Identifying with the customer
The 65 year and over age demographic in the United Kingdom have virus and online fraud as their top concern, while younger age ranges have fraud and online safety as their top concern. With the growth of subscription service being predominately from the younger generation, we have chosen for the purpose of this design example to focus on how we can adapt design elements or modules for the family market. Doing so by the use of targeted advertising campaigns and a modular design, where we can easily swap out content depending on the user and their demographic.
To really engage with the younger family market that up until this point hasn’t shown great interest in Antivirus software we need to talk their language.
Parents already spend a massive amounts of money on the protection of their children, purchasing helmets along with a bike, or pads to accompany a skateboard or scooter. By applying this same sales tactic for Antivirus software we can position the message to what matters most to them, the protection of their children. Which in turn makes the task of selling the software much easier.
In the family design we made a few changes in order to subtlety talk to this market. With this change of imagery to children using devices and the content language and tone we have the ability to easily change the message from protect your computer to protect your children, which is a much more powerful message for this market.