Digital signage framework
Client: Microsoft
Role: Design lead (UX, UI, information architecture, research, product design).
Collaboration: Project managers, support designers, development teams, a user-testing lab, researchers, leadership, and a partner product team.
Final user flow of the signage system expands from device highlights, to a deeper spec list, to device family information, and then finally a full device page.
Overview
Microsoft wanted to replace the paper signage system in their global chain of stores with a digital system. I led this effort with end-to-end UX, UI, information architecture, and research. I created flexible software to display device information and a robust management console to keep the system running smoothly across international regions.
Initial stages of design explored as many layouts and treatments for digital signage as possible.
Design concepts that showed promise were built into like prototypes for further testing.
Goals
It was critical to achieve ease of use for customers, positive feedback, improved perception of product presentation, and decreased time to manage the system. We wanted to increase engagement, while providing truly meaningful content for customers.
The target users were international retail customers of all ages (pretty broad). So, to learn more about their needs, we used a wide range of telemetry to track engagement, conversion and feedback. We also listened carefully to associate feedback to ensure our initial soft-launches landed well.
In our research, the digital pricing systems from Apple, Best Buy, and other retailers were carefully examined. We wanted to create something that was consistent with what customers expect from a technology leader, while doing everything we could to ensure that our move away from traditional paper signs wouldn't leave anyone behind.
Research data
The most critical personas focused on those comfortable with digital signage, those expecting paper, and internal users who maintaining the system.
User interviews revealed need for advertisement flexibility, disclaimer flexibility, robust content scheduling control, and a triage menu to allow for easy trouble shooting.
Because solutions needed to work for Microsoft stores and third-party stores via RDX. Needed to ensure compatibility, flexibility and additional features for content and advertisements.
Testing lab ran A/B tests to explore the strength of three separate user flows. Discovered the strength of an approach with summarized tag content, device family selection, and then full info page.
Triage menu allows instant trouble shooting of price and spec errors, as well as widget placement, scaling, and color.
Content fields needed to be highly flexible to allow for a wide range of information. Modular features made the look and size of the signage easy to customize.
The management console’s powerful tools allow a single user to direct pricing and display changes around the globe, down to the second.
Insights
Tech products can be complex items to sell. When you have an overwhelming volume of info available, knowing how to tell a simple story is critical.
By taking advantage of existing product display pages online, we were able to port in the most important features and pricing, right onto the screens of our devices, in a way that curated the information in a succinctly.
A global supply chain has a great deal of complexity and unexpected change from day to day. Ensuring this is accounted for is critical. My user interviews allowed me to build in flexibility right where the team needed it to keep things running smoothly.
Results
As of 2020, this signage system was live in 6 global retailers in addition to Microsoft Stores: 3 in the US, 1 in the UK, 1 in China, and 1 in Singapore (with others beginning pilots). The software was running on roughly 30,000 demo devices.
My process included live prototypes in mock retail facilities, A/B testing at the user-testing lab on the Microsoft campus, and soft launches in select retailers before the full release.
Cost savings is a key benefit of the software, as it eliminates the infrastructure of a paper signage system, and can be managed by a much smaller team.