The focus of this project was to redesign the experience and interface of Avast's home and product pages to optimise and maximise conversions and growth for the business.
Driving sales for Avast One
Client
Avast
Experience Architect
2022
Role
Year
The focus of this project was to redesign the experience and interface of Avast's home and product pages to optimise and maximise conversions and growth for the business.
Driving sales for Avast
Client
Avast
Experience Architect
2022
Role
Year
The focus of this project was to redesign the experience and interface of Avast's home and product pages to optimise and maximise conversions and growth for the business.
Driving sales for Avast
Experience Architect
Role
Avast
Year
2022
Client
Avast was founded on the belief that a truly effective antivirus should be available to everyone. In 2020, the company entered the FTSE 100 index. Their website is the primary place from which customers download their software. Over the years, the site has been optimised to maximise conversions and growth. In early 2022, we were asked to help make it better.
Intro
The test that took place between 26 April – 5 June, 2022 resulted in a 39% increase in direct purchase revenue. This means a huge number of visitors decided to purchase Avast One, rather than trial the free download. Since June, Avast have gone on to roll the homepage and Avast One product pages out in all eight Avast One territories (US, UK, Canada, Australia, France, Austria, Germany, and Switzerland), and have commissioned a further phase of work with Else to improve their user experience across their digital estate.
Goals
The project commenced by bringing Avast on a journey to show them the importance of experience design as a means to drive customer engagement. I conducted two workshops; the first with the purpose of understanding the key audience types, the brand qualities and how they are relate to each of their audiences, and the second to brainstorm on the page requirements, pain points in the journey, and to co-design some potential solutions.
Workshops
The goal was to support customers to find what they’re looking for, more quickly and with even less friction.
The main business target audience based on the first workshop:
Those who are ready to buy a paid product, but not interested in the free version
Those who want the free product
Those who need convincing about Avast and/or are new to the digital security space
Based on this criteria personas were created to reflect each of the target audiences. Using a series of workshops we plotted the three audience paths through Avast and began to brainstorm requirements and challenges. Using a voting structure on Miro we allowed participants to cast votes which highlighted the key areas for us bring to life on the product page. This co-design enabled the most user friendly and easy-to-navigate page for current and prospective Avast customers.
Personas
This design project served as an opportunity for Avast to test out new approaches, technologies and tools. It became a showcase across the business for best design-led practices. It ultimately resulted in a more effective approach to experience design for Avast. Avast recognised there was an opportunity to stand out in this commoditised market and drive growth, by engaging customers more effectively in line with their purpose: to provide internet security to all.
Experience
This design project served as an opportunity for Avast to test out new approaches, technologies and tools. It became a showcase across the business for best design-led practices. It ultimately resulted in a more effective approach to experience design for Avast. Avast recognised there was an opportunity to stand out in this commoditised market and drive growth, by engaging customers more effectively in line with their purpose: to provide internet security to all.
Experience
In order to drive sales of Avast One I was tasked with recreating their homepage to elevate the experience in line with a fresh brand personality. I conducted workshops with existing Avast users as well as people that hadn't heard of the product before. Using these workshops as guidance I created wireframes that reflected the feedback and worked to guide users to the range of Avast products as seamlessly as possible.
Product Development
The project was successful in delivering Avast a high quality landing and product page that delivered against their commercial goals, increasing the retention rate of their customers, increasing customer duration on the site and reducing the bounce rate. In addition to the web page we were able to optimise and drive more sales through Avast's mobile experience whilst keeping speed an important KPI.
The work with Avast won Else a gold at the 2023 DBA Design Effectiveness Awards, highlighting the positive impact that a refined customer experience and design has had on Avast as an business.
Final Designs
We have been optimising our website for performance for years and have felt that working with an external agency could provide the necessary fresh perspective that would allow us to take a leap in our evolution. Our partnership was just what we needed and although the timelines and rounds of revisions weren't easy for either side, I can confidently say that the end result was worth every effort.
Tom Kačmáry, Avast Senior Experience Strategist
"
"
Avast was founded on the belief that a truly effective antivirus should be available to everyone. In 2020, the company entered the FTSE 100 index. Their website is the primary place from which customers download their software. Over the years, the site has been optimised to maximise conversions and growth. In early 2022, we were asked to help make it better.
Intro
The test that took place between 26 April – 5 June, 2022 resulted in a 39% increase in direct purchase revenue. This means a huge number of visitors decided to purchase Avast One, rather than trial the free download. Since June, Avast have gone on to roll the homepage and Avast One product pages out in all eight Avast One territories (US, UK, Canada, Australia, France, Austria, Germany, and Switzerland), and have commissioned a further phase of work with Else to improve their user experience across their digital estate.
Goals
Avast was founded on the belief that a truly effective antivirus should be available to everyone. In 2020, the company entered the FTSE 100 index. Their website is the primary place from which customers download their software. Over the years, the site has been optimised to maximise conversions and growth. In early 2022, we were asked to help make it better.
Intro
The test that took place between 26 April – 5 June, 2022 resulted in a 39% increase in direct purchase revenue. This means a huge number of visitors decided to purchase Avast One, rather than trial the free download. Since June, Avast have gone on to roll the homepage and Avast One product pages out in all eight Avast One territories (US, UK, Canada, Australia, France, Austria, Germany, and Switzerland), and have commissioned a further phase of work with Else to improve their user experience across their digital estate.
Goals
The project commenced by bringing Avast on a journey to show them the importance of experience design as a means to drive customer engagement. I conducted two workshops; the first with the purpose of understanding the key audience types, the brand qualities and how they are relate to each of their audiences, and the second to brainstorm on the page requirements, pain points in the journey, and to co-design some potential solutions.
Workshops
The project commenced by bringing Avast on a journey to show them the importance of experience design as a means to drive customer engagement. I conducted two workshops; the first with the purpose of understanding the key audience types, the brand qualities and how they are relate to each of their audiences, and the second to brainstorm on the page requirements, pain points in the journey, and to co-design some potential solutions.
Workshops
The goal was to support customers to find what they’re looking for, more quickly and with even less friction.
The main business target audience based on the first workshop:
Those who are ready to buy a paid product, but not interested in the free version
Those who want the free product
Those who need convincing about Avast and/or are new to the digital security space
Based on this criteria personas were created to reflect each of the target audiences. Using a series of workshops we plotted the three audience paths through Avast and began to brainstorm requirements and challenges. Using a voting structure on Miro we allowed participants to cast votes which highlighted the key areas for us bring to life on the product page. This co-design enabled the most user friendly and easy-to-navigate page for current and prospective Avast customers.
Personas
The goal was to support customers to find what they’re looking for, more quickly and with even less friction.
The main business target audience based on the first workshop:
Those who are ready to buy a paid product, but not interested in the free version
Those who want the free product
Those who need convincing about Avast and/or are new to the digital security space
Based on this criteria personas were created to reflect each of the target audiences. Using a series of workshops we plotted the three audience paths through Avast and began to brainstorm requirements and challenges. Using a voting structure on Miro we allowed participants to cast votes which highlighted the key areas for us bring to life on the product page. This co-design enabled the most user friendly and easy-to-navigate page for current and prospective Avast customers.
Personas
This design project served as an opportunity for Avast to test out new approaches, technologies and tools. It became a showcase across the business for best design-led practices. It ultimately resulted in a more effective approach to experience design for Avast. Avast recognised there was an opportunity to stand out in this commoditised market and drive growth, by engaging customers more effectively in line with their purpose: to provide internet security to all.
Experience Design
This design project served as an opportunity for Avast to test out new approaches, technologies and tools. It became a showcase across the business for best design-led practices. It ultimately resulted in a more effective approach to experience design for Avast. Avast recognised there was an opportunity to stand out in this commoditised market and drive growth, by engaging customers more effectively in line with their purpose: to provide internet security to all.
Experience Design
This design project served as an opportunity for Avast to test out new approaches, technologies and tools. It became a showcase across the business for best design-led practices. It ultimately resulted in a more effective approach to experience design for Avast. Avast recognised there was an opportunity to stand out in this commoditised market and drive growth, by engaging customers more effectively in line with their purpose: to provide internet security to all.
Experience Design
This design project served as an opportunity for Avast to test out new approaches, technologies and tools. It became a showcase across the business for best design-led practices. It ultimately resulted in a more effective approach to experience design for Avast. Avast recognised there was an opportunity to stand out in this commoditised market and drive growth, by engaging customers more effectively in line with their purpose: to provide internet security to all.
Experience Design
In order to drive sales of Avast One I was tasked with recreating their homepage to elevate the experience in line with a fresh brand personality. I conducted workshops with existing Avast users as well as people that hadn't heard of the product before. Using these workshops as guidance I created wireframes that reflected the feedback and worked to guide users to the range of Avast products as seamlessly as possible.
Product Development
In order to drive sales of Avast One I was tasked with recreating their homepage to elevate the experience in line with a fresh brand personality. I conducted workshops with existing Avast users as well as people that hadn't heard of the product before. Using these workshops as guidance I created wireframes that reflected the feedback and worked to guide users to the range of Avast products as seamlessly as possible.
Product Development
The project was successful in delivering Avast a high quality landing and product page that delivered against their commercial goals, increasing the retention rate of their customers, increasing customer duration on the site and reducing the bounce rate. In addition to the web page we were able to optimise and drive more sales through Avast's mobile experience whilst keeping speed an important KPI.
The work with Avast won Else a gold at the 2023 DBA Design Effectiveness Awards, highlighting the positive impact that a refined customer experience and design has had on Avast as an business.
Final Designs
We have been optimising our website for performance for years and have felt that working with an external agency could provide the necessary fresh perspective that would allow us to take a leap in our evolution. Our partnership was just what we needed and although the timelines and rounds of revisions weren't easy for either side, I can confidently say that the end result was worth every effort.
Tom Kačmáry, Avast Senior Experience Strategist
"
"
The project was successful in delivering Avast a high quality landing and product page that delivered against their commercial goals, increasing the retention rate of their customers, increasing customer duration on the site and reducing the bounce rate. In addition to the web page we were able to optimise and drive more sales through Avast's mobile experience whilst keeping speed an important KPI.
The work with Avast won Else a gold at the 2023 DBA Design Effectiveness Awards, highlighting the positive impact that a refined customer experience and design has had on Avast as an business.
Final Designs
We have been optimising our website for performance for years and have felt that working with an external agency could provide the necessary fresh perspective that would allow us to take a leap in our evolution. Our partnership was just what we needed and although the timelines and rounds of revisions weren't easy for either side, I can confidently say that the end result was worth every effort.
Tom Kačmáry, Avast Senior Experience Strategist
"
"
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