Context
After 6 years of competing with competing products in the security client market, we have relied on our brand and innovation to rank among the top two in the Chinese industry in terms of DAU. At the same time, our business revenue has also reached an astonishingly ideal figure. However, we are faced with a need annual income double KPI.
Rapid revenue growth means a broad scope of sales and services. Everyone is busy working on their own business to increase revenue. I lately became the supervisor of Tencent's security business and data center because of the following.
Who
who has purchased our product？Through collaboration with the BA data team, I visually designed the past 12 months’ sales data. The following is the data situation after my code launched. After integrating the data, the sales situation formed a specific pattern, from which I obtained some summary of characteristics. (The director of the data team used this tool, and we communicated almost daily. Through his insight, I absorbed an in-depth understanding of BA.)
The four typical sales fields were:
who is renewing it？
During the visual design process of business revenue data stability, I discovered more revenue characteristics
Compared with competitor
Through research and comparison with competing products, Tencent Security’s improvement in three aspects: brand, SaaS portal and business opportunity management will help us achieve our business goals.
SaaS portal
Update the original brand portal into a business service portal.Increased customer login, retention and renewal channels, and adopted new brands and solution classifications, which improved the usability of search and increased the penetration rate of the business funnel by about 15%. This structure is still in use today.
Business opportunity management
Using the prototype as a reference, the real-time cial data visualization report was redesigned and launched. All sales team directors and above will received that at 9:00AM every day.
Key Product Design
Penrose series, I led a team of 7 people from design to R&D. In order to meet the customization needs of KA customers, I finally adopted the UE engine as the core R&D and design. This caused some changes in the design process and personnel of my team, but as a result We gained a reputation as a KA client, and this project continues to create brand influence for Tencent Security to this day.
Popular SaaS products, such as firewall products, in addition to improving usability, also strengthen the design of data visualization so that customers can use it more clearly and directly.
Result
While revenue has doubled, Firewall products have achieved good sales growth. What makes me most satisfied is that all designs’ brands are unified, making it easier to understand compared to competing products.
About Design in CyberSecurity
As the first designer of Tencent’s security design, looking back on the past 8 years, my experience in this industry is that experience design cannot complete the mission 100%. What are DDoS and WAF, how do they work, how to conduct penetration testing, and customers. If they don’t understand, how do you get them to understand and generate purchase renewal? This is not issue that only can be solved by user journey, scenario analysis, and user-centeredness. To design great products of Security, it's best to reach beyond your own roles, and I’m on my way.
