Norton Privacy Monitor | Thi Le's Portfolio

IMPACT AT A GLANCE

PROBLEM

Previously, only premium Norton users had access to the web portal's Privacy Monitor. Now, it's available to all users on the Secure VPN mobile dashboard. However, only around 13% engaged with the feature introduction alert.

SOLUTION

I revamped the feature introduction with strategic copywriting aimed at both new and existing users, accompanied by captivating illustrations that instantly grabbed users' attention.

RESULTS

The feature introduction modal experienced a significant 74.3% increase in engagement rate. Additionally, when users opted to skip the modal, approximately 48% of them still interacted with the new "Get started" feature design in the Privacy Monitor feature.

NOT BORED YET? LET'S DIG DEEPER THEN :)

OVERVIEW

THE TEAM

Lead UX/UI designer - Me
UX writer
Product manager
Engineering teams (iOS & Android)

TIMELINE

May 2020

ABOUT

Previously, only Norton users with a premium subscription could access the Privacy Monitor on their web portal. Now, with the recent addition of this feature to the standalone Secure VPN dashboard on mobile, all users can benefit from it.

During the project, I discovered that even a minor change in UX/UI could have a significant impact on the product. It's worth noting that we were working on redesigning the entire product line at the time, so there may have been some inconsistencies in visual/branding aspects as we gradually rolled out the new design. Please excuse any such inconsistencies.

CHALLENGES & GOALS

CHALLENGES

The request was urgent and required making minimal changes to the user interface while having a significant impact on user experience, aiming to boost conversion rates for new users and retention rates for current users. This required identifying user flows for both current and new users under a time constraint and with limited options for UI modifications.

GOALS

The goals were to introduce the Privacy Monitor feature to new users and encourage current users to utilize it on mobile devices. This would be achieved by leveraging powerful UI designs and attention-grabbing call-to-action prompts to optimize the user experience for both current and new users.

APPROACHES

1THE IMPORTANCE OF AN EFFECTIVE NEW FEATURE RELEASE ANNOUNCEMENT

“Nobody cares about the thing you’ve designed, unless you can get them past the beginning.”

Julie Zhou - Product Design VP @ Facebook

Revitalizing existing users who are considering competitors or dissatisfied with current restrictions.

Increasing engagement with new users by capturing their interest with a feature that enhances their security and safety.

2AVOID COMMON MISTAKES

Failure to differentiate between new and current users: It is important to recognize that not all users are the same. Upon learning about the back-end's ability to differentiate between new and current users, I chose to leverage this capability to customize the release. This involved adjusting the call-to-action prompts and user flows to better suit each user group.

Excessive resistance: It is crucial to be open with users regarding the information that we require from them and the reasons behind it. This will help to foster trust between the Norton brand and users.

DESIGNS

OLD FLOW

NEW UX FLOW

TRIGGER TOUCHPOINTS EXPLAINED

TURNING VPN ON/OFF TWICE

When users open the VPN, their primary objective is to turn VPN on or off. If the modal window appears immediately upon opening the VPN, it may be intrusive and disruptive to their task flow, causing them to dismiss it immediately

TAPPING ON THE "NEW" ICON ON THE ONLINE PRIVACY TAB

Users typically interact with the "notification" indicator, which triggers the appearance of the modal window. This scenario is more likely to encourage users to engage with and comprehend the information presented.

IN WHAT WAYS IS THE NEW UX DESIGN AN UPGRADE?

All the significant user cases are identified and catered to for different types of users (current and new).
The new feature release modal incorporates concise copy, unambiguous imagery, and a contextual "new" icon to appeal to users with varying levels of attention span.

**Plan A:** An impactful visual modal featuring brief, informative copy that provides an overview of the feature. Even for users who quickly skim the content, a conventional magnifying glass, fingerprint, and cloud symbol can convey the message of "searching for your identity in the digital realm."

Plan B: Even if the user chooses to close the modal, they will still see a "new" dot on the Online Privacy tab, signaling the availability of a new feature. In addition, the call-to-action button is more prominent than in the previous version, designed to attract users' attention and motivate them to try out the new functionality.

The modal window will appear based on whichever of the following conditions occurs first: (1) the user turns the VPN on and off twice OR (2) the user taps on the "Online Privacy" tab on the bottom navigation bar.

ICON ITERATION

HI-FI DESIGN

NEW USERS - Users who haven't enrolled in Privacy Monitor:

CURRENT USERS - Users who have enrolled in Privacy Monitor:

RESULTS & LEARNING

RESULTS

The engagement rate, as determined by the proportion of users who click on the main call-to-action (CTA) button, is 74.3% when the modal is shown, in comparison to 13.4% before the redesign. Furthermore, when users skip the modal, 48.1% click on the larger "Get Started" button within the Privacy Monitor feature, compared to 15.3% pre-redesign.

Although the alterations to the UI (modal design) and UX (customized CTA and flows) were minor, the outcome was substantial. Other product teams have also adopted the same visual style for introducing new features.

REFLECTION

Although it may seem like a small UX/UI change, its impact on users was substantial. I find great satisfaction in these small yet sustainable wins, especially amidst long UX projects. As a designer, it energizes me to know that such changes can make a meaningful impact on the company's business.

WHAT'S NEXT?

We are currently overhauling the entire onboarding process for Privacy Monitor, with the goal of ensuring that consumers grasp the value of our product as quickly as possible and have confidence in trying out new features.

DISCLAIMER: This product is property of NortonLifeLock Inc. All involvement and designs were done while collaborating with the Norton Global Product Design team.

Norton Privacy MonitorFeature Release Redesign