DANIELA ZAVALA

®2025

DANIELA ZAVALA

®2025

DANIELA ZAVALA

®2025

Redesigning a Hardware registration tool

I modernized the interface of a legacy Rockwell Automation system, which offers extended warranties for products purchased by plant engineers. The redesign improves the registration flow, resolves usability issues, and introduces a more effective information hierarchy.

Roles

Design Lead, Product Designer, User Researcher

INDUSTRY

Automation

Year

2023

Duration

6 months

Overview

As a Consultant working for Globant, I was assigned to the company’s second-largest client, Rockwell Automation. Rockwell Automation is a global leader in industrial automation solutions. While most of its clients are large manufacturers, the company faced usability challenges in its product registration process, particularly after launching its initial MVP in 2021.

Due to accelerated development and growing feature complexity, the experience had become inconsistent, unintuitive, and misaligned with Rockwell's design standards. I was brought on to lead a comprehensive redesign of the information architecture, enhancing usability and ensuring visual and functional coherence with Rockwell’s design system.

This project led to the launch of Product Registration 2.0, a significantly improved experience that streamlined workflows, reduced error rates, and enhanced product discoverability.

Results

  • Bounce rate during registration was reduced by 34%.

  • Completed registrations increased by 41%.

  • Support tickets related to catalog ID errors decreased by 25%.

  • Task time for submitting a product list was reduced by 20–30%.

  • User satisfaction averaged 3.7/5 in post-test surveys.

Solution

We redesigned the experience to focus on clarity, guidance, and trust, while prioritizing usability for engineers, plant managers, and distributors. Key interventions included a flatter information hierarchy, better error handling, inline guidance, predictive entry fields, and consistent navigation across the product.

Problem Understanding

Despite allowing successful registrations, the original user flow caused confusion and abandonment. I began by analyzing real usage data from Hotjar recordings, Google Analytics, and Adobe Analytics, a triangulated approach that revealed friction points often missed by heuristics alone.

Three critical UX questions guided my investigation:

  • How are users interpreting the registration process?

  • Are users aware of the different input methods (QR code, CSV, ControlFLASH)?

  • Is the current navigation helping or hindering user progress?

Problem Understanding

Despite allowing successful registrations, the original user flow caused confusion and abandonment. I began by analyzing real usage data from Hotjar recordings, Google Analytics, and Adobe Analytics, a triangulated approach that revealed friction points often missed by heuristics alone.

Three critical UX questions guided my investigation:

  • How are users interpreting the registration process?

  • Are users aware of the different input methods (QR code, CSV, ControlFLASH)?

  • Is the current navigation helping or hindering user progress?

Problem Understanding

Despite allowing successful registrations, the original user flow caused confusion and abandonment. I began by analyzing real usage data from Hotjar recordings, Google Analytics, and Adobe Analytics, a triangulated approach that revealed friction points often missed by heuristics alone.

Three critical UX questions guided my investigation:

  • How are users interpreting the registration process?

  • Are users aware of the different input methods (QR code, CSV, ControlFLASH)?

  • Is the current navigation helping or hindering user progress?

Redefining the Architecture

The original architecture used a four-level hierarchy that didn't reflect how users thought about tasks. Inspired by simpler flows from companies like Schneider Electric, I proposed a flattened navigation model where users could freely move between registration, list review, and history pages. This approach reduced navigation depth by 50%, created a clearer separation between actions (add, review, submit), and encouraged better discoverability of alternate input methods. Additionally, these pages were restructured with scalable components and future-proof layout logic.

Redefining the Architecture

The original architecture used a four-level hierarchy that didn't reflect how users thought about tasks. Inspired by simpler flows from companies like Schneider Electric, I proposed a flattened navigation model where users could freely move between registration, list review, and history pages. This approach reduced navigation depth by 50%, created a clearer separation between actions (add, review, submit), and encouraged better discoverability of alternate input methods. Additionally, these pages were restructured with scalable components and future-proof layout logic.

Redefining the Architecture

The original architecture used a four-level hierarchy that didn't reflect how users thought about tasks. Inspired by simpler flows from companies like Schneider Electric, I proposed a flattened navigation model where users could freely move between registration, list review, and history pages. This approach reduced navigation depth by 50%, created a clearer separation between actions (add, review, submit), and encouraged better discoverability of alternate input methods. Additionally, these pages were restructured with scalable components and future-proof layout logic.

Lack of Information About Eligible Products

Users didn’t know which catalog IDs were eligible until they submitted the form, and were met with cryptic error messages. I added a predictive entry field and an inline ID validator with autocomplete suggestions. Furthermore, an informative and actionable section to clarify the available options for adding products (Scanning, CSV file, and CF+). This intervention yielded a 25% reduction in catalog ID errors and an 18% increase in successful registrations.

Lack of Information About Eligible Products

Users didn’t know which catalog IDs were eligible until they submitted the form, and were met with cryptic error messages. I added a predictive entry field and an inline ID validator with autocomplete suggestions. Furthermore, an informative and actionable section to clarify the available options for adding products (Scanning, CSV file, and CF+). This intervention yielded a 25% reduction in catalog ID errors and an 18% increase in successful registrations.

Lack of Information About Eligible Products

Users didn’t know which catalog IDs were eligible until they submitted the form, and were met with cryptic error messages. I added a predictive entry field and an inline ID validator with autocomplete suggestions. Furthermore, an informative and actionable section to clarify the available options for adding products (Scanning, CSV file, and CF+). This intervention yielded a 25% reduction in catalog ID errors and an 18% increase in successful registrations.

Difficulty in accessing the lists in progress

Many engineers abandoned incomplete lists simply because they couldn’t find them again. I redesigned the "List to Submit" section with scalable tables organized by plant, not arbitrary list names, and a clear navigation bar to review other sections if needed.

Result: 41% decrease in dropped registrations.

Difficulty in accessing the lists in progress

Many engineers abandoned incomplete lists simply because they couldn’t find them again. I redesigned the "List to Submit" section with scalable tables organized by plant, not arbitrary list names, and a clear navigation bar to review other sections if needed.

Result: 41% decrease in dropped registrations.

Difficulty in accessing the lists in progress

Many engineers abandoned incomplete lists simply because they couldn’t find them again. I redesigned the "List to Submit" section with scalable tables organized by plant, not arbitrary list names, and a clear navigation bar to review other sections if needed.

Result: 41% decrease in dropped registrations.

Match Between UI and Engineer Workflow

Distributors and engineers used the tool differently, but the UI didn’t adapt to either context. We redesigned the Registration History page to reflect real workflows, allowing engineers to search by plant or product, add items to existing lists, and Filter based on product status.

Result: 30% increase in visits to the Registration history page.

Match Between UI and Engineer Workflow

Distributors and engineers used the tool differently, but the UI didn’t adapt to either context. We redesigned the Registration History page to reflect real workflows, allowing engineers to search by plant or product, add items to existing lists, and Filter based on product status.

Result: 30% increase in visits to the Registration history page.

Match Between UI and Engineer Workflow

Distributors and engineers used the tool differently, but the UI didn’t adapt to either context. We redesigned the Registration History page to reflect real workflows, allowing engineers to search by plant or product, add items to existing lists, and Filter based on product status.

Result: 30% increase in visits to the Registration history page.

Learnings

This project solidified my belief in evidence-based UX. By triangulating qualitative interviews with heatmaps and behavioral data, I gained the confidence to advocate for changes that directly improved KPIs.

It also highlighted the power of systems thinking, ensuring consistency across tools while adapting the experience for different roles (engineers vs. distributors).

Finally, I learned the importance of collaboration, particularly in coordinating with visual designers and devs for seamless handoff and implementation.



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