What it does
ExpressVPN is a comprehensive digital security suite centered around its core VPN product. It allows users to encrypt their internet connection, hide their IP address, and securely access content from different geographic locations. Beyond the VPN, the app also includes a bundled password manager called 'Keys', advanced protection features to block ads and trackers, and diagnostic tools like a speed test.
Where it shines
ExpressVPN excels in its clear communication and thoughtful user experience design. The onboarding immediately clarifies the free trial terms with a visual timeline (00:04), building trust from the start. The app also cleverly integrates its features. For instance, after a user's first successful connection—a key moment of value—it immediately prompts them to enable advanced security features at 01:23, making the upsell feel like a natural next step. The password manager, 'Keys', features a particularly polished setup with dynamic, multi-stage feedback that guides users to create a strong password (03:09), turning a chore into an engaging micro-interaction.
UX highlights
- Clear Value Explainer: Before showing the paywall, an animated modal at 00:10 visually explains what a VPN does, educating the user and reinforcing the value proposition.
- Bundled Security Suite: The app goes beyond a simple VPN by integrating a password manager ('Keys') and ad/tracker blocking, creating a holistic security tool.
- Contextual Feature Discovery: Advanced features are introduced at relevant moments, such as the post-connection prompt for security settings (01:23), rather than overwhelming the user upfront.
- Customization Options: Users can personalize their experience by changing the app's color scheme and icon (02:35), a nice touch for a utility app.
- In-App Diagnostics: Tools like the Speed Test (05:15) and Leak Test (06:45) are built directly into the app, providing transparency and utility.
- Helpful Empty States: The empty state for the password manager (03:41) clearly prompts the user with primary actions like 'Add your first item' or 'Import your logins'.
Monetization & growth
The monetization strategy is front and center. The app presents a paywall with a 7-day free trial immediately during onboarding (00:04). The user must subscribe to proceed, making it a hard paywall for new users. The plan selection screen at 00:19 highlights savings on the annual plan to encourage a longer-term commitment. After subscribing, the app focuses on feature adoption, like the advanced protection upsell, which likely serves to increase user retention by demonstrating the full value of the subscription.
Who it’s for
This app is designed for users who are conscious of their digital privacy and security but may not be technical experts. The clear explanations, bundled tools, and polished interface cater to a broad audience looking for an all-in-one solution. It's suitable for frequent travelers, users of public Wi-Fi, or anyone wanting to access geo-restricted content and manage their digital footprint securely without juggling multiple apps.
Notes & opportunities
While the app is very polished, the onboarding flow requires a subscription commitment before the user can interact with the main interface. This could be a significant drop-off point for users who are not already familiar with the ExpressVPN brand. The connection process sometimes shows a 'Still trying to connect' message (01:18), which could cause minor user anxiety. Finally, the feedback modal for the new look at 02:37 appears over the main content and requires an extra tap to dismiss, which could be slightly intrusive.