The unboxing journey: from delivery to first program
Six months of observational research at Universal Robots on how first-time customers unbox, mount and start a cobot, mapped into a 12-touchpoint journey with prioritised insights and a threefold concept.
Odense · Denmark
sinthu_8700@hotmail.com
Context
The box had not been redesigned since 2015 and UR had no data on what happens between delivery and first use. Feedback pointed at cardboard quality, but nobody had observed the journey.
Approach
Observational experiments in two phases (internal across sales, marketing and R&D, then external technical and non-technical users), think-aloud, multi-angle video coding, expert interviews and MyUR case data. Journey documented in UXPressia.
AI in the workflow, and where I stayed in control
No AI in this 2022 study. Coding and clustering were done by hand in video review and spreadsheets; today I would run the same synthesis with Claude proposing clusters and me validating them.
Outcomes
- , 12-touchpoint customer journey map with emotion curve, pain points and opportunities per touchpoint.
- , Insights prioritised MoSCoW-style: foam, manual, mounting and power connection as the urgent friction.
- , Three personas (Online_floor, Online_offsite, Offline) and a threefold concept: quickstart guide, QR landing page, AR.
What I'd do differently
Recruiting real semi-independent customers proved hardest; simulated users covered the knowledge scale but not the mature buyer. Next time I would secure customer visits before the study starts.