revealing perceptions and needs
In order to better understand the pain points for consumers of website security products and SSL certificates, gotomedia conducted user research across a range of Symantec security and SSL brands. Several user segments were interviewed in order to dig deeper into needs according to role, technical ability and company size and to discover knowledge gaps and unmet needs. Internal Symantec stakeholders were interviewed to gain insight into business goals that informed strategy for the information architecture. A competitive analysis rounded out the research phase by providing perspective into the website security product landscape.
differentiation in an ambiguous marketplace
We helped buyers understand differences in product offerings by clarifying the relationship between product as well as with the larger security product suite. This extended beyond SSL to other Symantec security offerings.