working professions and families

find online protection overwhelming

helps them feel safer, smarter, and in control of their online protection.

relying on google trends, news, at-risk companies, best judgement

requires them to spend time to second-guess their decisions.

3 PCs, Macs, tablets, or phone

Coverage for installing the app upto 3 PCs, Macs, tablets & phone (Android/iOS)

By adding the product to any device they own, and experiencing the features below.

As needed

Low

Antivirus, malware, ransomware, and hacking protection

Award winning Antivirus, Firewall, Real time threat protection. [Some features will be limited in iOS, Mac]

When they are notified of IP infringement, malwares during download, browsing.

Continues - Real Time Scanning is enabled always, by default, only notifying when there is a risk.

Low

100% Virus Protection Promise

When Auto-Renewal is turned on, and Norton is unable to remove a malware from your device(s), a full refund will be provided.

When a refund has been provided and the “Promise” is withheld.

Incidental

Medium

50GB Cloud Backup

Store important files and documents as a preventive measure against data loss due to hard drive failures, stolen devices and even ransomware.

When they realize that they have an additional 50GB of secure storage of their files (additional to their standard iCloud/Drive storage)

Weekly (Customizable)

Medium

VPN private internet connection

Help protect your data with a no-log virtual private network (VPN) that encrypts your personal information and doesn’t track or store your online activity or location.

Not applicable- Restricted in India

Not applicable- Restricted in India

Not applicable- Restricted in India

Password Manager

Create and store strong passwords. Login to your accounts with a click of a button.

When they learn that they can create new strong passwords, store their passwords, credit cards, PII, and when are auto-logged in with their username & password.

Every time they need to sign in to a website/account

High

Dark Web Monitoring

We monitor and notify you if we find your personal information on the Dark Web.

When they see that the PII they are monitoring is found in a breach, and there are recommended next steps on what to do.

Incidental- when their monitored PII is found in a breach.

High

Parental Control

Manage your children's activities online. Help them explore, learn, and enjoy their connected world more safely on their PCs or smartphones.

When they see that they are able to keep a watch of their child’s online activity and can set policies to restrict usage.

On demand- whenever the customer chooses to

High

Wifi Security

[Mobile only] Scans every Wi-fi the mobile is connected to and determines if its safe to stay connected to or not.

Lets them know if a Wi-Fi network they are connecting to is safe or not.

Every time their mobile connects to a Wi-Fi network for the first time.

Medium

App security

[Mobile only] Scans all the apps installed in the mobile to determine if they are malicious, harvests data or are safe.

Lets them know if an app is safe, malicious or harvests data.

First value when they setup their mobile device.

Every time an app is installed from play/app store

Low

Safe Search/Internet Security

Monitors your browsing activity & lets you know if a website is safe or not.

Lets them know if the websites they visit are safe or not.

Every time the customer visits a website

High

User has is monitoring atleast two different data type/PII apart from the email that is auto-monitored (during onboarding) and is reviewing 65% of the breaches, if applicable.

User has email

auto-monitored (Not Active)

User has manually setup monitoring for their secondary email/phone number/Insurance account/Credit card

User has stored passwords for ALL of their frequently websites requiring sign-in with +40% of them using the password generator allowing them to auto-sign in to those websites 100% of the time.

User has their username + password stored in the password manager app for

—> The password created is using the in-built password manager —> When they visit the website, they choose to auto-sign in with the password manager.

: Auto-Sign in to be excluded for Banking websites & sign-ins requiring OTPs.

User (Parent) sets up the child’s device with the Norton Family app & restricts usage with the “Time” functionality every week.

Every week, the parent would setup X minutes of usage for the child to use their device with Norton Family app for those X Minutes.

Create and store strong passwords. Login to your accounts with a click of a button.

When they learn that they can create new strong passwords, store their passwords, credit cards, PII, and when are auto-logged in with their username & password.

Every time they need to sign in to a website/account

High

We monitor and notify you if we find your personal information on the Dark Web.

When they see that the PII they are monitoring is found in a breach, and there are recommended next steps on what to do.

Incidental- when their monitored PII is found in a breach.

High

Manage your children's activities online. Help them explore, learn, and enjoy their connected world more safely on their PCs or smartphones.

When they see that they are able to keep a watch of their child’s online activity and can set policies to restrict usage.

On demand- whenever the customer chooses to

High

Monitors your browsing activity & lets you know if a website is safe or not.

Lets them know if the websites they visit are safe or not.

Every time the customer visits a website

High

1.

- Engagement is atleast

an user visits a website

2.

- Anytime a child wants to use a device (PC, mobile) for their leisure across any purposes - playing games, online, videos -

- Anytime the PII monitored by the user is

.

Not Applicable

While the natural frequency of some features are more, for Dark Web Monitoring it is not very frequent, by design, especially to experience the feature/product’s overall value proposition.

1. P

- Value Proposition is experienced

upon visiting a website or while signing in.

2.

- Value Proposition is realized by parents assigning

for the child in the child’s device.

- PII exposure in Dark Web could include

, that may or may not result in financial loss.

Secondary

Each of the features have additional action required to follow through. EG: A Dark Web Breach would tell a customer “next steps” to stay safe | Password Manager allows users to store their banking information securely - showing the overall product’s value proposition through depth of engagement in each product will not keep customers retained as they could use competitors for each of the solutions.

However, depth of engagement, especially the time taken by customers in using each of the product is a good indicator of usability & understanding of the features themselves.

1.

- A

that is determined “

” by the feature allows and instills confidence in the user to

by

2. P

- A child browsing the internet will be notified if a website is

or not by Safe Search, and

(time spent, websites/videos watched) can be enforced by the Parent.

- If there are

created for each account, only

websites are visited (using Safe search, Password Manager), the likelihood of a

occurring is lesser.

Primary

The most ideal method of engagement to show the overall value proposition of Norton - this is because ensuring that the discovery & engagement of each of the features by making each of the features interoperable with each other lets the customer know that Norton, as a package, meets them at their primary problem statement with solutions that are both relevant & contextual. Additionally, through this engagement model there are opportunities to increase the natural frequency through which each features show their value prop at various “Moment of Need”.

User is monitoring email and another data type

the email that is auto-monitored (during onboarding) and is reviewing atleast 40% of the breaches, if applicable.

User is monitoring atleast two different data types

the email that is auto-monitored (during onboarding) and is reviewing atleast 65% of the breaches, if applicable. For eg: One additional email + Phone number OR auto- monitored email (excluded) + phone number + credit card/insurance/gamer tag

User is monitoring atleast two different data types

the email that is auto-monitored (during onboarding) and is reviewing atleast 85% of the breaches, if applicable.

- Excluding auto-monitored email - phone number + any other data type (insurance, phone number, credit card)

- If they are only monitoring auto-monitored email + phone number,

to be sent if they have data types - if they don’t, ask them to share it to family & friends. If they dont want to, they are considered power users.

User has stored multiple passwords to their password manager app and auto-sign in into 60% of the time. This excludes banking websites and sites requiring OTP sign-ins.

- User has stored passwords for ALL of their frequently websites requiring sign-in with

- 30% of them using the password generator - Auto-signs in into those websites 75% of the time.

This excludes banking websites and sites requiring OTP sign-ins.

- User has stored passwords for ALL of their frequently websites requiring sign-in with

- 40% of them using the password generator

- Auto-signs in into those websites 85% of the time.

- Has data stored in either “wallet, address, favorites” section

This excludes banking websites and sites requiring OTP sign-ins.

User (Parent) sets up the child’s device with the Norton Family app & restricts usage with the “Time limit” functionality every week.

User (Parent) sets up with child’s device with the Norton Family app & restricts usage with the “Time limit” + “Parental Supervision” functionalities every week.

User (Parent) sets up with child’s device with the Norton Family app & restricts usage with the “Time limit” + “Parental Supervision” + “School time” functionalities every week.

Any one

Any two

3 features (If parental control is not used, safe search should be used)

: Not everyone will have/want kids 🙂

Beatrix Kiddo

Luke Skywalker

25-34

35-44

I want comprehensive online protection, all from one reputed provider.

It is my responsibility to protect the people I care about from online threats.

I rely on technology to live my best life | Its worth it to spend money upfront to avoid a negative event.

I rely on technology to live my best life | Its worth it to spend time & money upfront to avoid a negative event.

VPN, Password Manager, Free online tools for password, dark web monitoring,

Antivirus, Password manager, digital storage, VPN.

Social media, OTT, Retail/shopping, Music.

Social Media, Retail/Shopping, OTT, Banking/Financial

I get cold calls/spams constantly; I’m not sure where my data is how its being used; I use alot of online accounts and often re-use passwords as I cannot remember all of them.

I am afraid of my device being infected by a virus; I am very wary about credit card/bank/ID being used to commit fraud; I am unsure of how I can protect my family from online threats.

McAfee, Browser password managers, Trend Micro, Avast, have 15 email addresses with limited information.

Windows defender, Apple devices, McAfee, Trend Micro, Avast, limit internet accessibility, go to a bank for transactions.

Dark Web Monitoring, Password Manager, Would love VPN.

Dark Web Monitoring, Parental Control, Password Manager

I’m willing to spend the money (except for Antivirus) in very limited time, but this feature list “makes me want more” for the value. (Time < Money)

I’m willing to spend the time and money since it helps me protect other members in my family. (Time > Money)

Expect to derive value effortlessly and quickly as I primarily use my mobile and I’m always on-the-go.

I am willing to take my time to explore what Norton has to offer, try out each feature that appeals to me.

Core

Core

Ensure that you give me quick & most relevant “Next steps” considering the money I have paid.

Tell me what I need to do to stay protected and I will follow guidance.

- Ensure all my online accounts have strong passwords.

- Tell me if my PII is at risk of being mis-used. PII includes: Aadhar, PAN, phone number.

- Prevent unauthorized use of my credit cards & banking information.

- Allow me to have visibility of my children’s activity online.

If Norton did what was promised, I would consider renewing.

If my life was more at peace on online threats, I would definitely renew.

I dont want to be spammed by emails or calls everytime to use a feature- I will use it if I like it.

If a feature is important to me, I will always use it; I do not mind if I’m being reminded to use it.

A product that is easy, gives them a sense of joy and is always one step ahead of the competition.

A product that adds meaning to their lives and others they care about, educates & provides them an avenue them how to tackle difficult situations.

The product will also need to be one step ahead of the problem it is trying to solve.

If you meet me exactly where & what I have a problem with, I will talk to others about you.

If I need to perform the same, repetitive tasks then I will probably use the product less often.

While I don’t mind repetitive tasks, I would want some assurance & examples of how the product has helped me.

If I think that the problem the product is trying to solve is never-ending, and something that has no means to an end, does not offer any promise with supplementary functions, then I will stop using it.

If the product doesn’t work at all or if its not something I can share with my family, then I might start looking at other options.

User finds out Dark Web Monitoring is not just monitoring the PII they entered, but at relevant, contextual Moment of Needs. 

User either/and sets up Password manager and/or Dark Web Monitoring from these hooks | User visits Dark Web Monitoring feature from this hook | Makes a core/casual user to a Power user. 

Google search, just “knowing” the website is breached, changing passwords for ALL their accounts every week.

# of times a website was detected as safe vs. not safe, # of times user hovered over the banner, open rate of the banner, # of times dark web feature was setup, # times password manager was setup, # times user lands to either or both feature if they had already set it up and made a change.

​Since its not a new functionality but just re-purposing an existing one with a new use case: 

1. Crawl: Start showing only the banner to customers with details.
2. Walk: Show the banner to users with a CTA to take them to each of the respective features
3. Run: Show the banner to users with a CTA that takes them directly to the relevant section in each feature. EG: If insurance website is breached, take them to the page in dark web monitoring where they can add their insurance account to monitor. 

User creates different passwords for each account they are creating irrespective of the websites and the degree of risk for each website would be compelling for them to create stronger passwords using the “password generator” functionality in Password Manager.

Users create passwords using the pwd. Generator X% of the times they read this message | Users setup an additional PII for monitoring in Dark Web Monitoring | Casual → Core users

Continue re-using passwords, rely on memory to retain passwords, write down passwords, use (unsecured) browser-saved passwords.

# users who organically use pwd generator vs. through this hook, “Time taken to track passwords” have changed from X time → Y time by using pwd generator, # users who setup dark web monitoring (and what data types) organically vs. through this hook.

Since its not a new functionality but just repurposing an existing one with a new use case:

1.Crawl: Start by showing only the prompt to use password generator to create a habit without any context2.Walk: Show prompt to use password generator using a contextual prompt (like in the example) to create a value-driven habit.3.Run: Show prompt with combination of dark web monitoring + password manager to show max value proposition.

​

684,000

100%

451,440

66%

437,760

64%

424,080

62%

270,864

60%

403,560

59%

403,560

59%

Users who were core/power users initially but eventually hibernated.

Reinforce how Norton has protected them despite them not being active.

A report card showing customers how Norton heled customers to stay protected when they were active, and how Norton continued to protect them despite of them being inactive. This shows accomplishments from Norton making the user feel valued.

See how we protected you in the last ten months!

*

””

CTA: Take them to mobile/web detailed report card.

Month12 can have a discount (optional)

Monthly until they renew

M10. M11. M12

In-app notification, Email

Hibernate - Casual/Core/Power engagement, CTR%, email open rate, renewed yes/no, month that had the best CTR, engagement conversion, renewal.

Voluntary Churn Reason

Don’t want to renew

Segment

Core/Casual/Power Users who are on Auto renewal turning it off.

Goal

Show the user how Norton has kept them safe since they started using Norton when they are trying to turn off their auto-renewal

Offer

A report card showing customers how Norton heled customers to stay protected since they installed showing the customers that if they continue with auto-renewal and eventually renew, they can continue to reap these benefits.

Content

*

”

If you keep Auto-Renewal on, you can continue to experience these benefits even after you renew!”

CTA:

and

Frequency

When customers turn off their Auto-Renewal

Timing

When customers click on the CTA “Turn off Renewal” in the app

Channel

Mobile, Desktop, Web.

Success Metrics

Customer response on CTA, month in which they wanted to turn it off to appropriately measure cohort retention and enable engagement campaigns.

Voluntary Churn Reason

Dark Web Breaches not reviewed

Segment

Core/Casual/Power Users have breaches to their monitored PII but have not taken any effort to review/assess what to do next or haven’t called into support.

Goal

Reminding customers who have dis-engaged to start reviewing breaches to turn them into casual/core users.

Offer

Reminding customers who have not reviewed their breaches by either prompting them to do so in their mobile app/web or by calling customer service establishes that Norton prioritizes and promotes users to stay safe.

Content

*

Frequency

When customers leave their breach “open” for more than 2 months

Timing

Every month until they perform either of the actions from the CTA’s

Channel

Mobile, Desktop, Web.

Success Metrics

Customer reviews the breach from the guidance provided in the app, type of PII breach, customer calls customer support (and the type of questions they have there).

Voluntary Churn Reason

Don’t want to renew

Segment

Core/Casual/Power Users who have never used AV/Security based products

Goal

Test if customers who are not inclined to use AV/Security products have an appetite to use a bundle with only Privacy & Identity features.

Offer

Create a bundle with only Identity & Privacy protection features at a lower price than Norton 360 Deluxe to test if customers that are churning/have already churned.

Content

“

CTA:

Frequency

One-time - 2 variations of the message with the same proposed value prop sent bi-weekly

Timing

Hibernating customers, customers who have not renewed- M13.

Channel

Email.

Success Metrics

Email open rate, CTR,%, CVR%, AOV, gross bookings, margin %.

Voluntary Churn Reason

Not very knowledgeable

Segment

Casual user who has only setup one feature.

Goal

Test to see if customers, who are not very knowledgeable about the features offered to them will move from casual --> core --> power users by realizing the core value proposition.

Offer

Test with a limited cohort of casual users by sending them an email offering a 1:1 onboarding session with a Privacy Advisor who will walk them through how to use the product/feature and set it up for them. If it succeeds, potentially create a new SKU with a bundled onboarding session at another price point.

Content

“Looking for a masterclass with a Privacy Advisor?

CTA: Schedule a call now.

Frequency

One-time - 2 variations of the message with the same offer sent bi-weekly

Timing

Core customers, M4.

Channel

Email, phone (customer support)

Success Metrics

Email open rate, CTR,%, # who schedule call, # of features setup and which ones, average handle time for the call, CSAT for the call, renewal rate for cohort at M10-M12.