How LifeLock unlocked over $5m in annual revenue from one design sprint
A five-day sprint, a prototype, and a live split test. Scaled to full traffic, the redesigned experience pointed to more than $5 million in additional annual revenue.
About LifeLock.
LifeLock, part of Gen (formerly NortonLifeLock), is one of the most recognised names in identity theft protection. It monitors for fraud, alerts customers to threats across text, phone, email and app, and helps restore identities when they are stolen — protecting millions of people in the US and beyond.
lifelock.norton.com →lifelock.norton.comThe problem.
LifeLock wanted to split test a whole new sales page, but the work was stuck: every team owned a piece of it, everyone had a view on what would convert, and no meeting could settle it. They needed one decision and a testable page in days, not months.
Our approach.
In the room with the team, testing straight after, and one session to read what came back.
Understand and map
We identified the primary challenges and mapped the customer journey end to end, with the people who own each part of it in the room.
Sketch solutions
The team generated and sketched competing solutions rather than converging early on the most familiar one.
Decide
A structured decision process chose the most promising route — one decision, one owner, no deferral.
Prototype
We built a realistic prototype of the chosen experience, close enough to the real thing to test honestly.
Test with users
Real users worked through the prototype and told us what worked, what confused them and where they hesitated.
Split test live
The winning design went into a live split test against the existing interface, so the revenue case was measured rather than modelled.
The outcomes.
- Conversion rate rose substantially against the existing design in a live split test.
- Engagement improved — users spent longer and moved further through the journey.
- Customer feedback highlighted a clearer, more usable and more appealing experience.
- Scaled to 100% of traffic, the redesign indicated over $5 million in additional annual revenue.
- The team broke the stuck collaboration pattern: one week, one room, one page everyone could stand behind.
- The business had proof before committing engineering to a full rebuild.
