Heat Me

For Heat Me, the challenge was not a simple redesign, but a complete overhaul of the user experience. I rethought the entire journey, page by page, working exclusively on user intent: how to guide a visitor to the right offer, reduce friction, and clarify a value proposition that can sometimes be complex.

The Challenge

Heat Me is Belgium's largest network of heating specialists, with a broad range of services: installation, maintenance, emergency repairs, boiler replacement. The existing site failed to effectively guide visitors to the right service. Navigation was confusing, the site structure poorly organized, and the conversion rate didn't reflect the traffic volume.

The challenge: transform an informational website into a genuine qualified lead generation tool, without sacrificing the richness of the offering.

The Approach

My role focused on UX strategy and the complete restructuring of the experience:

• Complete restructuring of the site architecture based on actual user intents;

• UX centered on user intent (boiler replacement, emergency repair, installation, maintenance);

• Optimization of decision-making paths to minimize clicks to conversion;

• Creation of detailed wireframes, ready for integration by their technical team.

Each page was rethought not as an information page, but as a step in a decision journey. Call-to-actions were repositioned based on urgency level and type of need.

The Outcome

The wireframes and new architecture were delivered to their long-standing agency for integration. The restructuring of the site map significantly clarified user journeys and aligned the site with actual search intents.

The new site now reflects Heat Me's market leadership position in Belgium, with fluid journeys that convert traffic into qualified quote requests.