Headquartered in Mountain View, California, Symantec is one of the world’s largest software companies, providing security, storage and systems management solutions for customers of all sizes, from individuals to global corporations.
Many Symantec web properties take a traditional transactional approach, which makes perfect sense for their function. But when Symantec set out to create a digital experience tailored for a particular group of valued customers, they wanted it to be exceptional. There were a few important musts for the experience; it couldn’t be “just another website.”
It had to:
- Be true to the brand’s purpose and promise
- Deepen the brand’s relationship with these customers and foster an emotional connection
- Provide an equally great experience across screen sizes and devices
The process started with a fundamental change in perspective. Responding to the customer need for online security, the brand positioning was recast to take on an empowering role. Rather than capitalizing on fear, uncertainty and doubt, the Norton brand was positioned as helping users live their digital lives to the fullest, feeling equipped to be uninhibited and go wherever their interests take them online.
The Norton brand was positioned as helping users live their digital lives to the fullest, feeling equipped to be uninhibited and go wherever their interests take them online.
Connected to, and inspired by, this positioning frame was the use of a powerful conceptual metaphor (an exclusive airport lounge) to guide the digital experience design. The Norton Lounge, available only to customers registered in Norton’s annual renewal program, provided information about living well online, including opinions, trends and seasonal tips as well as relevant apps and offers.
And because it employed responsive web design (a pioneering use of the technique at Quarry), it provided a just-right user experience whether customers accessed it on their smartphone, tablet, laptop or desktop.
With gorgeous visuals, relevant content and an exceptional user experience across devices, the Norton Lounge added substantial, exclusive value for an important customer segment—as well as impressive ROI for Symantec.