Essent
Optimizing user journeys for Future Energy Home products
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Essent is rapidly expanding its Future Energy Home offering, with solutions such as solar panels, heat pumps, EV chargers and insulation. Research and analytics showed that individual product checks, such as the roof check, worked well. But on the heat pump page, users were given a large amount of information before they even knew whether their home was suitable. As a result, conversion was falling behind.
In brief
2.5 mln
customers
1.800+
technicians & advisers
25+
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From overload to overview
User research on the existing heat pump page revealed the same problems again and again: too much to read, no clear next step and no early indication of whether a heat pump was actually a realistic option for the home.
We restructured the customer journey around two questions. First: is my home suitable? Second: what does a heat pump involve and how much does it cost?
The first question got its own page explaining the requirements for a home, which can also rank independently for this topic. The second became a landing page with information about heat pump types, costs and brands.
From there, the product guides users step by step, from checking their postcode to uploading photos and requesting a quote. The flow is built around progressive disclosure.
Beyond heat pumps
Heat pumps were only one part of a much bigger picture. The team designs customer journeys for six product categories: solar panels, heat pumps, central heating boilers, home batteries, EV chargers and insulation.
Each product has its own check tool. One example is the roof check, which we tested and refined with real users to help them configure a suitable solar panel system in just a few minutes.
Make complex decisions feel simple
We design digital experiences that help people make the right choice with confidence.
