Motorway service stations are stuck in the past overpriced food, slow charging, and a travel experience that feels more like a chore than a break. Meanwhile, EVs, automation, and smart tech are reshaping the roads, leaving service stations in the dust. It’s time for a radical rethink.

In Today’s Email:

• The EV Charging Trap: Why just adding more charging points won’t fix the problem.

• From Pit Stop to Destination:How service stations can transform into places people actually want to stop.

• The Future of Seamless Travel: Imagine a world where service stations recognize you, charge your car automatically, and make waiting time worthwhile.

Things that caught my eye

• Is the Dimmer switch, the top secret to managing life

• A debate between Gary and Dan on diary of a CEO about economy recovering

^{Want to design better products, services, and experiences for your customers and employees? Want to move faster from problem to product? The People Product OS digital deck is perfect for you, its all my tips and tricks for designing services, products Interactions and experiences for the likes of Dyson, HSBC, and TalkTalk}

Radical Rethink: Motorway Service Stations

When you think about motorway service stations across the UK today, what immediately springs to mind?

Overpriced coffee, slightly depressing queues, patchy Wi-Fi or that moment of despair when you realise the least terrible food option is a £7.99 soggy sandwich.

We’ve all been there. Despite being critical nodes in our travel infrastructure, motorway service stations have barely evolved since the 1950s.

They’re like relics of a bygone era, stubbornly resisting the future while we charge into it sometimes literally, if you’re an EV driver stuck in a queue.

For me, we’ve moved past the point where a rethink is a nice to have it’s now a must-have, especially as we brace for transformative shifts in travel over the coming years.

So let’s dive deep into a future that’s less about incremental tweaks and more about a total reimagining of the motorway service station experience.

The Real Pain: Service Stations are Stuck in the Past

Ever found yourself in a service station at 2 AM, staring at a vending machine like it’s a Michelin-starred restaurant? Yeah, me too. And that’s when I realized this entire experience is frozen in time.

The way we travel is changing fast EV adoption is skyrocketing, autonomous tech is accelerating, and yet, service stations still feel like they belong in a 90s road movie.

We don’t need more of the same. We need a radical rethink.

The Electric Revolution: Why “More Charging Points” Isn’t the Answer

The rise of electric vehicles (EVs) is brutally exposing just how outdated our service stations truly are.

Limited charging points, endless queues, and prolonged waiting times have turned simple pit stops into endurance tests. We can’t keep bolting charging stations onto existing structures and calling it innovation.

We’ve tried it, and frankly, it’s starting to buckle under the strain.

Imagine a world where “range anxiety” isn’t a thing anymore. Where pulling into a service station means instant access, not a frustrating wait.

Autobots & Subscriptions: Making Charging Instant & Effortless

Imagine this near-future scenario: autonomous robots glide smoothly around the car park, automatically connecting your EV to chargers as soon as you park.

No fumbling for apps. No cables. Just drive in, and your car takes care of itself.

Or even better battery swaps. In the time it takes to grab a coffee, a robot could replace your drained battery with a fully charged one.

Sound far-fetched?

Qatar’s Hamad Airport is already trialling autonomous robots, and NIO is successfully implementing battery swaps across Europe.

This isn’t sci-fi it’s a realistic next step.

Now, let’s take it even further.

What if service stations embraced subscription models?

Picture this: You pull in. No app. No fumbling for a card. Your car is recognized instantly. A premium lounge unlocks for you. Your car is charged before you even finish your coffee.

Welcome to the motorway service station that works for you. 

The Motorway Passport: Personalising the Road Ahead

Right now, motorway stops are transactional, impersonal, and frustrating. But what if we turned them into seamless, tailored experiences?

Enter The Motorway Passport a digital identity directly linked to your vehicle registration, driving license, and personal preferences.

Through smart IoT technology, connected motorways, and integrated apps, drivers could:

• Pre-book charging bays before arrival.

• Reserve family-friendly parking so you’re not circling aimlessly.

• Order a meal from a local food vendor that’s ready when you arrive.

• Even book a 20-minute VR cinema experience to make the stop actually enjoyable.

And payments? Forget cash, cards, or even your phone. Just walk in, grab what you need, and go biometric recognition takes care of the rest similar to Zayed airport 

No queues. No stress. Just a travel experience that actually works for you. 

Designing Meaningful Dwell: Turning Wasted Time into Valuable Moments

 With EV charging inevitably increasing dwell times, we’re faced with a choice: Do we see this as wasted time or do we innovate to make it valuable?

Imagine arriving at a motorway station where autonomous robots handle charging while you relax in a sophisticated, immersive space.

• Need to unwind? Step into a wellness pod for a quick yoga session.

• Travelling with kids? Drop into an AR gaming zone or interactive play area.

• On a long drive? Catch a short movie in a private cinema booth.

• Need to work? Fast, reliable internet and quiet workspaces replace the frustration of battling for a plug in a noisy café.

This isn’t utopian it’s practical innovation.

Emerging Charging Hubs & Autonomous Retail: The Next Evolution of Service Stations

Traditional petrol stations, designed for quick refuelling, must evolve into charging hubs that accommodate longer stops.

Retail and entertainment will increasingly integrate into these hubs, with companies like Walmart, IKEA, and even Tesla developing unique offerings like Tesla’s diner in Los Angeles, where you can watch a movie while your car charges.

Autonomous retail options, such as Juxta’s self-contained convenience stores and Amazon Go will also reduce the need for extensive staffing, creating streamlined and efficient hubs.

The future of service stations isn’t just about charging. It’s about turning them into places you actually want to stop.

Mobile Service & Sustainability: The Smart Stations of the Future

Companies like Ford and Spiffy are pioneering on-the-go vehicle repairs and software updates, reducing reliance on fixed service stations. Instead of waiting for a breakdown, cars could proactively receive maintenance wherever they are.

Meanwhile, sustainability will drive even bigger changes.

Solar-powered charging hubs, wind-assisted energy, and bidirectional (V2G) charging will allow EVs to feed excess energy back into the grid.

Instead of being just a stop, service stations could become smart energy hubs balancing demand, reducing strain on the grid, and even rewarding drivers for sharing power.

This shift isn’t just about convenience. It’s about making service stations part of a cleaner, smarter, and more efficient travel ecosystem.

Creating Destinations, Not just stops

How many times have you glanced around a rural service station and thought, “It looks nice here”?

Yeah, me neither.

But there’s a huge opportunity to turn these mere transit points into destinations inviting travellers to linger, enjoy the local scenery, and engage with regional culture.

Inspiring Experiences: What If Service Stations Were Designed Like…

• Theme Parks? Where waiting isn’t a chore, but part of the experience.

• Cinemas? Blending entertainment with retail and dining.

• Cruise Ships? Offering short-stay accommodations, wellness areas, and immersive experiences.

Imagine applying this mindset to service stations:

• Short-stay accommodations offering a “cruise-like” relaxation experience for overnight travellers.

• AR-based vehicle health checks that make routine inspections interactive and engaging.

• Stations celebrating local culture with food, art, and experiences unique to each region.

The Road Ahead: The Journey Should Be Just As Good As The Destination

For decades, service stations have been a necessary evil. A place you stop because you have to, not because you want to.

But what if stopping became something to look forward to?

What if service stations weren’t just functional but enjoyable?

What if the future of road travel wasn’t just about getting from A to B, but about actually enjoying the journey in between?

Because that’s the real goal: To transform travel from a frustrating necessity into an effortless, seamless, even delightful experience.

That future?

Well It’s all a little closer than we think.

Thanks for reading if you’ve got thoughts to share just hit reply I always enjoy hearing from you Speak soon, Danny

Psst...whenever you're ready, there are a few ways I can help you: