Norton, LifeLock + Avast
UX Copy: Example 2
Improving billing notification flows and receipts for Norton, LifeLock + Avast.
Problem
Outdated messaging and design with payment billing notifications were causing high subscription cancellations. The goal was to reduce churn, increase subscription value, use effective subject lines/pre-headers, and reward user loyalty with incentives.
Approach
I worked with customer research and engagement to assess potential disconnects between user sentiment and payment reminders. Based on user outcomes, we implemented a new content strategy across multiple brands. User feedback suggested:
- Customers didn’t understand the payment reminder emails.
- Subject lines were unclear and confusing, which meant users were likely to open emails.
- They didn’t see the value of continuing with their subscriptions.
Direction + Brief
With the transactional and design teams, we collaborated to enhance email clarity, improve subject lines and pre-headers, and established a content strategy that provided value to loyal subscribers.
Old design and content
The outcomes for each brand are as follows:
For Avast
Renewal + Header TAGs
For Norton & LifeLock
Renewal + Reminder
