Designing Seamless EV Charging Experiences: A Conversation with Andrea Caviglia (Nidec)

Oskar Kwitek (Host): Welcome back to Around the Product Development, our weekly series where we delve into the world of digital product creation. Over just 25 minutes, we cover everything from ideation to conversion and monetization, offering actionable insights and practical knowledge.

Each week, we bring fresh perspectives from industry experts, providing you with the opportunity to learn from their hands-on experience. This series is made possible by our Agile Product Builders community, a Slack community powered by Boldare – digital product creators and consultants.

Today, I’m thrilled to welcome Andrea Caviglia, an expert in the e-mobility world and a passionate advocate for designing seamless user experiences. Andrea has played a significant role in shaping intuitive charging solutions that make life easier and more enjoyable for EV users.

Andrea, could you start by telling us a bit about yourself, your background, and your role at Nidec?

Andrea Caviglia (Guest): Thank you, Oskar, for having me here! It’s a pleasure to join you today.

Oskar Kwitek: The pleasure is all mine!

Andrea Caviglia: Let me start with myself and Nidec. I currently lead the Global Product Management team for E-Mobility at Nidec Conversion. I have over eight years of experience in e-mobility, EV infrastructure, and sustainable energy. From the very beginning of my career, I’ve been passionate about e-mobility, and I continue to carry that passion with me today.

Oskar Kwitek: For those who might not be familiar, what exactly is e-mobility?

Andrea Caviglia: E-mobility refers to all aspects of electrifying transportation – cars, trucks, buses – as well as the supporting infrastructure, such as charging stations and mobile apps that facilitate charging sessions. Companies like Nidec operate behind the scenes, producing the technologies that power and simplify this ecosystem for users.

Oskar Kwitek: And what does Nidec do specifically in this space?

Andrea Caviglia: Nidec is a Japanese company with over 50 years of history. We began as a manufacturer of electric motors and generators, and today we operate across various industries, including e-mobility. Nidec is almost everywhere – from tiny vibration motors in smartphones to massive generators producing over 10 megawatts of power.

In e-mobility, we started relatively recently, in 2019, with a groundbreaking project: a battery-integrated charger. This innovation enabled ultra-fast charging of over 300 kilowatts, allowing vehicles to charge in just 15 minutes, even with a weak grid connection. It was revolutionary at the time and remains a promising niche market.

Oskar Kwitek: 300 kilowatts? That sounds impressive, but I imagine most cars today aren’t yet ready to handle that kind of power.

Andrea Caviglia: You’re absolutely right. Even after several years, only a handful of cars can accept such high power.

Oskar Kwitek: What exactly is your role in this fast-moving space?

Andrea Caviglia: As the head of Global Product Management, I lead the team responsible for developing new products for the European and North American markets.

Oskar Kwitek: Today, we’re focusing on the challenges of creating a seamless experience for EV owners. What unique issues do they face compared to traditional gas station users, and how do you address these challenges in your designs?

Andrea Caviglia: Great question, Oskar. User experience lies at the core of this issue. With any new technology, there’s an initial friction—users may feel anxious or unsure about how to navigate it. Our role as innovators is to reduce that friction and make the process as seamless as possible.

One of the biggest challenges is range anxiety—the fear of running out of charge before reaching the next charging station. While EV ranges have significantly improved, this remains a real concern for users. Another key challenge is the charging speed—users don’t want to spend too much time waiting at a charging station.

To address these, we focus on two things: making the charging session as fast as possible and ensuring that the overall experience is intuitive and enjoyable. This includes user-friendly interfaces, real-time updates on charging progress, and straightforward navigation throughout the process.

Oskar Kwitek: How do you handle payments? Are there solutions to make them seamless as well?

Andrea Caviglia: Yes, payments are an essential part of the experience. At our charging stations, users have multiple payment options. They can pay via an app connected to their e-mobility service provider (EMSP), use an RFID card, or even pay directly with a credit card.

Recently, there’s been a growing demand for one-off payments without subscriptions. To address this, we’ve introduced QR code payments, allowing users to pay directly via their phones without needing an app or account. The key is to present all these options clearly on the charging station’s interface.

Oskar Kwitek: It sounds like you’re building an entire ecosystem, not just individual chargers. What trends or innovations are shaping the future of your work in e-mobility?

Andrea Caviglia: E-mobility is a dynamic and fast-paced industry, which makes it incredibly exciting. One of the major trends we’re seeing is mega charging, particularly for commercial vehicles like buses and trucks. These larger vehicles have much bigger batteries – sometimes exceeding 500 kilowatt-hours – and require much higher charging power.

For example, we’ve recently launched a modular charging solution called the DC Split, which can charge up to 12 vehicles simultaneously with a total output of 1.2 megawatts. This product lays the foundation for future mega chargers, capable of delivering over 11 megawatts of power.

Another exciting development is Plug and Charge technology. This allows users to register their vehicles in advance so that charging starts automatically when they plug in their car—no apps, cards, or QR codes required. This truly seamless approach even exceeds the convenience of traditional gas stations.

Oskar Kwitek: That’s impressive! As we near the end of our conversation, I’d like to ask for your advice. What would you recommend to someone entering the e-mobility sector or trying to design great user experiences in this space?

Andrea Caviglia: First and foremost, always prioritize the user. Understand their needs, pain points, and behaviors, and design solutions that make their lives easier. If you create a user-centric product, success will follow.

Second, collaboration is key. As product managers, we sit at the intersection of sales, marketing, engineering, and customer support. Effective communication between these teams ensures that the final product meets user expectations and delivers real value.

Finally, focus on reliability. Whether it’s robust hardware, intuitive software, or real-time updates, every aspect of the system needs to work flawlessly. A dependable solution builds trust with users and encourages them to return.

Oskar Kwitek: Andrea, this has been an enlightening conversation. Thank you so much for sharing your insights with us.

Andrea Caviglia: Thank you, Oskar. It’s been a pleasure!

Oskar Kwitek: And thank you to all our listeners for tuning in to Around the Product Development. Don’t forget to join our Agile Product Builders community on Slack and tune in next Thursday at 4 PM for another exciting episode. See you then!