avast and avg
UX Copy: Example 4
Creating personalized reports to demonstrate product value, aimed at improving renewal rates.
Problem
Existing emails and in-product messages (IPM) do not effectively communicate and reinforce the value and benefits of the user’s product, leading to a negative impact on renewal rates.
Direction + Brief
Working closely with products, research, and customer engagement, we gained insights into the reasons behind falling renewal rates. That enabled myself and the design team to create email and “in-product-messages” (IPM) to share these insights, and indirectly, improve retention rates.
DIRECTION
With the design team, we worked together to create email and “in-product-messages” (IPM) through UI to communicate the following:
- How the product helps the user.
- How we’re keeping their online world protected.
- Setting up monthly product reports.
- A/B testing for full-scale rollout.
NEW email design and content
Avast & avg
IPM panels
Landing page - interactive panel
Avast - interactive panel
landing page
Results
Project full-scaled across all Avast products.
Test results showed an improvement in user experience, plus a significant uplift in renewal rates.