Honda e:PROGRESS
Honda e:PROGRESS is an innovative smart charging app that connects Honda plug-in vehicles with EV home chargers and energy tariffs. It enables users to optimise when and how they charge their car, delivering a more efficient and sustainable solution that benefits EV owners, the energy grid, and the planet.
The challenge
Honda required an evolution of the UK e:PROGRESS website that highlighted the product’s innovation while presenting a more distinctive and relevant brand identity. The new experience needed to consider the existing app and the wider Honda brand, which all had differing visual styles. Our challenge was to align these as much as possible, creating a more cohesive customer journey without disrupting elements that could not be changed.
The existing website was content-heavy and lacked clear hierarchy, making it difficult for users to navigate and engage with key messages. The brief called for a simpler, more intuitive user journey, guiding visitors from first interaction through to conversion, and supporting an increase in mobile engagement.
Working within an established framework of logo, colours, and imagery, our challenge was to balance brand consistency with progression, allowing the website to feel like a natural evolution of the brand while clearly communicating the product’s intelligent technology and forward-thinking proposition.
Our approach
As part of our ongoing partnership with Honda Motor Europe Ltd, we collaborated to reshape the UK e:PROGRESS website, aligning its visual language and messaging with user needs and wider strategic goals.
Our approach focused on simplifying the experience, strengthening the messaging, and creating a more distinctive digital identity:
- Research and insights: we reviewed the existing site, analysed competitor platforms, and conducted keyword research to inform both structure and content, ensuring decisions were grounded in user behaviour and organic search performance.
- Messaging and site user journey: a revised messaging hierarchy, site map and wireframes were developed to prioritise key benefits and improve clarity, creating a more intuitive journey across the site.
- Copy refinement: working closely with the client, we streamlined the supplied copy, reducing complexity and creating a more focused, digestible experience.
- Design and creative direction: a mobile-first approach underpinned the design process. The selected creative route introduced a more illustrative style, a confident digital palette, and subtle gradients to add depth, supported by custom illustrations to clearly communicate key messages.
- Build and SEO optimisation: the final designs were implemented and optimised for performance, ensuring a seamless experience across devices and a strong foundation for ongoing SEO.
The outcome
The result is a clean and mobile-first website that brings the e:PROGRESS offering to life in a way that feels both intuitive and distinctly digital. Simplified messaging and a refined visual language guide users seamlessly from initial awareness through to deeper engagement.
The refreshed branding was also applied across the app’s digital presence, including visuals for the App Store and Google Play, creating a consistent identity across web and mobile touchpoints. This holistic approach reinforced e:PROGRESS as a distinctive and contemporary solution within the EV market.
The impact was immediate, with strong performance improvements recorded in the
These results demonstrate how a cohesive, user-focused digital experience can support growth and strengthen e:PROGRESS’ position as a leading home EV charging solution.
