Maya Boim Cohen

case study

AVG AntiVirus

Perspective AV.png

THE CHALLENGE

App redesign and transition to Material Design in order to improve retention and engagement of users.

THE PRODUCT

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.


MY ROLE

 
  • 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).

 Part of a user testing I participated in where we tried out light Vs. dark themes

Part of a user testing I participated in where we tried out light Vs. dark themes

 Part of a user testing I participated in where we tried out light Vs. dark themes

Part of a user testing I participated in where we tried out light Vs. dark themes

 Before/after transitioning to Material Design

Before/after transitioning to Material Design

 

Phase II: Redesign of the main screen included adding a bottom-drawer card-feed that enabled better feature discovery and promotions. (Q1 2016).

 Main screen redesign

Main screen redesign

 New main screen on tablet

New main screen on tablet

 

Phase III: Redesign of inner screens and features. (Q2 2016, ongoing through Q2 2017 when AVG was acquired by Avast).

 Content audit (whole app)

Content audit (whole app)

 Content audit (settings screen)

Content audit (settings screen)

Information Architecture and nomenclature (settings screen)

 Part of the initial ideation and UX requirements for a feature redesign (battery usage)

Part of the initial ideation and UX requirements for a feature redesign (battery usage)

Data Plan feature old flow mapping and low fidelity wireframes

Data Plan feature new flow

 Icon design for a new feature -  ideation process

Icon design for a new feature -  ideation process

 Design guidelines

Design guidelines


RESULTS

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:

  1. 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). 
  2. 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%

    Better now. New UI is fantastic...
    — User review, Google Play
    The User Interface is very easy to operate and provides prompts to help the user achieve the desired operation. Very good app for even the novice operator
    — User review, Google Play
    ...The best program to protect your device and very easy to use!! Install and you will see!!...
    — User review, Google Play