Lifelock by NORTON
UX Copy: Example 3
Improve user engagement so that customers understand the value and benefit of their product and the support available for their identity protection needs.
Problem
LifeLock was in the early stages of its engagement strategy and needed to leverage the success of other brands under Gen Digital to effectively communicate and promote the value and benefits of identity theft protection to its users.
Approach
Working closely with the research, marketing, and customer engagement teams, we gained insights into the reasons behind low user engagement and falling renewal rates. We discovered that:
1) The age demographics of the audience, primarily 50 years +, were a key factor in low engagement.
2) Our non-tech-savvy customers may need phone contact to create more connection between product and user experience.
3) We must effectively communicate the value of our product in a clear and concise manner to ensure the user understands the value and benefits of our product.
Direction + Brief
With the transactional and design teams, we worked to create 5 emails with different timelines and a content strategy that communicated:
a) The benefit and value of the product.
b) Easy access to a support team to learn more about their product benefits.
c) How the user can protect their identity through everyday tasks.
For LifeLock
T-5
reminder
T-12
Alert The Customer
T-19
