What it does
AdGuard VPN is a mobile app designed to provide users with a secure and private internet connection. Its core job is to encrypt a user's web traffic and hide their IP address, allowing them to browse anonymously, bypass geographic restrictions, and protect their data from potential threats on public Wi-Fi networks.
Where it shines
The app excels in its branding and clarity. The ninja mascot, present from the first screen (00:00) to the main dashboard (01:07), makes the technical concept of a VPN feel accessible and friendly. The app also implements permission requests thoughtfully. For example, it uses a custom 'warm-up' screen at 01:09 to explain why it needs notification permissions before the official system prompt appears, a practice that builds trust.
UX highlights
- Strong Brand Identity: The consistent use of a ninja mascot creates a memorable and approachable brand, distinguishing it in a technical market.
- Clear Connection Status: The main dashboard provides unambiguous feedback, changing its text, color, and background illustration when the VPN connects (01:37), leaving no doubt about the current state.
- Benefit-Oriented Priming: Before requesting system permissions for notifications (01:09) or VPN configurations (01:23), the app presents a clear screen explaining the user benefit first.
- Advanced User Controls: Features like 'Exclusions' (02:06) and customizable DNS servers (02:48) offer powerful control for users who need it, without cluttering the primary interface.
- Efficient Onboarding: The initial setup is fast, moving from launch to the main app in just over a minute, even with mandatory account creation.
Monetization & growth
The app presents a soft paywall at the end of its onboarding flow (00:57). It features two subscription plans, a yearly and a monthly option, with the yearly plan highlighting a significant 'Save 65%' discount to encourage a longer commitment. The paywall itself includes a carousel of benefits like unlimited speed and streaming support. The user can easily dismiss this screen to continue to the free version of the app, indicating a freemium model.
Who it’s for
AdGuard VPN appears to target two main user groups. The first is the everyday user concerned with privacy and security on public networks, for whom the simple one-tap connect interface and friendly branding are ideal. The second is the more tech-savvy user who will appreciate advanced features like split tunneling via the 'Exclusions' list and the ability to select from a wide range of DNS providers.
Notes & opportunities
While the mandatory account creation (00:05) ensures all users are registered, it introduces significant friction upfront. Allowing users to experience the app first and prompting sign-up later could be a valuable experiment. Additionally, the locations list at 01:18 shows latency in milliseconds, which is great data, but could be supplemented with a simple visual indicator (e.g., green/yellow/red dots) for faster scanning by less technical users.