Users struggled to grasp what a VPN does, and when to use it

"It's on, but nothing happened, is it doing something?"

Unlike security software that shows what dangers they stopped, VPNs work by making you invisible to threats, making it difficult to show their value.

Without a clear purpose, we saw a decline in users renewing their VPN subscription

What if instead of raising the price, we use AI to filter through customers tax situations to find their most stressful need, and inform them how we can alleviate that stress with targeted messaging with dynamic value statements.

PROBLEM

Users struggled to understand what a VPN does, and when to use it

"It's on, but nothing happened, is it doing something?"

Unlike security software that shows what dangers they stopped, VPNs work by making you invisible to threats, making it difficult to show their value.

Without a clear purpose, we saw a decline in users renewing their VPN subscription

How do you visualize something that you can't prove?

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MCAFEE VPN

Making invisible protection feel clear and contextual.

Overview

McAfee's VPN is one of many security tools, often bundled in protection plans. Over time, the tool had fallen behind as updates rolled out to newer products, and was not being maintained by a dedicated team.

To address long-standing pain points and it's outdated MVP, I assisted with early research, feature planning, and end-to-end designs.

With Susanna Huang, Nina Wang, Jeffrey Jose & Jen Barrell.