Transforming Bosch FastTrack boiler journey and boosting user confidence from 5 to 8 out of 10.
Building confidence
FastTrack is Bosch's primary online sales channel for boiler installation, designed to be stress-free with no upfront payment and guaranteed pricing. Customers answer questions to receive product recommendations and tailored quotes.
Despite its competitive advantages, only 4% of users were completing the journey. High drop-off rates at critical points were undermining a strong value proposition, and Bosch needed to reduce friction while rebuilding user confidence in the digital experience.
Emotional barriers behind drop-offs
User interviews and analytics revealed two critical failure points: the Product Selection page and the Photo Upload page. Customers struggled to understand model differences, lacked confidence in their choices, and found photo guidance unclear.
The core issues were not just technical but emotional, as users felt unsure, overwhelmed, and unsupported during key decision moments when pricing, features, and next steps were not clearly communicated.
Friction mapping to rebuild confidence
We deployed a full product team and used our Friction Mapping™ methodology to identify exactly where customers got stuck and why. Each pain point cluster was linked to outcome themes: Educate and Inform, Reassure and Recommend, Support and Guide, Increase Clarity, and Improve Accessibility.
These themes drove all design decisions and priorities throughout continuous discovery workshops, usability testing, and multiple design iterations based on real homeowner feedback.
Building trust at every step
Key improvements focused on rebuilding user confidence through clarity and simplicity. We redesigned the Product Selection page to make comparisons easier and decisions quicker, supported by transparent pricing summaries and finance information.
Throughout the journey, we added boiler reviews, more relatable language, and built-in expert guidance to reassure customers. The Photo Upload page was completely overhauled with instant capture capabilities, multiple upload options, and clear visual examples.
The impact was immediate
The redesigned journey delivered exceptional improvements across all key metrics. Product Selection page confidence scores rose from 5 to 8 out of 10, while average dwell time dropped from 12 minutes to just 4 minutes. The Photo Upload experience saw satisfaction scores increase from 2 to 9 out of 10.
These improvements were validated through live user testing sessions during continuous discovery. Internally, the project received a Net Promoter Score of 8 out of 10 from Bosch stakeholders, deployed over six agile sprints and integrated directly into their live platform.
