Online Account Cleanup
0 TO 1 PRODUCT | WEB APP
Project Overview
Duration: 3 Months | Role: Product Designer
What?
A first-to-market privacy tool that identifies and helps users delete inactive or forgotten online accounts, reducing risks associated with data exposure and identity theft.
Why?
With users accumulating hundreds of accounts over time, many inactive or forgotten, there’s an increased risk of data breaches and identity theft. Existing privacy tools lacked a comprehensive solution to manage and delete these accounts, leaving users vulnerable.
How?
User research and journey mapping revealed pain points in account management, leading to features like First Reveal, Quick Reclaims, and Categorization, making account cleanup easier and enhancing user privacy.
The Problem
Inactive accounts across platforms, posing security risks.
Account Overload
Data Exposure Risk
Dormant accounts hold sensitive data, increasing breach risks.
Users accumulate numerous inactive or forgotten accounts, increasing security risks.
Dormant accounts pose identity and financial risks, increasing exposure to data breaches and sensitive information leaks.
No Easy Solution
Complex Process
Deleting accounts is tedious with emails, passwords, and clunky interfaces.
Locating and removing dormant accounts is time-consuming, involving multiple manual steps that overwhelm users.
Deleting accounts is overwhelming, requiring users to navigate emails, and multiple tools, making the process tedious and inefficient.
Managing accounts is cumbersome, requiring multiple tools.
Project Goals
Increase User Engagement
Drive engagement by enrolling 20% of 354,000 entitled users into OAC, achieving consistent monthly growth, and increasing user retention.
Improve Usability
Achieve high customer satisfaction, with 70% of new users and 75% of full-service users reporting satisfaction after their first key actions.
Boost Conversion rate
Achieve a 5% conversion rate of users who complete a scan to upgrade to full-service.
Exploration of Historical Data
Analyzed past research and surveys to identify users' top privacy concerns.
What privacy and account-related concerns do users have about their online data and inactive accounts?
Behavioral Survey
Launched two surveys targeting McAfee and non-McAfee users to understand what influences them to act on an account.
What concerns drive users to act on their online data and inactive accounts?
Research
Need for Transparency and Control
Users are concerned about who has access to their data and seek greater transparency to manage their digital footprint.
Data Management and Account Security Challenges
Users find it difficult to delete data held by companies & are unsure which accounts are risky to keep, indicating a need to help with secure account management.
Impact of Brand Familiarity on User Action
Recognizing the service or company makes users more likely to act on an account, highlighting the role of brand familiarity in decision-making.
Design Iterations
Final Designs
The Online Account Cleanup tool empowers users to effortlessly manage their online footprint by identifying and
facilitating the deletion of old, unused accounts, significantly enhancing their digital privacy and security.
Account Identification
Implemented a scan that identifies all online accounts associated with the user's email, providing a holistic view of
their online presence.
Categorization and Prioritization
Accounts are categorized to support decision-making, with clear labels for types of accounts and highlighting quick reclaim options.
Deletion Facilitation
Developed a user-friendly process for managing the deletion of old accounts, including automated scans every 30 days to keep the account list updated.
Next Steps: Continuous Learning
Task: Where would you click to get started for cleaning up your accounts?
Variation A Overall summary of accounts
Variation B Account summary + key categories
Content Testing
Worked with content designers on cross functional teams to have consistent messaging across multiple touchpoints. Onboarding example below:
Variation A: Focused on “How it works” in 4 simple tests
Variation B: Focused on highlighting key features of OAC
User Quotes
"Tell me in simple steps what OAC is and what it does so I can see if it this is something useful for me"
“I wish I can see how the service works before I give my info to sign up”
"There’s so much on this page for me to look at, and I want to scan to see if there’s something I should look at first before getting into details"
Usability Testing
Conducted 19 moderated user interviews with McAfee users who are entitled to privacy protection to understand the usefulness of OAC and its offerings.
The Outcome
23%
350K+ entitled users, initiated enrollment with 1-2% increase every month
5%
of entitled users (who complete a scan) upgraded to full-service
4.2/5
70% of new customers satisfied after completing their first scan
Partner program deal
Resulted in a deal with Verizon partner program who would like to include OAC as part of their Secure ID Bundle reaching a larger audience
About the Project
Online Account Cleanup is a first-to-market privacy tool that helps users manage their digital footprint by identifying and removing inactive or forgotten online accounts. This minimizes the risk of data breaches, protects sensitive information, and lowers the chances of identity theft, financial loss, and reputational damage.
Continue exploring more work
Approach
Key solution elements
From the journey map, we saw opportunities to improve transparency early on and simplify the deletion process at the end of the journey. This led to the creation of key solution elements like First Reveal, which provides clarity on account status, and Quick Reclaims, which streamlines the deletion process for accounts users deem unnecessary.
First Reveal
Show the total number of online accounts from the scan and how that compares with others.
Categorization
Users should see clear categories of account types to support decision-making.
Account Cards
Show useful and relevant data on the account to give users enough context and support decision-making.
Scan Date
Scan is automatic and happens every 30 days to show an updated list of accounts.
Quick Reclaims
Highlight the companies that have quick response times and delete info within a timely manner
Design Principles
Educating at the right moment Cleaning up online accounts is not a well-known service, unlike Antivirus or VPN. Users should have a clear understanding of what our product is doing and how it solves a problem for them.
Building trust It’s critical that we build trust with our users, as they will have to provide us with personal information to use the service. We need to ensure that they feel secure using our service.
Customer control It’s crucial that users feel they are in control of their own data.
We need to provide them with the data that’s most important to them so they can make informed decisions about how to use it.
Customer Journey Map
To build a solution that addressed these concerns comprehensively, we needed to understand the entire journey users go through when trying to secure their accounts. The journey map helped us visualize this process, identifying specific stages where users needed support and guidance.