Designing Copilot. An in-store experience for Asurion.

Designing Copilot. An in-store experience for Asurion.

Senior Product Designer, 2019 — 2021

Senior Product Designer, 2019 — 2021

Interaction Design

Customer Research

Systems Design

I joined the Asurion team in 2018 and worked inside a the Network Scan and Home Management teams where we tested new product concepts for Asurion customers inside brick and mortar stores.

Improving the in-store customer and repair technician experience

Improving the in-store customer and repair technician experience

Customers sought greater pricing transparency and visibility into the repair experience. Technicians desired a more efficient process for managing repairs, while franchise owners aimed for more opportunities to sell additional products and services during the repair job. I designed "Copilot," a completely new in-store POS concept to address these needs.

A more visible and transparent experience for customers

A more visible and transparent experience for customers

I conducted in-store research with customers and quickly discovered that they desired increased transparency around pricing and store value. They wanted more control over their experience, including check-in and claim filing. Also, they sought a more efficient in-store transaction.

More control, visibility, & revenue for technicians & owners

More control, visibility, & revenue for technicians & owners

Copilot created a transparent in-store experience that connected customers with technicians while offering upsell opportunities that benefited both franchisees and staff. We predicted that Copilot could cut customer wait times by half while allowing them to view repair costs, add products, and start pickups on their own. We also believed franchise owners would find this experience attractive because it enhanced the overall customer experience as well as opened a new revenue stream for the business.

Research with customers & technicians

Research with customers & technicians

We conducted in-person interviews across regional franchise stores in Middle Tennessee, talking directly with customers to test new product concepts. We also had in-depth conversations with in-store repair technicians to identify pain points in their customer interactions.

Impact & learning

Impact & learning

Challenges

Securing franchise owner buy-in across diverse markets with varying levels of customer sophistication was crucial. The UBREAKIFIX office's rejection blocked network-wide rollout, despite positive feedback from technicians and some owners. There was also a misalignment between the product concept and corporate strategy priorities.

Key learnings

Align with corporate goals and assess organizational readiness before proposing iterating on the current experience. We should have gained stakeholder feedback earlier in the design process and used a leaner research approach to learn faster.

Product design

Get in touch at nickdominguez@gmail.com

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Copyright 2004 - 2025 by Nick Dominguez. All rights reserved.

Published in Nashville, TN United States of America

Get in touch at nickdominguez@gmail.com

Follow me on Linkedin

Copyright 2004 - 2025 by Nick Dominguez. All rights reserved.

Published in Nashville, TN United States of America

Get in touch at nickdominguez@gmail.com

Follow me on Linkedin

Copyright 2004 - 2025 by Nick Dominguez. All rights reserved.

Published in Nashville, TN United States of America