McAfee.com
2023
6+months (Expansion)
Product team
Marketing
2 designers (Me + 1)
Cart, Pricing Team
MyAccounts Team
Leading the design
To generate a new revenue stream within customer support, contributing to overall business growth.
Educate users about the full benefits of their subscription.
Increase awareness and adoption of new product features among existing users.
Improve overall customer satisfaction and perception of the McAfee brand leading to retention.
User doesn't have the device ready.
From listening to calls the agent always had to wait till the user had their device ready and open.
Users would call from a phone and then have to explain what was happening on their iPad or laptop or vice-versa.
If a call dropped the user would need to dial back in and it disrupted the flow.
Cyberscammers using remote share
Scammers used the exact same remote-sharing technique.
This posed a security risk.
The user would feel distracted and overwhelmed with the amount of information.
Users might drop the call after a feature is explained.
Users might not want to enagage with the service again.
From listening to calls the agent always had to wait till the user had their device ready and open.
If a call dropped the user would need to dial back in and it disrupted the flow.
We failed to complete the tasks within 20 mins. The call crossed well over 40 mins.
More buffer time neeeded
Even testing internally with people who knew the product we failed to get within 20mins.
Even just 2 features took too long to explain/demo.
It was hard to stay engaged in the conversation with the agent going on about features.
We tested internally but outside of the core team
The PM and I decided to educate the customer on 1 feature and increase the time of the session to 30 mins. We couldn't increase the duration without the cost of the service going up significantly for the customer.
“I think the time commitment might be an issue.”
The core team felt confident with the service and decided to test it within real-world settings.
Pilot
Small pool of customer service reps were trained for the pilot
20 calls were analyzed and insights were gleaned
Despite the requested half-hour, agents’ average call lengths were observed to stretch to 40 minutes.
Failed goal of introducing features
The users interpreted the service to be an installation guide
Customers were happy with just installing. They'd cut the agent off when asked to enroll into new features
Calls averaged around 40 minutes. The user had to get their device ready and spent the initial part of the call getting acquainted.
The PM and I decided to revisit educating the customer about new features at a later stage.
We received buy-in from stakeholders and the core team pivoted strategy and pitched McAfee Assist as 'Help with installation & setup'
I designed the candy rack design and handed it over to the cart payments team that helped implement it out of cycle.
Phase I of the project was a success. We worked with cross-functional verticals to design and execute McAfee Assist promotional assets.
Working with a senior designer from the product design team, we were able to implement a pencil banner within the product and post-purchase screen to encourage users to try the service.
