Protection against cybersecurity threats is relatively expensive for smaller businesses. Regardless of the cost, large financial institutions don't exactly have a choice but to protect their data from cyber threats. However, how can we communicate the reality of cyber threats and convince smaller companies to protect the data they possess?
THE PROBLEM
CyberLab Africa is an Israeli cyber-security company that provides cybersecurity solutions for various African companies ranging from large financial institutions to SMEs. Majority of the African companies they had tried to patronize were not convinced they needed a cybersecurity expert to help safeguard their applications/servers. They had a lot of success convincing large financial institutions in particular that they needed protection but realized that smaller companies did not see the need and did not agree that they were important enough to get hacked/attacked.
They wanted a simple solution. A landing page that informs users of the reality of threats and puts them in a sweet spot as the solution.
Working with the product manager, we realised we won't be able to pass the message across with a typical informational landing page like they had in mind. We needed something that would intrigue the users - scare them in fact, but also ensure that CyberLab was strategically placed as their saviour.
We opted with a live threat map that features a live counter of all the cyber threats that had been intercepted in that day; the top ten (10) targeted countries driven by the data CyberSoc (the parent company of CyberLab) had gathered over the years; as well as a live activity map that shows all of the threats happening in real-time.
THE PRODUCT
The process of creating the website was very iterative and during one of our testing sessions, we realised that we had failed to adequately provide enough information to build trust in the brand.
Limited information about the company that was supposed to "save" them from cyber threats portrayed the company as a "shadow organisation".
We had to strike a balance between the two and introduce the threat map at the right time. We opted to keep the threat map while providing more information on the brand to help potential customers make an accurate decision.
OUTCOMES & LEARNINGS
It's been over a year since CyberLab started using its new website and they have grown their customer base by over 30%. The sales team has been able to get into the room because the threat map introduced the reality of threats around them.
There were over 10 different iterations of this one-pager and it was interesting to see how many variations I could come up with the adequately tell this story. This project helped me work a lot more iteratively and learn how to tell stories in design effectively.
Check out the CyberLab website -> www.cyberlabafrica.com
