Responsive website design for a B2B and B2C audience

Warmup is a leading manufacturer and supplier of sophisticated underfloor electrical heating solutions. Cyber-Duck was selected to transform Warmup's online presence by building a dynamic, scalable website.

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While based in the UK, Warmup operates globally. Their complex heating systems are supplied to over 35 countries under a holistic ethos of customer care, which was not reflected in their previous website. We aimed to create an attractive, scalable website, which could appeal to the divergent needs of B2B and B2C users. Our objectives were:

  • Cater for the different needs and knowledge level of B2B and B2C users on a single website. For instance, the content and structure of the website must appeal to homeowners, while providing the more technical information required by a project specifier or architect.
  • Portray the high quality of Warmup’s products, alongside their dedication to customer care.
  • Ensure the design was flexible enough to accommodate full eCommerce integration in the future.
  • Integrate an effective CMS for easy content management, as Warmup intended to roll out the new design across the 35 countries they serve.


Drawing on our ISO-accredited user centred design (UCD) process, we designed a new, responsive ecommerce website with a broad appeal. Extensive persona research was undertaken to discover the precise needs of each user group, from homeowners to specifiers, installers, and resellers; this analysis fed straight into the final design decisions.

Opening with an attractive, full-screen video demonstration of the product, each group is invited to enter through their own ‘tab’, and offered a purchasing experience tailored to their level of knowledge and construction skill. Aiming to reflect the prestige of Warmup’s brand, we helped them distil the key benefits of underfloor heating, and produced a ‘lifestyle video’ to attract new clientele.


Warmup's website has proved successful, appealing to the divergent needs of B2B and B2C users. Overall, it guides user groups through the substantial, technical nature of the purchase. The product selector is available to streamline first-time buyers: incorporating personable questions about the product they need (with a ‘human touch’), and returning tailored, detailed product pages.

For those with more experience, the ‘get a quote’ function is available, uploading floor plans and specifying existing sub-floor types. Their customer care offering is integrated with an instant messenger chat, for customer service and technical support. 

The customer-centric approach has been successful for Warmup. The project was a Gold award winner for the 'Ecommerce / Shopping' category, at the Horizon Interactive Awards. Compared to pre-launch, the new website had a 28.3% increase in traffic which translated into a 38.6% increase in people submitting a quote request online. 


Horizon Interactive Award

Ecommerce Gold Winner


28% increase

in overall traffic


38% increase

in requests for a quote

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