Console consolidation 

A  payment model that rewards enterprise and retail customers on the bulk purchase of Symantec's web security solutions.

the challenge

At Symantec I joined Web security solutions team to come up with a payment model that allows new and returning customers to purchase in bulk and rewards them. It was part of a bigger initiative to consolidate all existing retail and enterprise products. Payment model was a common thread that ran across all the products. Inconsistent user experience and workflows across products increased the interaction cost and made them hard to maintain. The model didn't let customers purchase in bulk and had a low conversion rate. 

My Responsibilities

Coordination

It was a large team comprising of a product manager, senior designer, researcher, content writer and developers. I worked closely with the team to iterate on designs and devise a version control method to make sure the teams are on same page throughout the process.

Design Execution & Validation

Created personas, workflows and interactive prototypes. Assisted Researcher in online usability testing and validation of concepts.

Leadership

I evangelized the importance of shared personas in a company wide UX meet-up.

Research

All the enterprise and retail products were required to be merged into one platform. I did a thorough analysis of the payment models of all the existing products, their workflows and features. Competitive analysis helped me understand the new trends in payments and transactions. Personae were used throughout the process to communicate designs across teams. 

Wireframing

Using principles of persuasion, I explored different ideas to bring positive behavioral change in customers purchasing habits . We proposed two payment models: Immediate discount model and Reward credit model. Immediate concept model lets customers earn rewards, depending on his current order, towards his next purchase. The information is imparted to the customer right before he configures the certificate and persuades him to act. Reward credit model ensures rewards to customer based on his purchase history. With this we make sure we reward more to those customers who do more business with us and meanwhile motivate the new ones. I sketched dozens of ideas about UI layout, interaction patterns and flows and used them to get feedback from stakeholders early in the process.

Sketches to explore multiple flows and possibilities.

When exploring the designs I worked closely with researchers and content writers. I used Axure which proved to be a great tool to collaborate with my team mates. Creating masters for content made the back and forth between the copy writers very easy. We decided to create interactive prototypes which we later shared with customers to get their feedback. Since all the usability sessions used to be back to back, Axure was very helpful if any fixes were required to be made on the designs. I worked along with the team to figure out a way to better communicate different versions of the prototypes.

Payment model 1: Reward credit model.

Payment model 2: Loyalty discount model.

Usability Testing

I worked closely with usability researcher to finalize on different scenarios for testing and the questionnaire. Using counter balanced design approach we tested the payment models with both enterprise and retail customers. The goal of testing was to figure out which model was more comprehendible and more preferred by the users. The testing showed that users preferred the reward credit payment model more than the loyalty discount model.

Initiatives

In parallel I evangelized the importance of personas across the organization and the importance of having a shared repository. Multiple teams across Symantec had different versions of personas which many a times lead to duplicates. Having one repository would allow save and share resources. I proposed a template that the teams could use internally to influence their designs.

Evangelizing personas at UX Meetup.