Migrate
Date: 2014-2015
Role: Design Lead, Motorola Mobility
Work partners: PM, ENG, Research
Context
Migrate was Motorola’s transfer service that allowed you to bring what matters most from one device to the next. Migrate allowed you to transfer photos, videos, music, volume and screen brightness settings, call and text history as well as SIM contacts from your old Android smartphone to your new smartphone. (It also allowed you to transfer contacts and calendars from iPhone and contacts from feature phones.)
Sales rep verbatim feedback on Migrate
Design for Migrate in Android Lollipop
Google Drive (PlayStore) ratings for Migrate
Value prop for Migrate sell-in to carriers
Strategy & solutions
In 2014 when I was the design lead for Migrate, I worked hand-in-hand with product management (PM) to create design concepts for feature-phone to Android transfer as well as iPhone to Android transfer. The PM and I tested, iterated, and refined early concepts ourselves as we didn’t have a researcher allocated until the end of our project. After a few rounds of our feature phone design were complete, we traveled to Bangalore, India in order to iterate on the Bluetooth transfer for feature phones, and successfully designed and built the bulk of the app within a week while co-located. Upon returning to the US, the PM and I worked closely with the design research team to refine and finally launch the design on Motorola’s Lollipop devices.
Outcome
Lenovo opted to deprecate this app after it purchased Motorola. However, in 2020 I met with the Google Backup & Restore team along with Motorola's product management leadership and negotiated reintroduction of a white-label version of the app to Motorola devices that began launching at the end of 2020.