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Product Spec

Positioning​

IED should behave as a platform that helps homeowners make better solar decisions before they speak to an installer.

It should not behave like a traditional lead marketplace that sells user details.

Core positioning:

  • clarity first
  • trust-first
  • local-first
  • premium but straightforward
  • educational without technical overload

Core Problem​

Homeowners struggle with:

  • unclear system sizing
  • uncertainty about batteries
  • low trust in installer quality
  • too many conflicting quotes

IED exists to reduce uncertainty before the installer conversation starts.

Core Product​

The product should:

  1. educate at a high level
  2. provide a recommendation
  3. route the user to the right next step

The experience should feel:

  • simple
  • premium
  • clear
  • non-salesy

Product Shape​

Two connected app surfaces:

Public app​

The customer-facing website:

  • marketing and trust-building
  • solar/battery education
  • assessment flow
  • recommendation output
  • conversion into installer routing

Admin app​

The internal operating system:

  • lead intake visibility
  • recommendation review
  • installer management
  • region and postcode coverage
  • lead routing
  • follow-up workflow
  • operational reporting

Customer Journey​

  1. User lands on public site.
  2. User learns how the process works.
  3. User completes guided assessment.
  4. User receives recommendation and pricing/savings guidance.
  5. User chooses:
    • compare quotes
    • recommended installer
    • optional talk-to-IED path if retained
  6. Admin manages routing and follow-up behind the scenes.

Strategic Constraint​

V1 should stay lean.

Avoid:

  • customer accounts
  • installer portal
  • unnecessary automation
  • overbuilt CMS
  • advanced quoting system

V1 should prove:

  • recommendation experience
  • trust positioning
  • routing workflow
  • local operational quality

Future Phases​

Phase 1​

  • local region
  • manual routing
  • limited installer network
  • high-touch quality control

Phase 2​

  • regional expansion
  • postcode-based routing
  • structured installer pools

Phase 3​

  • more automation
  • wider coverage
  • scalable installer onboarding

Success Criteria For V1​

  • users understand what the product does quickly
  • users reach the recommendation stage with low friction
  • admin can review, route, and follow up without external chaos
  • structure supports later regional scale without re-architecture