My role: UX Designer
12 months (renewed)
The process of buying a boiler was very much offline – a customers home needs to be assessed to get a boiler price.
The team were tasked to create an online journey to allow customers to purchase their boilers online (without an assessment) while increasing/maintaining sales conversion.
It was important to understand the complexities of the offline journey to determine the right approach for an online journey. I went into two customer homes, and the national call centre to monitor how the offline quote process currently worked.
Qeryz was also added to the online product page where we received over 20,000 customer comments. This allowed me to identify the pain-points and opportunities.
As an MVP we decided to give customers a price estimate online to understand the appetite of an online boiler shop. Working with the pricing team I created an estimate tool using Typeform. We tested this tool in the lab to confirm that this was the right approach and customers could use it. I also wanted to make sure that sending users to Typeform from the British Gas website wouldn’t create a jarring experience.
Before launch we shared the tool with engineers to confirm they were happy with the prices and questions asked.
Hypothesis: Customers are more likely to purchase a boiler if they are given an idea of the price before booking the appointment.
We used Maxymiser to run an A/B test where 20% of customers were shown a CTA to “Get a price estimate”. This test allowed the team to quickly test and validate the appetite for boiler prices. It also helped the team understand what the impact of adding prices online would do to conversion, sales and appointments.
What was great about using Typeform was that no development was needed. We were able to quickly test an idea and validate it against users. The results will determine our next steps as a product team.