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EVDX Solutions Lab Canada

July 23 @ 9:30 AM - 6:30 PM EDT


Join us for the EVDX Solutions Lab at the Hilton Toronto prior to AESP Summer Con to create EV driver solutions unique to the Canadian market.

Book Accomodations in AESP's Summer Con Block

July 21, 2024 – July 26, 2024
Hilton Toronto
145 Richmond Street West
Toronto, ON M5H 2L2, CA

Want to use points to register? Email Christina and she will gladly assist you.

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

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 Canada Agenda

9:00 AM - 9:30 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
  • Raegan Bond, Partner, Dunsky Energy + Climate Advisors
  • Ashley Santor, Co-Founder and CEO, Doer/Maker
9:30 AM – 9:50 AM / Understanding Our Current State of the Market

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.


  • Raegan Bond, Partner, Dunsky Energy + Climate Advisors
10:00 AM – 11:00 AM / Regional Challenges of EV Deployment in Canada

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 Canada, and what’s currently being done to overcome these challenges.


  • (Moderator) Elizabeth Turnbull, Director of Market Development, Transportation Electrification, Franklin Energy
  • Travis Allan, Chief Legal & Public Affairs Officer, Flo
  • Erin Poole, Client Account Manager, Virtual Peaker
  • Giselle De Grandis, Manager of Business Development and Market Strategy, Hydro One
11:05 PM – 12:00 PM / Regional Efforts to Date

Canadians must balance regionally specific challenges with the needs of EV owners and drivers. This panel will share the experiences of a few key stakeholders trying to pave the way to a smoother EV driver/ownership experience.


  • (Moderator) Maria Kretzing, General Manager, Electric Vehicles and Analytics, Bidgely
  • Mary Mallin, Manager, EVents & Logistics, Plug’n Drive
12:00 PM – 1:00 PM / Lunch and Overview of Design Thinking and 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, Protoype, and Test. During this brief tutorial, participants will gain a basic functional understanding of design thinking and its benefits to achieving more effective EV customer programs.


  • Ashley Santor, Co-Founder and CEO, Doer/Maker

Persona Breakout Tables:  

  • Rural, semi-retired couple, single-family home 
  • Multi-family suburban couple, middle income 
  • Suburban single-family of 5, with 4 drivers 
  • Urban, multi-family, active, young, single  
  • Income-qualified urban family of 4, multi-family 
  • City fleet director  
  • Small business fleet owner  
  • Mid-sized big box retailer 
    1:00 PM – 2:00 PM / Breakout #1 – Review Persona Experience / Journey Mapping and Identify 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 and CEO, AESP
    • Raegan Bond, Partner, Dunsky Energy + Climate Advisors
    • Ashley Santor, Co-Founder and CEO, Doer/Maker
    2:00 PM - 2:15 PM / Break
    2:30 PM – 3:45 PM / Breakout #2 – Design Thinking and 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 prototyping 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 and CEO, AESP
    • Raegan Bond, Partner, Dunsky Energy + Climate Advisors
    • Ashley Santor, Co-Founder and CEO, Doer/Maker
    3:45 PM – 5:00 PM / Solution Presentations and Closing

    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.

      5:00 PM – 6:30 PM / Reception Co-located With the Opening Reception for AESP’s Summer Con

      Join your fellow EV solutions collaborators for our closing social hour featuring a variety of light snacks and beverages, and expand your network as you mingle with attendees arriving for AESP’s 2024 Summer Con.

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        July 23
        9:30 AM - 6:30 PM EDT


        (480) 704-5900
        View Organizer Website


        Hilton Toronto
        145 Richmond Street West
        Toronto, Ontario M5H 2L2 Canada
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