Avast
2021 – 2022When science and art combine for impact
In early 2022, Avast asked us to make its website better. We redesigned Avast One around a fresh brand personality, so customers find what they need faster in a commoditised security market.
Standing out in a commoditised market
Avast was founded on the belief that a truly effective antivirus should be available to everyone. In 2020, the company entered the FTSE 100 index. Their website is the primary place from which customers download their software. Over the years, the site has been optimised to maximise conversions and growth.
In the case of Avast One, making it better meant elevating the experience in line with a fresh brand personality, and supporting customers to find what they’re looking for, more quickly and with even less friction. Avast recognised there was an opportunity to stand out in this commoditised market and drive growth, by engaging customers more effectively in line with their purpose: to provide internet security to all.
A successful partnership
This project involved helping our client go on the journey with us. We both had to learn how best to work with each other. Once we gained their trust through the process, and a deeper understanding of what their customers wanted, we were able to work together to challenge the status quo.
Avast required this design project to serve as a playground for testing out new approaches, technology, and tools. It became a showcase across the business for best design-led practices. And, thanks to the results, it established a new, even more effective approach to experience design for Avast.
The pilot
A pilot was run over 40 days. Data gathered in that time would determine whether it would be adopted permanently in this and the seven other key markets where their flagship product Avast One is currently available. Its effectiveness would also determine whether a further design stage would be commissioned.
Our partnership [with Else] was just what we needed and although the timelines and rounds of revisions weren’t easy for either side, I can confidently say that the end result was worth every effort.
Tom Kačmáry, Avast Senior Experience Strategist
The results
The test that took place between 26 April – 5 June, 2022 resulted in a 39% increase in direct purchase revenue. This means a huge number of visitors were convinced there and then to purchase Avast One, rather than trial the free download. This is remarkable and, together with additional supporting data, demonstrates the significant impact and effectiveness of our strategic design work. Since June, Avast have gone on to roll the homepage and Avast One product pages out in all eight Avast One territories (US, UK, Canada, Australia, France, Austria, Germany, and Switzerland), and have commissioned a further phase of work with us across their digital estate.
