Project
Creating Upgrade Experiences that Delight Customers and Secures them Online as well
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The project aimed to redesign the user experience for a trusted global antivirus provider, focusing on making it easier and more compelling for customers to upgrade to premium packages.
By building on the company’s strong reputation for online security, the experience design created a more intuitive and engaging journey, helping users see the real value of enhanced protection. The goal was to motivate customers to confidently choose higher-tier services, ensuring they felt secure while contributing to the company’s sales growth.
Key Details
Role
UX Researcher
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Timeline
November- February 2020
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Methodology
Competition Benchmarking
1:1 Interviews
Insights reporting
Quantitative Surveys
UX Flows
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Team
2 UX researchers (Including me)
Overview
Problem
The big question to solve for was: How might we redesign the upgrade experience to encourage existing customers of a global antivirus provider to seamlessly move to premium packages, in order to enhance their online security, build trust in the brand, and drive sales, while ensuring customers feel informed, secure, and valued throughout the process?
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Outcome
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An in-depth analysis of the current state purchase and consumption journey of the anti-virus product supported with future state customer journey flows and an ideal state upgrade experience.
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Process
The Mixed Methods Approach
We conducted a large-scale study employing different qualitative research tools such as competition analysis, interviews and concept testing studies coupled with quantitative validation surveys to triangulate data for specific UX design recommendations.
Customer Research
Customer research findings
Below were some key findings from the interviews and competition analysis that informed our design direction:
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01
Demonstrating value gives customers confidence that the company understands how to keep them safe. Fosters brand loyalty & repeat upgrade.
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02
Free upgrades & discounts hasten, but do not determine the decision to upgrade.
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Customers require choice & flexibility in their upgrade decisions. Choice to choose only what they use and/or need.​
04
Customers are willing to pay for upgrades that are based on their (and family’s) specific needs & usage.
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Quantitative Research
Survey Says: Quantifying Qualitative Insights for Deeper Validation
With the findings from the qualitative research, we also realized the need for triangulating and validating the data with quantitative methodology. Thus we employed surveys across the globe to get this information.
Prototyping
With the insights from research and the identified upgrade principles from the competition benchmarking, it was now time to visualize and outline an upgrade flow that customers would like to pursue. These flow prototypes were 'design fictions' meant to get customer feedback on the broader concept.
UX Flow Designs
Finalizing the UX Flows based on Impact
Once we designed the broader concept flows, it was time to test with real users to gauge impact generated and possible gaps that were either still unaddressed or any new ones that may have cropped up.
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We conducted virtual testing sessions over Zoom with 12 participants to collect detailed feedback for each step of the redesigned experience. This was crucial to understand if the new experience was effectively described and invoked the right kind of emotions.
Lessons Learned
Reflecting on the project outcomes
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01
Moderation Matters: Uncovering Latent Needs Through Organic Conversations
Effective moderation in qualitative interviews is essential for uncovering the latent needs and pain points that customers often don't express directly. I’ve seen firsthand how using visual cues or artifacts can spark meaningful discussions, helping participants articulate their thoughts on what they have, what they lack, and what they aspire to achieve in their product experience. Creating a comfortable environment for organic, improvisational conversations has allowed me to connect with users on a deeper level, revealing insights that truly guide our design decisions.
02
Concept designs help gain early insights
Visual artifacts for concepts is a game changer for gathering early feedback. These suggestive representations allow users to express their feelings about potential solutions without getting bogged down in details. I’ve experienced how this approach works wonders in service design, as it helps test the overall experience flow. When users engage with these visuals, they often share insights that reveal their needs and expectations and ensures we remain aligned with their aspirations right from the start.
03
Testing can reveal issues which you couldn't imagine
Testing can reveal crucial, often overlooked details. Feedback on wordings and images showed that every detail needs to fully evoke the proposed experience. Initially, we hadn’t considered these nuances, but user feedback revealed how these seemingly minor aspects could make or break the overall experience.
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