Introduction
Checkatrade partnered with Heatable to embed their instant quote and booking tool into the Checkatrade user journey. The goal was to provide a seamless experience where users could begin on the Checkatrade platform and smoothly transition to Heatable’s interface with full confidence and trust.
As the lead Product Designer, I designed the end-to-end process, focusing on cross-brand consistency and user trust. I conducted user testing to validate the journey, ensuring that users understood they were still supported by Checkatrade while interacting with Heatable’s tool.
As the lead Product Designer, I designed the end-to-end process, focusing on cross-brand consistency and user trust. I conducted user testing to validate the journey, ensuring that users understood they were still supported by Checkatrade while interacting with Heatable’s tool.
Challenge
Integrating Heatable’s booking tool into the Checkatrade user journey presented several challenges:
- Ensuring a seamless transition between Checkatrade and Heatable branding without causing user confusion.
- Maintaining user trust while moving between two brands.
- Designing a consistent experience that felt native to both platforms.
- Validating that users understood the process and felt supported throughout.
Solution
We focused on creating a cross-brand design system that balanced both companies' visual identities. Key solutions included:
- Visual Continuity: Used familiar Checkatrade elements during the initial journey, gradually introducing Heatable’s branding.
- Clear Communication: Added messaging to reassure users they were still supported by Checkatrade.
- Consistent UI Patterns: Maintained similar button styles, typography, and layouts to reduce cognitive load during the transition.
- Trust Indicators: Included subtle Checkatrade references even on Heatable’s interface to reinforce partnership trust.
Process
- Research: Analysed user expectations, mapped the existing user journey, and identified potential friction points.
- Design: Created prototypes showcasing the transition between brands, focusing on trust-building elements and consistent design patterns.
- User Testing: Conducted usability tests to validate that users understood the partnership and felt confident when moving to Heatable’s tool.
- Iteration: Refined designs based on user feedback, ensuring clarity and a frictionless experience.
- Delivery: Collaborated with engineering to implement the designs and validate the live experience.
Impact
The integration led to a more cohesive user journey and improved booking completion rates. Key outcomes included:
- Increased User Trust: Users reported feeling more confident during the transition process.
- Improved Completion Rates: The seamless integration resulted in a higher percentage of users completing quotes and bookings.
- Enhanced Brand Perception: Both Checkatrade and Heatable benefited from the smooth, supportive user experience.
OKRs
- Objective: Create a seamless cross-brand experience to increase user trust and booking completions.
- Key Results:
- Reduce drop-off rate during brand transition — Achieved: 25% reduction
- Increase booking completion rate — Achieved: +15% increase
- Improve user understanding of partnership — Achieved: 90% clarity in user testing
Gallery
