Slimmeheater.nl UX & UI design
A webshop re-design to grow from startup to scaleup
Slimmeheater.nl offers electric heaters and infra-red panels. As gas prices rose, so did their conversion rates. While their business was growing they found customers convert only when well-informed. But many felt unsure and contacted the service desk, while others left the site.
The team of Slimmeheater.nl wanted to increase sales and establish themselves as knowledge experts. To keep scaling the business, they realised that the website needed to be restructured to provide the right information at the right time. And to project a more professional image a redesign was necessary.
Investing in heating for your home is not an impulse-buy
When it comes to choosing the right type of heating ‘for your situation,’ many factors weigh in:
- The differences between electric and infrared options.
- Size of the room.
- Where do I begin?
- What do I need?
- How much money will it save me?
It’s not like buying a pair of jeans. Before you can effectively filter on specifics, you first need to understand the options and know what you’re looking for. So we conducted a user-centric approach to restructure the content and put more emphasis on information provision throughout the e-commerce experience (buyer journey).
Our challenge was to create a tailored experience for 3 user segments
Through research we found that the customers could be divided into 3 segments:
- Those who know exactly what they need.
- Those needing some assistance.
- The rookies, who don’t know anything .
This translated into 3 distinct (main) user journeys.
- E-commerce Journey: Focus on seamless purchasing with reassurance for decision-making.
- Discovery Journey: Share examples and cases to merge knowledge with best practices (and products).
- Knowledge Journey: Learning-focused content for understanding principles
It starts with knowing the difference between infra-red and convection heating
So we introduced:
- A knowledge base (kenniscentrum).
A centralised hub where users can find relevant information and blog articles quickly and easily. This saves them time and effort compared to searching through various pages or contacting support for basic queries. Providing users with a comprehensive knowledge base enhances their overall experience on the website. It demonstrates the commitment of Slimme Heater to helping them succeed and it builds a positive brand perception. - Cases with concrete examples and inspiration
In addition to regular blog articles we introduced cases that explain how others have implemented infra-red panels or electric heating in their homes. We wanted to create a similar experience as when you walk through Ikea: the staged homes (show rooms) give you a real idea of how that couch would fit into your 18m2 living room. - E-com: give reassurance to ease decision making
When users are in the e-commerce environment, the knowledge information and discovery inspiration becomes secondary. But we still give the user the reassurance that they can ask questions at any time and provide focussed FAQ’s and a pro’s and con’s list on the product detail page.
Thoroughly restructured content based on a professional UX/UI strategy
Get agency quality: but with a personal touch and for a better price
This project was a collaboration between me and Geertje Ruitenburg, UI specialist and owner of digital creative agency Raevels. Part of our approach is that we deconstruct all elements (of the website) to comprehend the product or service being sold. After thorough research we develop a digital strategy that aligns with the team’s vision. And then we translate our insights and vision into a new design.
Homepage design
The direct effect of a UX/UI design project is the surge of positive energy in a team. I loved witnessing the team of Slimmeheater.nl fall in love with their webshop again. It created a boost in morale, sparked new business ideas and they immediately started the development process. I’ve never worked with a start-up team that moved so fast before!
Are you also ready to scale your business? Let’s work together:
Product detail page design
The next steps for Slimmeheater.nl as the business continues to grow:
In case your company is in a similar phase, these steps can help you:
- Strengthen the branding to establish itself as a prominent player in the industry.
- Create a more robust brand identity.
- Focus on optimising the website, streamlining processes, and finding ways to improve efficiency.
- Conduct UX audits to identify areas for further improvement: more information.
- Develop a design system for consistent user experiences: more information.
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Do you have a UX question or potential project in mind?
GET IN TOUCH
Set up a free Zoom-call to tell me about your UX wants & needs
Do you have a UX question or potential project in mind?
GET IN TOUCH
Set up a free Zoom-call to tell me about your UX wants & needs