The UX of EV Charging Stations in China

As the leader of the global EV market, China's EV sales penetration rate continues to grow significantly higher than the global average. Along with the explosive growth in EV sales, the demand for charging piles is also increasing. Since early 2020, charging piles were officially included in China's national "New Infrastructure Plan".

In June 2024, the number of new energy vehicles in China reached 24.72 million, of which pure electric vehicles accounted for 73.35%. To meet this huge demand, the construction scale of charging infrastructure has continued to expand. As of July 2025, the number of charging piles nationwide has reached 16.696 million (including 4.202 million public piles and 12.494 million private piles). However, the number of charging piles has not kept up with the growth rate of electric vehicles, which has resulted in an increased demand for  public charging piles to fill this gap. 

The charging station market features a diverse range of players. Currently, China's charging pile operational models can be categorized into three main types: the operator-led model (CPO), the automaker-led model (OEM), and the third-party charging service platform model (SaaS). 

Charging Point Operators  usually complete the investment, construction, operation, and maintenance of charging piles themselves. This model is capital intensive and requires comprehensive operation capabilities from enterprises. Representatives include TELD (特来电), Star Charge （星星充电）, and State Grid (国家电网). 

These players regard charging piles as an after-sales service to provide better charging experiences or gain deeper control over the market, represented by Tesla and NIO. 

The core value proposition of these platforms is built upon their strong capability in network traffic aggregation and interconnection, which provides users with a seamless "one-stop charging experience." Representative platforms include Orange Energy (小桔充电), Yun Kuai Chong (云快充), Kuaidian (快电).

Among the many charging channels, the usage rate of charging operator apps is far ahead of other brand types. 

Among charging operators, TELD has the most charging piles and is a leader of CPO markets. 

In addition to charging point operators, Xpeng, NIO, and Zeekr have the most charging piles among OEM brands. 

Despite the rapid growth in infrastructure and the many brands of charging stations / piles available on the market, the overall user experience still has many common pain points and challenges.

From recent studies comparing brand-built charging stations and CPO charging stations, the NPS (Net promoter score) of brand-built charging stations such as Tesla, Xpeng, and NIO is significantly higher than the first echelon of public charging platforms (TELD, Orange Energy, Star Charge).

Survey data shows that the three major pain points for pure electric private cars when charging at charging stations are charging speed, the limited number of charging piles and high charging costs. The main pain points are as follows:

• High and non-transparent service fees: Excessive and non-transparent service fees lead to a poor user experience. In some cases, service fees account for as much as 39%–55% of the total cost. Billing often confusing, with complex pricing structures and irregular price adjustments.
• Costly parking and space occupancy fees: Parking and occupancy charges add additional financial burden. Online ride-hailing drivers are particularly sensitive to these costs, yet there is no unified standard for overtime occupancy fees, which can reach 6.4RMBper minute.

• Slow charging speed: Low charging efficiency is a common user pain point and the proportion of supercharging piles remains very low. For example in Shanghai, only 3.8% are supercharging piles and the actual charging power often falls short of the rated value, which degrades the overall experience.)
• Queueing congestion: Especially during highway holidays, the congestion problem at charging stations is serious, and online car-hailing and private car users compete for limited charging resources.

• High failure rate: Frequent equipment failures disrupt normal usage. The one-time charging success rate is below 85%, and the equipment online rate is under 75%. Common issues include “gun jumping” (automatic disconnection) and startup failures.
• Insufficient maintenance: Many charging stations suffer from inadequate maintenance, resulting in numerous “zombie piles” (non-functional units) and messy, heavy cabling. Overall operation and maintenance investment remains insufficient.

• Uneven coverage: The national charging network layout is suboptimal. In highway scenarios, users experience severe charging anxiety, as high-speed charging piles represent less than 2% of all public charging piles nationwide.
• Difficulty locating chargers: Station signage is often unclear, locations are hidden, and operational instructions are oversimplified, which makes it difficult for users to find and access charging facilities quickly.

• Lack of supporting facilities: Nearly 70% of users prefer to choose sites with supporting facilities, however the infrastructure s at charging stations is often underdeveloped. Many sites have poor sanitary conditions and no rest areas or toilets.
• Parking space occupancy: The use of parking spaces is often unorganised and under optimised. Fuel vehicles often occupy charging parking spaces, and fully charged vehicles stay for a long time. In addition, some parking space designs are also unreasonable. For instance, some users feel that the parking spaces or parking areas are too narrow, which affects the charging experience.

• Inaccurate information: Many apps provide unreliable or outdated information. Pile status updates are delayed, coverage data is incomplete, and during peak hours availability information can be highly inaccurate.
• Poor user experience: The software operation experience is poor. There are too many QR codes on the charging piles, the experience of different apps varies greatly, and the system is unstable.

Facing the long-term imbalance between the rapid growth of new energy vehicles (NEVs) and the lagging expansion of charging infrastructure, UX research plays a critical role in three major areas: 

The greatest challenge for charging station operators is profitability. The key lies in improving the utilization rate of individual piles (which averaged only 7.8% nationwide in 2024).

UX research enables more data-driven site selection and refined operations by uncovering users’ real charging habits (frequency, timing, and preferences for fast vs. slow charging). This, in turn, attracts more users and shortens the return-on-investment period. 

In a highly competitive market, some regions face destructive price competition. UX research helps automakers and operators define market positioning and systematically plan their charging service systems.

By providing premium, branded experiences—such as NIO’s battery-swapping and valet charging services or Li Auto’s highway fast-recharging strategy—companies can build differentiated value, increase brand loyalty, and escape homogeneous competition. 

UX research facilitates the deconstruction, optimization, and standardization of complex charging processes. For example, Orange Energy has launched the “Orange Energy Service Standard V2.0” and contributed to the drafting of the “Charging Service Group Standard” by the State Administration for Market Regulation. Its “Preferred Stations” feature stations that are “easy to find, easy to charge, fast, and safe,” offering users more consistent and reliable services. 

To systematically study the EV charging experience, the process can be deconstructed through user journey mapping into three key stages:

1. Pre-charging
2. On-site charging
3. Post-charging

Each stage can then be evaluated using heuristic indicators such as convenience, usability, and reliability. 

Users consider multiple factors such as brand preference, past experience, user reviews, distance, and charger availability before selecting a station. They then plan their optimal route via navigation. 

Upon arrival, users locate an available charger and parking space, typically initiating the session via QR code scanning. Faulty chargers or occupied spaces can create frustration for the users. During charging, speed, stability, and available amenities (toilets, rest areas, cleanliness) all influence satisfaction. 

After charging, users review the bill and complete payment. Some platforms support license plate binding, enabling automatic parking fee discounts. 

 Several research methodologies are especially effective in EV charging UX studies:

• Diary Studies: Track real charging journeys over time to capture unspoken needs and behavioral patterns.
• In-depth Interviews: Explore user perceptions and pain points in different contexts.
• On-site Observation: Gather authentic behavioral insights by observing users at charging stations.
• Usability Testing: Evaluate app and interface design, identify usability defects, and test alternative interaction flows.

Through these methods, actionable insights can be obtained. For instance, offering “tap-to-pay” (e.g., via Alipay) alongside QR code scanning can simplify operations, while integrating a “Car Life” section within charging apps allows users to explore nearby dining, rest, or car care services—transforming charging stations into comprehensive car-life hubs.

At UX Spot we're committed to providing automotive user research services in China and APAC, working hand-in-hand with OEMs, and industry partners to shape the future of electric mobility. Don't hesitate to contact our team for support with your project.

Research into EV charging UX is inherently complex, encompassing not only hardware and software, but also urban planning, grid stability, business model innovation, and multi-stakeholder coordination (CPOs, OEMs, and site operators).

Yet, it is precisely this complexity that underscores its importance. In a market characterized by fierce competition and narrow margins, in-depth user insights are the key to achieving differentiation, improving utilization, and enhancing profitability.

As charging technology evolves—with ultra-fast charging, integrated energy hubs, and renewable energy ecosystems—UX will remain central to innovation.