Lifelock by NORTON
UX Copy: Example 1
Improving the payment reminder flow for Norton and LifeLock.
Problem
Outdated messaging and design with payment billing notification issues. User research showed that customers struggled to understand the issue (content was too wordy), that status of their membership, and what action to take.
Direction + Brief
I worked with marketing and billing teams to help create a more branded style of communication, focused on the needs of the user.
With their feedback, I then worked with the design team to create an email time sequence that captured the following:
- Redesign the email to include less content and more structure.
- Included methods of payment.
- Created more urgency with a clear time sequence, including 2 CTAs.
- Kept the content clear and concise with a reminder of product benefits.
Old design and content
For Norton & LifeLock
T-34 & T31 Emails
Creating more urgency, closer to expiration:
A shorter version...
Results
After positive A/B tests, both projects were full-scaled.
a) 31 bps lift in renewal rates, $257k annual revenue.
b) Reduction in refund rates, improved customer satisfaction, $162k annualized revenue.