Simplifying the buying process of heat pumps

HeatTransformers is the first digital company in the Netherlands dedicated exclusively to the sale, consultation, installation, and servicing of heat pumps. However, selecting the right heat pump is complex, as each model varies and every home has unique requirements.

I was brought into this project to redesign their entire website, creating a streamlined and user-friendly experience to simplify a traditionally complicated purchasing process.

MY ROLE
UX/UI Design
Website redesign
Animations
CLIENT
HeatTransformers

The problem

HeatTransformers is the first digital company in the Netherlands dedicated exclusively to the sale, consultation, installation, and servicing of heat pumps. However, selecting the right heat pump is complex, as each model varies and every home has unique requirements.

  • The website is heavily product-focused, which makes it difficult for potential buyers to find relevant information and make informed choices.

  • Although the site offers quality products, it lacks a user-friendly journey to guide users through their unique needs, eligibility, and suitability.

Jobs to be done

After conducting many exploratory interviews and doing usability tests with the current page, we concluded that designing distinct user flows for both pre- and post-purchase stages is essential. This underscored the importance of organizing and prioritizing information to create a successful, user-centered website.

  • Educate and inspire prospective customers toward a sustainable transition.

  • Provide a streamlined, personalized purchase journey and support system.

  • Enable installers and build trust with proven quality and savings guarantees.

Main insights

Redesigning the page was a challenging task, particularly when it came to organizing information and establishing a clear hierarchy for diverse user needs. After the page went live, I gathered several key takeaways from the experience.

Do not make users think
Make the user flow very obvious and easy to understand. More cognitive thinking adds more friction. Give one M&M at a time: Users do not mind clicking, but thinking is a problem.
Give fewer options and think of bundles
Instead of showing all products, think of categories. In this case, it is  First Hybrid or all Electric. Everything else comes bellow
Present information gradually
Main key points first, and add detailed information as the user deepens in the flow. Give one M&M at a time: Users do not mind clicking, but thinking is a problem.
First give, then ask
Show your unique solution to users before asking them to do something. First introduce yourself, then talk about benefits, explain what you offer to them before you ask to fill a form or give you more specific information.
NEXT PROJECT

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