Case Study · 2026
Website Development
We build high-performance, visually stunning websites that not only look great but also drive results. From simple brochure sites to complex web applications, our team uses the latest technologies to ensure your online presence is robust, secure, and scalable. We focus on user experience, SEO, and conversion optimization to help your business grow.
Context
Heeding is an AI-powered platform connecting fuel buyers, producers and feedstock suppliers — smart offer matching, batch-level traceability with verifiable Proof of Sustainability, automated compliance and Well-to-Wheel CO₂ reporting, across six sectors and three purchase modes.
The Problem
Buying compliant sustainable fuel means weeks of paperwork across FuelEU, ReFuelEU, RED III and TIRUERT — for three buyer types with completely different journeys. The design problem: make compliance invisible.
Process
Research with the people who actually buy fuel
Stakeholder interviews and segmentation workshops with fleet operators, fuel suppliers and public-sector buyers; each got its own decision-journey map instead of one averaged persona.
Wireframes with a KPI attached
Every screen entered lo-fi with a stated conversion intent — what the user should decide here, and how we'd measure it.
Hi-fi inside a governed system
Production mock-ups built on a design system co-governed with the Product Owner, so velocity never cost consistency.
Measure, then redesign
GA4-instrumented acquisition → activation → retention funnels reviewed weekly; insights fed straight back into the design backlog.
Design Decisions
Compliance is generated, never asked for
Users don't fill regulatory forms — the platform produces FuelEU/RED III/TIRUERT paperwork as a receipt of a normal purchase. The scariest part of the domain became a non-event.
Three purchase modes, one mental model
Spot, Recurring and Tender share the same compare-decide-track skeleton, so learning one lane teaches all three.
A two-minute ramp before any commitment
The Flash Diagnostic gives a savings-and-emissions estimate with no signup — value before identity, the B2B trust sequence in miniature.
Selected visuals only — client work; full flows available in a portfolio review call.
Reflection
“Deep domain complexity is a gift to a designer: when regulation is the competitor's UX, clarity itself becomes the product.”