2024
PureVPN
PureVPN is one of the world's leading VPN services trusted by millions. I joined the team to lead UX and growth initiatives across B2B and B2C. The goal: unify the product experience and boost conversions across platforms.
Cybersecurity
AI
Know More
Unifying Trust, Speed, and Security into a Seamless Product Experience for a Global VPN Brand with Over 6 Million Users, While Optimising UX for Growth, Onboarding, and Retention.
Designing for scale, simplicity, and security — all at once.
PureVPN has long been a leader in internet privacy, with a presence in over 140 countries and millions of active users. However, their product experience was fragmented across platforms, regions, and customer segments. My role was to bring coherence and clarity to a powerful but disjointed offering.
From day one, I embedded myself within cross-functional teams, working across design, engineering, and product leadership. The goal was not only to improve UX but to craft a consistent growth engine through design thinking and data.
This wasn’t just a visual redesign. It was a deep overhaul of the user journey, onboarding logic, plan structuring, and performance touchpoints. Each optimised for global trust and retention.
Problem
A Fragmented Experience Across Devices That Hurt Trust, Activation, and Retention Rates In a Privacy-Centric, High-Churn Industry.
PureVPN’s experience varied significantly between mobile, desktop, and web — each built with different design systems, logic, and user assumptions. As a result, users were often confused, leading to lower activation and higher churn.
Core actions like connecting to a server, changing protocols, or understanding plan limits were inconsistent and unclear. In the world of VPNs, where trust is everything, this was a major risk to long-term growth.
The problem extended to onboarding too — users didn’t know what value they were unlocking. This created a weak first impression and poor engagement metrics during the crucial early lifecycle stages.
Process
A UX-Led, Growth-Aligned Approach Built on Collaboration, Metrics, and Strategic Design Across Mobile, Web, and Enterprise Segments.
The process began with in-depth UX audits of all existing journeys — from first touch to conversion, and from activation to renewal. I mapped friction points, inconsistencies, and value gaps across the product.
Next came aligning cross-platform design systems. I introduced a scalable design language and helped product teams prioritise based on user pain and business opportunity. We layered on growth data from tools like GA4 and Clarity to refine flows.
I also facilitated weekly design reviews and co-led workshops with stakeholders to bring marketing, support, and tech into the redesign conversation. The collaboration helped shape experiences that served both B2B and B2C needs.
Solution
A Cohesive, Conversion-Optimised Redesign That Reinforced Trust, Simplified Flows, And Drove Measurable Growth in Activation & Retention.
The new experience centred around clarity: simplified onboarding, a unified server-connect logic, and in-app education to reinforce privacy value from day one. The tone and microcopy were rewritten to enhance trust and reduce fear.
I introduced a dashboard structure that scaled across mobile and desktop, paired with a design system that reduced engineering handoff time by 30%. Every user touchpoint was tested against activation and retention metrics.
Post-launch metrics showed significant improvements — a 22% increase in day-1 activation, 18% uplift in onboarding completion, and a noticeable reduction in early-stage churn. Most importantly, the product now felt like one unified, global VPN experience.
More Works
(VL® — 02)
©2024
FAQ
01
What do you need from me before we start a project?
02
Do you work on an hourly basis?
03
Can I hire you full-time or on a retainer basis?
04
How long does a typical product design engagement take?
05
Do you handle both design and development?
06
What’s your approach to launching a product?
07
Can you improve or redesign an existing product?
08
What tools and processes do you use for communication and project tracking?
2024
PureVPN
PureVPN is one of the world's leading VPN services trusted by millions. I joined the team to lead UX and growth initiatives across B2B and B2C. The goal: unify the product experience and boost conversions across platforms.
Cybersecurity
AI
Know More
Unifying Trust, Speed, and Security into a Seamless Product Experience for a Global VPN Brand with Over 6 Million Users, While Optimising UX for Growth, Onboarding, and Retention.
Designing for scale, simplicity, and security — all at once.
PureVPN has long been a leader in internet privacy, with a presence in over 140 countries and millions of active users. However, their product experience was fragmented across platforms, regions, and customer segments. My role was to bring coherence and clarity to a powerful but disjointed offering.
From day one, I embedded myself within cross-functional teams, working across design, engineering, and product leadership. The goal was not only to improve UX but to craft a consistent growth engine through design thinking and data.
This wasn’t just a visual redesign. It was a deep overhaul of the user journey, onboarding logic, plan structuring, and performance touchpoints. Each optimised for global trust and retention.
Problem
A Fragmented Experience Across Devices That Hurt Trust, Activation, and Retention Rates In a Privacy-Centric, High-Churn Industry.
PureVPN’s experience varied significantly between mobile, desktop, and web — each built with different design systems, logic, and user assumptions. As a result, users were often confused, leading to lower activation and higher churn.
Core actions like connecting to a server, changing protocols, or understanding plan limits were inconsistent and unclear. In the world of VPNs, where trust is everything, this was a major risk to long-term growth.
The problem extended to onboarding too — users didn’t know what value they were unlocking. This created a weak first impression and poor engagement metrics during the crucial early lifecycle stages.
Process
A UX-Led, Growth-Aligned Approach Built on Collaboration, Metrics, and Strategic Design Across Mobile, Web, and Enterprise Segments.
The process began with in-depth UX audits of all existing journeys — from first touch to conversion, and from activation to renewal. I mapped friction points, inconsistencies, and value gaps across the product.
Next came aligning cross-platform design systems. I introduced a scalable design language and helped product teams prioritise based on user pain and business opportunity. We layered on growth data from tools like GA4 and Clarity to refine flows.
I also facilitated weekly design reviews and co-led workshops with stakeholders to bring marketing, support, and tech into the redesign conversation. The collaboration helped shape experiences that served both B2B and B2C needs.
Solution
A Cohesive, Conversion-Optimised Redesign That Reinforced Trust, Simplified Flows, And Drove Measurable Growth in Activation & Retention.
The new experience centred around clarity: simplified onboarding, a unified server-connect logic, and in-app education to reinforce privacy value from day one. The tone and microcopy were rewritten to enhance trust and reduce fear.
I introduced a dashboard structure that scaled across mobile and desktop, paired with a design system that reduced engineering handoff time by 30%. Every user touchpoint was tested against activation and retention metrics.
Post-launch metrics showed significant improvements — a 22% increase in day-1 activation, 18% uplift in onboarding completion, and a noticeable reduction in early-stage churn. Most importantly, the product now felt like one unified, global VPN experience.
More Works
(VL® — 02)
©2024
FAQ
01
What do you need from me before we start a project?
02
Do you work on an hourly basis?
03
Can I hire you full-time or on a retainer basis?
04
How long does a typical product design engagement take?
05
Do you handle both design and development?
06
What’s your approach to launching a product?
07
Can you improve or redesign an existing product?
08
What tools and processes do you use for communication and project tracking?
2024
PureVPN
PureVPN is one of the world's leading VPN services trusted by millions. I joined the team to lead UX and growth initiatives across B2B and B2C. The goal: unify the product experience and boost conversions across platforms.
Cybersecurity
AI
Know More
Unifying Trust, Speed, and Security into a Seamless Product Experience for a Global VPN Brand with Over 6 Million Users, While Optimising UX for Growth, Onboarding, and Retention.
Designing for scale, simplicity, and security — all at once.
PureVPN has long been a leader in internet privacy, with a presence in over 140 countries and millions of active users. However, their product experience was fragmented across platforms, regions, and customer segments. My role was to bring coherence and clarity to a powerful but disjointed offering.
From day one, I embedded myself within cross-functional teams, working across design, engineering, and product leadership. The goal was not only to improve UX but to craft a consistent growth engine through design thinking and data.
This wasn’t just a visual redesign. It was a deep overhaul of the user journey, onboarding logic, plan structuring, and performance touchpoints. Each optimised for global trust and retention.
Problem
A Fragmented Experience Across Devices That Hurt Trust, Activation, and Retention Rates In a Privacy-Centric, High-Churn Industry.
PureVPN’s experience varied significantly between mobile, desktop, and web — each built with different design systems, logic, and user assumptions. As a result, users were often confused, leading to lower activation and higher churn.
Core actions like connecting to a server, changing protocols, or understanding plan limits were inconsistent and unclear. In the world of VPNs, where trust is everything, this was a major risk to long-term growth.
The problem extended to onboarding too — users didn’t know what value they were unlocking. This created a weak first impression and poor engagement metrics during the crucial early lifecycle stages.
Process
A UX-Led, Growth-Aligned Approach Built on Collaboration, Metrics, and Strategic Design Across Mobile, Web, and Enterprise Segments.
The process began with in-depth UX audits of all existing journeys — from first touch to conversion, and from activation to renewal. I mapped friction points, inconsistencies, and value gaps across the product.
Next came aligning cross-platform design systems. I introduced a scalable design language and helped product teams prioritise based on user pain and business opportunity. We layered on growth data from tools like GA4 and Clarity to refine flows.
I also facilitated weekly design reviews and co-led workshops with stakeholders to bring marketing, support, and tech into the redesign conversation. The collaboration helped shape experiences that served both B2B and B2C needs.
Solution
A Cohesive, Conversion-Optimised Redesign That Reinforced Trust, Simplified Flows, And Drove Measurable Growth in Activation & Retention.
The new experience centred around clarity: simplified onboarding, a unified server-connect logic, and in-app education to reinforce privacy value from day one. The tone and microcopy were rewritten to enhance trust and reduce fear.
I introduced a dashboard structure that scaled across mobile and desktop, paired with a design system that reduced engineering handoff time by 30%. Every user touchpoint was tested against activation and retention metrics.
Post-launch metrics showed significant improvements — a 22% increase in day-1 activation, 18% uplift in onboarding completion, and a noticeable reduction in early-stage churn. Most importantly, the product now felt like one unified, global VPN experience.
More Works
©2024
FAQ
What do you need from me before we start a project?
Do you work on an hourly basis?
Can I hire you full-time or on a retainer basis?
How long does a typical product design engagement take?
Do you handle both design and development?
What’s your approach to launching a product?
Can you improve or redesign an existing product?
What tools and processes do you use for communication and project tracking?