Part of the LifeLock conversion rate optimization initiatives is to enhance users' shopping journey and improve product satisfaction. With this goal in mind, we developed an algorithm—a product wizard that helps users identify the most suitable product for them.
Product Design Lead
Product wizard is an extension project of LifeLock design sprint. LifeLock potential prospects can interact with product wizard should they have any confusion on which product is most suitable for them. We ask our users to answer three questions, which takes approximately two minutes, and match them with one product that meets their needs. Product wizard is responsive where users can get optimal experience on any device they're on.
To familiarize with common user patterns when users interact with questionnaires, I did a brief research on product matching experiences. Most of the companies that provide product matching experiences are e-commerce. Here are the common patterns and best practices:
Progress
We must inform users their progress while interacting with the questions. By providing status and numbers of questions, we set better expectation for users to commit.
Quantity of questions
Based on research, the average best number of questions on a quiz is seven. "With seven questions, your quiz is long enough to cover the subject but quick enough to be easily completed."
Helper messages
Occasionally, there will be questions that require more thinking on users' end. It is crucial to provide more context and information to assist users. That way we can reduce confusion and have higher completion rate.
Feedback
It is important to always remind users where they are, what they should do, and where they're going next. With every action users take, we should provide feedback so they know what to do next.
There are three types of LifeLock prospects: methodical managers (MM), protective pacesetters (PP), and overwhelmed outsourcers (OO). In the case of product wizard, overwhelmed outsourcers (OO) and protective pacesetters (PP) would be our main target.
For phase one MVP, users can interact with product wizard only through homepage. Once we collect enough data, we can start to iterate and A/B test through different channels.
Working with UX research team, we've collected data on what concerns our costumers the most when it comes to identity—from personal identity to identity theft protection features. These data are huge help on shaping the questions and the algorithm for product wizard.
When it comes to product experience, it is important to think in product, not in features. The core user experience is not a set of features. In fact, it is the job users hire the product for. In this case, we want to build an algorithm, a simple widget for users to interact that helps select the right product for them. This is our vision, why we're designing this tool. With the right product that fulfills user's needs and solves user's problems, coming up with the right features will make it even more valuable.
The most intuitive, direct way to match our customers with a suitable product is to know their needs—what they're concerned about and how many people they want to protect. Based on the data collected on user concerns and the properties of LifeLock product suites, I worked with our product manager and created the product wizard algorithm—from the questions we ask users to the product benefits we showcase on the result page.
Having the algorithm set, it's time to organize all the information and present them in a more digestible way for users to understand and take action. The wireframes allowed me to refine the design further, providing a more concrete representation of the overall layout, structure, and functionality of product wizard. By creating wireframes, I was able to experiment with different design elements and test the usability of the interface before investing time and resources into a more high-fidelity design. Of course, I always start with mobile.
1. Progress
Display progress users have made and set expectation by showcasing how many tasks left.
2. Feedback
Provide feedback (active CTA button) once users select 3 items as instructed.
3. Access
Users can exit or go back to previous questions with their answers saved.
4. Helper message
Provide context so users understand why these questions help find the product for them.
5. Skip option
Users have option to skip the email capture.
6. Education + Awareness
Opportunity to educate users about identity theft while loading results.
7. Saved results
Users have access to retake the questions with previous result saved.
8. Billing options
Provide monthly and annual billing options.
9. Key features
Present key features based on user concerns data.
10. Support
Accesses to view all LifeLock product plans and customer support if users need more assistance on selecting product.
11. Overlay exit
Users can exit overlay by clicking the “X”, “Return to quiz”, or anywhere outside the overlay.
Every piece of information on product wizard is well thought out according users' shopping journey. We provide guidance to our users every step of the way without holding their hands. The goal is to assist users to find their product and increase conversion and product satisfaction.
Sometimes the end product doesn't always look like the design mockups, even with Figma dev mode. To ensure pixel-perfect quality when delivering a functional product, quality assurance is part of the important steps that we cannot skip. I usually mark up the differences and show the engineers and web producers to ensure the quality of the design.
It's important to listen to our users. We can never build an intuitive product without any user feedback. I worked with our UX research team and reached out to our previous interviewees.
Here are the key findings:
Questions
There’s potential to explore phrasing the questions differently but still be able to serve a personalized recommendation.
Loading stats
The loading stats page provides a few opportunities: to give the impression that our recommendation is complex, to educate the user on potential threats with statistics, and to provide a pause to allow the user to compose themselves and be prepared to receive their results.
(i) + Why we ask
Focus heavily on user-centered content for the “Why we ask” sections. How can the information be presented beyond just using words?
Data capture + retargeting
All users would give us their email or SMS to be alerted to data breaches. A deeper strategy is required for what happens before, during, and after the journey of data breaches.
The result
Tie more of the reasons to the solution. The results could read, "You said you were concerned about this; here's what we can do with/about it.”
Features
The features presented in the comparison chart need to be able to present more detail. A balance needs to be found between simple and detailed comparison chart views.
Since this is part of the LifeLock website, we're re-utilizing the same design system I created to streamline the process, the experience, and maintain brand consistency.
As phase one MVP with low traction, we've reached an exciting and encouraging result of 2.9% conversion rate!
For next steps, we will iterate the designs based on test insight and conduct A/B tests to drive more traffic to product wizard via different channels (i.e. landing pages, navigation, social channels and ads).
