Pille Text
01
Titel
copy
Pille Text
01
Titel
copy
Pille Text
01
Titel
copy
RESEARCH & FINDINGS
Understanding the Existing Experiencee
HeizOel24 had no dedicated research function or budget. I worked with four available sources and cross-checked findings before turning them into design decisions.
Behavioral data
Microsoft Clarity heatmaps & session recordings
Interface audit
A screen by screen review of the existing flow. Where terminology changed, where controls repeated, where steps contradicted each other.
Customer service feedback
· Forgotten passwords and login details
· Trouble reaching an account they already owned
· Duplicate accounts created under different email addresses
Competitor scan
How direct competitors and high-volume checkouts solve the same steps. Used to check which of our patterns were genuinely uncommon.
Pille Text
01
Titel
copy
Pille Text
01
Titel
copy
Pille Text
01
Titel
copy
Pille Text
01
Titel
copy
Landing Page
Hero section with embedded calculator
Deliberately left unchanged.
Offer List
Comparable offers ranked by relevance
Easier to scan at first glance
Offer Cards
Decision-relevant information bundled per card
Trade-offs visible without opening every offer
Offer Summary
Full overview of the selected offer
No surprises before the purchase.
Checkout & Login
Simplified, single-page entry
A login that no longer breaks the flow.
BEFORE
four accent colors, three competing green elements per card
AFTER
organized card template, price leading the card, and filters collapsed into a single control
The redesign shipped responsive. Comparisons are shown on desktop, because no screenshots of the old mobile views were kept.
The Calculator
The calculator had two competing actions even though results already updated automatically. I removed the redundant refresh button and kept one clear filter action. A live result count and timestamp make the system response visible.
BEFORE
AFTER
BEFORE
AFTER
The Offer Cards
The original cards had no hierarchy. Accent colors were overused, checkmarks carried little meaning, and recordings showed repeated clicks on the lowest price label, which was not interactive.
I gave the card a clear structure. --Status stopped looking like controls, and trade-offs became comparable at a glance.
New Feature: Preferred Delivery Date
Leadership had wanted delivery scheduling for a long time, and the redesign was the first flow open enough to add it. We built it last, right before launch.
Dealers had always entered date-dependent prices with their offers, but none of it reached the customer. The scheduling link opened a static dialog saying the dealer would get in touch. A calendar now shows those dates and their price differences inside the flow. Delivery became a decision customers make themselves.
Empty state
Date selected, price difference confirmed
BEFORE
AFTER
Offer Summary
The old summary listed everything at equal weight, so the price sat in the beginning. I grouped related information into sections and moved the total directly above the purchase button.
Considered and rejected: one-click purchasing. The product manager and I agreed that at four to five figures, customers need a last look.
New: Context-aware Login
In the old flow, the selected offer disappeared the moment users reached sign-in, with no confirmation they were still buying the same thing at the same price. The offer now stays visible throughout login, and guest checkout moved out of the small print into a visible option.
The competitor scan showed this pattern was common in high-volume checkouts, which made it easier to argue for changing a step existing customers already knew. No context loss, and one less reason to abandon at the last step.
BEFORE
AFTER: Context-Aware Checkout Login
Reduced friction & clearer orientation
Sign-in was a major source of support requests. Customers forgot passwords, created duplicate accounts, or gave up at a screen that asked them to choose between signing in and registering before it knew who they were. I rebuilt authentication around account status. Users start with a single email field, then see only the next relevant step: continue as a new customer, enter a known password, or receive a login link.
Failed passwords route straight to email access instead of a recovery loop.
enter email
email not found
existing account
create account?
optional
password available?
continue order
enter password
send login link
password incorrect?
continue order
send login link
gray: flow step · green: leads back to checkout
Four states, one entry point
Email-first Entry
Users begin with a single email field instead of choosing between sign in and registration.
Optional Password
New customers can continue their purchase immediately and decide later whether to create a password.
Passwordless Login
Returning customers without a password receive a secure login link via email.
Instant Recovery
Replaced password recovery with instant email access, helping customers complete their purchase instead of abandoning it.
RESULTS
Modernized, Not Reinvented
Post-launch analytics showed movement across four areas.
Pille Text
01
Titel
Measured after the selected offer stayed visible through sign-in.
Pille Text
01
Titel
copy
Pille Text
01
Titel
copy
Pille Text
01
Titel
copy
STEP OUTCOME
~13% → ~10%
Drop-off at the login step
Measured after the selected offer stayed visible through sign-in.
BUSINESS OUTCOME
~64% → ~67%
Checkout completion rate
Measured after the checkout was shortened and validation made explicit.
FUNNEL OUTCOME
~8%
Reduction in checkout abandonment
Measured after the redesigned flow replaced the previous one.
BEHAVIORAL OUTCOME
~10%
Increase in guest checkout usage
Measured after guest checkout moved out of the small print.
Measured over a 12-week post-launch window and provided by the marketing team. Percentages without a range are relative changes against the prior baseline, not percentage points. Heating oil demand is highly seasonal and the launch landed in December, past the peak of the buying season, which likely affects these numbers.
Live since December 2023, with every flow shown here shipped. Still the default ordering experience today, unchanged.