App redesign and transition to Material Design in order to improve retention and engagement of users.
The AVG Antivirus app helps users protect their devices from viruses, malware, prying eyes, and thieves. It is also used to enhance the device’s performance. The app has over 100 million users and is available in 32 languages.
Platform: Android mobile phones and tablets.
- Work closely with the product manager to brainstorm and strategically plan next steps
- Conduct competitive research and analysis
- Work with the User Research team on preparing questions, images and prototypes for user testing and researches
- Participate in new features creation sessions and brainstorming
- Present wireframes/mockups to other designers on the CX team, for feedback
- Present detailed wireframes/mockups to developers to depict the main concepts and answer questions
- Create assets and screens for A/B tests
- Create low fidelity wireframes, high fidelity wireframes, prototypes and/or animated gifs to portray an interaction, and to create mockups, assets and specs
- Support implementation
The AVG AntiVirus' original design was very technical and functional. The redesigned version required numerous adjustments to the IA and UX to make the app simpler, less intimidating and more delightful, while maintaining its core values/presence, and creating a more sensible flow of information.
The redesign was separated into three phases:
Phase I: Transitioning to material design. (Q4 2015).
Phase II: Redesign of the main screen included adding a bottom-drawer card-feed that enabled better feature discovery and promotions. (Q1 2016).
Phase III: Redesign of inner screens and features. (Q2 2016, ongoing through Q2 2017 when AVG was acquired by Avast).
Both the transition to material design and the redesign of the app and its features have proved to be successful. There was a steady increase in app ratings, session durations and screen views per session. Users started engaging a lot more with features that were simplified, and thus less intimidating.
While there was an improvement in user engagement, user retention did not improve, as the daily installs kept showing a steady decline. But while the main change was at the top of the funnel, the retention % remained very high in comparison to the industry (even in comparison to apps that don't use in-app billing and ads).
This is due to the following factors:
- A business decision to increase monetization efforts even if it will lead to loss of users (was monitored, and had a specific limit to max. loss).
- Main competitor's investment in user acquisition ($91m per year) and marketing efforts, while AVG's strategic decision was not to invest in PPC campaigns for user acquisition and to depend only on organic growth.
Some quantitative data:
Screens per session increased +35%
Session duration increased +30%
App Lock (feature) events increased +130%
Scan results screen views increased +70%
Promo buttons pressed +25.95% more than before
Task Killer (feature) engagement increased +20%