UX Optimization for Mobile VPN App Onboarding and Retention
Redesigned the onboarding flow and in-app UX for a global VPN service targeting non-technical users.
The project focused on improving first-time activation, simplifying settings navigation, and reducing subscription drop-offs. Through UX research, UI refinement, and behavior-driven improvements, the app became more intuitive for users seeking fast, one-click security.
Client:
VPN Security App
Category:
UX Design
Location:
Europe / Global Market
Date:
Mar 22, 2023
Budget
5,900 $
Website:
- Available on request-
Project Overviwe
The VPN app had a solid core product but was losing users in the onboarding phase and receiving support complaints about complex menus and unclear plan options. I was hired to streamline the user experience for mobile, reduce churn, and improve trial-to-paid conversions.
The target users were privacy-conscious individuals and remote workers with limited technical knowledge — requiring a fast, frictionless design without jargon.
Impact and Results:
Onboarding completion rate improved from 49% to 84%
In-app trial activation increased by 67%
Subscription upgrade clicks rose by 42% within the first 14 days
App Store rating improved from 3.9 to 4.5 after update release
Average session time increased by 22%
The Solution
The approach centered on translating complex information into clear, engaging visual content—grounded in research and aligned with the brand’s tone and audience expectations.
- Conducted UX audit and user research across 3 markets (US, Germany, MENA)
- Reworked onboarding screens with clear copy, guided setup, and feature tooltips
- Simplified home dashboard with single-click connect and location dropdown
- Delivered mobile UI mockups in Figma and collaborated with developers for rollout
- Created in-app upsell banners and subscription UI to clarify pricing tiers