GenDigital: Norton 360
Demonstrating Value to Customers
Challenge
Customers only saw occasional threat alerts, leaving them unaware that Norton’s AI security specialist, Genie, was continuously working to keep them safe. Genie scanned items, flagged threats, and powered protection across devices, but customers had no visibility of this.
My Impact
Led ideation and iteration of design solutions to surface ongoing value and unify the experience across platforms.
Solution
Introduced global and local security stats showing items scanned by Genie, not just threats blocked. This gave customers reassurance, clarity on feature status, and a consistent view across desktop, mobile, and web.
Role UX/UI design | Year 2025
Process
Discovery
Understanding value from a customer’s point of view
The brief was to ideate ways of demonstrating to customers that the Norton subscription is continuously working in the background to protect their devices and accounts.
From a customer’s perspective, protection often looked like an occasional notification that a threat had been blocked. What was not visible was the continuous scanning and preventative work happening behind the scenes. This gap became clear in user research:
“I don’t really know what it’s doing, getting a virus isn’t common anymore, and I hardly ever see a warning. I only see pop-ups asking me to buy more things [Norton add-ons]. I’d need to know how it’s actually protecting me for it to be worth the money. It’s not cheap either.”
At the same time, Norton had just introduced Genie, an AI security specialist that quietly scanned millions of items and flagged potential threats. Yet customers had no awareness of Genie’s role, which meant one of the product’s most valuable differentiators was effectively invisible.
As I investigated the current offering, I also discovered that Norton’s desktop, mobile, and web products only displayed how many threats had been prevented. Not only was this inconsistent across platforms, it also meant the information was fragmented.
Mobile apps typically displayed zero malware or virus threats, since those are mostly desktop issues.
Desktop apps showed zero phone or SMS scams, which only affect mobile.
This patchy, siloed view left customers with little sense of the breadth of protection their subscription and Genie provided.
Solution
Demonstrating value
I designed a new way of demonstrating value by showing customers how many items Genie was continuously scanning on their behalf across all devices and accounts.
Visible scanning activity: Instead of only showing “threats prevented,” customers could now see the scale of Genie’s scanning and monitoring, reinforcing the idea that protection was active even if no threats were detected.
Holistic coverage: Stats were no longer siloed by device. Customers could view a combined global view, or drill down into local device or account-based stats.
Clear feature state: If a feature was not yet set up, stats were replaced with a clear Set up CTA, highlighting gaps in protection.
This approach made Genie’s invisible work visible, gave reassurance at a glance, and encouraged setup of unconfigured features.
Testing with Users
Validating with real feedback
“This [overview of items scanned] is very insightful. When it comes to that it will prevent a lot of things, and it’ll also help you kind of narrow down what or who this stems from.”
The new approach resonated strongly in testing. Customers appreciated both the reassurance of continuous scanning and the clarity about feature status.
“If I get to the screen, I’d just want to set up everything at once. Why can’t I just have a button to turn it all on?”
Participants also valued the Set up CTAs but asked for a quicker path:
The monthly bar chart visualisation helped customers make sense of their protection at a glance:
“I like the bar graph breaking it down by month. So it’s like, probably less than 1% of items scanned were risky. That’s a good feeling, that it’s doing its job and protecting me.”
Rollout & Outcomes
Improved feature adoption
First released on mobile to address the most fragmented experience. Later extended to desktop and web to ensure consistency and a unified brand experience across platforms.
Outcomes
Increased customer trust: Users reported feeling reassured knowing Norton and Genie were continuously working for them, even when no threats were detected.
Improved feature adoption: User testing and post-rollout feedback showed customers were more likely to complete setup after the redesign, and engagement with unconfigured features noticeably improved.
Consistent experience: A unified global and local stats framework brought clarity across mobile, desktop, and web.
This work shifted the customer experience from reactive protection, where customers only saw occasional alerts, to proactive reassurance, where they had continuous visibility. It also gave Genie a clear role in the product experience, strengthening trust and differentiation.