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EVDX California

November 6


Join us in Oakland for the EVDX California Solutions Lab where we will find solutions to consumer pain points in one of the nation’s hottest EV markets.

EVDX focuses solely on the EV customer journey for consumers and businesses, seeing the issues through their lens, not ours. The EVDX Initiative is for utilities, governments, and non-profits who are all thinking, “there’s got to be a better way.

The EVDX Solutions Lab is an intentionally crafted journey that culminates in actionable takeaways you can implement in your work. After setting the stage, participants break out into working groups based on EVDX customer personas and spend their remaining time in the lab working with other stakeholders to conquer the persona’s pain points.

EVDX work centers around eight personas selected at the initial EVDX Solutions Lab in Detroit in 2023.

  • Rural, semi-retired couple, single-family home
  • Multi-family suburban couple, middle income
  • Suburban single-family of five with four drivers
  • Urban, multi-family, active, young, single
  • Income-qualified urban family of four, multi-family
  • City/municipal fleet director
  • Small business fleet owner
  • Mid-size big box retailer

If you work for a utility, government, non-profit, or for-profit at the manager, director, or executive level and focus on any of the following, then EVDX is right for you:

  • EV program design (residential and business)
  • EV education, marketing, and communications
  • Market research and/or business intelligence
  • Electricity pricing and managed charging
  • Home, workplace, public, and/or corridor charging
  • Electric transportation equity
  • Regulation and legislation on electric transportation
  • Designing the next generation of EV solutions

There are multiple sources of information available to utilities today as we work to navigate transportation electrification.  Much like many utilities nationwide, our teams dedicated to TE are small, and as such, our bandwidth is limited.  I attended AESPs inaugural EVDX Solutions Lab in Detroit summer 2023 and my time there was so well spent.  The opportunity to engage with thought leaders from peer utilities, OEMs and solution providers from across the country in-person, all focused solely on improving the EV charging experience for customers, was unbeatable.

Becky Whitman

Business Development Manager, Electric Vehicles & Charging, Ameren Missouri

EVDX Solutions Lab California Agenda

9:30 AM - 9:45 AM / Welcome and Intro to the EVDX Initiative

The opening session will introduce you to the EVDX Initiative, share key lessons learned from our 2023 EVDX Solutions Lab in Detroit, introduce you to our eight EV Personas, and lay the groundwork for our breakout sessions.


  • Jen Szaro, President and CEO, AESP
9:45 AM - 10:10 AM / Understanding Our Current State

Recent market research indicates that current EV drivers are not always enjoying the ride. This session will set the stage for better understanding the current EV driver experience and key universal pain points that may slow the pace of EV adoption and create detractors out of early adopters.

10:15 AM - 11:10 AM / Challenges of EV Deployment in California

During this panel, we’ll hear from key experts in the electric transportation industry as they share their research and experiences on the unique set of challenges facing EV drivers in California and what’s currently being done to overcome these challenges.

11:15 AM - 12:00 PM / Regional Utility Efforts to Date

Utilities in California must balance regionally-specific challenges such as extreme weather events with an ever-growing population and long stretches of road between major population centers. While EV adoption is growing quickly in California, regulatory guidance and EV-friendly government policies are lagging behind, thus creating uncertainty for utilities attempting to develop their EV customer strategies. This panel will share the experiences of a few utilities trying to pave the way to a smooth EV driver experience.

12:00 PM - 12:45 PM / Lunch and Persona Assignments

Persona breakout tables:

  • Rural, semi-retired couple, single-family home
  • Multi-family suburban couple, middle income
  • Suburban single-family of five with four drivers
  • Urban, multi-family, active, young, single
  • Income-qualified urban family of four, multi-family
  • City/municipal fleet director
  • Small business fleet owner
  • Mid-size big box retailer
12:45 PM - 2:00 PM / Breakout 1: Personas, Journey Mapping, Pain Points

This solutions lab breakout session will have you working with a small group of other industry professionals interested in your sub-market, working together to define the wants, needs, and barriers of real consumers. You will explore your selected Persona’s EV journey and identify the most critical pain points they might experience along this journey


  • Jen Szaro, President & CEO, AESP
2:00 PM - 2:10 PM / Break

Participants will move back into the Auditorium

2:10 PM - 2:30 PM / Overview: Design Thinking & Human-Centered Design

Design thinking is a human-centered problem-solving approach that involves empathy, experimentation, and iteration. The process typically involves five stages: Empathize, Define, Ideate, Prototype, and Test. During this brief tutorial, participants will gain a basic functional understanding of design thinking its benefits to achieving more effective EV customer programs. 

2:30 PM - 3:45 PM / Breakout 2: Design Thinking & Solutions Development

In this second dynamic breakout session, small teams will return to their assigned tables to work collaboratively to determine potential solutions to their top pain point using rapid protyping to identify at least two new or improved program strategies for each customer persona group defined in Breakout #1 of the Solutions Lab. Participants will apply the concepts of design thinking to rapidly develop solutions to current EV customer pain points. 


  • Jen Szaro, President & CEO, AESP
3:45 PM - 4:00 PM / Break

After break, participants will transition back into session.

4:00 PM - 4:45 PM / Solutions Presentations and Findings

Each of our breakout groups will present their top solution sets for their chosen EV Persona. The top-voted solutions will be selected from among the ideas presented and highlighted by AESP in future publications including a summary article in Energy Intel Magazine.

4:45 PM - 5:45 PM / Closing Reception

Join your fellow EV solutions collaborators for our closing social hour featuring a variety of light snacks and beverages


Lab Sponsors and Partners

Level Three

Level One

Become a Solutions Lab Sponsor

Align your mission and brand with thought leaders and key figures in EV implementation and design in the Southeast.

Want to Use Points?

AESP Members, do you have group points you’d like to apply to one or more registrations? Contact Christina Coppotelli to get started.


November 6


(480) 704-5900
View Organizer Website


Oakland Scottish Rite Center
1547 Lakeside Dr
Oakland, CA 94612 United States
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