OVO Energy
From Research Signals to New Markets:
How User Research Drove OVO's B2B Expansion
The Challenge
While conducting routine usability testing for OVO Energy's domestic EV tariff, I detected consistent signals that revealed a blind spot: businesses were rapidly adopting EVs but had no suitable energy solutions. OVO only served domestic customers back then, yet our research was uncovering an entire underserved market struggling with charging infrastructure, energy management, and cost transparency.
What I Did & The Outcome
I investigated these signals against market reports, convinced the team to fund full discovery research, then designed and executed the study. The findings validated our hypothesis and directly influenced EV teams’ strategic roadmap, resulting in market expansion into B2B EV services with new tariff propositions, revenue streams, and strategic partnerships
Approach
Signal Detection and Strategic Framing
Rather than dismissing B2B signals as outside scope, I compiled early observations alongside supporting market data showing accelerating fleet EV adoption. I positioned this to Product and Commercial Managers not as a research finding, but as a potential market expansion opportunity that OVO could capture .
Leadership Alignment and Resource Securing
I organized a strategic meeting with senior leadership including the Director of EV and Head of UX, presenting the business case for deeper investigation. Secured dedicated budget and approval for a comprehensive discovery program by framing this as competitive advantage through early market entry.
I designed and executed research to map the complete B2B EV ecosystem:
01
Multi-scale fleet engagement
Understanding and relevance
02
Multi-stakeholder approach
Capability and eligibility
03
Operational depth
Usability and friction
Strategic Insight Synthesis and Socialization
I facilitated cross-functional analysis workshops to interpret findings, then distributed insights across departments to build organizational momentum for market expansion. Focused on translating user needs into business opportunities.
Impact & Results
Strategic Business Impact
Market expansion
Research directly influenced OVO's entry into the B2B EV sector, creating entirely new revenue category
Product diversification
Generated dedicated business EV product line targeting fleet operators
Revenue growth
Launched workplace EV tariff creating new income streams beyond domestic services