Driving Seamless Customer Migration to Automation 360
Help migrate customers from legacy system to next-generation cloud-native automation platform using a tailored toolkit
Project Overview
Timeline
6 weeks
Team Size
2 designer, 1 UX researcher, 1 product manager,
Role & Responsiblity
UX Architect, Defining Product Vision, Planning and Management
The Challenge
Automation Anywhere introduced Automation 360, a next-generation cloud-native automation platform designed to deliver enhanced scalability, flexibility, and performance. However, transitioning customers from the legacy platform to A360 presented a major adoption hurdle.
The migration process was complex and opaque, with customers struggling to find relevant guidance, track progress, and understand the value of the new platform. This led to hesitation, delays, and friction in achieving the company's strategic goal: to accelerate customer transition and unlock the full potential of a cloud-first automation ecosystem.
The Problem
How might we transform the Automation 360 Platform migration journey into a seamless, personalized experience that reduces complexity, provides clear visibility, and accelerates customer adoption?
Design Principles
Self Support
Guides customer using content tailored to their specific needs.
Easy to use
Simple and intuitive to use so customers feel equipped to take on the migration journey.
Quick reference
Serves as a quick reference for all the migration needs.
One stop shop
One single tool to provide with all content required to equip customers to be successful.
Why before how
Help user understand why each step is important and what is being done, before helping them do it.
Build Empathy
Videos to show the importance and benefit of changes done in A360.
Research & Discovery
We began by conducting 25 user interviews across customer segments to understand:
- The current migration workflow
- Major blockers, anxieties, and points of confusion
- Content gaps and redundancy across channels
This led to the creation of a comprehensive user journey map that visualized breakdowns in support, communication, and tooling. It also helped us pinpoint moments of opportunity where design intervention could reduce friction.
Key Findings:
- Migration steps were scattered across disconnected documents and portals
- Customers lacked visibility into their progress or what to do next
- There was no single source of truth for help, status, or context
Design Strategy
Our solution was to create a Migration Success Kit — a unified portal that simplifies the migration journey and builds confidence.
Core Features:
Personalized Guidance
The toolkit identifies each customer's current environment and tailors migration paths accordingly
Progress Tracker
Users can see exactly where they are and what steps remain
Expert Insights
Quick videos from internal experts explain critical steps and build trust
Actionable Checkpoints
Users can check off completed steps, reducing uncertainty
CRM Integration
Customer progress is reflected in the CRM, allowing relationship managers to provide proactive support
Design Process:
Discovery Workshops
Collaborated with internal stakeholders to understand business goals and pain points
User Journey Mapping
Highlighted moments of frustration and insight
Low-Fidelity Sketches
Explored layout and flows through quick hand-drawn wireframes
Internal Reviews
Validated early concepts with cross-functional teams
High-Fidelity Prototypes
Designed polished visuals for key workflows
Executive Presentations
Aligned stakeholders with prototypes and customer feedback
Final Deliverables
- End-to-End UX Flow for the Migration Success Kit
- Interactive High-Fidelity Prototype (Desktop-first)
- CRM Integration Spec for engineering
- Expert Video Storyboard Templates for customer education
- Design Documentation for handoff and scalability
Migration Success Kit Interface
The final Migration Success Kit interface with clear step progression, detailed instructions, and embedded video tutorials to guide users through each phase of the migration process.
Results & Outcomes
weeks of design exercise
design workshops
user interviews
executive presentations
migration portal
migrated to A360 within 6 months
Top 350 accounts migrated
Significant reduction in support tickets and increased satisfaction scores
Key Learnings
Personalization is Critical
Tailoring recommendations to each customer's environment made the experience far more relevant and effective. Users reported feeling more confident when they saw guidance specific to their setup.
Visibility Drives Confidence
A clear view of progress reduced support escalations and improved customer satisfaction. Transparency in the migration process eliminated uncertainty and built trust.
Simplicity Matters
Breaking down complex migration steps into manageable tasks made the process less overwhelming for customers, resulting in higher completion rates.
Expert Guidance Builds Trust
Video explanations from internal experts humanized the migration process and provided reassurance during critical decision points in the customer journey.
Reflection
This project reinforced the power of a design-led approach in solving complex business challenges. By grounding decisions in user insight and cross-functional collaboration, we were able to deliver value in weeks — not months — while laying the foundation for deeper customer trust.
"The Migration Success Kit transformed how our customers approached the transition to Automation 360, turning what was once seen as a daunting technical hurdle into a guided journey with clear milestones and outcomes."
— Product Director, Automation Anywhere