EFI Migration
PROJECT NAME: EFI Migration
EMPLOYER: PNI Media
CLIENT: Staples US
ROLE: Product Designer
DATE: 2019
LINK: Staples Document Printing
PROJECT DESCRIPTION
EFI is a third party configurator software solution used by Staples to offer customers document printing services on their Document Printing website. PNI Media built a custom configurator for Staples named Hercules. This necessitated the need to usher customers through a product adoption process from the EFI configurator to the new Hercules configurator software with new features.
OBJECTIVES
Design the experience for migration to the new product. Build a welcome message screen for welcoming customers to the new product.
I worked with key stakeholders throughout the project, including project managers, solution architects, front-end developers, back-end developers, and designers.
UNDERSTANDING THE ELEMENTS & THE FLOW
Visualizing the user flow based on the original requirements and any of the known data.
Click on the image to view a zoomable PDF.
EFI Migration User Flow v1.0
THE NEW FEATURE/NEW PRODUCT CHALLENGE
Building a new feature, or in this case a new product, comes with the challenge of getting the users onboard. This means communicating the relevant value of the new features in the appropriate context. It needs to be at the right time with the right messaging.
The psychology of human behaviour is geared towards not accepting change. Updating a new feature may be intimidating or inconsequential to users. Adoption may be difficult unless the user can be convinced of the value of the new feature.
The key thing is to let the user know what is in it for them. What values are they getting from the changes? We used BJ Fogg's Behaviour Model to understand customer motivation for migration and adoption.
Source: The BJ Fogg Behavior Model
KEY PRINCIPLE
THE USERS & THE MESSAGING
There were various categories of users based on their personal information and whether or not they had an EFI account and a Staples account. This was further complicated by the fact that any given account could have more than one user associated with that account.
The messaging involved portraying the value proposition as well as encouraging users to either update their account information or open a new account.
EFI Migration User Types & Messaging Matrix
ASSESSING SENTIMENT ANALYSIS
Developing empathy for the customers as they progressed through the various states and stages of migration helped the team understand where we might lose customers and how to design a positive experience at every point.
EFI Migration User Sentiment Analysis Sketch
THE PROBLEMS
Undocumented, fragmented, and conflicting knowledge of the EFI product and customer account features was spread throughout various senior team members, some no longer with the team. The solution was to interview team members and collect and coalesce valuable information.
THE FINAL USER FLOW
Visualizing the user flow based on the research and a better understanding of the users and their path to a successful migration.
Click on the image to view a zoomable PDF.
EFI Migration Final User Flow v7.3
USER TESTING
A customer journey prototype was built for user testing to help understand how users might react to the migration process.
Click on the image to view the PDF document.
EFI Migration User Testing Findings Report
WELCOME MODAL FOR THE NEW HERCULES CONFIGURATOR
Developers were able to identify EFI customer's entry points to the new Hercules configurator. These customers were sent to a screen with a welcome modal designed to let the users know they had come to the right place. This welcome modal highlighted three value propositions: fast, easy, and mobile. The design included breakpoints for 320, 768, 1024, and 1440.
PNI Hercules Welcome Modal Breakpoints 320 iPhone 8
ACCESSABILITY (ADA)
PNI has placed high value on making all design ADA compliant. Every design, no matter how big or small, must comply with ADA specifications. Tab navigation plays an important role in assisting users navigating without a mouse or track pad.
PNI Hercules Welcome Modal ADA Tab Navigation
RESULTS
The EFI migration project designs were initiated in December of 2019 with multi-phased approach to be completed in July 2020. As of June 2020 the EFI migration to Hercules process is seeing conversation rates 20% beyond the original highest conversion projections. This means more customers than anticipated are switching smoothly over to the new software. Direct feedback from the customers about the migration has been very positive.
CO-WORKER'S THOUGHTS
Some comments from some of Mike's team members about working with Mike on the PNI projects in this portfolio.
“You were so great to work with and you are a great designer I wish I had the opportunity to learn more from you! I know you'll kill it wherever you end up!”
- Kat J., Junior Product Designer
“I learned a lot while working with you. You are always positive and proactive. You are a great teammate and an awesome support and friend.”
- David R., Senior Product Designer
“I see great things in your future. You are a delight to work with and a total pro.”
- Troy M., Manager & Scrum Master