My Role

As the UI Designer for Lenovo Voice, I developed its visual design language, created key interactions for activation and responses, and designed animations for listening states. Collaborating closely with UX researchers, I ensured the design aligned with user insights and needs. Below is a breakdown of the overall process. This project is the initial foundational design for the Voice platform.

Overview

The Lenovo Welcome app serves as a key touchpoint for new Lenovo PC users, introducing them to their computer and various features. One of its primary objectives is to promote the purchase of an extended warranty, offering comprehensive coverage beyond the standard warranty—similar to AppleCare for Macs. However, the app’s outdated design and confusing warranty options led to a decline in extended warranty purchases.

In addition to promoting extended warranties, the app’s other objectives included:

• Introducing users to their new computer.

• Presenting offers from Lenovo’s technology partners.

• Offering free optional software utilities for installation.

• Familiarizing users with Lenovo Vantage, a tool for maintaining and updating their device.

Lenovo’s initial request was to “freshen up the design.” However, the UX team saw an opportunity to reassess the user flow and address deeper usability issues.

The Challenge

The app faced several challenges:

• Confusing warranty offerings: Users struggled to understand the benefits and options for extended warranties.

• Outdated design: The interface did not reflect Lenovo’s modern branding and was not optimized for task clarity.

• Low user engagement: The complex flow deterred users from completing key actions, including purchasing extended warranties.

The goal was to simplify the flow, improve task clarity, and increase extended warranty purchase rates while addressing other usability pain points.

The Process

1. Research and Discovery

• Conducted a heuristic evaluation to identify pain points in the current flow.

• Analyzed user data, revealing drop-off points, especially during the extended warranty selection process.

• Held discussions with stakeholders to align on key objectives, focusing on improving warranty purchase rates and overall user engagement.

2. Ideation and Design

Developed a concept to streamline the onboarding process:

• Simplified warranty options with clear, concise descriptions and benefits.

• Introduced visual aids and progress indicators to guide users.

• Updated the design to reflect Lenovo’s modern brand identity while maintaining accessibility and usability.

• Created wireframes and interactive prototypes to test new flows.

3. Testing and Validation

• Set up an A/B test comparing the original app flow with the redesigned prototype.

• Conducted onsite usability tests with users to gather qualitative feedback and measure quantitative outcomes.

The Results

Quantitative Outcomes

• 35% faster completion times: Users navigated the onboarding process more efficiently.

• Increased understanding of Lenovo’s warranty options: Simplified options and clear messaging led to improved conversion rates.

Qualitative Feedback

• Users found the new design modern, intuitive, and easy to navigate.

• Many appreciated the clarity of the warranty options, noting it helped them feel more confident in their decisions.

• A memorable comment from one tester familiar with the old app: “Oh, OH, I see what you did here. This is much better!”

Key Takeaways

1. Clarity drives conversion: Simplifying complex offerings, such as warranties, can significantly improve user confidence and engagement.

2. Iterative testing ensures success: A/B testing and user interviews validated design decisions and provided actionable insights.

3. Design beyond the ask: While the project began as a visual refresh, addressing deeper UX issues yielded a greater impact on user satisfaction and business goals.

Reflection

This project reinforced the value of user-centered design and the importance of rethinking user flows for clarity and efficiency. By simplifying the warranty purchase process and enhancing the overall onboarding experience, we not only met Lenovo’s business objectives but also delivered a product that resonated with users.