Project: Mobile Usability Testing

Project Title

"Users know the best"

Description

The aim of this project is to collect qualitative data about US users in their natural environment in order to offer best solution when creating or improving Avast mobile products and their particular features.

Knowing Avast buying power in its gist is essential, especially when trying to retain current users, increase company’s user base, introduce new products, or understand the influence of those products on the customers. This research will deep dive into a problem and provide sufficient insight into habits, preferences, perception, brand awareness, and thinking of the US users. It will reveal their way of understanding and using mobile devices and applications in their lives.

Project Objectives

• To describe in detail needs and wants of current users of mobile applications

• To gain insight into how US users perceive Avast mobile products

• To suggest solutions for further improvements of mobile apps and the offer wall in particular

• To increase mobile user base and improve monetization based on users’ feedback

Background

Avast is a leading brand in the antivirus and computer security world but in the mobile department we are striving to succeed at the same level.

Our main current objective is user acquisition, which will lead to future rentable monetization. The USA is the number 1 market regarding monetization potential and our share there comparing to other brands is not at the level we would like it to be. So our team's main objective will be to spread Avast’s name and mobile products, while investigating why we are not as big in the US market and how can we improve, get more users and find out the best forms of monetization for this market. The results of the research can also be used to improve our current offer wall library that is shared across all our mobile products in a way to enhance user perception and experience of all Avast mobile products.

Significance

All activities that will be conducted during the project will have the main focus on innovation & growth. In general, relevant data about users are the rudiments for further research, development, improvement, or creation of a new product. This case is not different. The collected and interpreted data will be of a great value to the company, especially at this time when mobile department is looking for new ways how to scale up the Avast product portfolio and expand through the US to other countries. Realization of this project will help the company with better understanding of its users and finding missing piece of a puzzle.

Strategic Approach

The project will be approached through a research, using qualitative research methods - interviews, focus groups, observations, case study.

Expected Outcomes

The outcome presented upon arrival will cover recommendations for improvements and modifications of mobile applications and offer wall, and its UX design, and particular features, all on the basis of the collected data. The impact of this research will be huge as Avast will be able to acquire new customers, retain the current ones, expand, and thus generate higher revenue for the company.

Communication of Results

The team progress will be monitored step by step via social media group/blog posts. We will also share news and innovative ideas from attended events and conferences, share updates on daily activities, and inform about the life in Silicon Valley in general.

Added value of our team and our project

• The project that the team is working on will bring a great added value to the company

• Our project is focused on both the research and problem solving which is crucial for further growth and increase in mobile user base

• Our goals are realistic and achievable within the given time frame

• The team members have different background, working in different departments (cross-functional work) but yet possess professional expertise necessary for the project

• The team members have experience in qualitative and quantitative research and testing, and are ready to do the job with the best professional expertise required

• The “BeThere” team will not only contribute with their skills and knowledge, but also with enthusiasm and eagerness to drive a change. Avast will definitely benefit from sending the “BeThere” team to Silicon Valley.

What do we expect from the program?

By participating in the Silicon Valley Program we would like to support company’s goals and look for new innovative ways, as well as broaden our horizons and achieve our personal goals. We strongly believe there is a clear added value of this project that can be transformed into measurable results that will support future growth of the company. We will also transmit gained knowledge across different departments, and expect a great learning experience for all the team members that will be used in their future careers at Avast.