Avast One Migration Strategy

Objective

​

The goal was to design a migration strategy that safely transitioned users, minimised churn and revenue loss, maintained a consistent customer experience, handled complex licensing scenarios correctly, and enabled controlled, data-driven rollout.

​

Role and responsibilities

​

I acted as the connective layer across product, analytics, GTM, Customer Care, IT and Licensing Server teams, and insights functions.

​

A key part of my role was ensuring that the migration strategy was grounded in real customer understanding. This included incorporating insights from market research conducted across different customer groups, alongside behavioural data from existing products, to shape initial migration hypotheses.

​

I then translated both technical and customer-level insights into clear migration journeys. This included defining product behaviour during migration, such as how Avast One would replace AV while leaving VPN intact, and designing the corresponding customer flows.

​

I also worked through complex licensing scenarios such as handling multiple subscriptions with different expiry dates, defining how these would convert into a single unified license, and determining how to manage high-value customers whose existing value exceeded that of Avast One.

​

In parallel, I helped define a metrics-driven test-and-learn roadmap, linking migration flows to KPIs such as churn, LTV, billings, conversion, and uninstall rates, and ensured that both pre-existing research and live customer feedback were continuously fed back into decision-making.

​

​

Approach and methodology

​

The migration strategy was built as a segmented, experimentation-led roadmap, informed by multiple data sources.

​

Initial strategy development drew on a combination of:

​

• Market research across key customer segments

• Existing behavioural and product usage data

• Commercial performance metrics
   

This allowed us to define early hypotheses around how different customer groups would respond to migration.

​

Different migration paths were then defined based on user type and product configuration, with tailored journeys for free users, paid users, and more complex multi-product customers. Each path included defined channels, timing, and ownership.

​

Early MVP migrations were used to gather real-world customer feedback and behavioural data. This included identifying issues such as messaging fatigue, perceived product breakage, and the negative impact of forced migration on churn and revenue.

​

These live insights were used to continuously refine messaging, adjust rollout strategies, and improve onboarding experiences. The process effectively created a feedback loop where customer research informed strategy, and real user behaviour validated and refined it during execution.

​

At the same time, I worked closely with product and IT teams to ensure that all product and license combinations were correctly handled and aligned with customer-facing

​​​