From visit to contract

Designing a scalable website and a frictionless conversion funnel

Website Desktop Mobile

Context

  • Complex product information and an unclear path to conversion
  • High friction between product discovery and checkout
  • One responsive experience across the entire customer journey
HomeServe website on a laptop
HomeServe component library

A scalable design system

  • Reusable components across marketing and transactional flows
  • Consistent interaction and visual patterns across breakpoints
  • Built to scale without redesigning every new page

A frictionless conversion funnel

  • Clear progression from eligibility to plan selection and checkout
  • Reduced complexity through focused, step-by-step decisions
  • Mobile-first flow designed around completion and conversion
HomeServe order funnel on a smartphone
Finished HomeServe website and funnel on a laptop

Result

  • One consistent experience from first visit to contract
  • Clearer connection between product discovery and purchase
  • Scalable foundation for future pages, products, and journeys

More work