Website redesign for a heating systems manufacturer
Project type
Website UX/UI redesign
Industry
HVAC
Technologies
WordPressScope of work
Audit, competitor analysis, strategic workshops, research with user participation, UX strategy, UX/UI design
Key Project Aspects
- New information architecture tailored to B2C and B2B clients’ needs
- Individual in-depth interviews (IDI) with users from three groups: retail customers, installers, and designers
- An interactive product configurator that helps you choose the best heating device
- Sections for logged-in installers, designers, and maintenance providers with access to technical materials
About the Client
BRÖTJE is a brand specializing in heating systems for both residential and other types of buildings. The company has over 100 years of experience and is part of the international BDR Thermea group, one of the largest heating technology manufacturers in Europe.
The Challenge
The existing BRÖTJE website was designed primarily for professionals such as installers, designers, and service technicians. However, the company wanted to expand its reach to individual customers planning to build a house or modernize their heating system. The challenge was to redesign the communication and website structure to reconcile the needs of diverse target groups – technical and non-technical.
The Goal
Our goal was to develop a UX/UI strategy for the new BRÖTJE website version. We aimed to provide a more efficient reach to individual customers while maintaining full functionality for professionals (installers and designers). To support the selection of the right heating system, we had to understand all target groups’ needs and design a clear information structure. The result was a set of ready-made strategic and visual recommendations:
- a “Foundations” document (design material including information architecture, feature list, and UX/UI guidelines),
- a new website structure,
- key subpage designs.
The Solution
We began the project with a “Discovery” phase, analyzing the existing website and checking the solutions used by competitors. We also organized a strategic workshop for the client’s team to discuss our conclusions.
Next, we prepared research scenarios and conducted in-depth interviews with three target groups: individual customers, installers, and designers. We translated the research findings into specific design solutions:
- a clear information architecture that simplifies the navigation and searching for the right product,
- an interactive configurator that guides users through the heating device selection process,
- a set of lead forms tailored to various contact scenarios – from building a new house, through installation modernization, to B2B cooperation.
Solution Details
Product Configurator
Research showed that individual customers get lost in the offer and struggle to choose the right device for their investment. To improve their experience, we designed a configurator where the user answers a few questions regarding:
- the investment type (a new construction or modernization),
- the building type (single-family, multi-family, commercial),
- the surface, insulation, and heating type,
- the demand for domestic hot water (DHW).
Based on the responses, the user receives a recommended products list with the most important parameters, and a contact form.
Different Contact Form Variants
The previous form was generic and did not account for all the needs of users contacting the company. This was the reason for designing several form variants – for customers planning to build a house or modernize their installation, and for professionals interested in cooperating. Each includes only the most important fields and clearly outlines what will happen after submitting the inquiry.
Improved Product Presentation
The product listing did not allow users to compare basic device specifications quickly – they had to navigate to each product page. Learning the differences between models was difficult and time-consuming, so it lengthened the purchase path.
We redesigned the product listing so that it now displays the most important information, such as technical specifications, an example installation photo, and additional tags (e.g., “New” or “Clear Air”).
Product Comparison Engine With PDF Export
When looking for the best product for their investment, users had to open each tab and manually compare the parameters, which could be discouraging and frustrating.
We created a simplifying mechanism that solves this problem. Users can mark a few products and access the comparison tool with a single click. The chosen products and their technical descriptions appear in a table – it is exportable as a PDF file and shareable via a public link.
Interactive Maintenance Providers Map
Users were looking for the nearest technical support in case of a malfunction or when planning an installation. However, the previous map did not allow them to check which services a maintenance provider offers for a specific device type.
To solve this issue, we created a new map with a search engine. Entering a postal code or city reveals the authorized BRÖTJE locations, each with its specialization icon (e.g., heat pumps, gas boilers, or oil boilers).
The Effect
The new website is: an intuitive UX and a simple information architecture
We streamlined the BRÖTJE offering and adapted the product display to different users' needs. Thanks to the new architecture and interactive tools, customers can find a suitable solution faster, compare models, and connect with the right specialist.
See our achievements at a glance:
A simplified process of selecting heating devices thanks to a configurator that guides users through their questions and recommends suitable products
A shortened product comparison path by displaying differences between several devices in one table and exporting the results to a PDF file
Easier contact with the company by introducing form variants tailored to different inquiry types – from house construction to B2B cooperation
An interactive map of authorized BRÖTJE locations with information about their specialization, to find the right service
A new product listing with key parameters and device designations for quick understanding of the offer
A streamlined information architecture and a coherent UX/UI concept that supports the website’s further development
Statistics
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