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.
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.
Users can discover how to be more organized and efficient with content found on the Frigidaire website.
Users will be able to take advantage of exclusive promotions and offers.
• 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.
Identifying three points of entry for product registration:
This option is viable for the first two user journeys, as it adds another opportunity to register additional products.
It is likely that a new customer has multiple products to register if they are registering products, as in the case of homeowners outfitting their kitchen.
After creating the potential new product journey, I mapped out the digital arm of the experience based on the standpoint of the user in the three aforementioned flows.
A call to action to register the product is at the end of the registration process without the need to create an account.
Born out of a passion for fighting injustices faced by women online, I am happy that I created a tool that is not only functional, but addressing a very real issue in a brand new way. As a creator I will continue to concept for and solve real-world problems.