Privacy Bee Hive
1 Designer, 1 Dev, over 6 weeks
Product Design
Research
UI Design
~2 minutes
Context
Privacy Bee specializes in removing personally identifiable information (PII) from the internet. Data brokers aggregate and sell data on millions of Americans, enabling targeted ads, identity theft via social engineering, and unauthorized account access by hackers. I was tasked with redesigning the consumer-facing dashboard, where thousands of users go every day to check the status of their removals.
The Problem
Privacy Bee was having an issue with customer churn rate. When I joined the team, we were averaging around 29% churn on our pro subscribers. I set a goal to get this number to 15%, as that was around the industry average at the time.
Users found the dashboard confusing and cluttered
Customers did not understand the industry jargon used in the UI
The perceived value of the service did not match the subscription cost
Research
I started by reviewing cancellation data and other reasons for churn. I conducted interviews with three recently canceled users to get qualitative feedback. This helped me uncover these three insights:
Users felt the service was too expensive for what they were seeing on the dashboard.
Visual clutter and jargon made it difficult to understand the progress of the platform quickly.
Customers expected results immediately after signing up, and Privacy Bee didn't make it clear that this is a gradual process.
Process
After gathering insights, I focused on simplifying the experience and setting clear expectations. I worked through a few iterations of different layouts, hierarchies, and communication styles to help the interface feel more approachable.
I implemented informative tooltips and progress indicators to guide users through the process step-by-step, reducing uncertainty and building trust. Real-time updates were integrated for transparency, keeping users informed instantly. Accessibility was ensured by following WCAG guidelines. This approach ensured the dashboard met user needs effectively, enhancing usability and satisfaction.
Solution
The new dashboard highlights clarity, progress, and user control.
Old dashboard
New dashboard
Removal Progress
These four cards are the key features in understanding the progress Privacy Bee makes in removing your data from the internet.
Privacy Forecasting
Introduced a net new feature that surfaced a visual timeline showing what customers can expect to see over time in their privacy journey.
Suggestions & Next Steps
Suggestions & Next Steps is an easy way to draw engagement on the dashboard, placing control in the user’s hands to tailor their experience exactly how they want it.
Impacts
This product soft-launched to a select group of users first, and then to the greater customer base once we ironed out some quick iterations. The data was collected over the 3 months after launch.
Pro subscriber churn rate dropped to 13%
Average engagement time on the dashboard doubled from 28s to 1m 3s per session
An estimated $120k / year in added revenue
Reflections
Balancing stakeholder expectations
One of the toughest parts was really pushing for robust usability testing when leadership wanted to skip in favor of a quicker cadence. Compromising with a soft launch really allowed me to gather REAL data without stalling the company's roadmap.
What I learned
Design is not just creating an interface. It is really about navigating constraints, people, and process. Balancing the stakeholders priorities while still being able to deliver the best outcome for users is just as important as the visuals.