Problem Statement.

Research.

To better understand why users were struggling to find content, I started by gathering UX insights. I conducted a competitive analysis of both large, well-established comparison sites and smaller niche players. The big players showed me how dominant sites structured their libraries and surfaced key resources, while the niche sites revealed creative ways to guide users without heavy technical overhead. This gave me a benchmark for where Solarpanels.ie was falling short, and inspiration for lightweight improvements.

I also ran heatmap analysis on the site using Microsoft Clarity. This was crucial because I wanted to see exactly where users were dropping off and how far they scrolled before giving up. By identifying the “fold” where attention waned, I could pinpoint where important resources needed to be placed. 

Meet the Users.

Coding & Development.

I began in Visual Studio Code, developing an article category tagging system that automatically organised content collections based on their <h2> tags. This gave structure to the growing library without requiring backend changes. Once that foundation was in place, I built a filter bar that dynamically returned articles matching user inputs. To make search more flexible, I added data-keywords to each article, so users could find content through relevant terms, not just exact titles.

Prototype.

Testing.

When testing the changes, I used heatmap analysis to see how users navigated. The updated layout improved clarity where  users focused on the comparison tools instead of scattering clicks across the page. Interestingly, there were fewer clicks on About Us. I interpreted this as a positive signal, because we added stronger trust indicators (badges, reviews, warranties), users didn’t feel the need to double-check the site’s legitimacy.

Engagement with the main form also increased. Users not only noticed it more but were more willing to start filling it out. This showed that the combination of clearer information architecture and embedded trust signals made the experience more intuitive and credible, ultimately guiding users toward the main conversion goal.

Results.

Research insights shaped the core solution: a searchable, categorised content library for Solarpanels.ie, making it easier for users to find articles and reducing frustration and drop-offs. These improvements quickly scaled to Evchargers.ie and inspired a front-end search feature on Estateagent.ie.

Additional enhancements from the MoSCoW prioritisation, such as featured and popular article badges, helped guide user attention toward key content. Finally, empathy mapping highlighted the importance of trust for high-investment decisions. A verification badge for SEAI-qualified partners was added, giving users greater peace of mind and strengthening brand credibility.

Reflection.

The End.