3-Day Design Sprint

Reimagine Norton for Laura, the Outsourcer.

A tiger-team sprint to align on product vision, prototype a new Norton experience, and identify the concept that resonates most with our target persona. Three days. One winning idea.

Format
IA-driven prototyping
Validation
Nightly user interviews
Meet Laura → Submit a Prototype
The Microsite

Everything the sprint team needs, in one place.

L

Laura Cheat Sheet

Persona details, behaviors, anxieties — plus a live pressure-tester for your concepts.

Open →
N

Where is Norton

Current product surface, brand health signals, systemic gaps, and core metrics.

Open →
P

Prototypes

Submit and browse every prototype built during the sprint. Shared across the team.

Open →
R

Resources

Research decks, brand frameworks, relevant reading, and tools for the sprint.

Open →
Business Objectives

Three strategic outcomes this sprint serves.

Every concept, prototype, and decision should ladder back to at least one of these.

OBJECTIVE 01

Increase Engagement

Drive deeper, more frequent product usage. Laura should open Norton not just when something goes wrong, but as part of her daily routine. The reimagined experience must earn habitual engagement.

OBJECTIVE 02

Accelerate Growth Rate

Expand the Norton subscriber base and increase ARPU through a compelling 3-tier model. The reimagined product must give Laura clear reasons to upgrade and stay.

OBJECTIVE 03

Unlock Agentic AI

Move beyond AI-as-feature to AI-as-experience. Norton should leverage agentic tools that act on Laura's behalf — protecting, advising, and simplifying without requiring her to manage.

Sprint Goals

What we want to do.

The seven locked outcomes by end of day three.

Sprint Goals

Seven outcomes to lock by end of day three

  • Lock conviction on who we're building for (Laura) and her priority JTBDs
  • Align on product vision and information architecture before prototyping
  • Produce a Vision Statement as a locked output
  • Take learnings from original Norton Reimagined designs
  • Identify the new Norton concept that resonates most with Laura, the outsourcer
  • Prototype IA-driven: dashboard first, then page-by-page through the architecture
  • Test with real customers daily — cumulative feedback across the full prototype
Business Objectives

Three strategic outcomes this sprint serves

Increase Engagement
Drive deeper, more frequent product usage. Laura should open Norton as part of her daily routine — not just when something goes wrong.
Accelerate Growth Rate
Expand the subscriber base and increase ARPU through a compelling 3-tier model. Give Laura clear reasons to upgrade and stay.
Unlock Agentic AI
Move beyond AI-as-feature to AI-as-experience. Norton should leverage agentic tools that act on Laura's behalf — protecting, advising, and simplifying.
Team & Roles

Tiger team with clear ownership

RolePeople
Decider
Travis
Final call on contested decisions
Sprint Lead + PM
Leah
Facilitates, keeps time
Product
Dagim, Deval, Dev
Drives product thinking
AI Innovation
Iskander, Michalis
Encourages and challenges AI-powered solutions
Design
Lulo
Prototyping quality, FigJam, design coherence
Engineering
Tomas
Real-time feasibility and technical constraints
Brand / Marketing
Lynne, Bill
Brand framework and narrative
Research
Leah, Anja
User research, usability sessions, feedback synthesis
Prototyping Approach

IA-driven, page-by-page, with cumulative testing

Day 1 PM
Concept — Landing Page
Everyone builds. Validate the concept before committing to full prototypes.
Day 2
Full Prototype
Align on top concepts. Split into groups — one full iOS experience per concept.
Day 3
Iterate All
Regroup on a single concept. Apply final feedback. Ship the story.
Cumulative testing: Each session tests the full prototype built so far. Feedback accumulates — we get richer insights on earlier sections as the prototype grows.
The Three Days

Agenda.

Each day ends with real user interviews. Feedback accumulates. We adjust overnight.

Day 01

Concept Solutioning

9:00am
Kick-Off & Rules of Engagement
Setting the ground rules.
9:15am
Ice Breaker
Getting to know each other.
9:30am
Business Context
Why this sprint matters.
9:50am
Who is Laura?
Building customer empathy.
—
15 min break
11:05am
Journey Mapping
Understanding Laura's life.
12:05pm
Problem Prioritization
Turning pain points into opportunities.
12:35pm
Lunch
1:30pm
Initial Ideation
Generate different visions for Norton.
—
15 min break
2:45pm
Concept Development
Build out four directions to test.
4:15pm
Research Framing
How we'll test.
4:30pm
Wrap Up
Overnight · User Interviews Overnight user interviews to determine whether our target persona feels the shift? Understands the concept? Strongly desires/needs the product? And ultimately identify a winner?
Day 02

Product Experience Solutioning

9:00am
Kick-Off
How today will run.
9:10am
Research Watch Party
Understand customer feedback.
9:55am
Debrief & Decide
Which concepts should we progress?
—
15 min break
10:55am
Storyboard Concepts
Map the product experience.
12:10pm
Lunch
1:10pm
Prototype Build
Build experiences we can test.
—
15 min break
2:30pm
Share Back and Quick Fixes
Review and refine.
4:15pm
Research Framing
How we'll test.
4:30pm
Wrap Up
Overnight · User Interviews Overnight user interviews to determine whether our target persona feels the shift? Understands the concept? Strongly desires/needs the product? And ultimately identify a winner?
Day 03

Iterate and Finalize

9:00am
Kick-Off
How today will run.
9:10am
Research Watch Party
Understand customer feedback.
9:55am
Debrief & Decide
Which concepts should we progress?
—
15 min break
10:55am
Refine Prototypes
Make them the best we can.
12:25pm
Lunch
1:25pm
The Laura Story
Explaining this to Laura.
2:00pm
Success, Risks & Research
What good looks like.
—
15 min break
3:00pm
Vision Statement
Bringing it back to Laura.
3:30pm
Wrap Up & Next Steps
How We Work

Ground rules.

Ten non-negotiables for the room. Egos at the door. Laura at the center.

01
No egos in the room — we're all equal
Challenge ideas, not people
02
Assume positive intent
We're on the same team — be direct and respectful
03
One conversation at a time
No side debates or talking over someone
04
Honor prepared work
If someone brought it, let them run it — hold questions, then discuss
05
Timeboxed by default
Timers aren't optional — we'll park items that don't fit the box
06
Capture in FigJam
Decisions, options, open questions, assumptions — if it's not in FigJam, it didn't happen
07
Be present
Devices only for workshop work — stay engaged and ready to contribute
08
Progress, not perfection
Expect unknowns — we leave with clearer direction, not every answer
09
Solve the problem, don't just build
Every solution must address a specific pain point — not just be "cool"
10
Focus on Laura
We are not the target audience — filter every decision through the outsourcer persona
Norton Reimagined 3-day Design Sprint · Tiger Team