This is a screenshot of the current live experience. It quickly tells the product story first, rather than prioritizing device selection, which was the business-needs decision for this experience. It increased conversion rates and decreased bounce rate, when compared to the previous version.

The experience that we launched with was very similar to the above mock-up. It wasn't easily obvious what the difference was between the types of InvisibleShield, so they most often chose the cheapest.

The above is a product of our brainstorming sessions. We've annotated functionality throughout.

Above is the first medium-fidelity wire frame. As you can see, in this iteration, we were still prioritizing device-first selection, rather than product-story-first.