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User Experience Case Studies


User experience or UX has become very popular these days, but what a lot of people don't realize is that it's been around since Day 1. The experience the user has should be the focus of any design. Making their experience as fulfilling and unobtrusive as possible establishes trust and reliability in your brand.

The case studies I have chosen all focuses on the user experience, first and foremost.

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User Experience Case Studies


User experience or UX has become very popular these days, but what a lot of people don't realize is that it's been around since Day 1. The experience the user has should be the focus of any design. Making their experience as fulfilling and unobtrusive as possible establishes trust and reliability in your brand.

The case studies I have chosen all focuses on the user experience, first and foremost.

LAM Product Simplification Landing Pages

 

The Request

With the sun-setting of Norton™ 360 Premier Edition slated for Q2 of 2014, the plans were made to entice current subscribers to another offering, Norton™ Multi-Device. The eBusiness regional requester in Mexico wanted a new landing page created testing the probability customers will switch to Norton™ Multi-Device on the Returning Online Norton™ Internet Security (ROL NIS) channel.

The Strategy

Since I was not too familiar with the customers in Mexico, collaborating with the eBusiness regional requester was vital. After learning that this region's customers are price sensitive, I immediately started to brainstorm around the idea of benefits and overall product value. I wanted to emphasize that customers would receive more benefits upgrading to Norton™ Multi-Device than just renewing their current Norton™ 360 Premier Edition subscription.

The Result

As this project continued in the innovation phase with the requester, an initiative to simplify the Norton product offerings began. These 2 layouts were considered for the initiative but were ultimately passed over for existing landing page designs. The requester still plans to test these layouts in the future after any learnings can be made from the initial product simplification tests.

The Delivery

I created 2 mockups attempting to show the value of Norton™ Multi-Device over Norton™ 360 Premier Edition.

Horchata Wireframe

The first mockup that utilizes 2 rounded corner boxes, code named Horchata, was loosely inspired by a layout a colleague in Dublin created. I wanted to list the product benefits in bullet form, easily showing that Norton™ Multi-Device offered more than the renewal product. An added user experience touch included showing the product box shot that the customer currently was subscribed to, Norton™ Internet Security, since previous landing page experiences showed a generic yellow box.

Horchata Layout

Pyramid Wireframe

The second mockup, code named Pyramid, took a different approach by introducing a simplistic compare chart that visually emphasized that Norton™ Multi-Device offered more benefits than Norton™ 360 Premier Edition. In addition, the layout is structured so that each product offering is on opposite sides of the page, giving a vertically linear flow.

Pyramid Layout

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User Experience Case Study #2


User Experience Case Study #2


El Buen Fin Promotion Landing Page

 

The Request

The Mexican government developed their own limited promotion inspired by the US Black Friday event whose main goal was to revive the economy called El Buen Fin (The Good Weekend). An eBusiness consumer business requester wanted to test a landing page experience with a discount on the upgrade products for Norton™ AntiVirus and Norton™ Internet Security customers in both the First-Time Retail (1TR) and LOEM channels.

El Buen Fin Logo

The Strategy

This request came after the US Black Friday promotion assets were created, so I decided to work with the designer and copywriter who worked on them, tweaking the original banner assets by adding the El Buen Fin logo along with localized copy. The landing page experience was a collaborative solution with the requester, resulting in a 2-column layout with the intention the requester could use this template again.

To innovate further, the copywriter and I wanted to provide a better customer experience by simplifying the product feature benefits in the compare chart. We launched 2 sets of landing page experiences as an A/B test.itive, I immediately started to brainstorm around the idea of benefits and overall product value. I wanted to emphasize that customers would receive more benefits upgrading to Norton™ Multi-Device than just renewing their current Norton™ 360 Premier Edition subscription.

The Result

Since this was the first time Symantec participated in the El Buen Fin promotion, all revenue created by the landing page experiences deemed this a success; a total of 42 orders were placed on the Norton™ AntiVirus experiences and 952 orders were placed on the Norton™ Internet Security experiences.

Due to the short length of this test, this experience couldn't be deemed the winner, but we can conclude that having too much information on the page (below the fold) creates noise for this traffic.

The A/B test between the longer feature description and the shorter feature description yielded interesting results. For the Norton™ AntiVirus experiences, we were unable to conclude any learning because of the few number of conversions. However, for the Norton™ Internet Security experiences, the shorter feature description landing page did show positive close rates. The trend in the reporting show this is resonating in the market in terms of conversion. Due to the short length of this test, this experience couldn't be deemed the winner, but we can conclude that having too much information on the page (below the fold) creates noise for this traffic.

The Delivery

I provided final mockups for all experiences (4 total) to the developer on this promotion along with the required sliced asset static URLs (top banner, localized buttons, box shots, icons, and logos).

1TR/LOEM NAV Challenger - long feature descriptions

The first mockup displays the long feature descriptions for the 1TR/LOEM Norton™ AntiVirus channels.

1TR/LOEM NIS Challenger - short feature descriptions

The second mockup displays the short feature descriptions for the 1TR/LOEM Norton™ Internet Security channels.

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User Experience Case Study #3


User Experience Case Study #3


Yahoo! Mail New Acquisition Landing Page

 

The Request

All Yahoo mail users don't know it but all their mail is automatically scanned by Norton for any malicious viruses. Most never realize that Symantec provides this service, even though their logo is at the bottom of the page.

Currently, the link in Yahoo mail brings customers to a generic affiliate promotions landing page. An eBusiness requester saw an opportunity to get new customers into the funnel by requesting a customized landing page for Yahoo mail users.

The Strategy

After meeting with the requester, I approached this landing page as a hub to offer a variety of entry products that Yahoo mail users would benefit from using. The design solution was a combination of educating customers about the products as well as enticing them to at least try the free (lite) versions with an option to purchase the full version with added features.

The Result

Providing a customized, branded landing page with Norton product offerings creates an opportunity to acquire new customers from a non-standard channel. The landing page continues to be live and unfortunately, there isn't enough data to show positive or negative results by introducing this new experience.

The Delivery

Mockup creation went through collaboration meetings both in-person and via email with the requester. At the end of this project, now when Yahoo mail users click on the Norton logo at the bottom of their scanned emails, they are directed here.

Yahoo! Mail Wireframe

Yahoo! Mail Mockup

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User Experience Case Study #4


User Experience Case Study #4


Auto-Renew Transparency Popup

 

The Request

Norton's core business is built on auto-renewal customers. Every year, customers are charged for their product subscription. However, most customers don't realize they are enrolled in the auto-renewal program and usually are charged more than their initial product purchase.

 

An initiative began to become more transparent to Norton customers by giving them a choice to opt-in to the auto-renew program and informing customers the actual price they will be charged every year. They wanted to test several billing page solutions along with an informative popup that would trigger if a customer opted-out of the auto-renew program.

The Strategy

At the onset of this project, I've been involved with various SCRUM teams for at least a few years. So I was familiar with the process and had previously cross-trained with my teammates in understanding their roles and tasks. This project offered another opportunity for me to cross-train since the billing page solutions and popup design fell to the lead designer to create. As the second designer with web development skills, I coded the popup and provided the HTML and CSS to the lead web developer.

The Result

This project began an assortment of tests that the eBusiness regional teams rolled out in both the US and Canada sites. The effort was only the beginning of Symantec's True North initiatives to become more transparent with their customers, especially about the increase in renewal price in the auto-renew program. The eBusiness regional team continues to tweak and test various experiences and every learning made becomes reintegrated into new test parameters.

The Delivery

The mockups below show the various billing page solutions being tested:

  • Mockup 1 - Checkbox Opt-In to the Auto-Renew program
  • Mockup 2 - Radio Button Opt-In/Opt-Out to the Auto-Renew program
  • Mockup 3 - Dropdown Selection Opt-In/Opt-Out to the Auto-Renew program
  • Mockup 4 - Auto-Renew Transparency Popup

Each option has the popup triggering when the customer opts-out of the auto-renew program (Mockup 4). The popup acts as a last effort to inform customers about the benefits of enrolling in the auto-renew program.

Working off of the provided mockups, I used Adobe Dreamweaver to code the popup experience. See the popup here.

 

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User Experience Case Study #5


User Experience Case Study #5


DSK 64kb Memo Books

 

The Request

Notebooks are a dime-a-dozen these days. From Moleskine to Field Notes, you can find a variety of sizes and page counts that will fit your daily needs. After using Field Notes for a few weeks, I found that a typically 48-page notebook wouldn’t last me more than 2-3 weeks. So I decided to put together a notebook that would both fit my page count needs but also allow me to create a version that isn’t on the market, a half-blank, half-ruled notebook.

DSK Memo Books Logo

The Strategy

Using the Field Notes notebook as a reference, I started to play with different paper mockups, deciding on a page count of 64 total pages. It gave me room to use the notebook for at least a month’s time. I then went to Adobe Illustrator to brainstorm the hybrid version of a half-blank and half-ruled notebook. As a designer, having space to quickly draw out an idea would be very beneficial, but all that is available is an entirely blank, entirely ruled, or entirely grid notebooks. I even created a half-blank and half-grid notebook, too.

This project started with paper mockups and ended with the finished, printed piece. The entire journey allowed me to create a clean overall design to the look and feel of the memo books especially with the overall theme of the brand, DSK. I came up with DSK, pronounced “disk”, because paper books were the predecessors to the storage devices in our daily lives today; i.e. USB thumb drives, external hard drives, etc. So, in a way, it was my way to pay my respects to the timeless paper and pencil way of life. 

The Result

The actual product design was fun to create since I have print experience. But it also gave me a chance to create something from a user's perspective, mimicking the customer first mentality. Really thinking about pagination and how everything would fit together from start to finish was a fulfilling holistic exercise. And to hold the finished product in my hands brought a smile to my face.

 

The testing phase for these memo books are currently underway, I packaged a set of 4 books (all ruled, all grid, half-blank-ruled, and half-blank-grid) and distributed them to close friends, family, and colleagues to test these little gems. I don’t have any future plans to print anymore versions at this point, but am proud of what I accomplished so far with Mark I of these memo books. 

The Delivery

Here are some product shots of my memo books, freshly off the digital Indigo press:

The front and back cover layouts in Illustrator

Front and back covers

Hybrid book: Half-blank, half-ruled