Background
- Created to test whether people would pay for a simple, human-reviewed EV shortlist.
- Designed to see if a quick, paid shortlist could drive decisions faster than more exploratory tools.
- Built to answer the hypothesis that wasn’t proven inside Motoru: will people pay directly for concise EV advice and concierge?
Problem
- Drivers ready to “go electric” still didn’t know which EV to pick and didn’t want another comparison tool.
- Wanted a human to look at their situation and say, “Here are the options that make sense.”
- Needed a helpful path into novated leasing/finance partners without feeling like a sales hand-off.
Approach
- Speed run in a day: shaped the offer, brand, copy and site in WordPress to move fastest.
- Added an AI chat bot on the homepage to field questions before people submitted details.
- Built a simple workflow behind the intake: review details, research, return a short, opinionated shortlist with reasoning.
- Kept the interaction tight: one clear input, one clear shortlist, with a gentle path into novated leasing/finance when someone had a favourite.
- Used the constraint to test willingness to pay and the service shape, not to prove a stack choice.
- Used Jotform to capture details and Stripe for payment so I could validate quickly without custom billing code.
Outcome (work in progress)
- Attracted paying testers even in a scrappy state, proving appetite for a simple human shortcut.
- Still iterating: refining the offer, tuning shortlist detail, and smoothing the path into leasing/finance without breaking trust.
- Main learnings: clearer EV trade-off language, what people value, and where “done-for-you” adds real value.
- Full test is scheduled for the new year; holding back until then to validate willingness to pay at scale.
My role
- Sole contributor end to end: offer, product shape, UX, brand, content and delivery.
- Built the site myself in a day, plus intake, email and automation workflow.
- Handled every customer interaction and folded learnings into how I approach EV decision tools.
Sample report
An example of the personalised shortlist delivered to customers.
