Maya Boim Cohen
Maya Boim Cohen
Product Designer. Problem Solver.

UX study #1

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 UR 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 theme

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

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

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

 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)

Information architecture and nomenclature (settings screen)

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

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

 Data plan feature old flow mapping and low fidelity wireframes

Data plan feature old flow mapping and low fidelity wireframes

 Data plan feature new flow

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 increased. 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
     

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    Ux study #2

    AVG LockScreen - POC

    LockScreen.png

    THE CHALLENGE

    Creating a simple, intuitive flow, by creating high fidelity wireframes in a very short time, so that they could be presented to high management for review and project green-lighting.


    HISTORY

    AVG’s first attempt in creating a lock-screen app, sometime around June 2013, has started as a side project, where everybody on the team (PM, UI designer=me, tester and developer) also operated as its UX. We created mockups and a POC and conducted guerrilla user researches in-house and on the streets around the office. Researches have shown that while users liked the provided features, they found it hard to understand the gestures needed to operate the app. The app has been too far along the development process to extensively change the gestures, so explanations and hints were added instead, but the experience was still too hard to comprehend and the app proved to be a failure.

    THE PRODUCT

    Given former experience, the new AVG LockScreen (March 2016) app’s operation was further simplified, and its purpose has modified from serving as a home screen with shortcuts to your favorite apps, latest phone calls and so on, to become an app dedicated to protecting your data from intruders by securing your phone with a PIN code/pattern lock (user’s choice). The app shows newly received messages (WhatsApp, Twitter, text messages, email, etc.) on the main screen - either in full display or encrypted (user’s choice) that can also be accessed immediately right after entering the set PIN/pattern. It also features a weekly weather forecast, camera shortcut, a news feed, and a toolbox drawer - all can be accessed without unlocking the screen.

    Platform: Android mobile phones.


    MY ROLE

    • Work closely with two product managers to brainstorm and strategically plan next steps
    • Conduct competitive research and analysis
    • Create low fidelity wireframes
    • Create high fidelity wireframes
    • Present wireframes/mockups to other designers on the CX team, for feedback and ideation
    • Present wireframes to product managers for further review and updates

    Planning and ideation

    Notifications display options

     Bottom drawer with cross-promotion and monetization solutions

    Bottom drawer with cross-promotion and monetization solutions


    RESULTS

    • Although having a lot of user engagement, monetization and cross promotion potential, the project was not green-lighted, was never user tested and never became live.

    As a side note, from my view as a UX designer, the over-whole experience of both the old and the new takes on this app served as a very good learning experience that clearly emphasized to me:

    1. The importance of early on user testing and competitive research
    2. Why products should never be designed in a vacuum
    3. The importance of actually LISTENING to the users and acting upon user testing results.
     

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    UX study #3

    Cheetah Medical Starling

    -in development-

    Cheetah-Starling.png

    The Cheetah Starling is still in development, this is why the main image is obscured and final mockups have not been uploaded. 

    THE CHALLENGE

    Redesign the company's existing monitor's UX to be more versatile, so that it would suit both nurses and doctors at the same time and to make it more intuitive, less cumbersome and more user friendly. 

    THE PRODUCT

    Cheetah Medical’s Starling is an embedded medical device that provides clinical teams the ability to obtain a noninvasive dynamic assessment of fluid responsiveness of patients in a variety of clinical settings.


    MY ROLE

    I worked on this project as a freelancer, April to July of 2017, to establish the design of the main dashboard and its supporting screens.

    • Work closely with the CTO (serving also as the PM & User Research team) to understand the product, company and user needs and strategically plan next steps
    • Competitive research and analysis

    • Sketch low fidelity wireframes by hand, to iterate through multiple design options and to try to distill the best option for the product

    • Create high fidelity mockups

    • Create a prototype to be shown to a focus group of medical experts

    • Iterate on the designs according to focus group comments and further requests from CTO

    • Create assets and specs to be delivered to the engineering team


    RESULTS

    Since this project is still being produced I do not have any final results/learnings/conclusions to share at this point, but from initial testers' reviews, it looks like we are on the right path...

     

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