MakeMyHouseGreen is an end-to-end solar installation company that provides a full technology stack to manage the entire B2C customer journey.
Sprint:
3x iterative 2-4 week sprints
Impact:
30% increase in primary conversion (sales booking)
My roles:
User Research
UX Design
UI Design
The Challenge: Bridging Data Complexity and High-Commitment

The primary goal of our user flow is to drive high-intent customers to book a consultation with our sales team. A major barrier existed in the middle of the funnel:

Original flow from solar calculator to booking page

Iterative Strategy and Learning
We tackled this problem through multiple, measurable iterations.
All iterations were A/B tested against the existing user experience. Results and learnings were defined by page tracking and recorded session replay.

V1: MVP

Key changes:

  • New summary page introduced

  • Simple design: format favours words over graphs and numbers

  • Next steps explained

  • Option to send a copy to your email address (allows us to build a high-intent email audience segment)

Results & Learnings

  • 6% improved conversion rate from calculator page to booking action

  • High bounce rate (57%) back to calculator: data is framed differently and looks new, users want to go back and check against the calculator

  • 50% of users sent themselves a copy

V2: Expansion

Key changes:

  • Improved UI: less text, easier scannability

  • Moved all data and charts to the calculator page for better information architecture (data on the calculator page, products here)

  • Improved value proposition: added trust markers and services, discounts, savings and reduced price emphasised, optional extras added

Results & Learnings

  • Conversion rate and bounce rate improved but drop-off from this page remained high

  • Hypothesis 1: the 'shopping basket' UI and total price suggested a bigger commitment than was required (i.e. buy now)

  • Hypothesis 2: customers are interpreting this page as an accurate quote

The drop-off dilemma

We hypothesised that by providing a full price breakdown, we inadvertently gave users just enough information to engage in competitor price shopping without needing to speak to our sales team. This satisfied the user's need for a "quote" but derailed the business's goal of securing a booking.

V3: Expansion

Key changes:

  • All pricing information removed

  • Retained all non-pricing details (products and discounts)

  • Customers can still email themselves a copy

Results & Learnings

  • Conversion rate increased by 30% over a 4-week period

  • Creating a value gap gave customers an incentive to speak to us

  • Email segment performs with 14% higher CVR compared to main audience (captured before solar calculator)

Key insights and impact
This project demonstrates the ability to drive significant business impact through strategic design and data-driven iteration:

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