Educate members on the benefits of personal privacy scan and increase first-time scans

What's personal privacy scan?

All Experian members get a one-time scan of select people finder sites for their info

After the scan, they can view their results and choose to upgrade for recurring scans and help removing their info.

Project context

While working on other identity protection UX improvements, I noticed an outdated privacy scan carousel

I flagged it to my product partner, and we agreed it was worth revisiting, even though it wasn’t on the current roadmap.

The old experience

I reviewed the existing flow to understand what information we should keep and what we could remove

The content was repetitive and jumped between general people finder site information and scan details. We also asked users to upgrade before they even ran their first scan.

Do users need to know all this? Probably not

User research

I reached out to one of our UX researchers for past insights to help guide my decisions

She shared that users generally know what people finder sites are and often dismiss them as “phone book information.” They also don’t like feeling sold to, so she suggested a “you can do it, or we can help” approach would resonate better.

Crafting a narrative

I wrote new messaging that was easy to skim and focused on the scan, results, and next steps

I highlighted what we scan for, what to expect during the scan, and the options users have once they see their results.
I made it clear that we only search some people‑finder sites.
I gave users a choice — request removals themselves, or let us help.
I also wrote headlines that could stand on their own for users who skim.

Entry point and scan results

I also refreshed the messaging on the identity protection homepage

This included the language users see before they run their free scan and the language above their results.

Original

My version

Why my version is stronger

I set proper expectations
By explicitly calling out "people finder sites" instead of "the web", I help users understand what’s being scanned without overpromising.

I plainly communicate risk

“See what’s at risk” is simpler and more motivating than the original’s longer explanation.

I wrote user-driven CTAs

“Start your free scan” and “Learn how it works” are more natural and encourage action.

I improved scannability

I wrote two short, purposeful lines that are easier to digest at a glance.

Original

My version

Why my version is stronger

I better framed what was found
“We found your personal info 37 times” is more direct and user‑centered than the original’s passive phrasing.

I'm more transparent about coverage

I explain that the free scan only checks some sites, which sets better expectations and builds trust.

I give clearer reasons to upgrade

Recurring scans + broader coverage + help removing data is a stronger value proposition than the original.

Results and impact

My content updates led to a 60% increase in first-time scans and a 40% lift in conversions

This project also helped my design and product partners see the value of content-led solutions, leading to a hihgly collaborative relationship and other successful projects.