Leading service business to SaaS platform enabling product-led growth
An established solar installation leader partnered with us to evolve from service provider to SaaS platform innovator (Fuze). Their vision required more than just technology—it demanded an experience that would drive product-led growth and enable new enterprise partnerships.
Our strategic redesign delivered measurable business transformation:
Engineered a streamlined lead generation flow that connected users with their "magic moment" faster, driving a 237% increase in conversions
Developed a purpose-built CRM that unified the entire customer journey, enhancing both client experience and operational visibility
Created white-label capabilities that unlocked new enterprise partnership opportunities
The results
225% improvement in back-office productivity and 50% reduction in costly site revisits, establishing Fuze as both a service leader and technology innovator in the solar space.
Increasing activation with AI chat
The first step of any product? Win customers.
To do this, we created a ‘quick win’ flow that demo'd the vision: a configurable quote installers could send to their customers. The first in the industry, and the key selling point.
How we increased basket value
To increase basket value, we designed the add-on flow that made it super simple for customers to add and customise their needs without feeling overwhelmed.
Data = trust
To keep users feeling in control during the decision phase, we provided easy-to-understand data to help users choose the right equipment upgrades in a single click.
Increasing conversions with real-time solar design
We designed an entire solar design tool that fed directly from the installer's CRM. This empowered sales teams to build the solar system in real-time with the customer.
A tool to unite on-site teams
Once the solar system design is confirmed by the customer, the on-site installers have an easy to access app to link up with the entire process seamlessly.
Increasing installer team efficiency
To increase team efficiency, a simple dashboard surfaces only the to-do items and events for that user.
Top level view for resource management
A quick drag-and-drop team management tool makes managing resource at a team level powerful and super simple.
A powerful sales dashboard
Giving solar company owners the power to track sales and performance data, simply.
Embedding organic growth
Solar companies can white-label and then embed the solar quote tool on their sites for almost instant access to the platform.
Helping other companies deliver great UX
This gave even small solar companies and installers the power to deliver beautiful, highly efficient experiences.
White labelling impact with global brands
The lead-gen tool we designed was tested and used by the likes of EDF, Scottish Power, and Duracell. Put up against other implementations ours outperformed with 2x conversions. Backed by this data we offered it to installers all over the UK.
Here's some of the behaviour principles we used to outperform
Create momentum with clear progress (never starting at 0%)
And one key action per screen with one main primary colour
Add positive friction to show proof of work and increase trust
With minimal input fields (no more than 4 required ideally). Yes we keep phone number as required for this audience, as we lean into trust from a known brand. Once on a call, there is a much higher conversion rate than email.
Using the IKEA effect to help nudge sales
The hypothesis is people desire configurators instead of static quotes. This is used in most industries because of an established cognitive bias called the IKEA effect where people place higher values on things they've built.
In this first iteration we hint at it with choices of panels and battery. More recently we've pushed this even harder, allowing people to customise over 400 elements of their system.
We also designed up A/B tests to measure optimal flow lengths
This same flow was white-labelled, tested and used by multiple energy companies including EDF.
And Santander…
