TunnelBear’s playful brand stood out in the VPN space, but its digital experience struggled to balance charm with clarity. The onboarding flow was fragmented, upgrade prompts felt inconsistent, and key features—like SplitBear and country selection—were underutilized. The challenge was to unify the experience, reinforce trust, and make privacy feel approachable for everyday users.

The goal was to design a cohesive, engaging experience that improved conversion and retention without losing the brand’s friendly personality. The team aimed to simplify the upgrade journey, highlight feature value more naturally, and create a consistent visual and motion language across mobile and desktop platforms.

I reimagined the paywall and upgrade experiences through clearer value communication and contextual prompts tied to user behavior. Each interaction—whether unlocking a feature or exploring new countries—was designed to feel helpful, not pushy. By aligning UI, motion, and tone, I helped TunnelBear create a smoother, more trustworthy flow that boosted engagement while staying true to its whimsical identity.

I reimagined the paywall and upgrade experiences through clearer value communication and contextual prompts tied to user behavior. Each interaction—whether unlocking a feature or exploring new countries—was designed to feel helpful, not pushy. By aligning UI, motion, and tone, I helped TunnelBear create a smoother, more trustworthy flow that boosted engagement while staying true to its whimsical identity.