Microsoft Windows 11 Out-of-box Experience
Product Researcher • Internship
Due to confidentiality, I cannot share the details of this project, but here is an overview.
In the summer of 2025, I interned as a Product Researcher on the Windows + Device Design team at Microsoft to research on the Out-of-Box Experience (OOBE) of Windows. I delivered high-quality impactful research and design solutions that are approved by leaderships and my team.
The Out-of-Box Experience (OOBE)
The initial setup process, users' first impression of the brand
The Out-of-Box Experience (OOBE) is the initial setup process that greets users the first time they turn on a new Windows device. Here they choose core settings, create a Microsoft account, and set up passwords.
OOBE is critical to shapes the first impression of Windows and completes the fundamental “job-to-be-done” of preparing the device for future use. Its mandatory nature also creates a unique opportunity for Microsoft to introduce and upsell additional services, making OOBE a key touchpoint for both user satisfaction and business growth.
The Challenge
Users Want Speed, Businesses Seek Upsell
It's clear that users want this mandatory setup as short as possible. But with all the technical requirements and business goals packed in, Windows OOBE can drag on for 40–60 minutes, benchmarking against Apple’s breezy 8-minute flow.
After such a marathon, people are tired and tuned out, making them less likely to care about setup tasks or promotions. The catch? Those promotions actually work, so cutting them isn’t an option.
Research Question
How can we shorten the OOBE process while preserving (even improving) the effectiveness of upsells?
What differences exist in OOBE across OEM devices, and how do these variations impact user experience?
Research Process
Insights and Recommendations
I brought a global perspective into the Windows Settings system, delivering research findings grounded in UI tenets and common usability traps. My solution weave in communication theory (agenda setting) and cognitive psychology (inattentional blindness, as shown in the invisible gorilla experiment) that balanced business goals with user needs. These insights helped manage user focus, ensuring promotions and key information were noticed, while also reducing setup steps and interactions. The recommendations were validated by both the team and leadership and are now in the process of being implemented.
Further details are under NDA.
If you're interested in learning more about my experience at Microsoft Windows + Device, hit my line.
Feedback
Working with the Windows + Devices Design team has been a gift. Here are some of the comments from my team.
"Yidi, it has been such a pleasure working with you this summer! Your project was executed beautifully and its wonderful to see that its already having an impact on the OOBE experience! You are a very talented researcher and I hope to keep in touch. I can't wait to see the amazing things you do next! Thank you for everything!"
"Yidi! Congratulations on a summer of great work. This team was so lucky to have your curiosity and enthusiasm, especially to tackle something as complex as OOBE. Loved growing alongside you as a researcher, and looking forward to seeing what you do next!"
"Thank you for the great work and time with us Yidi! Really enjoyed your study which has a lot of impact on various teams across Microsoft!
Good luck with the rest of your program. Go Blue!!"
"CONGRATULATIONS YIDI!! Thanks for all your work in OOBE. Super impactful, helpful, and organized. You should feel so proud of all you accomplished here!"
