PROBLEM
Secure+ includes a suite of data security features designed to keep Asurion's Home+ customers secure online. However, Secure+ was a relatively unknown benefit many Home+ customers weren't taking advantage of.
SOLUTION
As the lead designer, I crafted the end-to-end first-time experience for Secure+, ensuring Home+ customers were automatically enrolled from day one. By integrating regular data breach notifications, users were proactively alerted when their personal information was at risk and guided through steps to keep their digital lives secure.
OPPORTUNITY
There was a significant opportunity to engage a large number of underutilized users, leading to a substantial increase in active Home+ customers using Secure+.
In the first two months, usage surged by over 2000%, with the percentage of Home+ users within the total Secure+ base growing from 57% to over 80%. This shift highlights the potential to further increase active user engagement and expand Secure+ adoption among Home+ customers.
User research uncovered two major issues related to the security benefit offered to Asurion's Home+ customers. Firstly, we found that the initial user experience was often confusing and cumbersome. Before we began auto-enrolling Home+ customers, they were not considered active users until they navigated to Secure+ and completed the sign-up process. This redundancy was unnecessary, given that Secure+ was already included in their Home+ plan. Secondly, there was a significant lack of awareness among customers about this benefit.
While auto-enrollment addressed the issue of the confusing first-time user experience, we still needed to address the lack of awareness surrounding Secure+. To achieve this, the team and I implemented a system of data breach notification emails that alerted customers when their personal information was at risk. By doing so, we were able to educate customers about the benefits of Secure+ and encourage them to take full advantage of this valuable product.
To further assist users in navigating data breaches, I designed in-app notifications as a supplementary measure to our email notifications. These in-app notifications provided users with step-by-step guidance on how to resolve each data breach, making it easier for them to take swift and effective action to protect their personal information.
Our efforts to inform, notify, and guide Home+ users through their security benefit were highly successful, resulting in a significant improvement in our metrics. In the first two months following the launch of our Secure+ notifications and auto-enrollment system, we saw an astounding 2000% increase in the number of active Home+ users who took meaningful action within the app. Additionally, the percentage of Secure+ users who were also Home+ users grew from 57% to over 80%, indicating a highly successful implementation of our awareness and guidance strategy.
MALLORY MICHAEL
(205)914-8889