INTRODUCTION
About the Product
KeyGuard, tailored for the B2C market, is a password management solution aimed at empowering users to securely store passwords and manage sensitive data effortlessly. It prioritizes both user-friendly accessibility and robust security measures, fostering trust between the product and its users. KeyGuard also offers supplementary features like secure search and a browser extension to enhance its functionality.
Responsibility
In my capacity at KeyGuard, I spearheaded comprehensive market analyses, conducted in-depth competitor research, and crafted user-centered design solutions. Additionally, I played a pivotal role in refining interface designs and optimizing user flows. Through continuous collaboration with the product manager and our team, we fostered a highly productive environment, resulting in successful outcomes.
Throughout the product development journey, I actively engaged with the company's data and marketing departments, aligning strategies to propel future iterations of the product forward.
Goals
All In One Place
One of the goals is to allow users to save their digital assets in one secure place
Increase Usability
One of the goals is to Improving User Experience for Moderate-Low Tech Users
Simplifying the experience attracts more users with limited tech knowledge.
Increase engagement
The product was initially acquired from an individual developer. FireArc objective was to procure the product and enhance it both in terms of user experience and functionality.
Business Goals
01
Convert Users from competitors
One key business objective for our product is to attract existing users away from competitors and onto Keyguard. Given that Keyguard is a newcomer to the market, a significant portion of our target audience currently uses similar products offered by our competitors.
02
Entering the security industry
Another objective is to leverage Keyguard to spearhead the development of new products, thereby bolstering FireArc's security offerings and facilitating the growth and diversification of our product portfolio.
03
Market potential testing
Strengthening the company's bottom line by introducing a new product with high potential.
FireArc's mission is to improve digital assets and increase company profits.
The business goal in purchasing Keyguard is to enter the security market, and, in a necessary manner, to generate financial profits from the product.
Users & Segments
Users with no experience in Password Manager
Looking for user-friendly tech solutions, striving to enhance online security, and aspiring for increased autonomy in handling digital affairs.
I've targeted this persona as +65 years old
Pain Points
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Struggles with remembering passwords
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Relies on children for password resets
Password-Saving Savvy User
These users are very familiar with password manager systems. They fall in the realm of moderate technological proficiency. When creating for this demographic, the goal is to streamline the system and design a new design that gives fair value for money and resonates with their voice and tone.
Pain Points
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Finding competitor's interface overly complex and unintuitive UX
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Feels like he's overpaying for features he doesn't use
Tech-savvy users struggle to switch products
This user seeks a password management solution that prioritizes security and ease of use. They also desire incentives or encouragement to maintain consistent usage of the app.
Pain Points
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Users that struggling with remembering the passwords for their numerous social media accounts.
Challenges &
Solutions
1.
Entering the security industry
FireArc specializes in the realms of search and online services, primarily catering to B2C audiences. Their latest venture into security marks a pioneering move for the company. The primary challenge lies in navigating unfamiliar territory. To succeed, extensive research is imperative to comprehend market entry strategies effectively.
2.
Monetization strategies in line with market trends.
We brainstormed ways to monetize Keyguard, a breakthrough in security technology with no established user base yet. One promising avenue is developing a secure search plugin integrated with Keyguard's products, enhancing security and driving profitability. Launching the initial version will provide valuable insights for future strategic decisions, including subscription monetization.
3.
Convert users from top competitors
One of the main challenges I faced in improving the user experience was convincing people already used to leading competitors to adopt Key Guard. Our solution involved integrating complementary products to improve the overall user journey. As part of this strategy, I proposed to implement a password import feature. This functionality allows users to seamlessly transfer their passwords from other platforms and seamlessly integrate them into the Key Guard ecosystem.
Once a user seamlessly imports a password from a competitor into our product during an event, we can effectively gauge the conversion rate from other competing platforms.
RESEARCH
Market Research
The displayed data derives from the SemRush system's dataset.
Naming & Domains
FireArc acquired KeyGuard to enhance its interface and launch it to market. Formerly StashWord, the product underwent a complete redesign post-acquisition, expanding its branding. I led the selection of a new product name and secured a domain. Collaborating with the marketing department, we ran a social media campaign with ads and landing pages to choose the name.
Demography & Personas
As part of our market research, the product manager and I examined competitors and market trends relevant to this product. Our personas are based on the following insights:
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35% of users are aged 25-34
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8% are 65 or older, indicating untapped potential in this demographic.
The majority of users prefer desktop over mobile usage. The product targets users primarily in the USA.
MVP VERSION
First Things First
To ensure profitability, we're decided to upload the MVP to gauge market potential and refine our design based on necessary features and insights.
Onboarding Process
The registration procedure holds significant importance as it provides clarity to users regarding their entry point and helps identify any existing issues within the flow. It serves as a primary means of establishing trust with users, and upon successful completion, it validates the system's reliability and safety for use.
Save Passwords
The registration procedure holds significant importance as it provides clarity to users regarding their entry point and helps identify any existing issues within the flow. It serves as a primary means of establishing trust with users, and upon successful completion, it validates the system's reliability and safety for use.
Password Generator
A password generator is a standard component within these systems. Users have the option to create strong passwords based on the suggestions provided by Keyguard. This functionality proves particularly valuable for users managing numerous passwords, sparing them the effort of devising a new password each time.
Measure
Success
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The initial release is slated for next month. expecting a conversion rate for new users ranging from 3% to 6%.
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Minimal churn rate during product entry.
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Users who experienced the product and returned for subsequent usage.
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Approximately 0.5% to 1% of users are making the switch from competitors.
Design System
The KeyGuard
Extensions
KeyGuard provides additional features like Safe Search, an extension by FireArc, to enhance functionality. Integrating this secure search plugin aligns KeyGuard with FireArc's broader business objectives, fostering synergy and seamless connectivity within its ecosystem.
Safe Search Extension
The Safe Search plugin offers secure browsing by filtering out offensive, violent, sexual, drug-related, and gambling content. It aligns with Keyguard's mission to build trust among B2C users, adding an extra layer of security to the product suite.
KeyGuard Extension
The Keyguard plugin aims to enhance user experience by simplifying the password-saving process, enabling users to effortlessly save their passwords as they work. This serves as an avenue for the company and the product to generate revenue through effective monetization strategies.
MARKETING
The Showcase
To launch, I crafted a landing page designed to guide users toward utilizing the product. This initial version aligns with the MVP iteration of the product.
