Highbourne Group
The Underfloor Heating Store: Homepage Redesign
About
About The Underfloor Heating Store
An online retailer of underfloor heating systems selling to both trade and retail customers. Part of the Highbourne Group.
Project Summary
The redesign aimed to serve both knowledgeable trade customers and retail shoppers who are less familiar with underfloor heating. The goal was to communicate trust, technical quality, and long‑term reliability while promoting products and guiding new customers.
From a business perspective, the redesign sought to increase engagement and conversion, drive trade sign‑ups and repeat purchases, encourage sales of complete heating systems over individual components, and strengthen loyalty and awareness of UFHS’s exclusive brands.
Scope: Homepage UI
Sector: E-commerce (Trade & Retail)
Tools: Figma
Year: 2025
Problem statement
The current content hierarchy and page layout don’t meet the needs of different users, such as trade and retail customers. Key selling points and call to action are buried below the fold, leading to low engagement and causing users to miss important content and ultimately reducing the page’s ability to stand out from competitors.
Brand & Visual Direction
The visual direction was designed to communicate warmth, comfort, and reliability, using graphics and warm colours like orange that subtly reference heat and energy. Imagery was tailored to user mindset: product-led visuals for trade, and lifestyle-focused imagery for retail users to convey warmth and comfort. This approach allows the brand to appeal to different customer needs.
Graphical Elements
The visual elements incorporate graphics inspired by the UFHS logo and product focus. The flowing lines are used throughout to subtly connote warmth and movement, reinforcing the idea of underfloor heating.
Additional shapes and motifs derived from the logo are applied as decorative accents and bullet points to create a cohesive experience.
These elements add visual interest without distracting from key content, supporting both usability and brand recognition.
Design
1
Navigation
2
Carousel
3
Top USPs
Design Solutions
Design decisions were made to give the user access to all relevant content with minimal cognitive effort. Having the ability to have space for contextual guidance such as blogs, buying guides, or promotions was important to the business to help with decision making and to support DIY users.
1 - Navigation
Changes & Rationale
The navigation was restructured to balance credibility and usability.
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A high Trustpilot score was prominently displayed on a dark contrast background to reinforce social proof.
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“Help & Advice” and “Knowledge Base” sections were introduced to support less experienced retail users.
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The contact area was updated to include the word “Expert” alongside the customer support number, reinforcing trust and specialist support.
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A clear “Build Your Full Kit” call‑to‑action was added to guide customers toward complete system purchases.
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A newly styled basket icon was added to highlight when a product is added, providing clear visual feedback and encouraging to checkout.
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Offers within the navigation was styled with subtle color differentiation, ensuring it stands out more effectively.
2 - USPs
Changes & Rationale
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The hero area was streamlined, reducing unnecessary height to bring products and promotions higher up the page.
- Promotions were incorporated in a modular layout that serves both commercial goals and user clarity.
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Key Unique Selling Points (USPs) were added directly below the hero section to quickly communicate reliability, technical expertise, and ease of shopping with us.
3 - Carousel
Changes & Rationale
The homepage carousel was redesigned to reflect user intent:
Retail View: Featured lifestyle imagery to evoke warmth, comfort, and home improvement inspiration.
Trade View: Focused on product‑centric visuals highlighting technical details and bulk offers.This segmentation provided a more relevant experience for each audience while maintaining brand cohesion.
1
Help & Information
2
Why Underfloor Heating Store
Design Solutions Cont.
1 - Help & Information Section
Changes & Rationale
To serve retail customers a dedicated Help & Information component was created to:
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Add reassurance via Trustpilot ratings
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Reinforce brand’s supportive and reliable nature through friendly and professional staff imagery.
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Clear call to actions for like ‘generate kit’ to increase revenue with complete sets and help retail customers.
2 - “Why The Underfloor Heating Store”
Changes & Rationale
To strengthen brand positioning and highlight technical differentiation we added:
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An interactive component allowing users to have a more engaging and intuitive experience while learning about the business USPs.
All USPs were displayed clearly, enabling customers to quickly understand the brand’s strengths and offering without exploring each point individually.
Future Iterations & Tests
No post-launch data is currently available for this project as shortly after launch the site was handed back to the Underfloor Heating Store to manage.
Key metrics to monitor would include:
- Conversion Rate
Tracks percentage of homepage visitors completing target actions (e.g., product purchases, trade sign ups). - Add-to-Cart Rate
Percentage of visitors adding items (especially full kits or exclusive brands) to cart from homepage links. Reveals if trust-building and product guidance lead to purchase intent. - Segmented Metrics (Trade vs. Retail)
Break all above by audience as this ensures customised experience—trade users get technical depth, retail get simplified guidance. - Trade Sign-Up Rate
Specific conversion rate for trade account registrations.