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Burner

1

Project overview

In-house

Project type
‍

Role

Tools
‍

Burner
2025

Campaign
Professional

Research
User interviews
UX/UI
Website Design
Content Strategy
Social Engagement Interaction Design

Otter.Ai
Maze
FIGMA
Webflow
Illustrator
Kaiber.Ai

A privacy-first
multichannel campaign
to protect what matters


The problem. Burner, a leading app for multiple, temporary phone numbers, faces common misperceptions about its purpose, often misunderstood as a tool for secretive or inappropriate activities. This misconception presents key challenges. In an era where privacy is paramount, many potential users remain unaware of Burner’s core mission: to help people safeguard their personal information from unwanted calls, spam, and invasive data collection.

The goal. To address both perception and functional gaps, this project aimed to introduce a product-centered response to user concerns—by building, designing, and launching a VPN feature directly within the Burner app. Alongside this product evolution, a multi-channel campaign was created to improve public understanding of Burner’s broader privacy mission, engage new users, and drive email capture through a limited-time raffle and privacy-focused swag promotion.


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2

Quick links

Key
objectives

Design
execution

Results
& reflections

3

Empathize

The world is on fire, but we got your back.

In this section
Research plan
& script
Interview
takeaways
User
persona
Key
objectives

Research plan & interview script

Research approach
‍
As part of a larger Product User Research initiative, we decided to ask existing Burner users a handful of questions that would allow us to define the problem space for this campaign.

Methodology
1:1 interviews / survey request respondants
6-7 Google meet interviews
Note taking through Otter.ai

Objectives
Explore how existing users perceive Burner, its role in protecting their privacy, and uncover what they know about VPN & whether or not they think they would benefit from such a tool.

Brand perception
& usage questions

  1. How did you first hear about Burner?
  2. Do you use another 2nd number app? Why?
  3. What do you use Burner for most frequently?
  4. How long have you had Burner for?
  5. How often do you use the app?
  6. When you hear the name “Burner,” what comes to mind?
  7. If you had to describe the values Burner communicate in your own words, what would they be?
  8. Have you recommended Burner to others? Why?
  9. Do you follow Burner on social media? Why?
  10. What would motivate you to engage more with Burner’s social media or community?
  11. What is missing in the app that you wish existed?
  12. If you could improve one thing about Burner what would it be?

VPN
questions

  1. In the context of the internet, can you explain to me what VPN is?
  2. How do you currently manage your privacy when sharing your personal information online?
  3. What types of personal information are you most concerned about being exposed to the internet?
  4. What steps do you currently take to protect your privacy online?
  5. Have you tried any existing tools to remove your personal information from the internet? If so, what did you like or dislike about them?
  6. How would you feel about providing some of your personal information to the Burner app to assist in removal efforts?
  7. Are there any risks or concerns you foresee with using a service like this?
  8. Would you be willing to pay for this service? If so, how much additional would you pay?

Interview
takeaways

Perception & trust in the brand

30% of users rely on Burner for their personal privacy and 20% for temporary needs, 60% of users appreciate Burner’s simplicity and intuitive number management. 35% of users admitted not being open about using a 2nd number app as they attribute it a negative connotation.

Challenges

Limited awareness of Burner’s broader benefits and confusion about its core purpose

Gaps & product expectations

70% identified privacy as their top online concern, especially exposure of phone numbers, IP addresses, and browsing habits. 58% said they use third-party VPNs alongside Burner to feel fully secure. 44% of users said they would pay extra for a privacy bundle if it included secure browsing, spam call blocking, and identity protection.

Challenges

Misaligned product offering & messaging

Friction points
& engagement

30% of users limited their app usage due to the lack of clarity on how Burner protects them or their privacy, many described the experience as fragmented or incomplete. 72% of interviewees mentionned they would be skeptical or reluctant to give Burner access to their personal information.

Challenges

Under-communicated privacy tools, need for reassurance re-granting access to info

Key
objectives

Launch & validate a native VPN feature

Design and ship a secure, in-app VPN that directly addresses user demand for more holistic privacy tools—solving for the 58% of users who currently rely on third-party VPN apps.

Reframe brand perception

Position Burner as a complete privacy solution, not just a burner number provider. Use the VPN launch as proof of the brand’s evolution and commitment to protecting users beyond voice and text.

Drive engagement
& boost UA

Leverage the campaign—including a swag raffle, landing page, and in-app modals—to build awareness, generate leads, and activate feature usage. Use the VPN rollout to re-engage lapsed users and increase retention.

4

Ideate & craft

Your privacy is your business,
and ours.

In this section
Project
breakdown
User
journey map
Design
execution
Results
& reflections

Project
breakdown

Our vision
Rather than telling users we cared about privacy, we chose to prove it—by building a feature that reflected exactly what they asked for. Through interviews and usage patterns, we learned just how fragmented their privacy routines were: juggling multiple apps, unclear protections, and inconsistent trust. So we delivered something purposeful—a VPN built for simplicity and speed, fully integrated into their communication flow. This wasn’t just product development—it was a design-driven commitment to our users' real-world needs.

  • VPN feature development & launch
    • Objective: Build and launch a user-friendly, in-app VPN to solve users’ need for complete digital privacy within a single product.
    • Execution:  Designed the VPN UI/UX, including toggle controls, paywall, feedback states & settings controls. Worked with engineering to integrate AES-256 encryption and implement a no-logs policy. Validated through testing with real users and rolled out with in-app education, modals, and feature walkthroughs.
  • Raffle landing page design
    • Objective: Create a dedicated one-page design to promote the raffle and collect user emails.
    • Execution: Designed a visually enticing page with bold messaging and clear CTAs, portraying Burner as an all emcompassing privacy tool, including VPN.
  • Follow-up email & post-entry flow
    • Objective: Re-engage users after raffle entry and drive VPN usage.
    • Execution: Crafted follow-up emails encouraging users to download the app, try the VPN, and follow Burner’s social channels. Embedded direct activation links and tutorial content.
  • Privacy landing page on existing website
    • Objective: Showcase Burner’s full suite of privacy tools.
    • Execution: Designed a new subpage highlighting VPN, temporary numbers, and spam blocking. Framed privacy as a user-first mission, not just a feature list.
  • Swag design & social assets
    • Objective: Reinforce Burner’s updated brand through visual storytelling.
    • Execution: Designed bold, Privacy-inspired swag (hoodies, stickers, caps) with empowering phrases. Supported with promotional assets for Reddit and Instagram.

User journey
& wireframes

Why a user journey map?
A user journey map works best for this scenario because it encapsulates the full experience across all the different channels the project takes place on. Thanks to its more holistic approach It also allows us to pinpoint user motivations & pain points.

* this table is dedicated to new user only. Additional user journeys available upon request.  

Stage
User goal
Channel
Key interaction
Pain points
Awareness
Discover a solution for digital privacy beyond phone number masking
Social Media, ads, In-app messaging, press
Viewing privacy-centric ads, landing page & swag teasers
Misconceptions about brand purpose, low initial trust
Consideration
Understand Burner’s privacy features, especially the new VPN
Raffle landing page, app store listing, Burner website
Reading about VPN benefits and VPN features
Overwhelmed by multiple privacy tools or unclear feature descriptions
Conversion
Decide to try Burner VPN
Landing page form, in-app modal, email confirmation
Downloads the Burner app
Skepticism about app utility or friction in download process
Onboarding
Set up and activate VPN within the app
In-app VPN tutorial, onboarding checklist, FAQ page
Follows prompts to allow VPN permissions and understand benefits
‍
Uncertainty about what VPN does or how it protects them
In-app engagement
Maintain secure browsing and manage VPN settings easily
In-app VPN tab, settings menu, country selector modal
Toggles VPN on/off, selects country, and stays connected
Desire for more control & clarity around status or protection options

In app (iOs) | Medium-fidelity wireframes

Design
execution

Results
& reflections

This is a work in progress. Please check in later for quantifiable results.

  • My thoughts on user interviews

     We initially assumed user acquisition was the main challenge, but research showed existing users misunderstood Burner’s features. Most linked it to anonymity but overlooked spam blocking and VPN tools. This reinforced that clarity in feature communication is as crucial as usability. Users don’t always say they’re confused—but their behaviors reveal it.


  • Why user journeys really matter

    Mapping out the user journey wasn’t just an organizational step; it became the backbone of our design process. At first, it seemed like a straightforward exercise—laying out actions, motivations, and frustrations. But as we refined it, we began spotting gaps we hadn’t considered: moments where users needed reassurance, places where friction points weren’t just technical but psychological.

  • The biggest revelation? A seamless journey isn’t always about fewer steps—it’s about making each step feel intuitive and necessary.

    The power of carrying a project across multiple teams

    Marketing initially planned on pushing a playful campaign, in alignment with our usual brand voice, but research quickly showed users valued trust over humor. Aligning design, product, and marketing meant refining messaging across landing pages, swag, and social content to reinforce privacy-first branding. More than anything, this experience reinforced that UX doesn’t live in a silo—it’s a conversation that extends far beyond the design team.

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