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EVDX Solutions Lab

June 5 @ 8:15 AM - June 6 @ 3:00 PM EDT


A Customer-Centric EV Event Full of “Firsts”

The Electric Vehicle Driver Experience (EVDX) Solutions Lab is the first EV event to focus exclusively on understanding and improving the consumer and business EV experience and journey.  It concentrates on programmatic solutions for utilities, governments, and non-profits currently working on the EV customer transition.

Buckle up and join your peers who are all thinking, “there’s got to be a better way!”

A Methodical Program Design

The Solutions Lab is intentionally designed to build on itself. Each session lays the groundwork for the next, starting with consumer and business needs and ending with tangible solutions you can implement at your own job.

Who Should Attend

Utility, government, non-profit, and for-profit executives, directors, and managers focused on:

  • EV program design, residential and business
  • EV customer education, marketing and communications
  • Market researchers, business intelligence
  • Electricity pricing and managed charging
  • Home, work, public, and corridor charging
  • Electric transportation equity
  • Regulation and legislation on electric transportation
  • Designing the next generation of EV solutions

Lab Ticket Prices

AESP Member $625
Non-Member $925
Government and Non-Profit* $325


Cost of food and beverage at official lab events are included in your registration cost.

There is no associated hotel block with this event. Check out this PDF from TechTown on recommended local accommodations.

*To qualify for this rate, you must work for a government or non-profit in a non-utility capacity.



8:15 AM - 8:45 AM / Light Breakfast Available

Location to be announced soon.

8:45 AM - 9:00 AM / Welcome & Intro to EVDX Initiative

AESP will present how EVDX fills a critical role in the evolution of utility and government programs addressing the transition to clean transportation. And, attendees will get a bird’s eye view of how the EVDX Solutions Lab will flow through the two informative days.

9:00 AM - 10:00 AM / Keynote: EV Adoption, Tipping Points, and Buyers of Tomorrow

What does the EV industry need to facilitate to create a smooth pathway to increased EV adoption, and move from Early Adopters to the key Early Majority consumers and businesses?

Nationally, plug-in vehicles represent just about 1% of vehicles on the road for consumer vehicles and business fleets; we haven’t hit classic tipping points yet, but they are coming. Current EV owners are risk-takers, but future owners are more practical, and will not tolerate incomplete solutions in areas such as public charging, or delays in the deployment of charging infrastructure.

In this keynote session, we’ll dive into both consumer and business EV evolution from a human-centric perspective, focusing on buyer groups, adoption curves, motivations, and pitfalls on the road to success. Join this lively keynote featuring market strategy pioneer Warren Schirtzinger, who helps startups and beyond “cross the chasm.

10:10 AM - 11:00 AM / Human and Business Roadblocks; What Are Humans Really Fearing?

Non-working chargers, battery fires, charging confusion, complex tax credits, trust issues and more are roadblocks to a smooth transition to EVs. Having in-depth conversations with potential consumer and business buyers, both with positive and negative viewpoints of EVs, can help us define the challenges, and thus the solutions, that will be required.

Installing more charging stations doesn’t help if people don’t know how to charge, or if they fear that a station won’t be working when they arrive. Using the words of actual people (not survey data) will help us build the roadway to majority adoption of EVs.

11:15 AM - 11:45 AM /EV Forecasts and Adoption: What Does the Future Really Look Like?

EV adoption forecasts have been famously incorrect for the past 5 years, repeatedly understating what is happening in the marketplace. What is really driving adoption?  Where are the adopters concentrated, and what do the buyers look like? What cars will be the winners, and why?

Get ready for a lot of fascinating data on EV sales of every kind, and how the EV landscape is being shaped by Federal incentives, charger installation, brand loyalty, and model availability.

11:45 AM - 12:45 PM / Lunch

Location to be announced soon.

12:45 PM - 1:40 PM /Scrutinizing the Customer Journey: The Ups and Downs of Searching for EV Solutions

In this session, we will go step by step through a prototypical residential and a mid-sized business journey, and identify where potential buyers are in need of additional assistance, where enthusiasm and frustration are likely to be highest, and how utilities and governments can play an essential role in helping people and businesses through the whole journey with better advisory and education services.

1:45 PM - 3:15 PM /Solution Lab (Pt. 1) - Defining Consumer and Business Core Needs

This solutions lab will have you working with a small group of other industry professionals interested in your particular sub-market, working together to define the wants, needs, and barriers of real consumers. You will follow their journey, and define the foundation of tomorrow’s Program Design Solutions Lab. Don’t worry, we’ll walk you through each step along the way to design success!

Sample Breakout Sub-Markets:

  • Suburban Early Majority family
  • Urban Gen Z professional, multi-family dwelling
  • Urban apartments, multifamily low to moderate income
  • Digital nomad professional, variety of public/private transportation
  • Rural Residential older couples and families
  • Small business fleets
  • Mid-sized business fleets
  • Public fleets
  • School buses
3:15 PM - 3:30 PM /Break

Location to be announced soon.

3:30 PM - 4:25 PM /Equity Solutions with Electric Transportation: Keys for Success in Programs

Utilities and governments are creating priorities for electric transportation to reach lower-income communities, communities of color, and those disproportionally impacted by local pollution. But are current programs really meeting the needs of the targeted communities? 

In this session, our experts will focus on identifying the key transportation challenges that need to be addressed, and programs that solve specific problems in targeted ways. These can range from charging equipment for apartments, to rebate programs for used EVs, to car sharing, and even electrifying public transportation.  

4:30 PM - 5:30 PM / The Charging (and Buying) Experience: Making the Complex Simple

In this fast-paced Q&A session with charging industry experts, we will focus on real human and business factors and how the charging industry is responding…or not…to the needs of evolving markets.

  • Who will provide reliable and plentiful public corridor charging?
  • How will utilities get involved earlier in the customer/business journey so they know where upgrades will be needed?
  • Will utilities have to be involved with the reliability of chargers?
  • How do we translate all the technical information so regular people can understand it? 
5:30 PM - 7:00 PM / Evening Reception

Location to be announced soon.


8:30 AM - 9:00 AM / Light Breakfast Available

Location to be announced soon.

9:00 AM - 10:00 AM / Best Practices in Customer EV Rebate, Rate Design, and Managed Charging Programs: Are we Hitting the Mark?

Utilities and governments have added a huge number of programs (and money) to their evolving Transportation Electrification Plans, and these programs are growing far faster than energy efficiency budgets, for good reason.

  • What programs are working, and why are they working?
  • Do they succeed in bringing better charging experiences?
  • What rate designs are being implemented, and are they appropriate for tomorrow’s distributed energy grid

Hear from the people on the ground implementing today’s programs and designing for tomorrow.  

10:00 AM - 10:15 AM / Break

Location to be announced soon.

10:15 AM - 12:00 PM /Solution Lab (Pt. 2) - Designing Better EV Programs That Meet Customers’ Needs

Today’s utility and government programs typically focus on rebates for charging equipment. But customers are confused, wait times for vehicles and fleet electrification infrastructure is hampering the EV revolution, and programs aren’t always as customer-centric as they could be. In this fast-paced session, small teams will be tasked with designing new or improved program strategies for various customers groups defined in Part I Solutions Lab:

Sample Breakout Sub-Markets:  

  • Suburban Early Majority family 
  • Urban Gen Z professional, multi-family dwelling 
  • Urban apartments, multifamily low to moderate income  
  • Digital nomad professional, variety of public/private transportation 
  • Rural Residential older couples and families 
  • Small business fleets  
  • Mid-sized business fleets  
  • Public fleets 
  • School buses 
12:00 PM - 1:00 PM / Lunch and Report Out

Location to be announced soon.

1:00 PM - 1:50 PM / Education, Communications, and Marketing: Reaching People With the Right Message at the Right Time in the Right Place

Super Bowl ads? Social media campaigns? Ride and Drives? Excellent education and communications campaigns are essential when people are adopting a new technology application. Market research to date shows that the EV industry is still not overcoming persistent barriers and misconceptions about important aspects of EV charging, electricity pricing, tax credits and more.

In this entertaining and fast-paced session, we’ll combine stories of significant EV education campaigns and show a number of video EV advertisements, along with audience commentary.

1:50 PM - 2:00 PM / Break

Location to be announced soon.

2:00 PM - 2:50 PM / Closing Plenary: Auto Execs’ Vision of an Electric Future

As California and other states move towards eliminating the sales of internal combustion vehicles in about 10 short years, how is the industry reacting? Is it fast enough and big enough? Are new models that are coming out going to be the right ones to attract mainstream consumers and businesses? Are prices going to hit parity with gasoline cars soon, or is that still out of our grasp? 

2:50 PM - 3:00 PM / Wrap Up and Next Steps

More detail coming soon.


June 5 @ 8:15 AM EDT
June 6 @ 3:00 PM EDT
Event Category:


(480) 704-5900
View Organizer Website


WSU Industry Innovation Center
440 Burroughs St.
Detroit, MI 48202 United States
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