Ford EV Services by Anton DrachukFord EV Services by Anton Drachuk

Ford EV Services

Anton Drachuk

Service Designer

Ford EV services

B2B and B2C EV service ecosystem pilot design. Fuelling 280% YoY Sales Growth since implementation.

600,000+

Network Reach 280% YoY

Sales Growth 18.9%

Market Share Growth

Summary Designed multiple services to include to FordPass and incentivise sustainable behaviors for EV (electric vehicles) drivers. Prepared the service suite for testing and roll-out in select EU markets, and a strategy for the entire EU rollout.

Client

Team and time

Official & Press

Project background

Before 2022 Role: Livework wasn't involved Ford had already conducted research in the US and the UK, developed the FordPass app, and launched FordPass Rewards. Customer insights indicated a strong need for sustainable services to accompany their growing fleet of electric vehicles.

EV service suite design + go-to-market strategy and plan

Q3 2022 Role: Senior Service Designer In Q3 2022, we focused on research and service design for Ford's EV drivers. This included trend analysis, competitive research, and co-creative workshops. We developed an 'As-is' and 'To-be' service ecosystem blueprint, prepared for recruitment and testing, and defined a go-to-market strategy for the EU.

Research (trends, competition, previous primary Ford research)

Workshops (co-creative sessions throughout the project)

Synthesis and analysis

Findings classification

Capturing insights

Recruitment and testing preparation

Go-to-market strategy

'As-is' service ecosystem blueprint

'To-be' service ecosystem blueprint

I led a Q3 2022 service ecosystem design and management strategy programme that translated EV driver and fleet needs into a pilot‑ready service suite inside FordPass. Producing testable ‘As‑is’ and ‘To‑be’ ecosystem blueprints, recruitment and KPI plans for EU pilots, and a phased EU go‑to‑market strategy that anticipated data‑driven maintenance, automated billing/reimbursement, and dealer network integration.

Project summary and role

Scope: Design multiple services to integrate into FordPass to incentivise sustainable EV behaviours, prepare pilot recruitment/testing in select EU markets, and define an EU rollout strategy.

Lead role: As Lead Service Designer, Anton ran research synthesis, led co‑creative workshops, authored the ecosystem blueprints, defined pilot KPIs and recruitment criteria, and produced the commercial and technical rollout roadmap.

Research and synthesis approach

Trend & competitive scans: Mapped charging behaviour, fleet admin pain points, and partner ecosystems to identify high‑impact interventions (e.g., automated reimbursement, Plug & Charge onboarding).

Primary research & workshops: Ran co‑creative sessions with drivers, fleet managers, dealer technicians, and commercial partners to co‑design service flows and validate assumptions.

Synthesis outputs: Classified findings into user needs, operational constraints, data/telemetry requirements, and commercial levers; distilled into prioritized service concepts ready for technical scoping.

Key deliverables (what was produced)

‘As‑is’ service ecosystem blueprint showing fragmented payment flows, manual fleet reconciliation, and disjointed dealer access points.

‘To‑be’ service ecosystem blueprint specifying: Plug & Charge onboarding, automatic home‑charging reimbursement, dealer ultra‑fast access via app, and fleet billing automation.

Pilot readiness pack: recruitment scripts, test protocols, KPI dashboard definitions (uptake, reimbursement accuracy, time‑to‑resolve support tickets).

EU go‑to‑market strategy: phased rollouts by market maturity, partner integration sequencing, and API/partner SLAs for billing and telemetry.

How the work anticipates long‑term service models and data products

Design for outcome‑based service contracts: The project framed services as multi‑year relationships—bundling usage, uptime guarantees, and billing—mirroring hour‑based, outcome‑driven service economics used in high‑value asset industries.

Data → human workflows: Service flows converted telemetry into actionable insights for fleet managers and technicians (alerts, maintenance windows, reimbursement reconciliations), aligning with digital twin practices that make complex system data usable for operational decisions.

Pilot KPIs and success criteria

Adoption: % of invited drivers/fleets who enable Plug & Charge.

Operational efficiency: Reduction in manual reimbursement admin time.

Reliability: Successful end‑to‑end charge session reconciliation rate.

Commercial validation: Partner SLA compliance and incremental revenue per vehicle.

Risks, trade‑offs, and mitigation

Integration complexity across OEM, dealer, and third‑party networks—mitigate with phased API contracts and sandbox pilots.

Data ownership & IP tensions when converting telemetry into monetizable services—address via clear data governance and commercial terms.

Recommended next steps

Run two market pilots (one fleet‑heavy, one consumer‑heavy) with full billing reconciliation.

Prototype telemetry: task flows for technicians using a lightweight digital twin to validate maintenance triggers.

Lock partner SLAs for charging network access and reimbursement settlement before wide rollout.

Outcome: The programme produced a testable, commercially framed service suite and rollout plan that converts charging telemetry and partner integrations into repeatable, long‑term service relationships—ready for pilot validation and scale.

Current Status and Recent Developments (2026)

Ford's FordPass EV services in Europe have transitioned from select market testing into a broader, integrated ecosystem known as the BlueOval™ Charge Network. As of early 2026, the status reflects a significant shift toward commercial fleet integration and consolidated public charging access.

Charging Network Consolidation: The BlueOval™ Charge Network recently integrated with Octopus Electroverse to enhance access and capabilities across Europe. Old FordPass charging cards are being replaced with Electrocard RFIDs.

Commercial Expansion: Ford Pro partnered with ChargePoint in February 2026 to launch a new charging model for European commercial fleets, focusing on automated home charging reimbursement and advanced power management.

Infrastructure Growth: Through partnerships like Allego, Ford is equipping hundreds of European dealerships with ultra-fast chargers (up to 400 kW) to boost consumer confidence.

Outcomes and Performance Stats

Network Reach: The BlueOval™ Charge Network now provides access to over 600,000 charging points across Europe.

Sales Growth: Ford’s European EV registrations saw a 280% year-over-year increase as of mid-2025, driven largely by the European-built Explorer.

Market Share: From 2022 to Q1 2026 Ford's market share of global EV deliveries rose from ~0.6% to 19.5% (by 18.9%). Ford is positioned as the 11th best-selling EV brand globally as of 2026.

Operational Shifts: Despite growth, Ford has urged European regulators to rethink strict 2025 CO₂ targets, citing a need for more hybrid flexibility as full EV adoption lags behind initial 2035 phase-out mandates.

Visual assets sourced from Ford UK, Ford Ireland, MobilityPlus, and ChargePoint.

Client

Ford / Livework

Team

Partner, Lead, 2 Seniors (inc me), Junior + client team

Duration

3 months (Q3 2022)

Links

FordPass Charging FordPass Connected Services Electrive News Livework

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