The explanation happened on the phone.
BOXT’s sales team spent time calling customers and explaining the air conditioning package. Online, single-room and multi-room systems used the same format and copy. Prices weren’t based on the customer’s home.
I reviewed the sales process, operations and how the products were presented. Sales colleagues were already helping people understand how a multi-room system would work for them. I wanted to bring that explanation into the online journey.
It often started with a hot bedroom.
In the survey and interviews, customers described rooms that were too hot to live or sleep in. Confidence in air conditioning was already high. What worried people was the upfront cost, the running costs and whether they could trust the people fitting it.
I brought the research together with PostHog and sales data, then played it back to the product team and stakeholders. The direction was to start with the rooms people wanted to cool, then explain the system that would serve them. That room-first approach also became a recommendation in the research roadmap.
Working out the system around the home.
I worked with the product owner on a sizing algorithm based on room size and energy loss. It sized the indoor units for each room and matched them with an appropriate outdoor unit. I designed the purchase journey and merchandising around that recommendation, presenting the equipment as a complete system.
The work also covered the admin workflow for operations. During the build, I worked with developers and the design system team to check the implementation against the Figma files and use the shared components correctly. We were preparing the journey for use by other Zuno clients in future, including E.ON.
Nearly half of sales were multi-room.
Multi-room systems grew from just over a quarter of BOXT’s air conditioning sales to almost half. Average order value also increased year on year.
- Multi-room share of sales
- 27% → 47%
- Average order value
- +6%
Year-on-year business results, comparing 2026 with 2025.