Israel's EV market is expanding fast, with 210,000 EVs expected by 2025 and growing demand for public charging. Despite rising search interest, Paz Charge's site was underperforming in rankings.
I partnered with the Product Manager to audit the site, restructure its content, and redesign key pages in line with the Paz Charge brand.
Role
UX UI & prototype
Tools
Figma & Photoshop
Work place
McCann Digital
Goal
Position Paz Charge as the leading solution for EV charging in Israel, increase brand awareness for public charging stations, and drive app downloads, while capturing a growing market segment that currently represents 30% of total charging activity.
The Challenges
The original site had a 31% engagement rate and high abandonment. I set out to transform a text-heavy, overwhelming experience into a simple and effective tool that guides users toward action.
Information Hierarchy
Restructuring technical content into a professional, scannable layout that balances depth of information with clarity.
Conversion Optimization
Simplifying the path from information seeking to active app usage by removing friction points and navigation barriers.
Strategic Navigation
Reorganizing the site architecture to serve both SEO needs and user discovery without compromising the brand's authority.
Site Map
Homepage
Advantages
Charging stations map video
Charging stations types
Charging speeds
About Us
Q&A
Download app barcode
Contact us
Paz Corporation site
Useful information
Subject filter
Download app barcode
Fleet vehicle & companies
Advantages
Pazomat charge
Contact form
Download app barcode
Public charging stations
Advantages
Pazomat charge
Contact form
Download app barcode
Charging stations map
Charging stations map feature
Download app barcode
Personas
Paz Charge
Brand
Established
Reliable
Accessible
Roei Levi
Product manager
38 years old
Tesla driver
Private parking
Goal
Establish Paz Charge as a trusted, eco-conscious leader in electric vehicle charging.
Encourage drivers to charge their vehicles via the Paz Charge app.
Fast, accessible charging at key locations
Simple app for charging and payments
Reduced home charging without compromising convenience.
Motivations
Paz Charge has an extensive and expanding network of strategically located charging stations.
Minimizing wait time during charging
Affordable rates and rewards
Clean energy for a greener future
Reliable backup to home charging.
Pain Points
It can be challenging to persuade electric vehicle owners to switch from home charging to public charging options.
Public charging unreliable in remote or dense areas
Charging time is long compared to gas refueling
Paz Charge
Brand
Established
Reliable
Accessible
Goal
Establish Paz Charge as a trusted, eco-conscious leader in electric vehicle charging.
Encourage drivers to charge their vehicles via the Paz Charge app.
Motivations
Paz Charge has an extensive and expanding network of strategically located charging stations.
Pain Points
It can be challenging to persuade electric vehicle owners to switch from home charging to public charging options.
Roei Levi
Product manager
38 years old
Tesla driver
Private parking
Goal
Fast, accessible charging at key locations
Simple app for charging and payments
Reduced home charging without compromising convenience.
Motivations
Minimizing wait time during charging
Affordable rates and rewards
Clean energy for a greener future
Reliable backup to home charging.
Pain Points
Public charging unreliable in remote or dense areas
Charging time is long compared to gas refueling
UX Audit
Navigation pain point
Key categories were buried inside a dropdown labeled "טעינה חשמלית", while othercategories redirected users off-site, leading to potential drop-off.
Articles & Charging Station Information Pages
The pages were heavily text-based, with no visual hierarchy or clear structure, making them difficult to scan and navigate.
The lack of icons, images, and infographics further reduced readability and engagement.
Wireframes
Recommendation-Driven Wireframes
I built the wireframes around the audit findings by restructuring the navigation to make key charging categories immediately accessible and by placing strategic keywords in titles and headings to support SEO.
To reduce cognitive load, I designed a cleaner page layout that guides users toward action.
Design
Navigation
Navigation
Main menu
I added "עמדות טעינה ציבורית" and "מפת עמדות טעינה" to the main navigation to make EV charging services easier to find, encourage charging at Paz stations, and increase app engagement.
On desktop, I kept the full navigation visible at the top of the page and moved secondary items to the footer to keep the layout clean and focused.
Sub menu
To improve user experience and ease navigation, I added a secondary menu for quick access to different sections of the page.
On desktop, I placed the secondary menu on the right to make long content easier to navigate without cluttering the layout.
Homepage - Promoting Campaign Objectives
Homepage - Promoting Campaign Objectives
Benefits
I presented the main benefits using icon-based cards to improve scannability and make key information easier to digest.
Article carousel
I added an article carousel to surface relevant content and make it easier for users to explore additional information.
Charging guide
Charging guide
Step-by-step on-scroll animation
I designed the charging guide as a step-by-step experience with scroll-triggered animations, helping users understand the process and move through it at their own pace.
Full process overview
For desktop, I presented the process in a side-by-side layout, providing a clear overview of all steps and making the flow easier to understand at a glance.
Useful information - articles
Useful information - articles
Tab navigation
I organized the content into three tabs ("ציבורי", "מסחרי", "כל הכתבות"), making it easier for users to filter and find the information most relevant to them.
Load more button
I added a "load more" button to gradually reveal more content, keeping the page lightweight and easy to navigate.
Article page
To improve readability and structure, I redesigned the article pages using clearer hierarchy, shorter paragraphs, and supporting images. I added breadcrumbs to give users context and an easy way to navigate back.
On desktop, I placed related articles beside the main content to support continuous reading and make it easier to explore additional information without navigating back.
Responsiveness
To maintain usability and consistency across devices, I adapted the design for three screen sizes, ensuring the content and layout remain clear and accessible.
Conclusions
I set out to improve content clarity, visibility, and engagement around public charging.
By simplifying access to key information and optimizing the content structure, the redesign delivered measurable impact across key metrics.
Content Restructuring from dense content to readable sections with visuals.
User Flow Optimization simplifying access to public charging info and the app.
Improved navigation and SEO through a new menu structure and clearer content categorization for better visibility.
Impact & next steps
Engagement rose to 57%, conversions increased to 2.82%, and users now spend over 3 minutes per page.
As a next step, I would conduct user testing to validate key design decisions and explore tags and filters to improve article discoverability.
