Although it is not an example from my experience, I would like to share my approach to the problem statement.

Assumptions:
– The decision needs to be made if the security application is a part of the product, or we eliminate the security functionality to enhance the experience.
– Problem of complexity to customers is identified by drop in conversion rate.
– The increase in complexity is only because of the functionality of the security application.

Approach:
1. Clarify the business objective/ North Star (NS) metric for decision making
– We can see that the question focuses more on improving average customer experience. However, the NS metric can be new customer onboarding, Increasing DAU or Improving conversion. Here, let us consider our NS as conversion rate.

2. List down the factors which are involved in achieving the objective/ NS metric
– Start by Identifying different user personas. Understanding what ‘Experience’ means to the users is very important before making a decision. It could vary based on product/users.
– Look up the journey map of users to analyze at which step the users are finding it complex. This will be the touchpoint that will have a drop in conversion of the funnel.

3. Understand value addition of security functionality
– It is important to understand if the security functionality (i.e. the touchpoint) is a ‘vitamin’ or ‘painkiller’. Painkillers are a necessity for the product, whereas vitamins are good to have.

Based on this approach we can make a decision about the tradeoff and back it up with data.