Mad*Pow - ZoneAlarm │ Mad*Pow Results

Project Team

Michael Hawley Executives
Leadership Team
Experience Design
Visual Design

ZoneAlarm wanted to improve the overall user experience of ZoneAlarm.com to improve sales effectiveness, conversion rates, and customer satisfaction.

A site survey revealed relative percentage of visits from different personas and allowed us to identify key site tasks for each. We also uncovered a wide range of customer experiences and backgrounds. We authored surveys and performed usability testing and moderation, and developed the research and design strategy.

Those unfamiliar with ZoneAlarm required immediate comparison with other known brands. These visitors were also likely to be less savvy and needed orientation to product needs.

Usability testing included several concepts with unique approaches to guided selling – a wizard-type system, an audience-based navigation, a task-based navigation and a comparison chart. Given the type and breadth of products, a comparison chart resonated most with clients. Easy to scan product comparisons allow site visitors to quickly find the product they are looking for and download a trial version of the software.

The benchmark usability test of the new solution showed significant improvement in overall rating and satisfaction.

http://www.zonealarm.com/security/en-us/compare-anti-virus-spyware-software.htm

Insights

Consumer Decisions in a Social World
In a recent issue of the Harvard Business Review that focused on branding, David Edelman articulates how consumers’ engagement with brands is evolving with the proliferation of social media and other digital channels.
5 Steps To Designing A Better Health Care System
The goal of the Healthcare Experience Design Conference (HxD) held in Boston recently was less about dissecting the problems within our existing health care system and more about how we can start solving them. In the keynote address, the U.S. Chief Technology Officer, Todd Park, called on designers to participate in a “self-propelled, open ecosystem of innovation.” As people invested in improving health care through design, we were excited to hear it.
Defining A Social Commerce Strategy
Relying on friends, family and other consumers to gather and share purchase information is fundamental to shopping behavior.