A unique approach to online security, bringing the power of business-grade security to the private-sector in a refined form-factor.

#ux  #ui #mobile #online-security


— Role Details

Directing efforts and all aspects of design including creative direction, logo, branding, UX, UI & developing interactive prototypes as proof of concept in an effort aimed at creating a refined and simple to use security product for mobile devices.

— Introduction

Online-security isn't just a "nice to have" service, it's a nessesity.  Privacy and security issues extends in all areas of our lives from the business we own and work at, to our governments and policy makers, very few products and services exist at the consumer level. PRIVT’s aim is to address this unmet need by offering a unique online-security utility. It's unique approach to online security brings the power of business-grade security to the private-sector.

— Approach

The first phase of this project will build an interactive MVP & establish first round of branding to drive better testing & conversations to drive ideation in future phases.


— Business Insights


Online security is complicated at its core and it’s almost impossible for the everyday user to keep up with all the newest ways to be fooled online. Currently security is become an important tool for even the casual online user and PRIVT would like to simplify and automate VPN features inside an intuitive form factor that appeals to a wide range of users.

1. Establishing Trust
From the start, the product will have challenges surrounding trust with new customers. Customers need to feel the product is worth using and hopefully worth paying for eventually.

2. Technical
As with all great products, it will need to work without bugs 99% of the time. Server side engineering will need to effectively manage bandwidth speeds with unnoticeable differences

3. Marketing & Branding
Educating and shopping for solutions is currently complicated - proper branding right away helps establish trust that opens them to educate themselves without fear of choosing wrong service.

4. Design
Solid design is one major way the product establish trust right away. This will extend in both marketing, user-onboarding & product design. 


— Customer / User-Insights

User Personas

One of the inspirations for creating a new online-security product is the lack of solutions building the product or the everyday person.  Privacy is about people and yet the context is usually more about the technology. Investing time to understand how people fit into privacy concerns is a very transparent activity. 


Lance, Primary User
The early adopter. The tech-forward person with a finger on the pulse. This user-type may also work within the tech industry & or shares a close relationship with someone who does.


Scarlette, Secondary User 
A user becoming more aware of online security but doesn’t but still has yet to make it a daily part of online behavior.


Madison, Prospective User 
The biggest opportunity, the most challenging customer to acquire as a customer & will require the most resource to maintain and support. This person has little to zero knowledge about network security even if somewhat tech savvy. Historically, coming across securing connections were dismissed without a compelling reason to pay closer attention.

User Maps & Flows
Focusing on each of the user-personas habits & context, hi-level flows are created to quickly imagine a list of features, offering a starting point for both user & business cases.



Envisioning the product at its highest level. Ideas, assumptions, visions and early research into a pile and organizing. 


An important aspect of any product is the indentity.  While only a quick investment, creating a logo & simple branding-guide helps with the overall design of any presentations & product design now & moving forward. 


Alongside UX research, a bit of branding design came up with a basic art direction for web and product design. 


Working passed sketches to focus on anticipating what users might need to do and ensuring that the interface has elements that are easy to access, understand, and use to facilitate those actions.


Trying a new technique based on another product-designers suggestions, blue-prints bridge the hi-fi designs and wireframes.  In hindsight, this wasn't as productive or useful as suggested.


Hi-Fi Design
Once wireframes & interactive blueprints were created, UI/Visual design began  



Ending this phase to begin iterating & integrating all the things learned from this section of the project. Based on early research, users still had questions. 

  • Why is online security important to me?
  • Customers challenged to understand benefits 100%
  • How do I pronounce the company name?

Questions for refining the product & marketing.

  • How to educate customer on security?
  • How to demystify the technology?
  • Where do customers tend to become confused?'
  • What complexities prevent use?
  • How to make a VPN smarter?

Edgar Fleming
Design Consultant
UX, UI & IxD

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