Norton Mobile Security

Call Blocking

A smart solution to protect Norton users from the nuisance of spam and fraud calls.

Product Design Mobile Cross-Functional
Norton Call Blocking cover
Challenge
Call blocking was ranked one of the top 3 feature suggestions from Norton customer feedback, but to build a smart call blocking feature, Norton first had to build a database of commonly blocked numbers and patterns.
  • OS restrictions limit what call-blocking apps can technically do, so I had to design around real platform constraints, not ideal ones.
  • Stakeholders spanned copy editors, marketing, legal, and partners across 4 cities and 3 countries, all needing alignment before a single screen shipped.
Users
Primary: Freemium User
Manually reports spam and builds a personal block list, one number or country code at a time.
Secondary: Premium User
Gets proactive smart blocking based on patterns other users have already reported.
Product Team & My Role
Mobile UI/UX Design Lead: owned the feature end-to-end, from competitive research through final designs, while aligning Product, Engineering, Legal, Marketing, and Partners across Culver City, Chennai, Pune, Mountain View, and Tokyo.
UX Designer icon
UI/UX Designer

Owned research, information architecture, wireframes, and final designs end-to-end.

Product Managers icon
Product Managers

Defined release dates and product roadmap across Culver City and Mountain View.

Front End Engineers icon
Front End Engineers

Built the mobile UI based in Chennai, India.

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Back End Architects

Built the spam and fraud number database based in Pune, India.

Design and Product Decisions
  • Shipped a freemium MVP first, manual reporting and a personal block list, specifically to build the spam and fraud number database needed before smart blocking could exist.
  • Designed a "block after 3 declines" pattern for frequently declined numbers, avoiding false positives from a single wrong-number call.
  • Reused the exact same interaction pattern for Smart Pattern Blocking, so premium users didn't have to learn a new mental model.
Results
Top 3 Customer-
Requested Feature

Ranked among Norton's top 3 customer feature suggestions.

Freemium to
Premium Funnel

The MVP built the exact database that powered premium smart blocking.

8 Functions,
3 Countries

Aligned Product, Engineering, Legal, Marketing, and Partners.

3-Strike
Blocking Pattern

One interaction pattern reused across declined numbers and smart blocking.

Final Design

Add to Block List flow