Quatt
INDUSTRY: Renewable Energy
WEBSITE: https://quatt.io/
MONTHLY USERS: 250K
Quatt is a Dutch cleantech start-up founded in 2021 with a mission to accelerate the transition to sustainable electric home heating in the Netherlands and beyond. The company has developed a portfolio of innovative products, including a hybrid heat pump, a home battery, an air conditioning unit, a fully electric heating system, and smart energy contracts. Together, these solutions are designed to work as an integrated system, allowing homeowners to eliminate gas usage and live more sustainably.
ROLE: Senior UX/UI Designer
TEAM: 4 designers (2 seniors, 2 juniors), 1 POs, 1 PM, 2 marketeers
DURATION: 1.5 years
At Quatt, I acted as a bridge between website development, product, marketing, and design teams to create cohesive and user-centered digital experiences. I led website customer journey optimization through A/B testing to improve conversion rates and conducted workshops, interviews, and usability tests to uncover user needs, pain points, and motivations. In addition, I established and managed Quatt’s design system, ensuring consistency across digital and physical touchpoints. I also collaborated closely with marketing and industrial design teams to strengthen brand alignment across the product portfolio and mentored junior designers to support their professional growth.
CHALLENGE
Lack of user insights increases the risk of designing based on assumptions.
As Quatt continued its rapid growth, expanding its portfolio with new sustainable energy products, it became increasingly important to communicate these innovations effectively online. However, the team lacked a clear understanding of how users perceived the products, their benefits, and their competitive advantages. This created inconsistencies across the website and marketing campaigns, making it difficult to present a cohesive and user-centered story of Quatt’s offering.
THE PROCESS
Collecting users insights and start testing assumptions.
1.
Proto Personas Workshop
Facilitated a workshop with key stakeholders to consolidate knowledge about our current target audience, their needs, pain points, and motivations.
2.
Usability Testing
Conducted usability testing to gather qualitative insights into how our users perceives and interacts with the platform. These sessions provided actionable data to guide design decisions and prioritize improvements.
3.
A/B testing
Initiated A/B testing experiments in collaboration with key stakeholders to reduce assumption-driven decisions and optimize key conversion metrics.
4.
Experimentation Cycles
Implemented continuous experimentation cycles combining usability testing and A/B testing. The goal was to build a data-informed design team that supports testing measuring and iterating.
1. Proto Personas Workshop
To begin collecting insights about our target audience, I facilitated a Proto-Persona workshop with key stakeholders from Customer Support, Installation, and Sales. This collaborative session helped capture existing knowledge about user needs, behaviors, and pain points, creating a shared foundation for future research and design decisions.
💡Output:
1️⃣ Three distinct Proto-Personas emerged: Socially Influenced Willem, Detail-Oriented Mia, and Non-Technical Kasper
2️⃣ The Personas personas were later integrated into the company’s strategic planning to raise awareness and ensure that product, marketing, and development decisions remained aligned with real user needs
2. Usability Testing
For every new page or feature, I conducted usability test interviews with potential users to evaluate the copy, interactions, and identify any blockers or misunderstandings they encountered. Each testing cycle included 10 interviews, after which I clustered the insights based on frequency and themes. Together with my manager, we prioritized the findings according to urgency and technical feasibility, ensuring that the most impactful improvements were addressed first.
3 Usability Tests with 30 end users 🤓
During my time at Quatt, I conducted three rounds of usability testing involving 30 end users. Among many valuable insights, a recurring theme emerged: while users expressed a desire to be more sustainable, their motivation to adopt sustainable solutions was strongly tied to financial convenience.
English interviews 🗣️
The interviews were conducted in English, even though the target audience was Dutch. To ensure clarity and accuracy, a Dutch colleague assisted during sessions to help bridge any language gaps or nuances that could affect the insights gathered.
💡Output:
1️⃣ Gained a deeper and more granular understanding of the target audience, their motivations, pain points, and decision-making drivers
2️⃣ Developed more detailed personas and updated documentation, which were integrated into the company strategy to support user-centered decision-making across teams
3. A/B Testing
I initiated A/B testing experiments with the goal of increasing conversion rates at the start of Quatt’s sales funnel. Using Webflow Optimize, I tested one or more design variants informed by best practices, competitor analysis, and accessibility improvements. Beyond optimization, A/B testing also served as a valuable tool to validate or challenge management-driven assumptions, ensuring that design decisions were grounded in data rather than intuition.
20 different A/B Tests 🧑🔬
We ran approximately 20 A/B tests aimed at increasing the conversion rate of users entering the sales funnel. Each experiment provided valuable insights into user behavior and design effectiveness. Additional examples of these tests can be found in the Design Bites section.
💡Output:
1️⃣ The conversion rate of users entering the sales funnel increased by approximately 20% across all touch-points.
2️⃣ A/B testing helped debunk several incorrect assumptions, saving the team valuable time and resources by ensuring decisions were guided by real user data rather than speculation.
4. Experimentation cycle
Together with the team, we established a continuous experimentation cycle that included quarterly usability tests and bi-weekly A/B testing. All results were documented and shared with stakeholders, fostering transparency and data-driven collaboration. This process laid the foundation for a culture of design experimentation within Quatt, enabling future design teams to create new web pages and marketing assets with reduced risk and higher conversion rates.
🎯 Conclusions:
1️⃣ Data-driven design drives real results
Grounding design decisions in usability and A/B testing reduced assumptions, improved efficiency, and increased conversion rates by approximately 20%.
2️⃣ Understanding users creates meaningful impact
User research revealed that financial benefit outweighs sustainability as a key motivator, shaping more relevant messaging and design priorities.
3️⃣ Embedding UX experimentation builds long-term value
By establishing continuous experimentation cycles, Quatt’s team can now build and iterate faster and decrease assumptions risk.
Before you go check the Design Bites
