bp pulse (emsp app)
A global mobile experience that puts…
Electrification at your fingertips.
Scope
UX / UI, Experience Design, User Research
(Permanent)
bp pulse is on a mission to make EV charging simple, accessible, and seamless for everyone. As the business scales globally, delivering a consistent and intuitive app experience for EV drivers becomes critical. The EMSP Global App project aimed to transition customers to a new platform while elevating the digital experience to deliver a best-in-class EV charging journey — one that supports drivers at every step and builds loyalty through simplicity and utility.
App goals
+ Seamless customer migration to the new EMSP platform
+ Improve the charging journey for all user types
+ Make it easier for drivers to find and use charge points
+ Enable consistent and scalable experience across markets
+ Increase customer engagement through personalised communication
Process
Cross-functional collaboration
Working with stakeholders and cross-functional squads, I helped drive improvements to the app’s design and usability. My focus was on refining the experience across multiple markets while balancing technical feasibility and business goals.
+ UX/UI collaboration with product, tech and market teams
+ Design iteration and testing
+ Stakeholder alignment across regions
Key feature
‘Easy Find’ mission
Helping drivers locate charging stations quickly and confidently was a priority. I advanced the UX for the ‘Easy Find’ mission, ensuring information was clearly presented and the flow supported both planning and on-the-go use.
+ Optimised search and map interactions
+ Simplified filters and results UI
+ Enhanced accessibility and clarity in the user interface
Process
Customer engagement
We onboarded Airship, a user engagement platform, to help bp pulse connect more meaningfully with users. I contributed to shaping how this tool would support customer journeys — moving from unknown to known users and offering personalised updates and tips.
+ Airship integration planning
+ Personalisation strategy
+ Support for onboarding and engagement flows
My learnings and observations
“Designing at a global scale requires adaptability and strong alignment across regions. Migrating users without disrupting their experience is a complex challenge that requires clarity, empathy, and tight coordination between design, product, and tech.”
Key results
Improved usability
Refinements to the core journey helped users find charge points faster and complete sessions with greater confidence.
Higher engagement
With the Airship platform in place, bp pulse can now reach users with more relevant, timely messages; increasing engagement and helping drive loyalty.
Stronger design foundations
The design system and UX patterns created through this project now provide a scalable foundation for expansion into new markets.
“Bringing Airship into the experience has been a game changer for how we connect with our users. The collaboration between design and product has really helped us step up our customer engagement.”
— Product manager