What makes a good charging experience? We asked Spirii Go users

Introduction

The transition to electric mobility is not just about installing more chargers — it’s about creating a charging ecosystem that earns drivers’ trust — and keeps them coming back. One bad experience can be enough for a driver to avoid a location entirely, so building that trust is the single most important factor in rolling out a public charging network successfully.

At Spirii, we are committed to increasing charger utilisation for our partners, building great experiences, and accelerating EV adoption. That’s why we ran a survey among thousands of Spirii Go users to understand what really matters the most when charging their EVs — not just nice-to-haves, but the fundamentals that make public charging work. We have gathered valuable feedback from close to 1000 of responses*, and the results are consistent and crystal clear: reliability and simplicity are non-negotiable, with transparent, fair pricing and live information close behind. Below, we break down the findings and what they mean for networks and CPOs.

Key highlights

• Reliability is #1: 89.7% of drivers put reliable, well-functioning chargers at the very top of their priorities.
• Make charging effortless. Another 89.7% highlight easy authentication and a quick start as essential to a good session.
• Price matters. 77.7% care about competitive pricing, and 67.4% want transparent pricing including fees before they plug in.
• Live information builds confidence. Real-time charger availability matters to 78.2%, and easy route planning to ~67.8%.
• Speed is not everything. High power (>150 kW) appeals to 65.2%, but drivers consistently prioritise uptime and simplicity over peak kW.

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Reliability first: The deal-breaker for EV Drivers

Reliability is the single most important factor in EV charging. Drivers rank well-functioning chargers and easy authentication as the two most important factors for a good charging experience. The charger must “work every time”, deliver the promised speed, and be available without surprises.

Real-time availability also sit high on the list, showing that drivers want trustworthy, transparent, and simple charging above everything else. Meanwhile, extras like booking, fancy station design, or even nearby amenities rank much lower — a reminder that for most EV drivers, it’s the basics that make or break the experience.

Reliability must be built into every layer of the charging ecosystem. It matter most when drivers arrive low on battery and high on stress. A poorly maintained charger, a slow or faulty connector, occupied charger, or interrupted session can erode trust, and there may not be second visits for that specific location.

Minimal friction: Plug in, power up, drive off

A frictionless starts beats any fancy features. 89.7% say easy to authenticate and start is Very important, placing it in the same importance as having a working charge point. The open-text answers underlined the same point: “fewer steps”, “fewer apps”, “clearer start/stop flows”.  Every extra step in starting a session adds friction, especially when charging away from home. Drivers want to plug in and go, with no extra log-ins or downloads.

Some ways of cutting friction include compatibility with Plug & Charge or Autocharge, and supporting simple payment methods (card/wallet, app, RFID, card). The “tap-plug-go” journey should be the default, not the exception.

The upcoming rollout of universal Plug & Charge protocols promises automatic authentication and payment when drivers plug in — eliminating steps and smoothing the user journey.

No surprises: Why fair, transparent pricing builds loyalty

“Lack of transparent pricing”, “Charging not requiring a deposit”, “Global user and payment profile to operate across platforms transparently” — are some recurrent comments to improve payment and authentication friction. Hidden fees or unclear pricing was one of the top frustrations among drivers. To build trust, pricing must be transparent and including fees before charging starts, with convenient and flexible payment options.

Our survey also shows that charging apps (25%) are the most popular way to pay for charging, closely followed by physical credit cards (22%). But habits are shifting: 15% now use digital wallets like Apple Pay or Google Pay, and 14% prefer Plug & Charge for a completely seamless process.

With regulations such as the Alternative Fuels Infrastructure Regulation (AFIR) pushing for transparency, the industry is moving towards fair, predictable and inclusive pricing models.

Read about Spirii’s payment solutions

App Experience: The first impression that lasts

A charging app is often the first point of interaction between the driver and the charging network. Complex or inconsistent apps amplify frustration. From locating a charger to starting and ending a session, the process must feel effortless. “Updated information on charger status and availability” was also a recurrent comment we found — ensuring that what drivers see in an app or on a display matches what they find when they arrive is key for reducing anxiety and providing an optimal charging experience.

A seamless app UI should provide:

• Real-time charger availability
• Route planning and clear directions to the station
• Visibility of nearby amenities and parking conditions
• Simple session control (start/stop/extend)
• Live charging session status — time remaining, charge status, estimated cost.

Like one of our users put it: “Good mobile app is essential”. An app should do more than show charger availability. It should empower drivers with real-time information, session transparency and a smooth user flow.

‍With Spirii Go, we focus on clean design, intuitive navigation and frictionless payments.

Location matters: convenience drives charger use

Drivers value charging stations that are easy to find, accessible and located near shops, cafes or rest areas, where they can make the most of their time while charging.

We learned from our survey that drivers prefer chargers on their main route (76.9%) slightly over those near the final destination (65.8%). Amenities matter somewhat, but are secondary; station design ranks low compared to core factors (reliability, ease, price).

Nevertheless — signage, parking flow and how cables are placed also play a part in shaping the charging experience. For example, “Chargers blocked by cars parked without charging” or by fuel cars (ICED chargers) were a common struggle - which could be solved with clearer parking rules and idle fees. Poor location planning or lack of visibility can lead to underutilised chargers, even though the infrastructure is available.

Conclusion: Putting people first is key to mass EV adoption

The race toward mass EV adoption is about more than technology — it’s about building trust. That trust comes from user-focused design in every step of developing charging infrastructure. A truly human-centred charging experience combines reliability, transparency, and simplicity to make charging stress-free for every driver.

Daily users have shown this through their behaviour: they return to chargers that are reliable, easy to use, with transparent pricing, and well-placed.

By designing every element of the charging journey with the driver in mind, we can reduce friction, strengthen trust, and turn every stop — whether five minutes or fifty — into a positive part of the EV experience. That’s how occasional users become confident, loyal advocates for electric mobility.

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*Method note: The representative survey was conducted by Spirii in 2025 and 945 Spirii Go users participated in the survey. Country breakdown: Denmark 93.2%, Sweden 2.4%, Germany 1.6%.