Experience design case study

An improved software migration experience for Gallagher’s customers.

Gallagher specialises in animal management products such as electric fences, weighing systems, and livestock watering systems. Founded in 1938, it's now a global leader in the agriculture industry, operating in 130+ countries with a reputation for innovation and sustainability.


Gallagher identified that their customers were facing issues migrating from their legacy Animal Performance software to the new cloud and mobile version. These difficulties led to a rise in customers' need for technical assistance, causing them to hesitate to migrate and preventing them from realising the full potential of the new version's enhanced benefits and features.


An onboarding wizard accessible from both desktop and mobile. The wizard prompts users to select the hardware they're using and guides them through a step-by-step process for connecting their device to the cloud platform. This solution addresses customer confusion, reduces support time, and aligns with user feedback for a combination of video and text instructions, ultimately saving time and resources.


The Process

Defining Gallagher’s customer story and auditing the user experience.

To improve the migration experience for Gallagher's customers, we began by defining a customer story and conducting an audit of the current experience from a customer's perspective. The customer story allowed us to carry out the audit with a specific goal in mind and keep it as close to a typical customer’s experience as possible.

Using only the information and knowledge a customer could access, we went through the migration journey, documenting thoughts, feelings, questions and realisations in Miro to capture the raw experience as it happened. The insights enabled us to map touchpoints to show the time spent at a single touchpoint and how often we bounced between them. The map highlighted multiple touchpoints that needed to be considered, from mobile devices to computers to physical hardware.

It wasn’t until we completed the journey ourselves that we looked at the internal support documents (that customers don’t have access to) and discovered that although we had completed the migration by ourselves, we hadn’t done it in the expected or recommended way. The realisation allowed us to add some opportunity statements to acknowledge how we might enable people to stay on the right track.

Screenshot of experience map in Miro
Screenshot of experience touchpoints mapped out in Miro.

Interviewing farmers and Gallagher staff.

With the knowledge gathered from the experience audit, we had an idea of the problems customers were facing. The next step was to interview Gallagher’s tech support staff and customers who had and were yet to migrate to gain insight from all perspectives.

We set out to learn:

  • The level of digital confidence of customers
  • How customers learn about the cloud value proposition
  • How customers prefer to be supported
  • What challenges customers face during the migration process
  • How customers feel before, during and after the migration process

Throughout the interviews, it became clear that it wasn’t only customers who struggled with the migration but Gallagher’s tech support team and Territory Managers who were experiencing difficulties assisting customers through the migration.

Due to customers having legacy systems, tens to hundreds of thousands of unique data points and being empowered to collect and manage their data their way, migrating a customer is not always straightforward.

Sticky notes with customer staff insights.

We also learnt behaviour traits of some of the current weigh scale customers.

Sticky notes with customer insights

Identifying challenges and opportunities.

After bringing our research together, we answered our initial project objectives, which provided us with an in-depth understanding of the challenges facing both staff and customers at Gallagher during the migration experience. Then, with the right challenges identified, we could examine where opportunities lie to improve the process.

We brainstormed a range of solutions and categorised them based on the concerns they would address. At this stage, we did not limit ourselves based on viability but instead focused on getting all ideas out in the open. We created quick mockups to help demonstrate the core ideas.

We then presented all our findings at a stakeholder meeting, which led to discussions about the direction and viability of some solution ideas. Stakeholders received the presentation positively, and with the product and development teams on board, we could start working towards the proposed solution - a guided walkthrough.

Crafting a virtual Territory Manager.

To get a solution implemented quickly that would both help customers and serve as a prototype to test what works, we needed to find a middle ground that required less effort but had a significant impact. While a custom solution would have allowed us to control the experience fully, it would also be costly on resources and have a longer timeframe.

After assessing the tools available, we decided to utilise Gallagher's existing Typeform account to create the new onboarding experience for migrating and connecting devices. Although this meant we had some limitations with Typeform's capabilities, it allowed us to fully map out the experience and build the Typeform ourselves without needing to dip into any development resources.

Screenshot of Typeform being used to build the onboarding/migration experience
Screenshot of Typeform being used to build onboarding/migration experience.

Using Typeform, the experience would automatically be responsive on both mobile and desktop, and we could take advantage of its native tracking and analytics. Once embedded within the software, we could change copy and logic and republish ourselves without taking away time from the development team.

Mapping out the experience wasn't easy, with around four revisions before we felt confident with the interactions. The Gallagher suite includes a wide range of devices we had to account for, some incompatible with the cloud software. We also had to consider variances of objectives between new customers, existing customers, and migrating customers, as well as those with multiple devices to connect.

Screenshot of mapping the Typeform experience in Miro.
Screenshot of mapping the Typeform experience in Miro.

Our goal was to make the walkthrough feel personal to the customer and take on the role of a virtual Territory Manager, someone Gallagher customers are familiar with in the real world. We did this to help foster trust and be a continuation of the strong relationship Gallagher has with its customers. To achieve this, we paid careful attention to the language and tone of voice, ensuring it reflected the familiarity and personal touch that customers expect from Gallagher.

Screenshot of onboarding wizard live in Gallagher Animal Performance app.
Screenshot of onboarding wizard live in Gallagher Animal Performance app.

Insights & Recommendations



Keinen Wyatt

Product Manager - Software and User Experience @ Gallagher

“Bo Studio helped us identify our customers' pain points in the onboarding process and peel back the layers to understand how we were making our customers' lives harder. Ultimately by involving everyone from stakeholders to customers in the process we were able to identify the key pain points we needed to solve. Emma from Bo helped us work through these pain points and proposed a number of solutions aimed at alleviating these pain points. We are excited to implement the onboarding assistant very soon. Thanks, Bo!”

Talk with Bo Studio about how to design migration experiences like Gallagher.