Elevating the GOOSEyverse

GOOSE VPN's brand and technology became outdated, and its spirit got lost over the years. I aimed to unify the experience across all platforms and touchpoints.

TL;DR

Objective

Modernize GOOSE VPN and enhance user experience

Project

Role: Head of Design
Team: Developers, Customer Support,and marketing specialists

Approach

Brand positioning strategy
UX audit
Internal process optimization
Marketing strategy
Systems design

Outcomes

Increased Trustpilot rating from 3.9 to 4.7
Consistent apps across platforms
Launched Cyber Alarm threat detection
Launched Gamified referral program

Impact

Revitalized brand
Improved collaboration and partnerships

Challenge

Facing the facts

The initial challenge was clear: outdated technology and design, an unclear story, and a brand that felt disconnected from its audience. Our task was to breathe new life into GOOSE VPN, making it relevant and engaging. My duty was to guide our cross-functional team towards our destination.

Nesting

Untethering origins

The GOOSE VPN story was shrouded and nobody understood its name. To better communicate its values and appeal to a modern audience, we repositioned the brand strategically. Employing compelling messaging and graphical elements resonated with our target users. This modernization touched every aspect of how the brand presented itself and interacted with its community.

Geese are natural security guards, warding off uninvited guests from their territory.

Overhaul

Stronger, better, clearer.

Although universally available, GOOSE VPN’s experience was fragmented and with stale code. And it became evidently clear that we weren’t even flying in the same direction internally. To remedy, I defined screens, states, and mapped out user flows for clarity. And riding on the currents of our repositioning, our new Design System streamlined development and functionality across iOS, Android, macOS, and Windows platforms.

GOOSE VPN user flow — Mapping clear user flows made it easier for ourselves to visualize form and function

GOOSE VPN Design System — The bespoke Design System eliminated common design questions

Innovation

Wings in many nests

As the project evolved, so did my involvement. By actively participating in product development, working closely with cross-functional teams, and taking a brief detour into marketing, we drove innovation at every turn. This collaborative effort hatched renewed headwinds as:

An industry first feature: Autopilot smart connection
Cyber Alarm threat detection product
A gamified referral program

Prominent, manual connection made it easier to use

Autopilot: connection based on trusted networks reduced data and power usage

Takeaway

In for the long haul

The transformation of GOOSE VPN, driven by strategic design, cross-department collaboration, and innovative marketing, marked a significant chapter in its journey. A unified vision to overhaul the user interface and modernize the brand led to the creation of user-friendly, sleek apps across platforms, and new features. These efforts expanded the brand's reach and fostered unprecedented internal collaboration, illustrating the effectiveness of a dedicated team in achieving remarkable results.

Via Giphy