No place for parking.
I want a car that helps me commute conveniently.
I drive 200 kilometers to my hometown every
I want to have more parking space in my
weekend.
community.
| 204
I need to be out of the city every weekend.

I dont have confidence about charging efficiency.
I need my car to make my life convenient.

Parking is limited.
Commuting is difficult.
They cant get into my community.
I cant get a tag.

I am worried about the safety.
205 |
Empathy Map
Experts Interview
| 206
Manager
207 |
Car Industry
Figure 82. Personas 2x2. This figure shows the different types of experts personas. Authors Image, 2015.
Grid industry
| 208
Zhiping Jiang
Energy Crisis
Car industry expert
The governments main reason for EV development is the
51 | Shanghai | General Manager
energy crisis. But for now, there is an energy surplus in China.

The grid company will pay attention to building charging
Zhiping Jiang has been working as

a general manager in car-related
industry. He has a comprehensive
view over the car industry. He actively
participates in important annual
meetings.
station according to the government strategy
Wifi Charging might be the solution

You know, charging takes much longer than putting gas in a car. So what on
scale should the charging stations be? I know wifi charging can be used for a wide
range.
Working with local partners

Shenzhen has a lot of BYD EV taxis. The taxi company has a lot of taxi parking lots
that allow the taxis to charge at night.
209 |
Higher social status users

Those well-educated rich people who also care about the air pollution have the
potential to buy Teslas. But this group is not large in China. In addition, they care
more about showing off than utility.
The government doesnt play their role

So far, we dont see any sign that the government will pay for upgrading the
power systems of old communities.
Empathy Map
The government
support
Charging
| 210
Lack of partnerships
Technology
Local enterprise
Lack of parking
Protection
space
Unified Standard
Figure 83. Empathy map 8. This figure shows the feature of the experts personas. Authors Image, 2015.
There will be an
Electric vehicles will
Wifi Charging will
energy surplus
lead the Chinese
be the trend for
soon in China.
market in the
future charging
future.
stations.
Think & Feel

The government
Working with local
protects locally-
partners will solve
made electric
vehicles with
See
Hear
the problems.
discount tags and

registrations.
211 |
Say & Do
Big cites have huge
Other companies
needs for charging
will work with EV to
stations. But they
build if they get a
lack places to build.
lot of EV drivers.
Pain
Gain
The government limitations.
All of society supports the building of charging
No place, and no helpful partners.
stations.
| 212
Jie Wei
We create all private charging stations
Power industry expert
If a Tesla owner wants to build a private charging station, he or
52 | Guangzhou | General Manager

Jie Wei has been working for StateGrid since he was 22. He currently
works on helping people to build their
private charging stations. He was in
the first group of people who built
charging stations.
she has to come to us. We are the only official company that can
help them.
Stopped building public charging stations in 2012

We stopped building public charging stations because of the low utility. Also,
they are unprofitable.
The government forced us to build

The government made a plan. Our job is to build. We dont make strategy. There
is no standard for the stations. I mean, a lot of new EV cant even use them.
213 |
No standard for the industry

Years ago, we wanted to make a standard for charging stations that allows all
cars to share the public charging. However, not all the EV manufacturers wanted
to work with us.
Private charging station requirement

The only requirements are that the community can reach the normal electricity
standard and that the fee is the same as with home electricity.
Empathy Map
The government
Support
Charging
| 214
Lack of partnerships
Technology
Local enterprise
Lack of parking
Protection
space
Unified Standard
The current public
Tesla and other
charging stations
manufacturers dont
are useless.
want to share their

techniques.
Think & Feel

Tesla stands for a
The government
new era of the car
forced us to build
industry. It brings a
lot of opportunities.
See
Hear
600 charging
stations in
Shanghai before
2017.
Say & Do
We worked with
We built private
BYD to diffuse new
charging stations
clean energy.
for Chinese EV
users.
Pain
Gain
There is no unified charging standard for the whole
I want a car that helps me commute conveniently.
industry in China.
I want to have more parking space in my

community.
215 |
| 216
There is no standard for the whole industry.

The charging stations are useless .
217 |
The government should help.

Finding a helpful, local partner could be important.
Appendix K: Synthesis Diagrams ( 1 of 2 )
Charging Efficiency
Important
Protection of environment
| 218
Long distance charging
New technology and fashion
Government support
Building private charging
Usage of public charging
Figure 85. Semitic profiles. This figure shows the characteristics of personas. Authors Image, 2015.
Not Important
219 |
Appendix K: Synthesis Diagrams ( 2 of 2 )
ERAF System
The ERAF system map shows the whole system of building electric charging stations. The manufacturers dont
work with State-Grid to make a unified charging standard because they dont want to share their charging
| 220
techniques. The government doesnt have a plan to upgrade those old communities that cant accommodate
charging stations.
State-owned
Professional
State-Grid
Ambitious
No
n- c
p
oo
e ra
tio
Educated
Ap
ply
High-end
Weak
Sales
Purchase Vehicle
Manufacturer
User
n
Con
Charging Equipment
ec t
Bui
r ne
ld
owe
Maintains
he p
Buy a parking
to t
two
Ask to build
Charging Station
Public
rk
Private
Pl a
Enough
Parking
Community
p
No
Government
Pushed
221 |
lan
p
ou
da
te
Reach
Standard
Making
Plan
Figure 86. System map of building charging stations. This figure shows how charging stations were built. Authors Image, 2015.
Appendix L: Working Wall
| 222
Figure 87. Working wall. This figure shows the project work wall which is located at authors home. Authors Image, 2015.
223 |
Appendix L: Interview Transcription
| 224
ppt
2003
byd
40
300

225 |
| 226
300
300
10
227 |
| 228
08
Model S
15
4228
CEO
Model S
CEOUC
CEO
229 |
| 230
7
CEO
SMC
CEO
3
15
IT
IT
Model S
420
31
23
231 |
1.5
232 |
09
REFERENCE
233 |
Annotated Bibliography
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bridge, MS: Harvard Business School Press.
The Medici Effect shows how breakthrough ideas most often occur when we bring concepts from
one field into a new, unfamiliar territory, and offers examples how we can turn the ideas we discover
into path-breaking innovations. This book was used to guide the process of concept generation.
Kolko, J. (2007). Exposing the Magic of Design: A Practitioners Guide to the Methods and Theory of Synthesis.
| 234
Oxford, UK: Oxford University Press.
As the world deals with increasing complexity -- in issues of sustainability, finance, culture and
technology -- business and governments are searching for a form of problem solving that can deal

with the unprecedented levels of ambiguity and chaos. This book was used to help analyze the data and
turn it into synthesis.
Kumar, V. (2013). 101 Design Methods: A Structured Approach for Driving Innovation in Your Organization. New

York, NY: Wiley.
This approaches the practice of creating new products, services, and customer experiences as a
science, rather than an art, providing a practical set of collaborative tools and methods for planning
and defining successful new offerings. The book was used to guide the research. It provided models for
synthesis.
Levine , S.(2015). The Powerhouse: Inside the Invention of a Battery to Save the World. New York, NY: Viking.

A worldwide race is on to perfect the next engine of economic growth, the advanced lithiumion
battery. It will power the electric car, relieve global warming, and catapult the winner into a new era
of economic and political mastery. The book was used to understand the technique aspect of building
charging stations.
Lockwood, T. (2009). Design thinking: Integrating innovation, customer experience and brand value. New York,

NY: Allworth Press.
This book focuses on design thinking and the design processes and how to bring them into a
business world. This book was used to generate concepts.
Morris, C. (2014). Tesla Motors: How Elon Musk and Company Made Electric Cars Cool, and Sparked the Next Tech

Revolution. News York, NY: Bluespages
235 |
In its eleven years of existence, Tesla Motors has achieved many amazing feats. The most trusted
sources in the auto industry have called its Model S the most advanced, safest and best-performing
car ever built - and it doesnt use a drop of gasoline. The book was used to understand the history and
feature of Tesla EV. It also introduced the future trends for the industry.
Neumeier, M. (2007). Zag: The number-one strategy of high-performance brands. Berkeley, CA: AIGA.
| 236
This book focuses on radical differentiation in business world and finding of blue ocean by 17
steps. The book was used to finish Zag steps which helped branding and getting key insight
from secondary research.
Osterwalder, A. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers.

New York: Wiley.
This book focuses on visionaries, game changers, and challengers striving to defy outmoded
business models and design tomorrows enterprises. This book was used to generate business
model canvas for the final design. It helped to bring the final design to the market.
Rajakaruna, S. (2014). Plug In Electric Vehicles in Smart Grids: Charging Strategies (Power Systems). Berlin,

Heidelberg: Springer.
This book covers the recent research advancements in the area of charging strategies that can be
employed to accommodate the anticipated high deployment of Plug-in Electric Vehicles (PEVs) in
smart grids. The book was used to understand the limitations of building charging stations
in Germany and how to solve it.

Sandalow, B. (2009). Plug-In Electric Vehicles: What Role for Washington. Washington, D. C: Brookings Institution
Press.

Plug-in electric vehicles are coming. Major automakers plan to commercialize their first model soon,
while Israel and Denmark have ambitious plans to electrify large portions of their vehicle fleets. The book
was used to understand the limitations of building charging stations in Washington, D. C and how to
solve it.
Seba, T. (2014). Clean Disruption of Energy and Transportation: How Silicon Valley Will Make Oil, Nuclear, Natural

Gas, Coal, Electric Utilities and Conventional Cars Obsolete by 2030. New York, NY: Tony Seba Press.
The industrial age of energy and transportation will be over by 2030. Maybe before. Exponentially
improving technologies such as solar, electric vehicles. This book introduced the future trends for the EV
industry.
237 |
Stone,T. (2010). Managing the Design Process-Concept Development: An Essential Manual for the Working

Designer. Minneapolis, MN: Rockport Publishers
This book illustrates the point where theory meets practice in the design studio environment. This
book examines design management concepts and methods in real-world applications. The book was
used to guide the process of reaching the final design.
Sullivan, M.(2015). Mark Sullivan, M. (2015, February 11). Teslas China syndrome: Weak far east sales seen as key
| 238
factor in disappointing quarter. Retrieved March 7, 2015, from http://venturebeat.com/2015/02/11/
teslas-china-syndrome-weak-far-east-sales-seen-as-key-factor-in-dissapointing-quarter/

This article talks about the Tesla has weak sales in China because they face limitation to build their
Superchargers in Chinese cites. The book was used to understand the current situation of EV
manufactures in China. This book was used to understand the reason of the weak sales of EV in China.
Tillemann, L. (2015). The Great Race: The Global Quest for the Car of the Future. New York, NY: Simon & Schuster.

The Great Race recounts the story of a century-long battle between automakers for market share,
profit, and technological dominanceand a race to build the car of the future. The book introduced the
future trends of EV industry in China.
Figures
Figure 1. Bejing. This gure shows the skyline of Beijing. Authors Image, 2015.
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Figure 2. Positioning map. This 2 x2 matrix evaluates the position of the project on the axes of utilization and motivation. Authors Image, 2015.
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Figure 3. Positioning map. This 2 x2 matrix evaluates the position of the project on the axes of charging types and areas. Authors Image, 2015.
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Figure 4. Positioning map. This 2 x2 matrix evaluates the position of the project on the axes of accessibility and partnership. Authors Image, 2015.
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Figure 5. Ecosystem map. This figure shows the research space of the project and how the sources fit into it. Authors Image, 2015.
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Figure 6. Research activities diagram. This figure shows the participant types and timeline for the interview. Authors Image, 2015.
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Figure 7. Data analysis method. This figure shows the methods which will be used to analysis the data from the interview. Authors Image, 2015.
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Figure 8. User blueprint. This figure analyzed the process of building charging station from the perspective of EV driver. Authors Image, 2015.
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Figure 9. Affinity map. The affinity map analyzed the users need of the charing stations. Authors Image, 2015.
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Figure 10. Personas 1. This describes user persona 1, a Tesla driver. Authors Image, 2015.
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Figure 11. Personas 2. This describes user persona 2, a Tesla potential user. Authors Image, 2015.
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Figure 12. Personas 3. This describes the result of expert interview, a government officer. Authors Image, 2015.
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Figure 13. Personas 4. This describes the result of expert interview, a car expert. Authors Image, 2015.
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Figure 14. Opportunities space. This figure shows the potential design opportunities within the system of building chargers Authors Image, 2015.
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Figure 15. Prototype ideas. This figure shows the process of reaching the final direction. Authors Image, 2015.
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Figure 16. Green travel concept. This figure shows the detail design of the concept development. Authors Image, 2015.
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Figure 17. Sharing transportation concept. This figure shows the detail design of the concept development. Authors Image, 2015.
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Figure 18. Tesla free ride concept. This figure shows the detail design of the concept development. Authors Image, 2015.
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Figure 19. Save the blue sky concept. This figure shows the detail design of the concept development. Authors Image, 2015.
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Figure 20. Groupon system concept. This figure shows the detail design of the concept development. Authors Image, 2015.
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Figure 21. Green travel user blueprint. This figure shows the users blueprint of the green travel concept. Authors Image, 2015.
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Figure 22. Groupon system user blueprint. This figure shows the users blueprint of the green travel concept. Authors Image, 2015.
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Figure 23. Green travel validation 1. This figure shows the validation of green travel concept with design criteria. Authors Image, 2015.
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Figure 24. Groupon system validation 1. This figure shows the validation of the concept with design criteria. Authors Image, 2015.
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Figure 25. Green travel validation 2. This figure shows the validation of green travel concept with research question. Authors Image, 2015.
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Figure 26. Groupon system validation 2. This figure shows the validation of the concept with research question. Authors Image, 2015.
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Figure 27. Green travel validation 3. This figure shows the validation of green travel concept with related personas. Authors Image, 2015.
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Figure 28. Groupon system validation 3. This figure shows the validation of the concept with related personas. Authors Image, 2015.
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Figure 29. Final direction. This figure shows the validation of the final concept with final design criteria. Authors Image, 2015
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Figure 30. The power up page 1. This figure shows the first page of the strategy proposal which introduce the background. Authors Image, 2015.
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Figure 31. The power up page 2. This figure shows the 2nd page of the strategy proposal which introduce the research synthesis. Authors Image, 2015.
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Figure 32. The power up page 4, 5. This figure shows the 4th and 5th page of the strategy proposal which introduce the 9 steps . Authors Image, 2015.
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Figure 40. The power up page 20, 21. This figure shows the 20th and 21st pages of the strategy proposal which introduce the 9 steps . Authors Image, 2015.
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Figure 41. The power up page 22, 23. This figure shows the 22nd and 23rd pages of the strategy proposal which introduce the 9 steps . Authors Image, 2015.
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Figure 42. The power up page 24, 25. This figure shows the 24th and 25th pages of the strategy proposal which shows the contact information of author. Authors Image, 2015.
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Figure 43. Business model canvas. This figure shows business model canvas to pitching business owners to join Power Up . Authors Image, 2015.
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Figure 44. Key partner SWOT. This figure visualized the SWOT associated with the business models field: key partner. Authors Image, 2015.
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Figure 45. Key activities SWOT. This figure visualized the SWOT associated with the business models field: key activities. Authors Image, 2015.
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Figure 46. Key resources SWOT. This figure visualized the SWOT associated with the business models field: key resources. Authors Image, 2015.
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Figure 47. Value proposition SWOT. This figure visualized the SWOT associated with the business models field: value proposition. Authors Image, 2015.
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Figure 48. Customer relationship SWOT. This figure visualized the SWOT associated with the business models field: Customer relationship. Authors Image, 2015.
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Figure 49. Channel. This figure visualized the SWOT associated with the business models field: channel. Authors Image, 2015.
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Figure 50. Customer segment. This figure visualized the SWOT associated with the business models field: customer segment. Authors Image, 2015.
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Figure 51.Cost of structure. This figure visualized the SWOT associated with the business models field: cost of structure. Authors Image, 2015.
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Figure 52. Revenue stream. This figure visualized the SWOT associated with the business models field: revenue stream. Authors Image, 2015.
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Figure 53. Roadmap. This figure visualized the roadmap of building the Power Up alliance. Authors Image, 2015.
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Figure 54. Gant chart. This figure visualized the associated timelines and duration of tasks. Authors Image, 2015.
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Figure 55. Potevio SWOT analysis. This figure visualized the SWOT associated with the competitors: Potevio. Authors Image, 2015.
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Figure 56. Stated Grid SWOT analysis. This figure visualized the SWOT associated with the competitors: Stated Grid. Authors Image, 2015.
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Figure 57. Real estate SWOT analysis. This figure visualized the SWOT associated with the competitors: real estate. Authors Image, 2015.
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Figure 58. BYD SWOT analysis. This figure visualized the SWOT associated with the competitors: BYD. Authors Image, 2015.
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Figure 59. Positioning map 1. This 2 x2 matrix evaluates the position of the project on the axes of types and areas. Authors Image, 2015.
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Figure 60. Positioning map 2. This 2 x2 matrix evaluates the position of the project on the axes of accessibility and technique. Authors Image, 2015.
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Figure 61. Partner journey map. This figure shows the user journey of chargerLink. Authors Image, 2015.
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Figure 62. Partner system map. This figure shows the system map of Teslas partner in China-- ChargerLink. Authors Image, 2015.
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Figure 63. Diffusion of electric vehicle in China. This figure shows the history of EV in China and shows how it developed. Authors Image, 2015.
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Figure 64. Trends Matrix. This figure shows the trends which are related to the EV industry. Authors Image, 2015.
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Figure 65. Trends Matrix 2. This figure shows how the air pollution influences the EV industry. Authors Image, 2015.
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Figure 66. Primary research protocols. This figure shows the protocols which are used to conduct primary research. Authors Image, 2015.
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Figure 67. Consent form. This figure shows the consent form which are used to conduct primary research. Authors Image, 2015.
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Figure 70. User testing document. This figure shows the user testing documents which are used to conduct testing workshop. Authors Image, 2015.
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Figure 71. Workshop plan. This figure shows the detail plan for user testing workshop. Authors Image, 2015.
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Figure 72. Workshop plan 2. This figure shows the detail plan for user testing workshop. Authors Image, 2015.
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Figure 73. Personas 2x2. This figure shows the different types of Tesla drivers personas. Authors Image, 2015.
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Figure 79. Personas 2x2. This figure shows the different types of Tesla potential drivers personas. Authors Image, 2015.
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Figure 82. Personas 2x2. This figure shows the different types of experts personas. Authors Image, 2015.
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Figure 85. Semitic profiles. This figure shows the characteristics of personas. Authors Image, 2015.
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Figure 86. System map of building charging stations. This figure shows how charging stations were built. Authors Image, 2015.
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Figure 87. Working wall. This figure shows the project work wall which is located at authors home. Authors Image, 2015.
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Thanks
SCAD Design Management | Final Project | Jie Ren | Spring 2015

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POWER-UP

A strategy for building Tesla charging stations in China.

This project is dedicated to my parents, who have always

Significance to the Field

3. Research Planning & Synthesis

Data Processing and Analysis

Key Research Insights

4. Design Opportunities & Criteria

5. Prototype Development & Testing

Chosen Concept Development

6. Final Design to Market

Final Design Criteria

Business Model Canvas

7. Conclusions & Recommendations

Appendix A: Gant Chart

Appendix B: Competitor SWOT Analysis

Appendix C: Competitor Positioning Analysis

Appendix E: Diffusion of Electric Vehicle

Appendix F: Trends Matrix

Appendix G: Research Matrix

Appendix H: Research/ Testing Protocols

Appendix I: Concept Testing

Appendix J: Personas and Empathy Map

Appendix K: Synthesis Diagrams

Appendix L: Working Wall

Appendix L: Interview Transcription (Chinese)

Subject of the Study

Significance to the Field

The State Grid

All state-owned companies built charging

development plan. However, the government

Types of charging station and areas

The state grid has a high accessibility because

the accessibility problem due to the lack of

implementing new policies. Tesla electric vehicles

The strategy of constructing charging stations to fit

offer eco-friendly alternatives to gas vehicles. The

the conditions of China overcomes limitations from

hope is for all Chinese drivers to purchase and drive

a manufacturers perspective. It was created by using

Teslas vehicles to decrease and ultimately eliminate

design management methodology.

air pollution from gas motor vehicles.

STEP 2: What do I do?

STEP 5: Who else share my brandscpe?

The strategy explores how to build electric vehicle

There are many enterprises in the parallel spaces,

STEP 4: What wave am I riding?

collaborative approach to build charging stations

Residents of China suffer from severe air pollution.

for electric drivers in big Chinese cities.

The government attempts to solve the problem by

STEP 7: What should I add or subject?

infrastructure limitations of China.

STEP 11: How do I explain myself?

visibility, advertising on social media, and promotion

STEP 15: How do I earn their loyalty?

I earn the loyalty of consumers by the convenience

STEP 13: How do people engage with me?

to become electric drivers. They can also engage

and advanced techniques that will more quickly

STEP 14: What do they experience?

(driverless car) is a trend after EV. Tesla already has

The difficulty of charging will not cause weakness in