McAfee Security Home Screen Redesign
McAfee Security Home Screen Redesign
Redesign the home screen of the McAfee Security app to emphasize its security benefits and boost user engagement, thereby increasing the rate of paid users.
Redesign the home screen of the McAfee Security app to emphasize its security benefits and boost user engagement, thereby increasing the rate of paid users.
Role
Lead UX designer working collaboratively with other designers, UX researcher, content writer, illustrator and product managers.
Problem Voices of users on the Existing Home Screen Experience
External
Feedbacks from 10 participants who used the app / In depth interview
• Most Participants felt overwhelmed by too much information on the home screen. They also struggled to differentiate the card contents, as they seemed too similar.
• Participants mentioned that it was unclear what to expect and what to do first on this home screen.
• Participants who want to see the feature list first have trouble finding it right away.
Internal
Feedbacks from stakeholders
• Stakeholders emphasized the importance of promptly displaying how McAfee ensured user safety, making it easy for users to recognize and understand the key security measures vital for their protection
• Partners tell us they have trouble finding key features. We need to improve the way features are well identified.
• There needs to be an easy way to upgrade to a paid plan. Conversion rates to paid plans are too low.
McAfee Security Home Screen Redesign
Redesign the home screen of the McAfee Security app to emphasize its security benefits and boost user engagement, thereby increasing the rate of paid users.
Role
Lead UX designer working collaboratively with other designers, UX researcher, content writer, illustrator and product managers.
Problem Voices of users on the Existing Home Screen Experience
External
Feedbacks from 10 participants who used the app / In depth interview
• Most Participants felt overwhelmed by too much information on the home screen. They also struggled to differentiate the card contents, as they seemed too similar.
• Participants mentioned that it was unclear what to expect and what to do first on this home screen.
• Participants who want to see the feature list first have trouble finding it right away.
Internal
Feedbacks from stakeholders
• Stakeholders emphasized the importance of promptly displaying how McAfee ensured user safety, making it easy for users to recognize and understand the key security measures vital for their protection
• Partners tell us they have trouble finding key features. We need to improve the way features are well identified.
• There needs to be an easy way to upgrade to a paid plan. Conversion rates to paid plans are too low.
McAfee Security Home Screen Redesign
Redesign the home screen of the McAfee Security app to emphasize its security benefits and boost user engagement, thereby increasing the rate of paid users.
Role
Lead UX designer working collaboratively with other designers, UX researcher, content writer, illustrator and product managers.
Problem Voices of users on the Existing Home Screen Experience
External
Feedbacks from 10 participants who used the app / In depth interview
• Most Participants felt overwhelmed by too much information on the home screen. They also struggled to differentiate the card contents, as they seemed too similar.
• Participants mentioned that it was unclear what to expect and what to do first on this home screen.
• Participants who want to see the feature list first have trouble finding it right away.
Internal
Feedbacks from stakeholders
• Stakeholders emphasized the importance of promptly displaying how McAfee ensured user safety, making it easy for users to recognize and understand the key security measures vital for their protection
• Partners tell us they have trouble finding key features. We need to improve the way features are well identified.
• There needs to be an easy way to upgrade to a paid plan. Conversion rates to paid plans are too low.
McAfee Security Home Screen Redesign
Redesign the home screen of the McAfee Security app to emphasize its security benefits and boost user engagement, thereby increasing the rate of paid users.
Role
Lead UX designer working collaboratively with other designers, UX researcher, content writer, illustrator and product managers.
Problem Voices of users on the Existing Home Screen Experience
External
Feedbacks from 10 participants who used the app / In depth interview
• Most Participants felt overwhelmed by too much information on the home screen. They also struggled to differentiate the card contents, as they seemed too similar.
• Participants mentioned that it was unclear what to expect and what to do first on this home screen.
• Participants who want to see the feature list first have trouble finding it right away.
Internal
Feedbacks from stakeholders
• Stakeholders emphasized the importance of promptly displaying how McAfee ensured user safety, making it easy for users to recognize and understand the key security measures vital for their protection
• Partners tell us they have trouble finding key features. We need to improve the way features are well identified.
• There needs to be an easy way to upgrade to a paid plan. Conversion rates to paid plans are too low.
McAfee Security Home Screen Redesign
Redesign the home screen of the McAfee Security app to emphasize its security benefits and boost user engagement, thereby increasing the rate of paid users.
Design GOAL
Design GOAL
Design GOAL
Gathered feedback from users and set the primary areas for improvement as a design goal, and we also included a focus on improving aspects related to business impact.
Gathered feedback from users and set the primary areas for improvement as a design goal, and we also included a focus on improving aspects related to business impact.
Increase User Engagement
Identify reasons for low feature awareness and usage, ultimately increasing user awareness and engagement.
Increase Usability
Structure the layout with user feedback in mind to reduce user confusion and ensure a smooth user experience.
Strengthen Monetization
Encourage users to see the value of paid features while using the free version to increase the conversion rate to paid plans.
Analysis & Ideation
Analysis & Ideation
Analysis & Ideation
Predicted the reasons behind issues that users experienced and ideated on how to improve them.
Predicted the reasons behind issues that users experienced and ideated on how to improve them.
quick Solution based on ideation
quick Solution based on ideation
quick Solution based on ideation
Based on ideation, we modularized certain information and designed an IA to display that module at the top or bottom according to the priority of information and visualized the ideas in wireframes.
Also checked how well the wireframe corresponded with the design goals.
Based on ideation, we modularized certain information and designed an IA to display that module at the top or bottom according to the priority of information and visualized the ideas in wireframes.
Also checked how well the wireframe corresponded with the design goals.
User Testing
User Testing
User Testing
User testing how much we met the design goals we were trying to achieve by assigning tasks to participants.
User testing how much we met the design goals we were trying to achieve by assigning tasks to participants.
Methods
Methods
Unmoderated first-click test
60 participants from the US, age 30-55, intermediate tech proficiency, were recruited from UsabilityHub.
Unmoderated first-click test
60 participants from the US, age 30-55, intermediate tech proficiency, were recruited from UsabilityHub.
Objectives
Objectives
1. Allow users to complete key tasks easily
2. Nudge users to set up and engage with McAfee’s services
3. Raise users’ awareness of their current protection status and make them more confident in McAfee’s services
4. Motivate users to purchase or renew a subscription
1. Allow users to complete key tasks easily
2. Nudge users to set up and engage with McAfee’s services
3. Raise users’ awareness of their current protection status and make them more confident in McAfee’s services
4. Motivate users to purchase or renew a subscription
Procedure
Procedure
Total 6 Key tasks
Participants were instructed to click where they would navigate to complete the following tasks, and rate ease of completing the task (SEQ).
1. Run wi-fi scan
2. Set up safe browsing
3. Turn on VPN
4. Upgrade subscription
5. Increase protection score by addressing a breach (Discover For today)
6. Learn more about ways to protect your mobile device (Discover more for you)
First impressions/perceptions
Participants were prompted to list what section of the page caught their attention, and to explain the difference between the For today, My overview, and Our services groupings.
Total 6 Key tasks
Participants were instructed to click where they would navigate to complete the following tasks, and rate ease of completing the task (SEQ).
1. Run wi-fi scan
2. Set up safe browsing
3. Turn on VPN
4. Upgrade subscription
5. Increase protection score by addressing a breach (Discover For today)
6. Learn more about ways to protect your mobile device (Discover more for you)
First impressions/perceptions
Participants were prompted to list what section of the page caught their attention, and to explain the difference between the For today, My overview, and Our services groupings.
Key Takeways
Key Takeways
Iterations
Iterations
Iterations
There were several iterations as we reflected on the test results. It seemed that there was a limit to banner appeal alone in the monetization part, so we displayed the security features that would only be available after upgrading the plan, including a lock icon, as if we were displaying products, allowing users interested in paid features to choose.
There were several iterations as we reflected on the test results. It seemed that there was a limit to banner appeal alone in the monetization part, so we displayed the security features that would only be available after upgrading the plan, including a lock icon, as if we were displaying products, allowing users interested in paid features to choose.
Final Design Deliverable
Final Design Deliverable
Final Design Deliverable
After several design revisions, the final design was completed and a detailed design implementation guide was delivered to the developers. This design was also checked for accessibility and delivered along with an accessibility guide for blind users.
After several design revisions, the final design was completed and a detailed design implementation guide was delivered to the developers. This design was also checked for accessibility and delivered along with an accessibility guide for blind users.
Design Implementation Review
Design Implementation Review
Design Implementation Review
This process allows app developers to implement the design and then review and correct any discrepancies by comparing it with the original design. It ensures that the final product faithfully represents the intended design.
This process allows app developers to implement the design and then review and correct any discrepancies by comparing it with the original design. It ensures that the final product faithfully represents the intended design.
Results and Lessons Learned
Results and Lessons Learned
Results and Lessons Learned
• Increased ATP⁽¹⁾ on our mobile app 3x’s from 2.5% to 9% in top geos which led to 12% higher feature adoption.
• Increased the B2C annual revenue from $4M to $17.8M.
• Increased ATP⁽¹⁾ on our mobile app 3x’s from 2.5% to 9% in top geos which led to 12% higher feature adoption.
• Increased the B2C annual revenue from $4M to $17.8M.
The main factors are that users are attracted to the feature through simple tasks, which increases the engagement level. Additionally, organizing the home screen by separating the task area and the information area is another factor.
(1) ATP Stands for 'Activation to Paid'. The rate at which users move from a free trial to a paid subscription.
The main factors are that users are attracted to the feature through simple tasks, which increases the engagement level. Additionally, organizing the home screen by separating the task area and the information area is another factor.
(1) ATP Stands for 'Activation to Paid'. The rate at which users move from a free trial to a paid subscription.