Building on findings first published in 2023, Roberts (pictured left) reveals how driver expectations have evolved, why app ratings are falling rather than rising, and what charge point operators, developers and local authorities must do to improve digital experiences. With billions invested in hardware, his message is clear: without fixing the software layer, utilisation, trust and customer loyalty will continue to suffer.

Your session explores the “driver verdict” on charging apps. Why is user experience now so critical to EV charging success?

“It’s a critical factor because of where we are on the adoption curve. Early adopters tolerate bugs and quirks. But EV drivers today are mainstream consumers being judged by mainstream standards. They’re not interested in a network’s reliability statistics or OCPP compliance; they experience a screen that either lets them charge or doesn’t.

“Our data, which sampled recent app reviews across 15 of the UK’s largest charging networks, puts the average app rating at just 2.1 out of 5 in 2025, down from 2.6 in 2023. In an industry spending billions on hardware, the software layer is actively undermining confidence.

“This matters commercially because utilisation depends on repeat visits. A driver who has a bad first experience with an app does not come back. They route around it. As drivers have more choice, UX becomes the differentiator between a charger that gets used and one that sits idle.”

You’re building on State of UX research first published in 2023. What has changed most in driver expectations and behaviour?

“Two things. First, the main causes of complaints are unchanged. Payment friction remains the single most common theme, appearing in nearly one in five reviews. Login barriers, poor support and unreliable charger data all persist. The industry has not closed the gap.

“Second, expectations have moved on. In 2023, drivers wanted real-time charger status and better maps. Now we see demand for contactless tap-to-pay without an app, frustration with maintaining separate accounts across networks and growing calls for price transparency. Drivers are benchmarking charging against filling up with petrol: pull up, tap, charge, leave. The gap between that expectation and the reality of downloading an app, creating an account and topping up a wallet is enormous."

Despite rapid network growth, drivers still report frustration. Where are apps falling short?

“We identified five pain points appearing across almost every network. Payment friction leads at 19% of reviews: card rejections, failed transactions and preloaded wallets. Login barriers follow at 17%, with verification loops and apps that refuse to recognise existing accounts. Customer support is third, with drivers unable to reach anyone when something goes wrong. Pricing opacity and app reliability round out the top five.

“These are not niche complaints. But the data shows it doesn’t have to be this way. Instavolt holds the top-rated position at 4.3 out of 5, and its reviews consistently praise the things other networks are criticised for. The answers are right there in the customer feedback.”

Looking ahead, what new user needs should charge point operators prepare for?

“The most immediate shift is app-optional charging. With contactless payment mandated on new rapid chargers, operators need to offer genuinely better digital experiences if they want customers to choose to engage with them. If the app isn’t adding clear value, drivers will tap their bank card and walk away.

“Beyond that, drivers don’t want 15 accounts for 15 networks. Aggregators like Zapmap and Octopus Electroverse are stepping into this gap. When a third party becomes the interface between you and your customer, you lose control of that relationship. Price comparison websites fundamentally changed how UK consumers buy insurance; there is a real risk of the same dynamic in charging.

“And price sensitivity is growing fast. Reviews now reference cost per kWh and compare networks on price. This was barely present in our 2023 data.”

What UX mistakes are most repeated, and why do they persist?

“The most persistent mistake is not designing around the driver’s real job to be done: charge the car and get on with their day. Many apps feel cheap, buggy and cluttered. Customers know what good looks like from their banking and travel apps. They expect the same standard here.

“The second is poor data integrity. If your app shows chargers as available when they’re out of service, it destroys trust faster than any visual flaw. Once that trust is gone, it’s very hard to rebuild.

“Why do these persist? Charitably, CPOs manage complicated technology stacks. Less charitably, digital channels have not been prioritised to the standard customers expect.”

How can better UX support higher utilisation and repeat use?

“Look at the language in app store reviews. Payment friction alone appears in nearly one in five reviews. Every one of those represents, at minimum, a frustrated customer. Many represent lost transactions and lasting brand damage. Anyone motivated enough to leave a one-star review is certainly telling other drivers too.

“Trust is built through transparency and reliability: accurate charger status before I drive there, clear pricing before I plug in and payment that works the first time. Each failure is a reason not to come back. Each one resolved is a reason to choose that network over another.”

What practical steps can operators take now, without major platform overhauls?

“Start by monitoring customer sentiment in app store reviews and using it to prioritise your digital roadmap. Design for “failing gracefully”: when things go wrong, give customers a clear error message with a next action rather than a spinning wheel. Invest in responsive in-app support. The networks with the best reviews are getting the basics right: accurate information, simple flows and a reliable core experience.

“And don’t think of it simply as a cost. There is a strong business case: better retention, richer customer data and the ability to shape behaviour through pricing and incentives. The alternative is ceding the customer relationship to an aggregator, and once that happens, winning it back is very difficult.”

What do you hope delegates will take away?

“Three main messages: app store reviews are an underused source of customer intelligence, so start analysing them systematically. The industry average has worsened, not improved, since 2023, as software quality is not keeping pace with rising customer expectations. And your app is your brand. Every failed session is a one-star review that thousands of potential customers will read before they ever visit your charger. Invest in your digital experience as a strategic asset, not an afterthought.”

The UK Charging Infrastructure Symposium will take place on 4-5 March 2026 at the British Motor Museum. Book your delegate pass today by clicking here.