Lämpöpuisto - UX improvements
Project
UX Design
An energy company aimed to refresh the look of their B2B website, improve usability, and thereby enhance customer satisfaction and get retention. The company operates in the field of heating oils and services for business customers.
My role was UX Designer, and I was responsible for the website structure and user paths, and collaborating with the team on content layout and technical solutions.
Design process
Software developer, Product Manager, Analyst, Brand Designer and Content Specialist.
Team
Research
Heuristic evaluation:
I reviewed all the pages to assess how understandable the information is, how users can control their experience, whether the structure is consistent, the level of accessibility, the functionality of error messages, and the logical organization of the content. I documented my findings and also used Lighthouse to identify technical accessibility issues. These were added to the development list, and I collaborated with the visual designer and content specialist to plan improvement suggestions.
Analytics:
The team's analyst conducted a keyword analysis, gathered data on website behavior, leads, and the use of customer service bots. Using the dashboard created by the analyst, I gained valuable insights to support UX design.
Sitemap, wireframes and prototype:
I designed the site map, and based on client feedback, we incorporated their newest product. We reviewed the wireframes together with the client. I designed the user flow for the product selection bot and improved accessibility by adjusting contrast and optimizing the contact form. Internal linking and pagination were previously missing, so we added them to enhance usability. The page directing users to their personal account lacked informativeness before, so we added content to improve both usability and sales appeal.
Sitemap
Here is an image of the website's structure. Services and products were made more visible in the navigation, and internal links within the site were increased. I also created wireframes, which were designed in collaboration with the content specialist. Additionally, I designed the user flow for a product and service selection bot.
Outcome and impact
Intuitive website
A modern and easily scannable page design makes it simple for customers to find products and services, get in touch, and access detailed product information.
The final result, Lämpöpuisto B2B site was published on Spring 2024.
Lämpöpuisto was happy for the result and smooth collaboration. Site structure is much more informative and user paths more intuitive, and the customer feedback, retention rate, new leads and customer feedback will give insights about the success of the UX improvements.
Ready services page
The services are easy to scan, and the CTA directs users to a dedicated page for each service. The sales contact information is more prominently displayed, and the contact form is now clearer than before.
Service and product selection bot
The Leadoo bot helps guide customers to the right product or service.
Learnings and measuring success
I learned about the key ingredients of a successful: open communication, building trust, and thorough planning. The project management kept well-informed and aligned with both the client and technical partners.
I also learned about designing customer service bots, analytics, and setting the user flow.
Although, as an experienced sustainability expert, I felt discomfort working with the oil business, I recognize that the company's operations remain structurally significant until we have fully transitioned to renewable energy sources. For example, many elderly people's homes are heated with oil, and various factors, such as energy poverty, contribute to the need for traditional energy sources during the transition period.
Measurement can be based on traffic on the new page, customer experiences regarding the informativeness of the site, and the number of contacts and leads through the site.