McAfee - Onboarding
Redesigning a trial experience, from onboarding to a new dashboard.
The problem
Trial users weren’t converting to paid plans.
User research discovered the previous onboarding experience left users feeling confused and unsure of how McAfee would work.
What was the goal?
Increase feature engagement and increase trial-to-paid user conversions.
The new onboarding experience would need to explain McAfee’s benefits and guide users to high-value moments that resonated with them.
My contributions
Content design lead and content/UX strategy. Working with research insights, I identified what users needed to hear and see in order to feel like their goals were being met.
The results
On exit, users reported feeling more confident that McAfee would help them meet their protection goals.
Data science found that feature engagement increased by 35% and trial users conversions increased by 30% in the first week.
Appendix: Dashboard
Part of this project also included a mini-redesign of the dashboard.
I facilitated a week-long design sprint, where the team ideated on a concept and then used those learnings for incremental improvements.
The design sprint prototype.
The original dashboard.