Leadership
ADT
Reinventing home security
ADT faced a challenging situation as they were losing market share, experiencing cancellations from existing customers, and encountering a slowdown in new customer sign-ups. Competitors like Google and Ring doorbell were gaining traction in the home security market by offering innovative products and contract-free relationships. This prompted ADT to swiftly embark on a journey of reinvention.
Role
VP of User Experience
Straightforward Goals
Revolutionize the landscape of home security to leapfrog ahead of the expanding array of options available in the market.
Challenge
​
ADT's market share was dwindling as existing customers canceled their services, and the rate of new customer sign-ups saw a significant slowdown.
​
“If we stay moving in this direction, we will be the Blockbuster of home security”.
​
- unnamed executive at ADT
​
While ADT may identify itself as a home security company, its true focus lies in professional monitoring services. Unlike companies that design and manufacture consumer security products, ADT's core strength lies in providing peace of mind through human-to-human professional monitoring.
​
By actively engaging with our customers and prospects, we discovered that modern consumers are seeking cutting-edge technology at affordable prices, along with the ability to self-monitor their security. Companies like Ring, Nest, and Amazon capitalized on this trend, flooding the market with products that catered precisely to these desires. Unfortunately, ADT had overlooked these evolving consumer preferences.
​
Our marketing efforts were centered around benefits that no longer resonated with the modern consumer. Internally, there was a strong conviction that these benefits should hold value for customers. However, it became clear that we were not addressing the actual needs of our customers, and our messaging was not hitting the mark.
To remain competitive and relevant, we realized the imperative need to reinvent our products, services, messaging, and ultimately, our brand.
Creating a Vision
In a rapidly changing world, crafting a vision of the future hinges on understanding human behavior and discerning prominent sociological patterns that serve as indicators of potential developments.
Research
We devoted weeks to conducting in-depth interviews with our existing customers to gain a comprehensive understanding of their experiences.
​
Following that, we initiated a qualitative study aimed at delving into the current lifestyles of families and identifying areas where security and safety play a crucial role.
​
Next, we conducted a thorough competitive review to gain insights into the landscape of home security.
​
Lastly, we launched a quantitative study to analyze societal trends and examine how families across the country were living generationally.
​
Here's what we learned...
​
-
Home security offers a multitude of choices and options.
-
Customer loyalty is a challenge, as even a small monthly saving can prompt current customers to switch providers.
-
Today's families are increasingly mobile and prioritize feeling secure both inside and outside their homes.
-
The rise of IoT devices sees more individuals controlling home devices remotely.
-
There's a demand for better integration among various home devices.
-
Consumers seek cutting-edge technology that enhances their home's aesthetics.
-
The expectation is for technology to continually improve, avoiding the risk of being stuck with outdated devices.
-
A significant portion of the population rents homes, requiring flexible home security solutions without long-term contracts.
-
Mobility is increasing, with a shift towards urban living.
-
Gen-Xers are increasingly responsible for elderly family members' safety and wellbeing, driving their interest in home security.
How we used this information
​
Given the deeply ingrained business processes at ADT, forming partnerships emerged as the most efficient way to meet customer demands.
​
Firstly, we established a partnership with Samsung SmartThings, introducing a DIY starter kit available at major retailers like Best Buy, complemented by ADT's professional monitoring. This offering allowed customers to opt for monitored services in flexible 30-day increments, eliminating the need for lengthy three-year contracts.
​
The product successfully launched and hit shelves just in time for Christmas 2017.
Prototypes
We designed prototypes which delivered the features our customers longed for.
​
​
Then we created ADT Go
In response to the growing demand for safety and security beyond the home, I personally led a collaboration with Life360 to develop ADT Go. This innovative solution empowered families, including grandparents, to stay connected and secure while on the go. ADT Go featured an SOS button on mobile devices, providing users with instant access to first responders in case of emergencies.
​
Voice Command
I personally spearheaded the integration of ADT with Google Home and Alexa, offering our customers convenient voice command capabilities.
​
During my tenure at the company, I also initiated several other partnerships that were in progress, each aimed at delivering what customers desired most. These collaborations not only met immediate needs but also afforded ADT the time and resources to innovate and develop the next generation of products.
Results
-
ADT is making a strong comeback, and my research during my time there played a pivotal role in understanding our customers' true needs. This insight guided the company towards strategic directions and fruitful partnerships that aligned with customer expectations.
-
Rather than succumbing to competition, ADT chose to collaborate with industry rivals.
-
Today, ADT boasts integrations with major players like Uber, Lyft, and DoorDash.
-
In a significant move, Google invested $450 million in ADT, leading to a strategic partnership and an integrated offering that's making waves in the market.