Case study: How to increase the conversion from app installation to activation?

About Kaspersky

Kaspersky is an ecosystem of solutions and products that provides comprehensive protection: blocking spam calls, protecting chats, passwords and Wi-Fi networks, protecting personal data and detecting leaks, protecting children from inappropriate content.

Mobile antivirus is the second most important and profitable product for B2C in the company. In first place is antivirus for Windows. The product is used by 7 million people. At the same time, the product has one of the highest ratings among antivirus solutions in stores.

The problem

Most users leave the product before reaching the activation stage.

Project Goal

Change the first app login script to increase the conversion rate from installation to activation.

Project Objectives

1. Reduce the time to log into the app from the moment of downloading;
2. Increase FRW (First Run Wizard) completion rates;
3. Show available features after subscribing to the paid version of the app;
4. Think over the concept of “dynamic feature delivery”.

Design Process

01 / Discover

Key Metrics

(First Run Wizard for Android)

(First Run Wizard for free version)

About a third of those who installed the application reach the end of the “mandatory” part of FRW (First Run Wizard).

Target Audience

(Target audience)

There are 4 main target audience groups, as shown in the chart:

• IT Geeks
• Infoworkers
• Parents of primary-school children
• Family IT Administrators

User Personas

I generated personas based on four primary target audience groups to recognize distinct user types using the app, prioritizing their needs and addressing their concerns.

Competitor Analysis

I compared the main competitors with each other in terms of terms of the first login to the application and identified the main pros and cons of each competitor.
This analysis helped me to distinguish Kaspersky from competitors and find ways to emphasize their strengths.

(Competitor analysis)

(A more detailed comparison table)

User Research

I conducted a comprehensive interview with a focus on exploring users’ experiences with both anti-virus software utilization and the onboarding processes of applications, involving insights from seven respondents.

Hypotheses tested during the research:

1. Over 50% of users abandon the app before activation, mainly because the existing initial login process involves an excessive number of steps.
2. 1/3 of users exit the app when confronted with the agreements screen, primarily because it is overloaded.
3. Users are hesitant to share personal data, especially when they are not yet acquainted with the product.
4. Introducing a brief onboarding before the pricing screen can assist users in gaining a clearer understanding of the app’s problem-solving capabilities.
5. It’s possible to Increase the conversion rate for optional agreements by elucidating the benefits users will receive and adding a CTA.

Conclusions from the interview:

During the interview, all tested hypothesis were validated, and additional issues were discovered:

1. Respondents faced difficulties in comprehending the Pricing screen, struggling to grasp the differences between plans.
2. Respondents encountered difficulties in understanding both the features provided by the application and its overall value.
3. Respondents felt negative emotions while scanning the device, attributed to the presence of the red color during the scanning process.

02/ Define

Key Insights

The following insights were identified as a result of the analysis of the interviews:

(Key insights from the interview)

Hypothesis Statements

Based on the insights four hypothesis statements were created:

1. Reducing the number of suggested actions when logging into the app for the first time will increase First Run Wizard completion rates for new users by at least 10%.
2. Adding onboarding with a focus on the main value for the audience will increase the level of trust of new users and, as a result, the percentage of activated users by at least 5%.
3. Moving the request to access files to the moment immediately after clicking the “scan” button will increase the completion rate of new users by at least 10%.
4. Transferring the request to provide optional data to a separate screen with a CTA and user friendly text will increase the conversion to optional agreements by at least 2%.

JTBD

Following the hypothesis statements, I used “Jobs-to-be-Done” framework to further understand the motivations and needs of the users.

“When I log into a new app, I want to go through the onboarding process as quickly as possible to start using the app”.

“When I log into a new app, I want to get a quick look at what it has to offer to make sure it can meet my needs”.

“When I log into a new app, I want to share access to my files as late as possible to reduce anxiety about my personal data”.

“When faced with a request to provide optional data, I only want to consent if it is in my personal interests to do so”.

Design Solutions

Building on the insights from prior research and hypothesis statements, I have chosen to implement the following design solutions:

1. Implement a concise onboarding: Introduce a brief onboarding after the welcome screen to showcase the application’s value to new users.
2. Internalize access requests: Moving access requests inside the product reduces user anxiety about sharing personal data.
3. Redesign agreements screen: Reducing requests, adding a vibrant CTA, and incorporating persuasive UX text assuring users about data handling and notifying them of new features upon acceptance will boost conversion on optional agreements.
4. Update pricing screen: Display pricing clearly, compare tariffs, highlight a more favorable option, reduce tariff cards from 4 to 2, and offer a trial period to facilitate easier decision-making for users opting for the paid version.
5. Dynamic feature delivery: Allow users to customize preferred features during onboarding or from the All Features screen in case of skipped onboarding.
6. UI: Minimalism, Visual Consistency: Integrate minimalist illustrations for onboarding to maintain visual consistency, and an animated logo on the splash screen to capture attention during app loading.

User Flow

I created a new user flow reflecting the results of user research and hypotheses.

(New user flow)

03/ Develop

Wireframes

I initiated the development stage by crafting wireframes to establish the groundwork for the upcoming design.

(Wireframes)

Colors & typography

A few words about styles: Kaspersky’s vibrant green accent color symbolizes trust and security, complemented by the clean and modern Roboto font. This combination reflects Kaspersky’s commitment to clarity, precision, and a forward-thinking approach in the realm of cybersecurity.

(Styles)

04/ Final Design

First Logging into the App & Onboarding:

1. Added animated splash screen.
2. Added short onboarding with the ability to “Skip”.
3. New illustrations.
4. The title and description have been reduced to a maximum of 2 lines.
5. Required agreements have been moved to the first screen.
6. The optional request for marketing materials has been moved to a separate screen with a bright CTA and the ability to skip.

(Final design: First logging into the app and Onboarding)

Pricing Screen:

1. X opens free version.
2. Number of pricing plans reduced from four to two.
3. Added the ability to switch the number of devices in Plus.
4. Added comparison between plans.
5. Best value plan highlighted.
6. The “Scan” screen has been updated with a bright “Scan” button and option to “Skip”.

(Pricing Screen)

Free Version: First Scan

1. The request for access to all files is now placed immediately after clicking the Scan button.
2. Modified the device scan color (red color only appears when a problem is detected).
3. After the scan results, there is an optional request to track activity.
4. Introduced a “Go Premium” banner to encourage users to explore premium plans.

(Free Version: First Scan)

Purchasing a Paid Version:

1. Implemented a new success screen featuring a “Show me what’s new” button that directs users to onboarding for premium features.
2. For premium features, an onboarding process includes a Call-to-Action enabling immediate setup during onboarding, along with the option to skip.
3. The final onboarding screen allows you to start scanning your device or skip and do it later.
4. The last onboarding screen provides the option to run device scanning or choose to skip and perform it at a later time.

(Purchasing a Paid Version)

New Features Set Up:

1. Changed feature cards to include a “Set up” Call-to-Action for features that are not yet configured, along with a “Learn More” button.
2. Clicking on “Learn More” reveals additional detailed information about the feature.
3. Implemented an interactive banner featuring a progress bar indicating the number of features that still require setup.
4. Included a tooltip to notify the user if certain features are not configured.
5. Implemented a success screen that notifies the user of the successful setup of the feature.

(New Features Set Up)

05 / Usability Study

Usability testing

Once the final designs were finished, five individuals were selected to test the prototype and provide feedback on the user-friendliness of the new interface.

Testing took place during a personal meeting with respondents (moderated testing). I chose this format because it allows me to observe how respondents react to certain elements in the interface and whether they see the elements being tested or not.

Key aspects that were verified during the testing:

1. How quickly do respondents complete FRW and what emotions do they experience during the process?
2. Do respondents accept optional agreements and if they get annoyed when a request appears on the screen?
3. Respondents’ perception of a request to access all files on the phone, and whether they give permission for access.
4. Do users understand how to set up the new features they like after purchasing the paid version?

Usability study guide

Conducting a usability study, I have prepared the following tasks for respondents to evaluate the application’s user experience:

(Usability study guide)

Conclusions from the usability study:

1. 5/5 respondents appreciated the minimal number of steps required before the initial scan. They found the flow to be intuitive.
2. 5/5 respondents agreed to provide access to all files on the phone without any doubt, since this request was transferred directly after clicking the “scan” button.
3. 3/5 respondents agreed to provide access to both marketing materials and tracking activity requests. 1/5 agreed to one request out of two. Only one respondent refused to agree to any of the optional requests.
4. 5/5 respondents completed the tasks related to setting up new features. They found the process to be easy, thanks to the “Set up” button on the feature card, as well as the ability to set up the feature during the onboarding process.

06 / Results

1. User quickly and easily navigates the initial login process, thereby improving the First Launch Wizard’s efficiency and increasing the number of users reaching the activation stage of the app.
2. Moving the required agreements to the first screen has mitigated user irritation during acceptance, increasing the likelihood of users progressing to the activation stage without abandoning the product.
3. The redesigned requests for tracking activity and sending marketing materials increase the likelihood of user acceptance, thereby boosting the conversion rate for these features.
4. When opting for a paid subscription, users can configure preferred features either during onboarding or later from the “All features” screen, offering them greater freedom and flexibility.

Conclusion

From the statements above, it can be inferred that modifying the initial login process has the potential to increase the conversion rate from installation to activation of the application.

Next Steps

1. Gather metrics from the First Run Wizard 30 days after the launch.
2. Monitor optional agreement conversion rates for activity tracking and marketing material subscriptions 30 days post-launch.
3. If the project proves successful, implement the design solutions across other Kaspersky products.

(Final design)