Innogy’s eCarSharing Project

Innogy’s eCarSharing Project

Design Thinking Case Study #3: Innogy Electric Utilities, Germany

Innogy is a German electric company providing renewable energy resources. Innogy’s Market Lead, Itai Ben-Jacob wanted to understand urban mobility and the blocks that occur in development for public transportation. By hosting workshops that offered a platform for Design Thinking, he hoped to solve the problem of what the public needed and therefore start a business to fill that need. He pulled together Innogy employees, mobility business experts, municipality workers, researchers, and a colleague who was a Design Thinking expert.

The Challenge

“The ‘chicken and egg’ dilemma of eMobility. Energy providers don’t develop the charging stations network further because there are not enough e-cars. On the other side, car manufacturers don’t produce e-cars because there are not enough charging stations.”

The ah-hah moment came for Ben-Jacob with the realization that Innogy had underutilized charging stations already in existence in the community. They could use an existing resource. And the idea of eCarSharing was born. eCars could be provided to local communities as “flexible, electric mobility solutions.” The cars could be booked online and picked up at Innogy charging stations. The eCars are an eco-friendly solution to transport needs. And the eCarSharing company was developed as part of Innogy rather than as a separate entity.

The Outcome

As of 2017, Innogy had 12 eCars in four German communities. They’ve saved more than 1.5 tons on CO2 emissions. The team have proved their concept and are preparing to scale up. Design Thinking is a regular part of their business operations, and they continue to be an innovative leader in German renewable electricity.

The Edge360 is a multidisciplinary creative team. We thrive on creative problem-solving. Magic happens when an audience feels affinity with a brand or organization.

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