ExpressVPN for iOS and Mac
Product management for the iOS and Mac apps of a consumer VPN used by millions of people.
The problem
ExpressVPN let people try its apps with a free trial, and the company wanted more of those trial users to stay on as paying subscribers, on every platform rather than one at a time.
What I did
I managed the ExpressVPN apps for iPhone, iPad, and Mac, and prepared new features for release.
I also owned the strategy, across all platforms, for turning free trials into paid subscriptions. I studied the sign-up funnel in Firebase and Google Analytics, mapped it in Miro, and turned the best opportunities into user stories that several Scrum teams prioritized.
On the iOS team, I introduced Agile changes that made the work easier to see and plan for the team and its stakeholders. I also researched what customers needed to shape the vision for the company’s next generation of device security software.
The result
Several Scrum teams took on a shared, prioritized plan for turning more free trials into paying subscribers, and the iOS team got a clearer, easier way of working.