Totally Protected p.1

Share one subscription with all your devices

To comply with my NDA, I have omitted and obfuscated all confidential information. The information below is my own and does not necessarily reflect the views of Intel.

Details

Intel
2014-2015

Award Winning AV

PC Magazine’s best in class AV protection 5 years straight.

Device Tracking

Lock, locate or wipe your device if it’s lost or stolen.

Password Keeper

True Key™ remembers every password – you don’t have to.

Web Safety

Browse with confidence. We’ll keep you safe from bad sites.

Privacy Scanner

Prevent your private info from going public online.

Spam Blocker

Anti-spam keeps your inbox safe and clutter free.

The Challenge

McAfee Total Protection helps users secure all the devices in their household with a single subscription. The unlimited device policy was good for business,  because customers who protected 2 (or more) devices were significantly more likely to renew their subscription. However, when we looked at the numbers we found the majority of our customers limited themselves to one device.

Our team was tasked to learn why multi-device users were more likely to renew and design a solution to help single-device users protect more.

My Role

Customer Insights

The research team and I uncovered a multitude of user pain points though heuristic analysis, usability testing and journey mapping.

User Champion

I helped product management reframe business-centric requirements into stories that solved user problems, and in turn, hit business goals.

Design & Project Lead

I coordinated a cross-functional design team delivering concepts, prototypes, mockups, and final comps.

Ideation

I designed multiple concepts to cast a vision and identified messaging as the first step in addressing our users’ needs.

Product Strategy

I shared our design strategy with stakeholders and executives throughout the project lifecycle.

Design Efficacy

I worked closely with engineering to ensure solutions were grounded in reality and built as-designed.

Mapping the Journey

We mapped every flow that led users to download and install the product on a PC, Mac, smartphone and tablet, and appraised the experience using what we called “the golf score.”

The golf score counted the number of steps required to complete a task and rated each step (1, 2 or 3) as a measure of its complexity. Green was the color we were looking for, and the lower the score the better.

You can see the results show a disheartening amount of red and yellow dots. Additionally, 8 out of 10 participants in the user study were unable to complete the task.

Add Device Usability Score

24

Christian P. Rohrer, James Wendt, Jeff Sauro, Frederick Boyle, and Sara Cole. 2016. Practical Usability Rating by Experts (PURE): A Pragmatic Approach for Scoring Product Usability. In Proceedings of the 2016 CHI Conference Extended Abstracts on Human Factors in Computing Systems (CHI EA ’16). ACM, New York, NY, USA, 786-795. DOI: http://dx.doi.org/10.1145/2851581.2851607

Reframing Requirements

Getting users to protect a second device and renew their security software is not a strategy, it’s a byproduct of delivering a great first device experience. In light of our findings, we needed to focus the business requirements around the needs of our users.

Make it faster

Protecting device #1 could take up to an hour. It was fatiguing. When everything was setup, users had errands to run and TV shows to binge.

Tell me again

Users would forget they could protect more than one device after purchase and installation.

Say it’s free

Protecting the next device was free, but some users thought it cost extra.

Not. Another. Password.

Users needed their password to protect the next device, but they couldn’t remember it.

Echo the feature

Users had to visit McAfee’s online account management tool to protect their next device, but they couldn’t find it.

Reduce the steps

The process of protecting the next device was 17 steps = too many opportunities to make a mistake and drop off.

Going Lean

As I grew connected to our users, I became increasingly concerned they weren’t receiving the experience they were entitled to. I wanted to address all the problems we identified with a big release, but we only had a single scrum team.

Every six weeks I set off with my cross-functional team to review dozens of concepts, discuss technical feasibility and recap user testing to determine which solutions would be most impactful given our constraints.

Validating our efforts

With each release, we reviewed the KPIs to determine if we made meaningful improvements. Historically, multi-device usage was flat. After six releases, users were 2x more likely to protect more than one device.

% Increase in Multi-device usage

Low Hanging Fruit

“Low hanging fruit” is what they called it, and I was tasked to design a minimal effort silver bullet solution. At the time I didn’t quite grasp why so much was expected with so little invested to do it right. What I eventually learned is that my team didn’t truly know what “right” was until it was proven.

H1: If we email users with download links to install McAfee security, they will do it.

This may seem obvious, but no such email was in production. So we designed it, tested it in the usability lab, built it and released it to the world.

Keycard v.1

The keycard email was inspired by the physical cards users received when they purchased our product in a big box store. Upon e-purchase or registration, we sent users an email to unlock everything they were entitled to.

The keycard email reduced the friction of doing protecting a second device, because it carried an auth-token to a product download page and allowed users to get what they needed without a password.

Making it simpler

Keycard v.1 had a number of technical constraints that limited the effectiveness of what my team designed:

1. The download links were 1-time use. This threw a wrench in our multi-device plan, because many users opened the email to install the product on their first device.

2. A McAfee security subscription comes with a bundle of products, which resulted in too many download buttons and long selection times.

3. Emails aren’t smart, and we were unable to detect the device and hide device-ineligible products.

H2: If we reduced the download buttons, more users would click through.

H3: If the download buttons were reusable, more users would install the product on a 2nd device.

The only way to test both hypotheses was with a single-button email that directed users to a landing page. The product page would detect their device and limited download options relevant to it.

Keycard v.2

To the chagrin of a few stakeholders, I added a step between the email and download page. While this was heavily debated, I reduced the literal and perceived complexity of the email action by adding a step.

Email v2