GenDigital: Norton 360
Demonstrating Value to Customers
Challenge
Norton 360’s AI security specialist, Genie, continuously scanned millions of files and accounts to detect and prevent threats, yet customers had little awareness of this ongoing protection. The experience only surfaced occasional threat alerts, leaving users uncertain about whether their subscription was delivering value. Fragmented and inconsistent data across desktop, mobile, and web made the problem worse, with each platform showing different and incomplete threat information.
My Impact
I led the design work to make Norton’s continuous AI protection visible and meaningful to customers. This involved ideating and testing ways to demonstrate Genie’s ongoing activity, aligning product teams across platforms, and designing a unified framework for displaying real-time security insights.
Solution
I introduced global and local protection stats within the existing interface, showing not just threats blocked but also the scale of Genie’s continuous scanning. Customers could now see how many items had been analysed across all their devices, view clear feature statuses, and set up missing protections with a single action. This shifted the experience from reactive threat alerts to proactive reassurance, improving trust and feature adoption across platforms.
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.