overhaul of product registration journey for Frigidaire products

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During the Summer of 2017 I worked as an experience design intern at VML on the Electrolux account for Frigidaire.com. Towards the end of my internship I was assigned the overhaul of the product registration journey for Frigidaire products.

Opportunity

The current registration journey for Frigidaire products was complex with obstacles for user success.

My goal was to streamline the process on both desktop and mobile, make it easier for Frigidaire appliance owners to register additional products, and increase the overall registration rate of first time owners and returning customers.

Taking the brief from 'fix the registration process' to 'improve the new owner and new purchase experience.'

Frigidaire wants customers to register their products for three benefits: 

Stay in the know.
Users will be able to easily access information regarding their products once registered, including updates that could help extend the life of the products they own.

Save time.
Users can discover how to be more organized and efficient with content found on the Frigidaire website.

Save money.
Users will be able to take advantage of exclusive promotions and offers.

Provides multiple choices to guide the conversation
Replies contextually based on user input

Frigidaire's UX Goals

  • • Appliance owners must be able to register one or more products on Frigidaire.com without having to provide a password and create an account first.

  • • Users must have the option, not requirement, of easily creating an account at the end of the registration flow. They should also be able to see the benefits of creating an account at an appropriate point in the registration flow.

  • • Users must able to easily and quickly find both product registration and account creation, and know which one to use and why.

  • • Users must be able to easily and quickly create an account without having to register an appliance, and with the option of registering an appliance at the end of account creation.

  • • Employees must have consumer data flow into SAP CRM (integrated customer relationship management software) error-free.

Design Process

AI Research
User Research + User Needs
Solution Ideation + Methods
User Testing
Learnings

Process Timeline

Index:
Product Registration Audit
New User Flows
Content and Experience Strategy
Wireframes
Visual Design
Documentation

Product Registration Audit

New User Flows

Content + Experience Strategy

Wireframes

Visual Design

Learnings

Skills

ux
information architecture
system design 
user research
audit

Tools

Sketch
Pencil + Paper
InVision

Team

Visual Brand Identity is Property of Frigidaire and implemented by the Electrolux team at VML.

All other parts of this project performed by me; reported to Tyler Hilker

Tools

Sketch
Pencil + Paper