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SELF-EXPLORATION · CASE STUDY

BorderlessVPN

Redesigning a VPN’s landing page and checkout so first-time users understand the risk, pick the right plan, and subscribe with confidence.

ROLEProduct Designer
TEAMSolo project
SCOPELanding page & checkout
PLATFORMWeb
BorderlessVPN landing page on a tablet
1Security Check that shows personal exposure before any pricing
2plans only, Personal or Business, so the choice is obvious
14-daymoney-back guarantee, visible from plans to checkout
01THE PROBLEM

Most VPN websites feel overwhelming and hard to trust.

They lean on technical terms, long feature lists and aggressive pricing. For non-technical users, it’s hard to tell what a VPN actually does, and why it matters to them.

Most people also don’t realize how often their data is exposed through breaches, public Wi-Fi or everyday browsing. If users don’t recognize the risk, they won’t understand the value.

02THE GOAL

Make online security feel simple, and worth paying for.

  • Understand what a VPN does in plain language, within seconds
  • Choose the right plan without comparing a wall of options
  • Subscribe knowing exactly what they’re paying for, and what happens if it’s not a fit
03APPROACH

From awareness, to understanding, to action.

Instead of selling a VPN right away, the page first helps users recognize the problem, then introduces the solution.

AwarenessA Security Check shows whether the user’s data may already be exposed.
UnderstandingBenefits before features, simple language and clear visuals.
ActionTwo clear plans and a checkout that never hides the terms.
04CHALLENGES

Three frictions behind the decision.

Too technicalUsers have to understand how the technology works before they see how it helps them.
Fragile trustPrivacy claims feel abstract, pricing lacks transparency, and renewals cause anxiety.
Mixed use casesPersonal and business features blur together, so it’s unclear which plan fits.
05KEY DECISIONS

What I designed, and why.

DECISION 01

Show the risk before selling the product

A Security Check lets users enter their email and see whether their data has been exposed. It reframes the VPN from a technical tool into an answer to a real, personal risk.

Security Check section asking for an email to check data exposure
The Security Check, right after the hero.
DECISION 02

Value in seconds, benefits before features

Clear headlines and simple language explain what BorderlessVPN does at a glance. Benefits come before specs, and trust signals like reviews and privacy-first messaging lower skepticism. The limited-time offer stays in a subtle sticky bar, never in the way.

Landing page hero, reviews and feature sections
Hero, social proof and benefits on the landing page.
DECISION 03

Personal or Business first, then the price

Before any pricing pressure, users pick Personal or Business. Each plan is clearly defined with fewer choices, and the 14-day money-back guarantee sits right under them.

Plan picker with Personal VPN and Business VPN
Two plans, a monthly or annual toggle, and the guarantee.
DECISION 04

Checkout as a trust moment

A dedicated checkout keeps focus. Order details, discounts, renewal terms and the guarantee stay visible the whole time, and subscription terms are written in plain, human language.

Checkout with account details, extra services, payment method and order summary
Account details, add-ons, payment and an order summary that never leaves.
DECISION 05

A calm system for a nervous topic

Readex Pro for clear, friendly type. Dark blue for trust, orange to guide attention, and white and neutral grays for readable, content-heavy sections.

06IMPACT

From high friction to approachable.

This is a self-exploration, so there’s no live data. The redesign focused on three shifts:

  • Less technical complexity: outcomes first, jargon last
  • More transparency: pricing, renewal and refund terms always in view
  • A clear split between personal and business use
07REFLECTION

Understanding comes before conversion.

When users understand the risk and trust the solution, conversion becomes a natural outcome, not a forced one.

Next I’d test the Security Check against a classic hero, and see how much clearer plan choice and visible terms change checkout completion.

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