Norton OEM Conversion and Redesign

Redesign legacy flow on a converted layout, making onboarding easier for OEM users and allowing customization for partners.

Impact: Increased conversion rate from 3.5% to 8%.

My Role

Product Owner
Single Product Designer

Duration

5 Months

Responsibility

User Research, Product Design, Competitive Analysis, Hi-fi Mockups

Platform

Desktop Application

Background
NortonLifeLock Inc. is an industry leader dedicated to helping keep consumers' Cyber Safety. While we introduced N360 in 2018 as the all-in-one solution for device protection, online privacy, and identity theft protection, we have yet to extend its availability to our partners.

Unfortunately, Original Equipment Manufacturers (OEMs) are currently only allowed to sell our security products.

Legacy OEM
Device security features only

The Norton "Legacy Main UI" has been in existence for over a decade. However, as of today, OEMs are only allowed to sell our security products, we have not enabled our partners to use N360.

N360
All-in-one protection for devices, online privacy, & identity

The "CSP" (Cyber Security Platform) Dashboard provides six product tiers, each corresponding with different security, privacy, and identity features. Additionally, the dashboard retains access to the legacy layout.

The Ask
I received the request from my PM as below:
Understanding OEM
How does OEM business model operate?

Typically, there are two user scenarios based on the partner's choice: Joint End-User License Agreement (EULA) and Non-Joint EULA.

Non-Joint EULA Scenario

During "OOBE" (Out Of Box Experience), users are required to first accept the Partner's EULA, and then additional steps are necessary to accept Norton's EULA in order to activate the product.

Joint EULA Scenario

Certain partners prefer our EULA to be accepted through the acceptance of their own EULA, eliminating the need for users to take any further action to activate our product.

User Journey
How do our OEM users feel about their current experience? Is what they need just a simple UI conversion?

These questions prompted me to dive into their current user journey. I summarized the 4 stages that users currently need to go through before reaching the main UI. My investigation revealed that the majority of their pain points occur during the welcome and onboarding stages.

User Needs

Flow Optimization

An optimized flow helps users understand what's included in their machine

Action Motivation

Show value proposition by highlighting Norton's capabilities and providing motivation

Quick Onboarding

Short and sweet path to experience the product quickly

Partner's Voice
We understand the needs of our users, but what about our partners? NortonLifeLock collaborates with approximately 40 partners, each of whom maintains their own subscriber base. How do they perceive about our products?

Partner Needs

Flexibility

The capability to turn on or off specific features for SKU customization

Configurability

Morph to suit features that are or not available based on the country or territory

Easy Onboarding

Enhance user comprehension of the product during onboarding to boost conversion rates

Deep Dive

Given that Non-Joint EULA's flow is more complicated, I will use it as a prime example to explain my design approach.

01

Welcome State

Current Task Flow

After users successfully complete the Out-of-Box Experience (OOBE) and reach the desktop UI, Microsoft mandates a quiet period, typically lasting around 1 hour, during which no apps are allowed to automatically launch or display any user interfaces. After approximately 10-15 minutes, Pre-EULA Screen will show up.

PROBLEMS

  • Appears abruptly, quite intrusive;
  • Difficult to understand what's included;
  • If users dismiss or skip accepting the EULA the first time, the appearance of the product UI as an overlay upon subsequent launches can be misleading, as they are still required to accept the EULA before using the product;

Revised Task Flow

DESIGN RATIONALE

Introduce “Welcome Toaster” before the Welcome /Pre-EULA screen:

  • A soft nudge;
  • A soft introduction;
  • Show Norton value proposition clearly;
  • Explain to users why they should act;

Design Iteration - Welcome Toaster

Rather than displaying the Pre-EULA screen directly, the "Welcome Toaster" will initially appear at the bottom right corner of the desktop. During the MVP phase, I opted for a rapid implementation using the standard Norton alert template. Following positive feedback, I began to explore various ideas to enhance the welcome experience and make it more unique.

Design Iteration - Welcome/Pre-EULA Screen

After the user clicks "Get Started," the "Welcome/Pre-EULA" screen will be displayed. The legacy screen only focuses on the security protection and it overemphasizes "Free" as our product value. However, based on our research findings, users are more interested in understanding what Norton can do for them rather than the limited-time "free" aspect.
‍
Thanks to the diligent efforts of our engineers, we now have the technical capability to customize the SKU by country during the Out-of-Box Experience (OOBE) stage. This allows us to configure security, privacy, and identity features, enabling us to turn them on or off based on the specific offering level.

02

Activation State

Current Task Flow

After users accept the EULA on the welcome screen, they will be required to connect to the cloud initially. Following this, a success screen will be displayed to inform the user that the activation process is complete.

PROBLEMS

The existing flow placed significant emphasis on the sign-in and account creation information:

  • End the experience if user chooses to skip the step;
  • Low conversion rate;

Revised Task Flow

I Introduced a Norton product tour flow after user successfully activated the product.

DESIGN RATIONALE

Product Tour:

  • Assist users with onboarding and help them become familiar with our product;
  • Can be turned off per partner’s preference;

Design Iteration - Activation Success Screen

03

Onboarding State

Current Task Flow

In the legacy flow, after successfully activating the product, the user is required to either sign in or create an account.

PROBLEMS

  • During the initial launch, creating an account is mandatory before displaying the main user interface (UI);
  • End of experience if user chooses to quit;
  • Upon subsequent launches, the reminder screen - “Don’t Miss Out” screen appears as an overlay, which forces user to switch context to create an account;

Revised Task Flow

After activation, users will be directly presented with the CSP dashboard.

DESIGN RATIONALE

Creating an account or signing in is no longer mandatory, providing a user-friendly experience.

  • Allow users to experience the product UI as soon as possible after activation;
  • User will only be directed to sign-in flow when they intend to use features that require account setup;
  • No need to convert DMO screen;

Design Iteration - Don't Miss Out Screen & Alert

If a user hasn't taken any actions after 7 days of installation, a "Don't Miss Out" alert will be displayed to remind the user to set up their account.

Full Deliverables
Non-joint EULA Flow Main Screens

I also utilized the same flow to apply on our Norton 360 for Gamers product since Bullguard migrated partners specially requested that. To view all the deliverables, including both N360 and N360 for Gamers Non-joint EULA, Joint EULA end to end flow, and all the dynamic templates, please click below button for more information.

View All Prototypes In Figma
impact & Reflections
Our partners started to adopt the flow after design released, from the data we received, the average conversion rate has reached to 8% from the 3.5% we had. I also received some feedbacks from the team:

Quotes from partner team:

“HP chose to work with us because of our product and the people behind that product. Their choice was reaffirmed with every interaction and every deliverable you provided.”
— Partner Team
“During the kick off the initiative itself, the status was RED because of very aggressive timeline. There were a lot of challenges in the project like just in time requirement, change in scope, change in priority, involvement of many cross functional teams etc. But we all should feel proud that, we are completely ready with the committed scope as per the plan and the project status is GREEN as of today. It's an exceptional achievement by this team.”
— Product Manager of OEM channel
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