Avira Feature Concept



Avira Operations GmbH & Co. KG is a German multinational computer security software company mainly known for its antivirus software Avira Free Security.
As of 2012, Avira software is estimated to have over 100 million customers. 

Project Goals

This feature concept is an update manager for the Windows platform to track updates and maintain their computer safety. 

Presented in this concept is an overview of the overall software status. 
The existing software that the user has installed. 
The status of the Windows system.
Ability to update, modify or uninstall software.















The scope of the project is to develop a feature for the existing Anti-virus suite for Avira. 


Empathise, Research &

To create the best possible solution for the intended end-users, I first need to understand the target user group. We need to look a little into their needs, behaviors, and other such traits. Another way I am also able to define the user group better is through their age or profession. Or their psychographic factors, e.g., spending behavior, interest, and motivations. 

I also need to define if this feature is aimed at mass markets, Niche markets, Segmented, Diversified, or Multi-sided platforms/Markets. 


Customer Segment

Focusing on the values that the updater can provide, I can better understand our target, user groups. To better visualize this, we use a Business Model Canvas (BMC) to see the groups' interacting links. 

Some of the values a software updater can bring users are: 

  • Better performance from the system with updated software. 
  • It is an easier way to update, as the user does not have to go to all the various websites to get the updates. 
  • Overview of all programs and their current state. 
  • Better security as the software is kept up to date. 
  • Ability to customize the installation of the specific software. 
  • Get the job done all in one.








From these values, I can point out a couple of focus groups to target. 



Niche Markets

A niche market refers to a customer segment with extremely defined characteristics and very particular needs. This segment requires or rather expects a highly tailored product, custom made to suit their needs.

For example, this group of users could be IT Admins in large organizations that need to monitor the various software across the company with all the different various programs that they might need. 

Segmented Markets

Some businesses choose to provide products and services to customer segments which may have very minute variations in their needs and requirements.

Here I can divide the group into 3 similar groups:

  • Elderly people
  • Non - tech-savvy people

These people have similar needs with small variations to their usage. For the elderly, you need to make things clear and easy to approach. Non-tech people have a better understanding of how technology works but might not understand why they need to keep their systems up to date. Your average tech-savvy person knows a bit more and should have a little more control over what he is doing. 


Defining Users & Problem Statements 

Here I try to translate the pain points from the expected target groups into actionable and measurable points that we can ideate on afterward. 

I wanted to make sure that we can form our problem statements in such a way so that when testing them, I can validate if we have achieved the goal or not. 
It is understood that a project generally will contain many problem statements, but to simplify the concept a bit, I have chosen to focus on only a few. 

I first develop user stories to put myself in the various target groups' shoes and better distance my own ideas to the solutions that might have more value to the intended target user groups. 

I'll use some methodologies from agile product development as I think it is a good approach to create a list of requirement and acceptance criteria with the formula of:
AS A [Archetype of user] I WANT [Perceived value] SO THAT [Expected outcome]. These user stories will make the foundations of questions that can then be ideated on by later 
asking the question of "How might we?" to create possible solutions.

It is completely understood that most of this information needs to be gathered beforehand from the users themselves and then analyzed and made into these user stories. 
Methodologies to get this information can be done through interviews, surveys, engaging with extreme users to gather insight into habits normal users can't disclose. 


Elderly users

According to research, the average life expectancies are increasing significantly, which means that we are going to have a larger group of elderly adults over the age of 65. Research also suggests that elder adults do not perceive new technology negatively but are apprehensive to adopt it due to a lack of transparency and support when needed. 

To better relate to how elderly users approach computers, it's good to ask yourself a couple of questions that you need to know the answers to before starting to design solutions for them.

  • What do they do day-to-day?
  • What is their level of comfort with technology?
  • What goals are they trying to accomplish?
  • What are the daily pains that they deal with?

The elderly have needs different from most other users. Depending on their comfort with technology, which is not very good in most cases, we need to make things as manageable and accessible for them as possible. 
Users of this type might not have any interest in knowing version numbers or reading changelogs or, for that matter, be able to understand those changes. Their daily usage of computers is generally keeping in touch with family members, using the internet occasionally to browse and maybe buy some things online for family events. 

The major pain points that we can focus on for the elderly are:

  • Lack of a clear overview of how their overall system health is doing.
  • If something needs update/maintenance, there is no support for them to know what to do or where to get resources. 

Non-tech savvy Users

This group of people comprises a lot of the average computer user. These users might contact a computer daily using them for work, but they are not very comfortable changing something with their computer programs. They know the big names within the software industry but are unaware of other alternatives. Like the elderly adults, they are not very comfortable with error codes or tech jargon is thrown their way, but they can somewhat find help on the internet if needed. 

The pain points that this group deals with are:

  • Lack of clear overview of their overall system health. 
  • Unable to figure out why the system is slowing down.