ZET Transition in India
ZET Transition in India
ZET Transition in India
ZET Transition in India
ZET Transition in India
ZET Transition in India
ZET Transition in India
ZET Transition in India
ZET Transition in India
ZET Transition in India
NID, Design Project 3 — December 2023
NID, Design Project 3 — December 2023
NID, Design Project 3 — December 2023
NID, Design Project 3 — December 2023
NID, Design Project 3 — December 2023
My Role
Critical Foresight
User Experience
User Interface
Interaction Design
Design Research
Systems Thinking
Strategic Management
Timeline
8 weeks
Overview
India has become the 3rd largest CO2 emitter in the world, with road transport accounting for 12% of total emissions - a number set to double by 2050. As the 3rd largest automobile manufacturer, there is now a push to collaborate and shift towards greener options.
I redesigned the e-FAST website to change it's purpose to a well structured credible information system that accelerates Zero Emission Truck (ZET) transition in India's freight truck fleet.
The goal was to engage manufacturers, freight operators, policy makers and Government think tanks and create demand by promoting capacity building, organizing the truck sector, creating investment opportunities, facilitating stakeholder engagement and providing regular updates with respect to e-mobility.
This project started off as an excuse to better understand the current wave of sustainability and the global hype around Electric Vehicles. As an avid car enthusiast, I used this topic as an opportunity to dig deeper at every step and learn as much as I could about e-mobility in the course of these 8 weeks.
HIGHLIGHTS
An end-to-end user experience with the task of making it engaging and ultramodern while retaining the Government website-ness.
1.01
CTA + slides.
VIDEO LOOP
1.02
Homepage.
VIDEO LOOP
1.03
Navbar.
VIDEO LOOP
1.04
Hover interaction.
VIDEO LOOP
1.05
Find an Event page.
VIDEO LOOP
1.06
Business Models page.
VIDEO LOOP
1.7
Benefits - Operator page.
VIDEO LOOP
1.08
Button interaction dark background.
VIDEO LOOP
1.09
Button interaction light background.
VIDEO LOOP
1.10
Style guide catalogue.
IMAGE
INFORMATION ARCHITECTURE
From distracting to exacting.
The message was loud and clear
The existing information architecture of the website showcases an overall redundant approach to generating engagement from the user. After carefully studying the topic and outlining the roadmap for necessary interactions, I came up with a more detail oriented and meaningful architecture.
Show existing architecture
1.0
CTA
1.1
Register as Operator
0.1
Why should I register?
0.2
Select Category
0.3
Enter Details
2.0
Homepage
2.1
Why is Freight Electrification Important?
2.2
Focus Areas
0.1
Market Acceleration
0.2
Technology and Innovation
0.3
Stakeholder Engagement
0.4
Public Policy Support
2.3
What's New?
2.4
Follow Us
2.5
Partners
3.0
Navbar
1.0
Going Zero Emission
1.1
Problems
0.1
Lack of Financial Incentive
0.2
Largely Unorganized Trucking Businesses
0.3
Still Waiting for Policy Push
1.2
Solutions
0.1
Policy Intervention
0.2
Technology and Manufacturing
0.3
Charging Infrastructure
0.4
ZET Corridor
1.3
Busting Common Myths
1.4
Types of ZETs
2.0
ZET Business
2.1
Future
2.2
Business Models
0.1
Mobility
0.2
Infrastructure
0.3
Energy
2.3
Invest in ZET Business
3.0
Benefits
3.1
Manufacturer
3.2
Operator
3.3
Overall Benefits
4.0
Stay Updated
4.1
Technological Advancements
4.2
National Level Policies
4.3
State Level Policies
4.4
Emission Regulations and Standards
4.5
Reports and Articles
4.6
International Best Practices and Policies
5.0
Events
5.1
Find an Event
5.2
Register for an Event
6.0
About
6.1
Who We Are
0.1
What is e-FAST?
0.2
Current State of Freight Electrification in India
0.3
Key Action Areas
6.2
What We Do
0.1
Videos
0.2
Our Approach
6.3
Partners
0.1
Anchored By
0.2
Industry Partners
0.3
Knowledge Partners
0.4
Hear From Our Partners
0.5
Our Video Bytes
7.0
FAQs
Show existing architecture
1.0
CTA
1.1
Register as Operator
0.1
Why should I register?
0.2
Select Category
0.3
Enter Details
2.0
Homepage
2.1
Why is Freight Electrification Important?
2.2
Focus Areas
0.1
Market Acceleration
0.2
Technology and Innovation
0.3
Stakeholder Engagement
0.4
Public Policy Support
2.3
What's New?
2.4
Follow Us
2.5
Partners
3.0
Navbar
1.0
Going Zero Emission
1.1
Problems
0.1
Lack of Financial Incentive
0.2
Largely Unorganized Trucking Businesses
0.3
Still Waiting for Policy Push
1.2
Solutions
0.1
Policy Intervention
0.2
Technology and Manufacturing
0.3
Charging Infrastructure
0.4
ZET Corridor
1.3
Busting Common Myths
1.4
Types of ZETs
2.0
ZET Business
2.1
Future
2.2
Business Models
0.1
Mobility
0.2
Infrastructure
0.3
Energy
2.3
Invest in ZET Business
3.0
Benefits
3.1
Manufacturer
3.2
Operator
3.3
Overall Benefits
4.0
Stay Updated
4.1
Technological Advancements
4.2
National Level Policies
4.3
State Level Policies
4.4
Emission Regulations and Standards
4.5
Reports and Articles
4.6
International Best Practices and Policies
5.0
Events
5.1
Find an Event
5.2
Register for an Event
6.0
About
6.1
Who We Are
0.1
What is e-FAST?
0.2
Current State of Freight Electrification in India
0.3
Key Action Areas
6.2
What We Do
0.1
Videos
0.2
Our Approach
6.3
Partners
0.1
Anchored By
0.2
Industry Partners
0.3
Knowledge Partners
0.4
Hear From Our Partners
0.5
Our Video Bytes
7.0
FAQs
CONTEXT
An opportunity beyond the spotlight.
Discovering a stone left unturned
In November 2021, India's Prime Minister announced the national goal to achieve net zero carbon emissions by 2070.
Owing to e-mobility initiatives, policies and regulations undertaken by the Government, the total share of EV sales saw a significant rise from 0.7% (1.24 lakhs) in 2020 to 6.3% (13.79 lakhs) in 2023.
This exponential growth in electrification happened only with respect to two, three and four-wheelers and buses, and while it received a well deserved spotlight, there was a bigger concern that remained overlooked in the background.
Freight trucks
LDVs
2/3 wheelers
External
Registered vehicles
Fuel consumption & CO2 emissions
75%
20%
5%
5%
20%
25%
35%
35%
3.1
Registered vehicles and their emissions.
INFOGRAPHIC
71%
71%
Road is the predominant mode of goods movement in India.
5%
5%
Freight commercial vehicles form a meager portion of all registered vehicles in the country.
35%
35%
Road freight vehicles are responsible for a significant proportion of emissions.
4x
4x
Number of trucks is expected to quadruple - from
4 million in 2022 to 17 million trucks by 2050.
3.2
Identifying where to intervene.
INFOGRAPHIC
THE PROBLEM
But where are India's electric trucks?
A tough pill to swallow
Freight trucks travel more than 100 billion kilometers moving roughly 4.6 billion tons of freight annually. To meet the 2070 net zero emissions target, 79% of these trucks need to be zero-emission.
It is absolutely feasible to electrify trucks - many leading countries have already set targets and are successfully implementing measures, even exploring alternatives like hydrogen fuel-cells for greater efficiency.
Unfortunately, electrification faces multiple barriers in India, which can be grouped under three main problem areas:
Still waiting for policy push
Many states in India have come up with electric vehicle policies, but most of them are silent on the freight sector.
Largely unorganized business
The trucking market is highly unorganized and nearly 75% of the fleet is operated by those who have five or fewer trucks.
Lack of financial incentive
In 2021, Government aided schemes helped the sale of over 3 lakh EVs, but they did not include any support for trucks.
Followed by a lackluster attempt
Previously when there was a call for sustainability in India's road transport, the Government released an online portal called e-AMRIT which serves as a one stop resource for e-mobility, but does not support freight trucks.
In 2022, the Government proposed another initiative called e-FAST aimed at accelerating electric freight in India. But for many reasons, e-AMRIT worked where e-FAST didn't - this is where I intervene:
Redundant approach - over-emphasis on the Government initiative rather than pushing to create demand for freight electrification.
Lack of awareness among operators - why sustainability and where do I find information from? how do I know a website for so and so exists?
Lack of incentive - no information about benefits for manufacturers and operators to shift to ZETs.
Lack of industry collaboration - no news on webinars, discussions, expos, trades shows, which are best ways to facilitate stakeholder engagement.
Lack of access to information - best practices, updates on advancements in technology, existing and upcoming policies and regulations, etc.
Overall distracting experience - scattered resources and inconsistent UI.
THE CHALLENGE
How might we drive demand and address current challenges to turbocharge the adoption of Zero Emission Trucks in India and propel a sustainable freight sector?
My Role
Critical Foresight
User Experience
User Interface
Interaction Design
Design Research
Systems Thinking
Strategic Management
Timeline
8 weeks
Overview
India has become the 3rd largest CO2 emitter in the world, with road transport accounting for 12% of total emissions - a number set to double by 2050. As the 3rd largest automobile manufacturer, there is now a push to collaborate and shift towards greener options.
I redesigned the e-FAST website to change it's purpose to a well structured credible information system that accelerates Zero Emission Truck (ZET) transition in India's freight truck fleet.
The goal was to engage manufacturers, freight operators, policy makers and Government think tanks and create demand by promoting capacity building, organizing the truck sector, creating investment opportunities, facilitating stakeholder engagement and providing regular updates with respect to e-mobility.
This project started off as an excuse to better understand the current wave of sustainability and the global hype around Electric Vehicles. As an avid car enthusiast, I used this topic as an opportunity to dig deeper at every step and learn as much as I could about e-mobility in the course of these 8 weeks.
HIGHLIGHTS
An end-to-end user experience with the task of making it engaging and ultramodern while retaining the Government website-ness.
1.01
CTA + slides.
VIDEO LOOP
1.02
Homepage.
VIDEO LOOP
1.03
Navbar.
VIDEO LOOP
1.04
Hover interaction.
VIDEO LOOP
1.05
Find an Event page.
VIDEO LOOP
1.06
Business Models page.
VIDEO LOOP
1.7
Benefits - Operator page.
VIDEO LOOP
1.08
Button interaction dark background.
VIDEO LOOP
1.09
Button interaction light background.
VIDEO LOOP
1.10
Style guide catalogue.
IMAGE
INFORMATION ARCHITECTURE
From distracting to exacting.
The message was loud and clear
The existing information architecture of the website showcases an overall redundant approach to generating engagement from the user. After carefully studying the topic and outlining the roadmap for necessary interactions, I came up with a more detail oriented and meaningful architecture.
Show existing architecture
1.0
CTA
1.1
Register as Operator
0.1
Why should I register?
0.2
Select Category
0.3
Enter Details
2.0
Homepage
2.1
Why is Freight Electrification Important?
2.2
Focus Areas
0.1
Market Acceleration
0.2
Technology and Innovation
0.3
Stakeholder Engagement
0.4
Public Policy Support
2.3
What's New?
2.4
Follow Us
2.5
Partners
3.0
Navbar
1.0
Going Zero Emission
1.1
Problems
0.1
Lack of Financial Incentive
0.2
Largely Unorganized Trucking Businesses
0.3
Still Waiting for Policy Push
1.2
Solutions
0.1
Policy Intervention
0.2
Technology and Manufacturing
0.3
Charging Infrastructure
0.4
ZET Corridor
1.3
Busting Common Myths
1.4
Types of ZETs
2.0
ZET Business
2.1
Future
2.2
Business Models
0.1
Mobility
0.2
Infrastructure
0.3
Energy
2.3
Invest in ZET Business
3.0
Benefits
3.1
Manufacturer
3.2
Operator
3.3
Overall Benefits
4.0
Stay Updated
4.1
Technological Advancements
4.2
National Level Policies
4.3
State Level Policies
4.4
Emission Regulations and Standards
4.5
Reports and Articles
4.6
International Best Practices and Policies
5.0
Events
5.1
Find an Event
5.2
Register for an Event
6.0
About
6.1
Who We Are
0.1
What is e-FAST?
0.2
Current State of Freight Electrification in India
0.3
Key Action Areas
6.2
What We Do
0.1
Videos
0.2
Our Approach
6.3
Partners
0.1
Anchored By
0.2
Industry Partners
0.3
Knowledge Partners
0.4
Hear From Our Partners
0.5
Our Video Bytes
7.0
FAQs
Show existing architecture
1.0
CTA
1.1
Register as Operator
0.1
Why should I register?
0.2
Select Category
0.3
Enter Details
2.0
Homepage
2.1
Why is Freight Electrification Important?
2.2
Focus Areas
0.1
Market Acceleration
0.2
Technology and Innovation
0.3
Stakeholder Engagement
0.4
Public Policy Support
2.3
What's New?
2.4
Follow Us
2.5
Partners
3.0
Navbar
1.0
Going Zero Emission
1.1
Problems
0.1
Lack of Financial Incentive
0.2
Largely Unorganized Trucking Businesses
0.3
Still Waiting for Policy Push
1.2
Solutions
0.1
Policy Intervention
0.2
Technology and Manufacturing
0.3
Charging Infrastructure
0.4
ZET Corridor
1.3
Busting Common Myths
1.4
Types of ZETs
2.0
ZET Business
2.1
Future
2.2
Business Models
0.1
Mobility
0.2
Infrastructure
0.3
Energy
2.3
Invest in ZET Business
3.0
Benefits
3.1
Manufacturer
3.2
Operator
3.3
Overall Benefits
4.0
Stay Updated
4.1
Technological Advancements
4.2
National Level Policies
4.3
State Level Policies
4.4
Emission Regulations and Standards
4.5
Reports and Articles
4.6
International Best Practices and Policies
5.0
Events
5.1
Find an Event
5.2
Register for an Event
6.0
About
6.1
Who We Are
0.1
What is e-FAST?
0.2
Current State of Freight Electrification in India
0.3
Key Action Areas
6.2
What We Do
0.1
Videos
0.2
Our Approach
6.3
Partners
0.1
Anchored By
0.2
Industry Partners
0.3
Knowledge Partners
0.4
Hear From Our Partners
0.5
Our Video Bytes
7.0
FAQs
CONTEXT
An opportunity beyond the spotlight.
Discovering a stone left unturned
In November 2021, India's Prime Minister announced the national goal to achieve net zero carbon emissions by 2070.
Owing to e-mobility initiatives, policies and regulations undertaken by the Government, the total share of EV sales saw a significant rise from 0.7% (1.24 lakhs) in 2020 to 6.3% (13.79 lakhs) in 2023.
This exponential growth in electrification happened only with respect to two, three and four-wheelers and buses, and while it received a well deserved spotlight, there was a bigger concern that remained overlooked in the background.
Freight trucks
LDVs
2/3 wheelers
External
Registered vehicles
Fuel consumption & CO2 emissions
75%
20%
5%
5%
20%
25%
35%
35%
3.1
Registered vehicles and their emissions.
INFOGRAPHIC
71%
71%
Road is the predominant mode of goods movement in India.
5%
5%
Freight commercial vehicles form a meager portion of all registered vehicles in the country.
35%
35%
Road freight vehicles are responsible for a significant proportion of emissions.
4x
4x
Number of trucks is expected to quadruple - from
4 million in 2022 to 17 million trucks by 2050.
3.2
Identifying where to intervene.
INFOGRAPHIC
THE PROBLEM
But where are India's electric trucks?
A tough pill to swallow
Freight trucks travel more than 100 billion kilometers moving roughly 4.6 billion tons of freight annually. To meet the 2070 net zero emissions target, 79% of these trucks need to be zero-emission.
It is absolutely feasible to electrify trucks - many leading countries have already set targets and are successfully implementing measures, even exploring alternatives like hydrogen fuel-cells for greater efficiency.
Unfortunately, electrification faces multiple barriers in India, which can be grouped under three main problem areas:
Still waiting for policy push
Many states in India have come up with electric vehicle policies, but most of them are silent on the freight sector.
Largely unorganized business
The trucking market is highly unorganized and nearly 75% of the fleet is operated by those who have five or fewer trucks.
Lack of financial incentive
In 2021, Government aided schemes helped the sale of over 3 lakh EVs, but they did not include any support for trucks.
Followed by a lackluster attempt
Previously when there was a call for sustainability in India's road transport, the Government released an online portal called e-AMRIT which serves as a one stop resource for e-mobility, but does not support freight trucks.
In 2022, the Government proposed another initiative called e-FAST aimed at accelerating electric freight in India. But for many reasons, e-AMRIT worked where e-FAST didn't - this is where I intervene:
Redundant approach - over-emphasis on the Government initiative rather than pushing to create demand for freight electrification.
Lack of awareness among operators - why sustainability and where do I find information from? how do I know a website for so and so exists?
Lack of incentive - no information about benefits for manufacturers and operators to shift to ZETs.
Lack of industry collaboration - no news on webinars, discussions, expos, trades shows, which are best ways to facilitate stakeholder engagement.
Lack of access to information - best practices, updates on advancements in technology, existing and upcoming policies and regulations, etc.
Overall distracting experience - scattered resources and inconsistent UI.
THE CHALLENGE
How might we drive demand and address current challenges to turbocharge the adoption of Zero Emission Trucks in India and propel a sustainable freight sector?
My Role
Critical Foresight
User Experience
User Interface
Interaction Design
Design Research
Systems Thinking
Strategic Management
Timeline
8 weeks
Overview
India has become the 3rd largest CO2 emitter in the world, with road transport accounting for 12% of total emissions - a number set to double by 2050. As the 3rd largest automobile manufacturer, there is now a push to collaborate and shift towards greener options.
I redesigned the e-FAST website to change it's purpose to a well structured credible information system that accelerates Zero Emission Truck (ZET) transition in India's freight truck fleet.
The goal was to engage manufacturers, freight operators, policy makers and Government think tanks and create demand by promoting capacity building, organizing the truck sector, creating investment opportunities, facilitating stakeholder engagement and providing regular updates with respect to e-mobility.
This project started off as an excuse to better understand the current wave of sustainability and the global hype around Electric Vehicles. As an avid car enthusiast, I used this topic as an opportunity to dig deeper at every step and learn as much as I could about e-mobility in the course of these 8 weeks.
HIGHLIGHTS
An end-to-end user experience with the task of making it engaging and ultramodern while retaining the Government website-ness.
1.01
CTA + slides.
VIDEO LOOP
1.02
Homepage.
VIDEO LOOP
1.03
Navbar.
VIDEO LOOP
1.04
Hover interaction.
VIDEO LOOP
1.05
Find an Event page.
VIDEO LOOP
1.06
Business Models page.
VIDEO LOOP
1.7
Benefits - Operator page.
VIDEO LOOP
1.08
Button interaction dark background.
VIDEO LOOP
1.09
Button interaction light background.
VIDEO LOOP
1.10
Style guide catalogue.
IMAGE
INFORMATION ARCHITECTURE
From distracting to exacting.
The message was loud and clear
The existing information architecture of the website showcases an overall redundant approach to generating engagement from the user. After carefully studying the topic and outlining the roadmap for necessary interactions, I came up with a more detail oriented and meaningful architecture.
Show existing architecture
1.0
CTA
1.1
Register as Operator
0.1
Why should I register?
0.2
Select Category
0.3
Enter Details
2.0
Homepage
2.1
Why is Freight Electrification Important?
2.2
Focus Areas
0.1
Market Acceleration
0.2
Technology and Innovation
0.3
Stakeholder Engagement
0.4
Public Policy Support
2.3
What's New?
2.4
Follow Us
2.5
Partners
3.0
Navbar
1.0
Going Zero Emission
1.1
Problems
0.1
Lack of Financial Incentive
0.2
Largely Unorganized Trucking Businesses
0.3
Still Waiting for Policy Push
1.2
Solutions
0.1
Policy Intervention
0.2
Technology and Manufacturing
0.3
Charging Infrastructure
0.4
ZET Corridor
1.3
Busting Common Myths
1.4
Types of ZETs
2.0
ZET Business
2.1
Future
2.2
Business Models
0.1
Mobility
0.2
Infrastructure
0.3
Energy
2.3
Invest in ZET Business
3.0
Benefits
3.1
Manufacturer
3.2
Operator
3.3
Overall Benefits
4.0
Stay Updated
4.1
Technological Advancements
4.2
National Level Policies
4.3
State Level Policies
4.4
Emission Regulations and Standards
4.5
Reports and Articles
4.6
International Best Practices and Policies
5.0
Events
5.1
Find an Event
5.2
Register for an Event
6.0
About
6.1
Who We Are
0.1
What is e-FAST?
0.2
Current State of Freight Electrification in India
0.3
Key Action Areas
6.2
What We Do
0.1
Videos
0.2
Our Approach
6.3
Partners
0.1
Anchored By
0.2
Industry Partners
0.3
Knowledge Partners
0.4
Hear From Our Partners
0.5
Our Video Bytes
7.0
FAQs
Show existing architecture
1.0
CTA
1.1
Register as Operator
0.1
Why should I register?
0.2
Select Category
0.3
Enter Details
2.0
Homepage
2.1
Why is Freight Electrification Important?
2.2
Focus Areas
0.1
Market Acceleration
0.2
Technology and Innovation
0.3
Stakeholder Engagement
0.4
Public Policy Support
2.3
What's New?
2.4
Follow Us
2.5
Partners
3.0
Navbar
1.0
Going Zero Emission
1.1
Problems
0.1
Lack of Financial Incentive
0.2
Largely Unorganized Trucking Businesses
0.3
Still Waiting for Policy Push
1.2
Solutions
0.1
Policy Intervention
0.2
Technology and Manufacturing
0.3
Charging Infrastructure
0.4
ZET Corridor
1.3
Busting Common Myths
1.4
Types of ZETs
2.0
ZET Business
2.1
Future
2.2
Business Models
0.1
Mobility
0.2
Infrastructure
0.3
Energy
2.3
Invest in ZET Business
3.0
Benefits
3.1
Manufacturer
3.2
Operator
3.3
Overall Benefits
4.0
Stay Updated
4.1
Technological Advancements
4.2
National Level Policies
4.3
State Level Policies
4.4
Emission Regulations and Standards
4.5
Reports and Articles
4.6
International Best Practices and Policies
5.0
Events
5.1
Find an Event
5.2
Register for an Event
6.0
About
6.1
Who We Are
0.1
What is e-FAST?
0.2
Current State of Freight Electrification in India
0.3
Key Action Areas
6.2
What We Do
0.1
Videos
0.2
Our Approach
6.3
Partners
0.1
Anchored By
0.2
Industry Partners
0.3
Knowledge Partners
0.4
Hear From Our Partners
0.5
Our Video Bytes
7.0
FAQs
CONTEXT
An opportunity beyond the spotlight.
Discovering a stone left unturned
In November 2021, India's Prime Minister announced the national goal to achieve net zero carbon emissions by 2070.
Owing to e-mobility initiatives, policies and regulations undertaken by the Government, the total share of EV sales saw a significant rise from 0.7% (1.24 lakhs) in 2020 to 6.3% (13.79 lakhs) in 2023.
This exponential growth in electrification happened only with respect to two, three and four-wheelers and buses, and while it received a well deserved spotlight, there was a bigger concern that remained overlooked in the background.
Freight trucks
LDVs
2/3 wheelers
External
Registered vehicles
Fuel consumption & CO2 emissions
75%
20%
5%
5%
20%
25%
35%
35%
3.1
Registered vehicles and their emissions.
INFOGRAPHIC
71%
71%
Road is the predominant mode of goods movement in India.
5%
5%
Freight commercial vehicles form a meager portion of all registered vehicles in the country.
35%
35%
Road freight vehicles are responsible for a significant proportion of emissions.
4x
4x
Number of trucks is expected to quadruple - from
4 million in 2022 to 17 million trucks by 2050.
3.2
Identifying where to intervene.
INFOGRAPHIC
THE PROBLEM
But where are India's electric trucks?
A tough pill to swallow
Freight trucks travel more than 100 billion kilometers moving roughly 4.6 billion tons of freight annually. To meet the 2070 net zero emissions target, 79% of these trucks need to be zero-emission.
It is absolutely feasible to electrify trucks - many leading countries have already set targets and are successfully implementing measures, even exploring alternatives like hydrogen fuel-cells for greater efficiency.
Unfortunately, electrification faces multiple barriers in India, which can be grouped under three main problem areas:
Still waiting for policy push
Many states in India have come up with electric vehicle policies, but most of them are silent on the freight sector.
Largely unorganized business
The trucking market is highly unorganized and nearly 75% of the fleet is operated by those who have five or fewer trucks.
Lack of financial incentive
In 2021, Government aided schemes helped the sale of over 3 lakh EVs, but they did not include any support for trucks.
Followed by a lackluster attempt
Previously when there was a call for sustainability in India's road transport, the Government released an online portal called e-AMRIT which serves as a one stop resource for e-mobility, but does not support freight trucks.
In 2022, the Government proposed another initiative called e-FAST aimed at accelerating electric freight in India. But for many reasons, e-AMRIT worked where e-FAST didn't - this is where I intervene:
Redundant approach - over-emphasis on the Government initiative rather than pushing to create demand for freight electrification.
Lack of awareness among operators - why sustainability and where do I find information from? how do I know a website for so and so exists?
Lack of incentive - no information about benefits for manufacturers and operators to shift to ZETs.
Lack of industry collaboration - no news on webinars, discussions, expos, trades shows, which are best ways to facilitate stakeholder engagement.
Lack of access to information - best practices, updates on advancements in technology, existing and upcoming policies and regulations, etc.
Overall distracting experience - scattered resources and inconsistent UI.
THE CHALLENGE
How might we drive demand and address current challenges to turbocharge the adoption of Zero Emission Trucks in India and propel a sustainable freight sector?
My Role
Critical Foresight
User Experience
User Interface
Interaction Design
Design Research
Systems Thinking
Strategic Management
Timeline
8 weeks
Overview
India has become the 3rd largest CO2 emitter in the world, with road transport accounting for 12% of total emissions - a number set to double by 2050. As the 3rd largest automobile manufacturer, there is now a push to collaborate and shift towards greener options.
I redesigned the e-FAST website to change it's purpose to a well structured credible information system that accelerates Zero Emission Truck (ZET) transition in India's freight truck fleet.
The goal was to engage manufacturers, freight operators, policy makers and Government think tanks and create demand by promoting capacity building, organizing the truck sector, creating investment opportunities, facilitating stakeholder engagement and providing regular updates with respect to e-mobility.
This project started off as an excuse to better understand the current wave of sustainability and the global hype around Electric Vehicles. As an avid car enthusiast, I used this topic as an opportunity to dig deeper at every step and learn as much as I could about e-mobility in the course of these 8 weeks.
HIGHLIGHTS
An end-to-end user experience with the task of making it engaging and ultramodern while retaining the Government website-ness.
1.01
CTA + slides.
VIDEO LOOP
1.02
Homepage.
VIDEO LOOP
1.03
Navbar.
VIDEO LOOP
1.04
Hover interaction.
VIDEO LOOP
1.05
Find an Event page.
VIDEO LOOP
1.06
Business Models page.
VIDEO LOOP
1.7
Benefits - Operator page.
VIDEO LOOP
1.08
Button interaction dark background.
VIDEO LOOP
1.09
Button interaction light background.
VIDEO LOOP
1.10
Style guide catalogue.
IMAGE
INFORMATION ARCHITECTURE
From distracting to exacting.
The message was loud and clear
The existing information architecture of the website showcases an overall redundant approach to generating engagement from the user. After carefully studying the topic and outlining the roadmap for necessary interactions, I came up with a more detail oriented and meaningful architecture.
Show existing architecture
1.0
CTA
1.1
Register as Operator
0.1
Why should I register?
0.2
Select Category
0.3
Enter Details
2.0
Homepage
2.1
Why is Freight Electrification Important?
2.2
Focus Areas
0.1
Market Acceleration
0.2
Technology and Innovation
0.3
Stakeholder Engagement
0.4
Public Policy Support
2.3
What's New?
2.4
Follow Us
2.5
Partners
3.0
Navbar
1.0
Going Zero Emission
1.1
Problems
0.1
Lack of Financial Incentive
0.2
Largely Unorganized Trucking Businesses
0.3
Still Waiting for Policy Push
1.2
Solutions
0.1
Policy Intervention
0.2
Technology and Manufacturing
0.3
Charging Infrastructure
0.4
ZET Corridor
1.3
Busting Common Myths
1.4
Types of ZETs
2.0
ZET Business
2.1
Future
2.2
Business Models
0.1
Mobility
0.2
Infrastructure
0.3
Energy
2.3
Invest in ZET Business
3.0
Benefits
3.1
Manufacturer
3.2
Operator
3.3
Overall Benefits
4.0
Stay Updated
4.1
Technological Advancements
4.2
National Level Policies
4.3
State Level Policies
4.4
Emission Regulations and Standards
4.5
Reports and Articles
4.6
International Best Practices and Policies
5.0
Events
5.1
Find an Event
5.2
Register for an Event
6.0
About
6.1
Who We Are
0.1
What is e-FAST?
0.2
Current State of Freight Electrification in India
0.3
Key Action Areas
6.2
What We Do
0.1
Videos
0.2
Our Approach
6.3
Partners
0.1
Anchored By
0.2
Industry Partners
0.3
Knowledge Partners
0.4
Hear From Our Partners
0.5
Our Video Bytes
7.0
FAQs
Show existing architecture
1.0
CTA
1.1
Register as Operator
0.1
Why should I register?
0.2
Select Category
0.3
Enter Details
2.0
Homepage
2.1
Why is Freight Electrification Important?
2.2
Focus Areas
0.1
Market Acceleration
0.2
Technology and Innovation
0.3
Stakeholder Engagement
0.4
Public Policy Support
2.3
What's New?
2.4
Follow Us
2.5
Partners
3.0
Navbar
1.0
Going Zero Emission
1.1
Problems
0.1
Lack of Financial Incentive
0.2
Largely Unorganized Trucking Businesses
0.3
Still Waiting for Policy Push
1.2
Solutions
0.1
Policy Intervention
0.2
Technology and Manufacturing
0.3
Charging Infrastructure
0.4
ZET Corridor
1.3
Busting Common Myths
1.4
Types of ZETs
2.0
ZET Business
2.1
Future
2.2
Business Models
0.1
Mobility
0.2
Infrastructure
0.3
Energy
2.3
Invest in ZET Business
3.0
Benefits
3.1
Manufacturer
3.2
Operator
3.3
Overall Benefits
4.0
Stay Updated
4.1
Technological Advancements
4.2
National Level Policies
4.3
State Level Policies
4.4
Emission Regulations and Standards
4.5
Reports and Articles
4.6
International Best Practices and Policies
5.0
Events
5.1
Find an Event
5.2
Register for an Event
6.0
About
6.1
Who We Are
0.1
What is e-FAST?
0.2
Current State of Freight Electrification in India
0.3
Key Action Areas
6.2
What We Do
0.1
Videos
0.2
Our Approach
6.3
Partners
0.1
Anchored By
0.2
Industry Partners
0.3
Knowledge Partners
0.4
Hear From Our Partners
0.5
Our Video Bytes
7.0
FAQs
CONTEXT
An opportunity beyond the spotlight.
Discovering a stone left unturned
In November 2021, India's Prime Minister announced the national goal to achieve net zero carbon emissions by 2070.
Owing to e-mobility initiatives, policies and regulations undertaken by the Government, the total share of EV sales saw a significant rise from 0.7% (1.24 lakhs) in 2020 to 6.3% (13.79 lakhs) in 2023.
This exponential growth in electrification happened only with respect to two, three and four-wheelers and buses, and while it received a well deserved spotlight, there was a bigger concern that remained overlooked in the background.
Freight trucks
LDVs
2/3 wheelers
External
Registered vehicles
Fuel consumption & CO2 emissions
75%
20%
5%
5%
20%
25%
35%
35%
3.1
Registered vehicles and their emissions.
INFOGRAPHIC
71%
71%
Road is the predominant mode of goods movement in India.
5%
5%
Freight commercial vehicles form a meager portion of all registered vehicles in the country.
35%
35%
Road freight vehicles are responsible for a significant proportion of emissions.
4x
4x
Number of trucks is expected to quadruple - from
4 million in 2022 to 17 million trucks by 2050.
3.2
Identifying where to intervene.
INFOGRAPHIC
THE PROBLEM
But where are India's electric trucks?
A tough pill to swallow
Freight trucks travel more than 100 billion kilometers moving roughly 4.6 billion tons of freight annually. To meet the 2070 net zero emissions target, 79% of these trucks need to be zero-emission.
It is absolutely feasible to electrify trucks - many leading countries have already set targets and are successfully implementing measures, even exploring alternatives like hydrogen fuel-cells for greater efficiency.
Unfortunately, electrification faces multiple barriers in India, which can be grouped under three main problem areas:
Still waiting for policy push
Many states in India have come up with electric vehicle policies, but most of them are silent on the freight sector.
Largely unorganized business
The trucking market is highly unorganized and nearly 75% of the fleet is operated by those who have five or fewer trucks.
Lack of financial incentive
In 2021, Government aided schemes helped the sale of over 3 lakh EVs, but they did not include any support for trucks.
Followed by a lackluster attempt
Previously when there was a call for sustainability in India's road transport, the Government released an online portal called e-AMRIT which serves as a one stop resource for e-mobility, but does not support freight trucks.
In 2022, the Government proposed another initiative called e-FAST aimed at accelerating electric freight in India. But for many reasons, e-AMRIT worked where e-FAST didn't - this is where I intervene:
Redundant approach - over-emphasis on the Government initiative rather than pushing to create demand for freight electrification.
Lack of awareness among operators - why sustainability and where do I find information from? how do I know a website for so and so exists?
Lack of incentive - no information about benefits for manufacturers and operators to shift to ZETs.
Lack of industry collaboration - no news on webinars, discussions, expos, trades shows, which are best ways to facilitate stakeholder engagement.
Lack of access to information - best practices, updates on advancements in technology, existing and upcoming policies and regulations, etc.
Overall distracting experience - scattered resources and inconsistent UI.
THE CHALLENGE
How might we drive demand and address current challenges to turbocharge the adoption of Zero Emission Trucks in India and propel a sustainable freight sector?
My Role
Critical Foresight
User Experience
User Interface
Interaction Design
Design Research
Systems Thinking
Strategic Management
Timeline
8 weeks
Overview
India has become the 3rd largest CO2 emitter in the world, with road transport accounting for 12% of total emissions - a number set to double by 2050. As the 3rd largest automobile manufacturer, there is now a push to collaborate and shift towards greener options.
I redesigned the e-FAST website to change it's purpose to a well structured credible information system that accelerates Zero Emission Truck (ZET) transition in India's freight truck fleet.
The goal was to engage manufacturers, freight operators, policy makers and Government think tanks and create demand by promoting capacity building, organizing the truck sector, creating investment opportunities, facilitating stakeholder engagement and providing regular updates with respect to e-mobility.
This project started off as an excuse to better understand the current wave of sustainability and the global hype around Electric Vehicles. As an avid car enthusiast, I used this topic as an opportunity to dig deeper at every step and learn as much as I could about e-mobility in the course of these 8 weeks.
HIGHLIGHTS
An end-to-end user experience with the task of making it engaging and ultramodern while retaining the Government website-ness.
1.01
CTA + slides.
VIDEO LOOP
1.02
Homepage.
VIDEO LOOP
1.03
Navbar.
VIDEO LOOP
1.04
Hover interaction.
VIDEO LOOP
1.05
Find an Event page.
VIDEO LOOP
1.06
Business Models page.
VIDEO LOOP
1.7
Benefits - Operator page.
VIDEO LOOP
1.08
Button interaction dark background.
VIDEO LOOP
1.09
Button interaction light background.
VIDEO LOOP
1.10
Style guide catalogue.
IMAGE
INFORMATION ARCHITECTURE
From distracting to exacting.
The message was loud and clear
The existing information architecture of the website showcases an overall redundant approach to generating engagement from the user. After carefully studying the topic and outlining the roadmap for necessary interactions, I came up with a more detail oriented and meaningful architecture.
Show existing architecture
1.0
CTA
1.1
Register as Operator
0.1
Why should I register?
0.2
Select Category
0.3
Enter Details
2.0
Homepage
2.1
Why is Freight Electrification Important?
2.2
Focus Areas
0.1
Market Acceleration
0.2
Technology and Innovation
0.3
Stakeholder Engagement
0.4
Public Policy Support
2.3
What's New?
2.4
Follow Us
2.5
Partners
3.0
Navbar
1.0
Going Zero Emission
1.1
Problems
0.1
Lack of Financial Incentive
0.2
Largely Unorganized Trucking Businesses
0.3
Still Waiting for Policy Push
1.2
Solutions
0.1
Policy Intervention
0.2
Technology and Manufacturing
0.3
Charging Infrastructure
0.4
ZET Corridor
1.3
Busting Common Myths
1.4
Types of ZETs
2.0
ZET Business
2.1
Future
2.2
Business Models
0.1
Mobility
0.2
Infrastructure
0.3
Energy
2.3
Invest in ZET Business
3.0
Benefits
3.1
Manufacturer
3.2
Operator
3.3
Overall Benefits
4.0
Stay Updated
4.1
Technological Advancements
4.2
National Level Policies
4.3
State Level Policies
4.4
Emission Regulations and Standards
4.5
Reports and Articles
4.6
International Best Practices and Policies
5.0
Events
5.1
Find an Event
5.2
Register for an Event
6.0
About
6.1
Who We Are
0.1
What is e-FAST?
0.2
Current State of Freight Electrification in India
0.3
Key Action Areas
6.2
What We Do
0.1
Videos
0.2
Our Approach
6.3
Partners
0.1
Anchored By
0.2
Industry Partners
0.3
Knowledge Partners
0.4
Hear From Our Partners
0.5
Our Video Bytes
7.0
FAQs
Show existing architecture
1.0
CTA
1.1
Register as Operator
0.1
Why should I register?
0.2
Select Category
0.3
Enter Details
2.0
Homepage
2.1
Why is Freight Electrification Important?
2.2
Focus Areas
0.1
Market Acceleration
0.2
Technology and Innovation
0.3
Stakeholder Engagement
0.4
Public Policy Support
2.3
What's New?
2.4
Follow Us
2.5
Partners
3.0
Navbar
1.0
Going Zero Emission
1.1
Problems
0.1
Lack of Financial Incentive
0.2
Largely Unorganized Trucking Businesses
0.3
Still Waiting for Policy Push
1.2
Solutions
0.1
Policy Intervention
0.2
Technology and Manufacturing
0.3
Charging Infrastructure
0.4
ZET Corridor
1.3
Busting Common Myths
1.4
Types of ZETs
2.0
ZET Business
2.1
Future
2.2
Business Models
0.1
Mobility
0.2
Infrastructure
0.3
Energy
2.3
Invest in ZET Business
3.0
Benefits
3.1
Manufacturer
3.2
Operator
3.3
Overall Benefits
4.0
Stay Updated
4.1
Technological Advancements
4.2
National Level Policies
4.3
State Level Policies
4.4
Emission Regulations and Standards
4.5
Reports and Articles
4.6
International Best Practices and Policies
5.0
Events
5.1
Find an Event
5.2
Register for an Event
6.0
About
6.1
Who We Are
0.1
What is e-FAST?
0.2
Current State of Freight Electrification in India
0.3
Key Action Areas
6.2
What We Do
0.1
Videos
0.2
Our Approach
6.3
Partners
0.1
Anchored By
0.2
Industry Partners
0.3
Knowledge Partners
0.4
Hear From Our Partners
0.5
Our Video Bytes
7.0
FAQs
CONTEXT
An opportunity beyond the spotlight.
Discovering a stone left unturned
In November 2021, India's Prime Minister announced the national goal to achieve net zero carbon emissions by 2070.
Owing to e-mobility initiatives, policies and regulations undertaken by the Government, the total share of EV sales saw a significant rise from 0.7% (1.24 lakhs) in 2020 to 6.3% (13.79 lakhs) in 2023.
This exponential growth in electrification happened only with respect to two, three and four-wheelers and buses, and while it received a well deserved spotlight, there was a bigger concern that remained overlooked in the background.
Freight trucks
LDVs
2/3 wheelers
External
Registered vehicles
Fuel consumption & CO2 emissions
75%
20%
5%
5%
20%
25%
35%
35%
3.1
Registered vehicles and their emissions.
INFOGRAPHIC
71%
71%
Road is the predominant mode of goods movement in India.
5%
5%
Freight commercial vehicles form a meager portion of all registered vehicles in the country.
35%
35%
Road freight vehicles are responsible for a significant proportion of emissions.
4x
4x
Number of trucks is expected to quadruple - from
4 million in 2022 to 17 million trucks by 2050.
3.2
Identifying where to intervene.
INFOGRAPHIC
THE PROBLEM
But where are India's electric trucks?
A tough pill to swallow
Freight trucks travel more than 100 billion kilometers moving roughly 4.6 billion tons of freight annually. To meet the 2070 net zero emissions target, 79% of these trucks need to be zero-emission.
It is absolutely feasible to electrify trucks - many leading countries have already set targets and are successfully implementing measures, even exploring alternatives like hydrogen fuel-cells for greater efficiency.
Unfortunately, electrification faces multiple barriers in India, which can be grouped under three main problem areas:
Still waiting for policy push
Many states in India have come up with electric vehicle policies, but most of them are silent on the freight sector.
Largely unorganized business
The trucking market is highly unorganized and nearly 75% of the fleet is operated by those who have five or fewer trucks.
Lack of financial incentive
In 2021, Government aided schemes helped the sale of over 3 lakh EVs, but they did not include any support for trucks.
Followed by a lackluster attempt
Previously when there was a call for sustainability in India's road transport, the Government released an online portal called e-AMRIT which serves as a one stop resource for e-mobility, but does not support freight trucks.
In 2022, the Government proposed another initiative called e-FAST aimed at accelerating electric freight in India. But for many reasons, e-AMRIT worked where e-FAST didn't - this is where I intervene:
Redundant approach - over-emphasis on the Government initiative rather than pushing to create demand for freight electrification.
Lack of awareness among operators - why sustainability and where do I find information from? how do I know a website for so and so exists?
Lack of incentive - no information about benefits for manufacturers and operators to shift to ZETs.
Lack of industry collaboration - no news on webinars, discussions, expos, trades shows, which are best ways to facilitate stakeholder engagement.
Lack of access to information - best practices, updates on advancements in technology, existing and upcoming policies and regulations, etc.
Overall distracting experience - scattered resources and inconsistent UI.
THE CHALLENGE
How might we drive demand and address current challenges to turbocharge the adoption of Zero Emission Trucks in India and propel a sustainable freight sector?