McAfee Personal Safety

Innovation Project

Consumer App (Mobile) | Team - 2 members | 2015 - 2016 Project

‘McAfee Personal Safety (MPS)’ is an app that helps the user to stay safe and connected with their family and friends when it is needed the most. The McAfee brand values the user’s privacy and provides unique features and experiences through this app.

Key Features of the App

- Priority Call

- Shadow Me

- Real-time location viewing on the map

- 24-hour Location History

- Automatic Check-ins

Overview

01

Call for ideas on internal portal.

Employees submit the ideas

02

Expert panel review and shortlists ideas and pick up the best idea based on 4P criteria

03

Selected ideas are prototyped and validated

04

Finalize the idea.

Design and develop the product

05

Product launch

Project Selection Process @ Innovation Team

Personal safety is major concern for people across the globe irrespective of their age group
Women safety was identified as one of the major concerns followed by safety of teenagers

Statistical studies highlight the following

Between 15 and 76 percent of women across the world are targeted for physical and/or sexual violence in their lifetime. This percentage is higher in developing countries (e.g. India)
Gender-based violence has been getting worse. National Crime Record Bureau (India) statistics show crimes against women increased by 7.1 percent nationwide since 2010
Worldwide up to 50 percent of sexual assaults are committed against girls under 16

When do women feel unsafe?

From research we found that women feel vulnerable

While travelling alone or with a small group to an unknown place
While commuting through a deserted area
While travelling in a cab

Online Research

85% crimes happen when people feel unsafe - "opportunity to prevent"

Target Audience

Working Professional

Teenagers

Personas

Prima Pinto

34 years | Sr. Architect

Challenges / Pain-points

Manage both the work and the safety aspects
Constantly inform my family members about my safety
Can’t work in the late evenings when my work demands
Can’t trust the unknown routes when goes by a cab

Goals

Spend more time on work related tasks without paying much attention to the safety issues
Keep the family informed about her safety all the time

Anwesha Prathani

20 years | Photographer

Challenges / Pain-points

Difficult to focus on my work when I go alone to deserted places
Concerned about safety when drives alone to unknown/deserted places.

Goals

Focus on wild-life photography irrespective of safety concerns to become a world class photographer.
Should be be to travel to any location without being concerned about safety aspects

User Interviews

Along with the screener & discussion guide, basic mockups were prepared to test the following features.

Priority Call
Shadow Me
Location sharing with various groups
Smart geo-fencing
SOS – emergency situation support

The insights have been clustered into 3 sets:

Insights that validate the current design direction
Insights that need to be considered for design. These are specific and actionable
Insights that need to be considered for design. These are more complex in scope

Sketches & Wireframes

Visuals design was created after the finalisation of the interaction flows.

Default groups – Family and Friends
User lands into the home screen with the default group – the group which has more people will be the default group of the user between Family or Friends.
User can locate all other users of the group at the bottom bar.
The main features of the app is shown in a floating button just above the bottom bar.
Tapping on each user reveal the actions that the user can take with individuals.

Initial Visuals

App has been re-designed based on the feedback received from the usability testing.

Various triggers have been introduced to improve the user experience. For ex: The time triggers appears to the user between 9pm-6am after the user travels 500meters from one place to the other
New visual design language is applied to improve the look & feel of the app.

UX Enhancements

Shadow Me (initial)

Shadow Me (re-designed)

Qualitative & Quantitative Feedback

Through Usability Testing

Pros

Overall experience is better
Look and feel is good
Easy to locate the main features

Cons

Sign-up verification is taking long time
'Invite Contacts' mandatory step is painful during the signup
Location accuracy is an issue
Shadow Me experience can be improved

Through Google Analytics

In parallel to the usability testing, the feedback from Google analytics also have been taken into the consideration to make the necessary improvements into the app.

Improve the sign-up verification experience
Understand if there are any dropouts / no further clicks at a specific screen or usage of specific feature.
Display the contextual actions
Not to bombard the user with too many notifications
Improve the accuracy in location updates
Constant feedback to the users during Shadow Me session

Design Evolution

Settings

Shadow me (re-designed)

Multiple iterations were made to improve the overall app experience.

The short address is shown to the receiver during the priority call
A panic alarm feature has been introduced. And, the app reminds the user to invite a primary contact if the user hasn’t invited anyone during the sign up process
Further improved the look and feel of the app
Included Intel security brand icons
Consistent content displayed across the app

Priority Call (Receivers Screen)

Panic Alarm

Design for iOS

Groups Page

Home Page

Priority Call (iOS)

Color Palette

Primary Colors

Secondary Colors

#00AEEF

#3B3C3F

#FFFFFF

#C41301

#FF7E00

#959595

#516777

#768F99

Further Form Factors & Technology

Below are the primary areas those were identified as differentiators for MPS from the other apps in the market.

Leverage device capabilities
- Mobility
- Form factor
- Sensors
Deliver the Location accuracy
Reduce the battery consumption

Design explorations were done to have a consistent experience through various devices and smart wearable(s).

Android to Smart Watch
Android mobile users to iOS mobile users and vice versa
Android MPS – Titan Android Safety app – Titan Smart Watch – iOS MPS – Titan Safety app (iOS)

Smart Watch - Sketchs & Wireframes

Basic sketches were made to understand the 'Information Architecture and Interaction Design' flows for smart watch.

Features

All the major features such as ‘Priority call, Shadow me, Check-in and Panic alarm.

One touch ‘Panic alarm’
Detailed wireframe flows for various features
Visual flows then were created

Panic Alarm

When you’re in a panic situation

Alert people around you by just pressing the emergency button on the watch
Reach your primary contact tapping on one icon
Distinct ringtone with loud noise helps people to identify the situation
Contextual message along with geo location will be sent automatically to the primary contact (and to the other members)
Panic session

Final Design

Primary color pallette was taken from Titan Branding and included few colors from Intel Branding to ensure the app's consistency.
Primary icon visual design was taken from watch style guide
Icons and content inside the app followed Intel's styling to align with the mobile app
'Titan Safety' mobile app was made for both Android & iOS

Usability testing was planned with both the new users and existing users of the mobile app.
This was divided into three categories, Discovery, Usability and Feedback
Tested the usage: Day to day vs. Safety app
Two male and 4 female users. Age range between (24 - 40 years)
Various scenarios were given to the users to discover the basic features such as watch faces, notifications, fitness, etc. and detailed scenarios for safety app features
Observations were categorised into below sections.
- General UI and Usability issues
- Personal Safety app issues
- Technical issues