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.