Project Highlight: PG&E x BMW Collaboration
How might we encourage users to shift their charging to lower-cost hours without committing to exact future prices?
Overview
PG&E planned to introduce hourly electricity pricing in 2027, creating an opportunity to help EV drivers charge during lower-cost periods.
Design Challenge
Because the pricing formula was still in beta, displayed prices could later be adjusted or refunded. Showing exact future prices therefore introduced a potential trust and brand risk.
Solution
Instead of displaying exact future prices, we visualized relative price levels through color coding, allowing users to quickly identify lower-cost charging periods.
Highlights lower-cost charging periods to encourage Smart Charging.
Uses color-coded price levels to help users identify lower-cost charging periods without displaying exact future prices.
Pilot Deployment
Deployed in the BMW Charge Forward pilot in partnership with PG&E. Currently under the real-customer evaluation of whether pricing visualization can shift EV charging behavior.
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