360 Security App is one of the company's flagship product with over 600 million users, it aims to protect Chinese android users from threats of malware and constant spam calls. It is the mobile security app that offers the most comprehensive features in market. By 2014, 360 Security App's growth has slowed down due to increase of competition and out-dated interface.
The company want to re-vamp this product, keep it at the top of the market, and redesign it to reach out to a broader audience.
My group of three associate product managers participated in a company wide competition that collect ideas for redesigning this product and was one of the five finalist that worked as a think tank to provide ideas for an upcoming redesign.
Doing qualitative and quantitative analysis on user feedback collected through the app.
Interviewing users to better understand their actual painpoints in using the current app.
Organizing and redesigning the information architecture of the app.
Designing the actual wireframes for our design pitch.
Chinese android phone users have no official place to download apps because government has blocked Google Services, thus easier to catch virus.
Mobile payment is a common thing in China, thus most people have important payment information in their phone, which lead to bigger concerns to mobile security.
Lots of spam call and texts incoming that interferes with their daily communication.
Lots of apps connecting constantly to their server costing huge data usage, but the telecom company only provides limited data plan, making people even more concerned about the data usage.
Qualitative and quantitative analysis on user feedback
Consult product operations team to discover current issues
Synthesize the findings from previously done user research
To better understand existing user painpoints, I aggregated all user feedbacks in the recent three weeks into an excel worksheet and categorize them base on key terms, to locate the liked, wished, and longed for and did in-depth interviews to better understand the context. Through the feedback analysis, we found out that the majority of users required simplicity and customizability for the app.
To better identify current problem and competition, we conducted competitive analysis on key competitors based on their features, information architecture, design, and unique selling point. We also investigated on their product forums, fan groups, and other relevant social media for feedbacks from users to better identify their users' point of view.
"If there's already a speed booster, why do I still need a power speed booster? I felt that its slowing down my phone rather than helping it"
One interesting thing that we picked out from the report is that the majority of 360 Security App's current users are young male adults from 19-34.
Women and teenagers are not interested in trying this app because they think it is too complex and function oriented. They want something that is functional but also aesthetically pleasing and easy to use, while the current version is perceived as generic and complicated.
In ideation stage, my team's focus was mainly on the "face" of the app, meaning the homepage and the launcher widget. So most of our exploration and iteration happened on these features.
The first thing that we did is reorganizing the information architecture and try to identify what is the most needed feature that we should show on the homepage.
For this option, we want to try and incorporate what the competitor is doing, which is grouping features together to make user better understand the meaning. When the user swipe left revealing the features, the top bar will also change to information related to those features.
We want to try and make it as simple for users as possible, and we thought that instead of educating users what each feature is doing and have them setup and perform actions one by one, why not have some customizable mode where users can just click a mode and the features that fit that mode will automatically run.
We also thought of transforming phone status and the point system into an avatar with impression to better appeal to females and teens. For this approach, we also decided to transform subfeatures into downloadable plug-ins that will only reveal if users swipe the bottom panel up.
Combined with findings from research, we decided to leave just the six most fundamental components: spam blocker, virus scanner, speed booster, data monitor, payment protector, and app manager. The rest will be transformed to downloadable plug-ins where user can customize based on what they need
By investigating on the 4.0 version, which was well accepted by users, we decided to transfer what users like, which is status and information presenting in tiles right upon entrance to our design. For example, if there were virus detected, the information below the virus scanner will show 10 safety threats. The background color will also change based on the status of the phone.
With an effort to make it more personal and appealing to teens and women, we also used words such as 'Great! You're Awesome'instead of scores to convey the phone status. We want our users to see it as a personal assistant instead of a tool.
Our final design was highly praised by the CEO, and there was discussion of making it a younger verison that targets students.
The current live version also applied lots of our ideas, including: the notification widget, putting information upfront, and modulizing additional features for download.
After this launch, 360 Security's user base has increased by 24.6%.