A complete redesign of the analog.com authenticated ‘My Analog’ customer portal and support channels.
Analog Devices
UX Director: Craig Garcia
Sr. UX Designer: Reha Erbatur
100% overhaul.
110% commitment of a small design team.
I led the redesign of ADI’s analog.com logged-in site experience. This work paralleled a large acquisition site integration project so we had very limited resources.
I interviewed ~15 customer facing application and sales engineers to understand pain points facing their customers with the legacy portal. This redesign has transformed the CX from a static limited use portal to a robust personalized platform that enables automated real-time updates, streamlined access to technical support, hardware registration and tools.
Tasks included: Competitive research, existing data analysis, survey, stakeholder interviews, wireframes, prototyping, user testing, and tutorial content creation.
Project Snapshot
15 Months
4 Languages
20+ New Dynamic Components
10+ New features
New Dynamic Registration Flow
New Responsive Grid
New Platform Integrations
Lean Educational Resources
Challenges of the legacy portal.
Legacy portal main account page
Discovery work from more than a dozen interviews, and surveys identified architectural and perceptual challenges including:
A) Cumbersome Registration
Long multipage forms required for registration with too many profiling questions. Also no use of modern social federation sign-up features for quicker registration.
B) Confusing Navigation
The legacy myAnalog portal was not intuitive requiring a user to explore multiple places to understand how to complete a task.
C) Low Perceived Value
Registrations and portal use tended to be task oriented and mostly directed at e-commerce
Low friction registration is critical to increased adoption. I blew up the old… and designed a fluid and delightful registration process. Monthly registrations increased by 10%.
We mapped a new registration flow that collects customer profile data in a fluid easy to use UI.
The legacy registration (on left) included a multipage, list format selection process that varied by region. It was difficult to maintain and unsatisfactory for the user. The new UI (on right) dynamically pulls the “block data” from the CMS site taxonomy for automated low maintenance.
The new registration UI (animated above) resulted in high engagement.
65% English
~85% Chinese
90% Japanese
Profile Questions Completion Rate by region.
~95%
Email Verification
Rate of users that moved past profiling questions.
(Only a 5% drop-off)
66-70% Conversion
Users that fully completed their registration
(Double the industry average for account setup)
The profile questions completion rate range from 65% for English to over 90% for the Japanese region. And ~95% of users that started the flow submitted their email for verification. Overall completion of registration ranges from 66-70% (this doubles an industry benchmark for account setup registration of 32%). In phase 2 we added “social federation” to make registration even more frictionless while still collecting profile data.
Developing value through desirable features.
We needed to identify motivators that gave users ”value” and were technically feasible. I challenged the team to completely rethink the experience so we consolidated a list of customer perceived needs. [Collected from interviews, surveys and data reports]
Some consolidated priority customer needs:
• Show me my order status
• Where are product change notifications
• I use design tools
• Where can I ask a question?
• I need relevant information
• Make technical support cases accessible (legacy process lived in email only)
• Why can’t I organize resources
(internally driven feedback)
This personalized and dynamic site-wide navigational menu is an industry first and utilizes user data for CX.
I created a navigational menu personalized for the user to optimize their workflow. The “My Analog” menu today consistently ranks as the 3rd most clicked on homepage item. (Only behind Products and global search which rank as 1 and 2). Elevating features that typically would be hidden inside a profile is improving CX for Analog Devices’ customers.
For the program launch I wrote and directed the production of educational resources.
I wrote, storyboarded and directed the creation of tutorials to promote the “new” My Analog experience. These were created in-house and used a colleague as voice over talent. I look for lean ways to get content creation done quickly when under tight deadlines or budgets. With more time and budget I would have leveraged a vendor, and perhaps built a campaign around the launch.
