App Showcase: Proton VPN

What it does

Proton VPN is a secure, privacy-focused virtual private network (VPN) application. Its primary function is to encrypt a user's internet connection, protecting their data from potential threats on public networks. The app allows users to route their traffic through servers in various countries, which can mask their IP address and help bypass geographic content restrictions.

Where it shines

Proton VPN excels in creating a sense of security and trust from the very beginning. The onboarding process, while requiring a full account setup, features a thoughtful animation at 00:43 that visualizes the account security steps. The main interface is clean and functional, presenting a straightforward list of countries to connect to (01:24). The quick connection process (02:27) provides immediate value for free-tier users, clearly demonstrating the app's core utility without unnecessary complications.

UX highlights

• Clear Freemium Tiers: The app does a great job of distinguishing between free and premium servers in the main list. Free options are available, but the vast majority of locations are marked for Plus users, creating a clear incentive to upgrade.
• Trust-Building Animation: During sign-up, the "Your account is being created" screen (00:43) uses checkmarks and descriptive text to reassure the user about security, turning a wait time into a brand-positive moment.
• Contextual Upsells: Instead of a single hard paywall, nearly every premium feature—from specific servers (01:54) to advanced settings like Secure Core (03:32)—triggers a contextual upgrade prompt. This educates the user on the benefits at the point of need.
• Multiple Views: The app offers both a simple list view for servers and an interactive world map (03:19), catering to different user preferences for selecting a connection point.
• Detailed Connection Info: Once connected, the app provides transparent technical details like IP address, server name, and protocol (02:58), which appeals to more technical users.

Monetization & growth

The app operates on a freemium model. The free tier is functional but limited to a few countries, which is made clear from the start. Monetization relies heavily on contextual paywalls. Rather than blocking the user upfront, the app encourages exploration and presents an upgrade screen whenever a premium feature is tapped (e.g., trying to connect to a 'Plus' country at 01:54). This strategy is consistently applied across the app, from the server list to settings toggles, ensuring the user is frequently reminded of the premium plan's benefits. The app presents multiple subscription plans, including a yearly option, on its main subscription page (01:38).

Who it’s for

Proton VPN is for privacy-conscious individuals who want to secure their internet traffic, especially on public Wi-Fi. It also serves users who need to bypass geo-restrictions to access content or services from other countries. The straightforward UI makes it accessible for beginners, while the detailed settings and transparent connection info appeal to more advanced users who value control and information.

Notes & opportunities

The mandatory account creation before using any part of the app (00:10) creates significant initial friction. While this aligns with a security-first approach, it might deter casual users. A 'guest mode' to explore the interface and see the server list before committing to sign-up could potentially improve early retention. Additionally, the sheer number of upgrade prompts, while contextual, could feel slightly aggressive to some users over time.