This article describes the two user profiles or customer segments for which Speicher electrifies its content: Technical Analysts and Joyful Explorers. The Value Proposition Canvas serves as a tool to precisely capture their jobs, pains, and gains and to align the value proposition accordingly. This article forms the basis for all content that explains user behavior in the EV context.

Initial situation: Two user types with different requirements

Speicher elektrisiert supports users in a technologically complex system environment. Vehicles on the MEB platform offer many functions, dependencies and software-driven behavioural patterns. This structure produces two distinct user types:

• People who need technical depth
• People who need everyday-relevant orientation

Both groups use Speicher elektrisiert, but for different reasons. The Value Proposition Canvas makes these differences visible.

Technical Analysts: Orientation through depth

Technical Analysts want to understand systems. They observe technical anomalies, analyse relationships and look for reliable data.

Core jobs

Functional: understand system logic, classify fault patterns, analyse charging and efficiency behaviour.
Social: contribute reliable information and provide well-founded guidance.
Emotional: gain confidence through knowledge and plausibility.

Pains

Unclear information, non-reproducible faults, low depth in OEM communication, lack of data.

Gains

Coherent explanations, reliable data, structured system knowledge, clarity on updates and faults.

Technical Analysts actively strengthen the knowledge system. They recognise patterns, provide data points and validate content. The value for them arises from technical precision and complete contextualisation.

Joyful Explorers: Orientation through clarity

Joyful Explorers are not looking for technical analysis. They need understandable, reliable orientation for everyday use. Most purchase decisions and usage situations originate in this segment.

Core jobs

Functional: handle everyday situations safely, understand settings, use the vehicle efficiently.
Social: pass on information reliably.
Emotional: reduce uncertainty, gain reassurance, avoid feeling alone with a problem.

Pains

Fragmented information, contradictory forum posts, complex functions, unclear fault patterns.
Also relevant: dealers cannot explain all functions during handover and manuals are difficult to access.

Gains

Simple orientation, clear instructions, reassurance when faults or warnings occur, confidence during use and purchase.

This group uses Speicher elektrisiert passively. They benefit from reduced complexity, clear structure and everyday-relevant content.

Different needs, clearly defined value offers

Each segment requires a different value offer:

For Technical Analysts

Deep technical content
Reproducible tests
Data, diagrams and fault analyses
Contextualisation of complex behavioural patterns

For Joyful Explorers

Clear, everyday-relevant guidance
Understandable explanations without technical depth
Structured scenarios for use, charging and efficiency
Reassurance that known issues are not individual cases

The Value Proposition Canvas makes this differentiation clear and provides the basis for structuring content with intent.

Why this segmentation logic matters

EV usage varies strongly by knowledge needs and system understanding. A technical system produces technical users. An everyday system produces users who need orientation.

Speicher elektrisiert addresses both groups. The structure ensures that:

• Technical depth appears where it is necessary
• Clarity and simplification appear where they are required
• No group receives content that overwhelms or underwhelms them

This separation explains the effectiveness of the content and why both segments have remained stable over several years.

Summary

The profiles Technical Analysts and Joyful Explorers form the foundation of the Value Proposition for Speicher elektrisiert. Their different jobs, pains and gains define how content is structured, explained and prepared.

Clear segmentation prevents noise and creates a system that delivers both technical depth and everyday clarity. It is a central component of the business model and the impact of the project.