Avast

Website rebrand and conversion optimisation for a global cybersecurity leader

Avast's website wasn't keeping pace with its new brand direction and with millions of monthly visitors, the stakes were high. As a Senior Interaction Designer at Else London, I led the redesign of key pages for the US market, translating a bold new visual identity into a conversion-focused web experience.

The core design problem was calibration: how much of the new brand personality to introduce without disrupting user trust or familiarity. I drove an iterative exploration across a spectrum of approaches from expressive to restrained using rapid prototyping and stakeholder presentations to build alignment and land on a direction that felt both distinctive and credible.

My Role

Leading the end-to-end interaction design across several key pages of the US website
Presenting a range of design directions to stakeholders, facilitating decisions on brand integration
Builiding out the design system with new UI components, illustrations, and iconography

Disciplines

Concepting
UI Design
Prototyping
Illustration
Iconography
Design Systems

Performance

Testing showed meaningful increases in time-on-page and content engagement, alongside a notable reduction in bounce rate. An on-site customer survey confirmed a strong uplift in positive brand perception users weren't just staying longer, they were connecting with the brand.

+39

% Increase in direct purchase revenue

+30

% increase in session duration

-27

% reduction in bounce rate

Operated by Untold Digital Limited | Company No. 09766539 | Registered in England & Wales.