Client Request
"CleanMyMac is already a successful product, but it feels like many new users aren't fully connecting with its value. We need to make that value easier to understand."
value
macOS
Productivity
Performance
Security
Utilities
About the product
CleanMyMac is an all-in-one macOS utility that helps users optimize performance, free up storage, and maintain system health. Trusted by millions of users worldwide, it simplifies complex maintenance tasks through a single intuitive experience.
Research Insights
Data Highlights
Homepage Drop-off
High
Most users leave the homepage before exploring the product further.
Trial to Paid Conversion
Low
Only a small portion of trial users continue to a paid plan.
User Insights
"I'm not sure what CleanMyMac does that I can't do manually."
User Interview, New Visitor
"I hesitate to install new apps because I'm not sure I can trust them."
User Interview, Mac User
"The benefits aren't clear to me on the homepage."
User Interview, Potential Trial User
"I want to see real results and proof before I try."
User Interview, Returning Visitor
ⓘ Charts illustrate relative user behavior trends rather than actual product metrics.
Existing version A
Challenges
❌
Unclear Value
Research showed that many users didn't fully understand what CleanMyMac does or why they need it.
❌
Trust Barrier
User interviews revealed hesitation around trusting optimization tools and their effectiveness.
❌
Low Trial Conversion
Analytics showed significant drop-off between Homepage visits and Trial sign-ups.
❌
Weak Value Communication
User research indicated that features were easier to notice than the benefits they delivered.
Optimization Strategy
Based on research and analytics, we focused on reducing uncertainty, improving product understanding, and making value more visible throughout the acquisition journey. The strategy centered around strengthening trust signals, clarifying benefits, and helping users connect product capabilities with real-world outcomes.
Trust
Highlighted awards, ratings, downloads, and guarantees to reduce hesitation.
Clarity
Made the product easier to understand by simplifying messaging and structure.
Value
Shifted communication from features to outcomes and user benefits.
Guidance
Improved content hierarchy and CTAs to support decision-making.
Color System
The interface combines generous white space with soft neutral backgrounds and vibrant pink accents to reinforce the CleanMyMac brand. Supporting colors are used consistently to highlight actions, communicate system states, and improve content hierarchy.
#06C668
Action Green
Used for primary CTAs and key actions to drive attention and encourage conversions.
#A965F3
Trust Purple
Used across product visuals and feature sections to reinforce the brand and create a trustworthy, premium feel.
#F3659F
Benefit Pink
Used to highlight product benefits, outcomes, and performance improvements throughout the experience.
#FFFFFF
Neutral White
Provides clarity, readability, and visual balance across content-heavy sections.
Typography
The interface uses Montserrat across multiple weights to create a clear visual hierarchy. Consistent sizing and spacing make content easy to scan while maintaining a clean, modern aesthetic.
Montserrat
16 px
20 px
24 px
32 px
40 px
48px
64 px
Concept Exploration
Multiple concepts explored different ways to communicate product value before installation. The focus was on introducing stronger trust signals, making core features easier to understand, and helping users quickly see how the product improves Mac performance.
Understanding the User Journey
Mapped the end-to-end customer journey to understand how users discover, evaluate, and purchase the product. Identifying emotions, pain points, insights, and goals at each stage helped uncover opportunities to improve clarity, build trust, and increase conversion.
Mapping the User Journey
1
Build Initial Trust
Curious
Users don't immediately realize why they need this product.
First impressions shape engagement.
Clearly communicate thecore value proposition.
2
Understand Value
Interested
Benefits are difficult to distinguish from competitors.
Users seek proof before investing more attention.
Build trust through clear product differentiation.
3
Discover Product
Comparing
Users hesitate before paying without enough evidence.
Trust drives purchase decisions.
Reinforce purchase confidence.
4
Select Plan
Hesitating
Multiple pricing options increase cognitive load.
Users respond better when a recommended option is highlighted.
Simplify plan selection.
5
Checkout
Commited
User lands on the homepage and tries
Transparent checkout reduces abandonment.
Complete the purchase quickly and confidently.
6
Product Activated
Relieved
Users may wonder what to do next after purchasing.
Immediate activation reinforces the buying decision.
Get users to experience value as quickly as possible.
Design
The final design introduced clearer product explanations, prominent trust indicators such as the 30-day money-back guarantee, and a cleaner visual hierarchy. These changes reduced uncertainty and made the decision to start a free trial more confident.
Final Solution
The redesign improved how users discover, understand, and evaluate the product. By strengthening trust signals, clarifying benefits, and simplifying key interactions, the experience became more focused on helping users make confident decisions.
Results
Aug-Sep 2024
Version A
Challenges:
❌
Unclear Value
❌
Trust Barrier
❌
Low Trial Conversion
❌
Weak Value Communication
CvR (A)
Version B
Homepage → Transaction
+20% CvR
Trial Sign-up → Transaction
+10% CvR
Trial Activated → Transaction
+15% CvR
ARPU +19%
The project demonstrated how research, experimentation, and product design can uncover meaningful growth opportunities without changing the core product. By improving trust, product understanding, and value communication, the redesigned experience created a clearer path toward conversion and delivered measurable business impact.
Great products don't always need more features. Sometimes they just need a clearer way to communicate their value.
value
CleanMyMac is a leading macOS utility trusted by millions of users worldwide. The project focused on optimizing the acquisition funnel by improving trust, value communication, and decision-making throughout the user journey. The redesign was validated through A/B testing and delivered measurable improvements in conversion, transactions, and ARPU.
Visit the live page →
Published:
Sep 2024
Industry:
B2C Utility Software
Project Type:
CRO hypothesis
My Role:
Product Designer
Scale:
29 million downloads
Business Impact:
+19% ARPU
+20% CvR
Book 15 minutes call
Let’s Discussyour Project!
Schedule a Consult
© Copyright 2022, All Rights Reserved
Client Request
"CleanMyMac is already a successful product, but it feels like many new users aren't fully connecting with its value. We need to make that value easier to understand."
value
macOS
Productivity
Performance
Security
Utilities
About the product
CleanMyMac is an all-in-one macOS utility that helps users optimize performance, free up storage, and maintain system health. Trusted by millions of users worldwide, it simplifies complex maintenance tasks through a single intuitive experience.
Research Insights
Data Highlights
Homepage Drop-off
High
Most users leave the homepage before exploring the product further.
Trial to Paid Conversion
Low
Only a small portion of trial users continue to a paid plan.
User Insights
"I'm not sure what CleanMyMac does that I can't do manually."
User Interview, New Visitor
"I hesitate to install new apps because I'm not sure I can trust them."
User Interview, Mac User
"The benefits aren't clear to me on the homepage."
User Interview, Potential Trial User
"I want to see real results and proof before I try."
User Interview, Returning Visitor
ⓘ Charts illustrate relative user behavior trends rather than actual product metrics.
Existing version A
Challenges
❌
Unclear Value
Research showed that many users didn't fully understand what CleanMyMac does or why they need it.
❌
Trust Barrier
User interviews revealed hesitation around trusting optimization tools and their effectiveness.
❌
Low Trial Conversion
Analytics showed significant drop-off between Homepage visits and Trial sign-ups.
❌
Weak Value Communication
User research indicated that features were easier to notice than the benefits they delivered.
OptimizationStrategy
Trust
Clarity
Value
Guidance
Highlighted awards, ratings, downloads, and guarantees to reduce hesitation.
Made the product easier to understand by simplifying messaging and structure.
Shifted communication from features to outcomes and user benefits.
Improved content hierarchy and CTAs to support decision-making.
Based on research and analytics, we focused on reducing uncertainty, improving product understanding, and making value more visible throughout the acquisition journey. The strategy centered around strengthening trust signals, clarifying benefits, and helping users connect product capabilities with real-world outcomes.
#A965F3
Trust Purple
Used across product visuals and feature sections to reinforce the brand and create a trustworthy, premium feel.
#F3659F
Benefit Pink
Used to highlight product benefits, outcomes, and performance improvements throughout the experience.
#FFFFFF
Neutral White
Provides clarity, readability, and visual balance across content-heavy sections.
#06C668
Action Green
Used for primary CTAs and key actions to drive attention and encourage conversions.
Typography
The interface uses Montserrat across multiple weights to create a clear visual hierarchy. Consistent sizing and spacing make content easy to scan while maintaining a clean, modern aesthetic.
Montserrat
Color System
The interface combines generous white space with soft neutral backgrounds and vibrant pink accents to reinforce the CleanMyMac brand. Supporting colors are used consistently to highlight actions, communicate system states, and improve content hierarchy.
16 px
20 px
24 px
32 px
40 px
48px
64 px
Concept Exploration
Multiple concepts explored different ways to communicate product value before installation. The focus was on introducing stronger trust signals, making core features easier to understand, and helping users quickly see how the product improves Mac performance.
Understanding the User Journey
Mapped the end-to-end customer journey to understand how users discover, evaluate, and purchase the product. Identifying emotions, pain points, insights, and goals at each stage helped uncover opportunities to improve clarity, build trust, and increase conversion.
Mapping the User Journey
1
Build Initial Trust
Curious
Pain
Users don't immediately realize why they need this product.
Insight
First impressions shape engagement.
Goal
Clearly communicate thecore value proposition.
2
Understand Value
Interested
Pain
Benefits are difficult to distinguish from competitors.
Insight
Users seek proof before investing more attention.
Goal
Build trust through clear product differentiation.
3
Discover Product
Comparing
Pain
Users hesitate before paying without enough evidence.
Insight
Trust drives purchase decisions.
Goal
Reinforce purchase confidence.
4
Select Plan
Hesitating
Pain
Multiple pricing options increase cognitive load.
Insight
Users respond better when a recommended option is highlighted.
Goal
Simplify plan selection.
5
Checkout
Commited
Pain
User lands on the homepage and tries
Insight
Transparent checkout reduces abandonment.
Goal
Complete the purchase quickly and confidently.
6
Product Activated
Relieved
Pain
Users may wonder what to do next after purchasing.
Insight
Immediate activation reinforces the buying decision.
Goal
Get users to experience value as quickly as possible.
Design
The final design introduced clearer product explanations, prominent trust indicators such as the 30-day money-back guarantee, and a cleaner visual hierarchy. These changes reduced uncertainty and made the decision to start a free trial more confident.
Final Solution
The redesign improved how users discover, understand, and evaluate the product. By strengthening trust signals, clarifying benefits, and simplifying key interactions, the experience became more focused on helping users make confident decisions.
Results
Aug-Sep 2024
Version A
Challenges:
❌
Unclear Value
❌
Trust Barrier
❌
Low Trial Conversion
❌
Weak Value Communication
CvR (A)
Version B
Homepage → Transaction
+20% CvR
Trial Sign-up → Transaction
+10% CvR
Trial Activated → Transaction
+15% CvR
ARPU +19%
Great products don't always need more features. Sometimes they just need a clearer way to communicate their value.
value
The project demonstrated how research, experimentation, and product design can uncover meaningful growth opportunities without changing the core product. By improving trust, product understanding, and value communication, the redesigned experience created a clearer path toward conversion and delivered measurable business impact.
CleanMyMac is a leading macOS utility trusted by millions of users worldwide. The project focused on optimizing the acquisition funnel by improving trust, value communication, and decision-making throughout the user journey. The redesign was validated through A/B testing and delivered measurable improvements in conversion, transactions, and ARPU.
Visit the live page →
Book 15 minutes call
Published:
Sep 2024
Industry:
Consumer SaaS
Project Type:
CRO hypothesis
My Role:
Product Designer
Scale:
29 million downloads
Business Impact:
+19% ARPU
+20% CvR
Let’s Discuss your Project!
Schedule a Consult
© Copyright 2022, All Rights Reserved
Kyrylo Buriak
Client Request
"CleanMyMac is already a successful product, but it feels like many new users aren't fully connecting with its value. We need to make that value easier to understand."
value
macOS
Productivity
Performance
Security
Utilities
About the product
CleanMyMac is an all-in-one macOS utility that helps users optimize performance, free up storage, and maintain system health. Trusted by millions of users worldwide, it simplifies complex maintenance tasks through a single intuitive experience.
Research Insights
Data Highlights
Homepage Drop-off
High
Most users leave the homepage before exploring the product further.
Trust Signals
Limited
Users rarely engaged with testimonials, awards, and credibility indicators before starting a trial.
User Insights
"I'm not sure what CleanMyMac does that I can't do manually."
User Interview, New Visitor
"I hesitate to install new apps because I'm not sure I can trust them."
User Interview, Mac User
"The benefits aren't clear to me on the homepage."
User Interview, Potential Trial User
"I'd like to see proof that the app actually improves my Mac before installing it."
User Interview, Returning Visitor
ⓘ Charts illustrate relative user behavior trends rather than actual product metrics.
Existing version A
Challenges
❌
Unclear Value
Research showed that many users didn't fully understand what CleanMyMac does or why they need it.
❌
Trust Barrier
User interviews revealed hesitation around trusting optimization tools and their effectiveness.
❌
Low Trial Conversion
Analytics showed significant drop-off between Homepage visits and Trial sign-ups.
❌
Weak Value Communication
User research indicated that features were easier to notice than the benefits they delivered.
OptimizationStrategy
Trust
Clarity
Value
Guidance
Highlighted awards, ratings, downloads, and guarantees to reduce hesitation.
Made the product easier to understand by simplifying messaging and structure.
Shifted communication from features to outcomes and user benefits.
Improved content hierarchy and CTAs to support decision-making.
Based on research and analytics, we focused on reducing uncertainty, improving product understanding, and making value more visible throughout the acquisition journey. The strategy centered around strengthening trust signals, clarifying benefits, and helping users connect product capabilities with real-world outcomes.
#A965F3
Trust Purple
Used across product visuals and feature sections to reinforce the brand and create a trustworthy, premium feel.
#F3659F
Benefit Pink
Used to highlight product benefits, outcomes, and performance improvements throughout the experience.
#FFFFFF
Neutral White
Provides clarity, readability, and visual balance across content-heavy sections.
#06C668
Action Green
Used for primary CTAs and key actions to drive attention and encourage conversions.
Typography
The interface uses Montserrat across multiple weights to create a clear visual hierarchy. Consistent sizing and spacing make content easy to scan while maintaining a clean, modern aesthetic.
Montserrat
Color System
The interface combines generous white space with soft neutral backgrounds and vibrant pink accents to reinforce the CleanMyMac brand. Supporting colors are used consistently to highlight actions, communicate system states, and improve content hierarchy.
16 px
20 px
24 px
32 px
40 px
48px
64 px
Concept Exploration
Multiple concepts explored different ways to communicate product value before installation. The focus was on introducing stronger trust signals, making core features easier to understand, and helping users quickly see how the product improves Mac performance.
Understanding the User Journey
Mapped the end-to-end customer journey to understand how users discover, evaluate, and purchase the product. Identifying emotions, pain points, insights, and goals at each stage helped uncover opportunities to improve clarity, build trust, and increase conversion.
Mapping the User Journey
1
Build Initial Trust
Curious
Pain
Users don't immediately realize why they need this product.
Insight
First impressions shape engagement.
Goal
Clearly communicate thecore value proposition.
2
Understand Value
Interested
Pain
Benefits are difficult to distinguish from competitors.
Insight
Users seek proof before investing more attention.
Goal
Build trust through clear product differentiation.
3
Discover Product
Comparing
Pain
Users hesitate before paying without enough evidence.
Insight
Trust drives purchase decisions.
Goal
Reinforce purchase confidence.
4
Select Plan
Hesitating
Pain
Multiple pricing options increase cognitive load.
Insight
Users respond better when a recommended option is highlighted.
Goal
Simplify plan selection.
5
Checkout
Commited
Pain
User lands on the homepage and tries
Insight
Transparent checkout reduces abandonment.
Goal
Complete the purchase quickly and confidently.
6
Product Activated
Relieved
Pain
Users may wonder what to do next after purchasing.
Insight
Immediate activation reinforces the buying decision.
Goal
Get users to experience value as quickly as possible.
Design
The final design introduced clearer product explanations, prominent trust indicators such as the 30-day money-back guarantee, and a cleaner visual hierarchy. These changes reduced uncertainty and made the decision to start a free trial more confident.
Final Solution
The redesign improved how users discover, understand, and evaluate the product. By strengthening trust signals, clarifying benefits, and simplifying key interactions, the experience became more focused on helping users make confident decisions.
Results
Aug-Sep 2024
Version A
Challenges:
❌
Unclear Value
❌
Trust Barrier
❌
Low Trial Conversion
❌
Weak Value Communication
CvR (A)
Version B
Homepage → Transaction
+20% CvR
Trial Sign-up → Transaction
+10% CvR
Trial Activated → Transaction
+15% CvR
ARPU +19%
Great products don't always need more features. Sometimes they just need a clearer way to communicate their value.
value
The project demonstrated how research, experimentation, and product design can uncover meaningful growth opportunities without changing the core product. By improving trust, product understanding, and value communication, the redesigned experience created a clearer path toward conversion and delivered measurable business impact.
CleanMyMac is a leading macOS utility trusted by millions of users worldwide. The project focused on optimizing the acquisition funnel by improving trust, value communication, and decision-making throughout the user journey. The redesign was validated through A/B testing and delivered measurable improvements in conversion, transactions, and ARPU.
Visit the live page →
Book 15 minutes call
Published:
Sep 2024
Industry:
Consumer SaaS
Project Type:
CRO hypothesis
My Role:
Product Designer
Scale:
29 million downloads
Business Impact:
+19% ARPU
+20% CvR
Let’s Discuss your Project!
Schedule a Consult
© Copyright 2022, All Rights Reserved
Kyrylo Buriak
Client Request
"CleanMyMac is already a successful product, but it feels like many new users aren't fully connecting with its value. We need to make that value easier to understand."
value
macOS
Productivity
Performance
Security
Utilities
About the product
CleanMyMac is an all-in-one macOS utility that helps users optimize performance, free up storage, and maintain system health. Trusted by millions of users worldwide, it simplifies complex maintenance tasks through a single intuitive experience.
Research Insights
Data Highlights
Homepage Drop-off
High
Most users leave the homepage before exploring the product further.
Trial to Paid Conversion
Low
Only a small portion of trial users continue to a paid plan.
User Insights
"I'm not sure what CleanMyMac does that I can't do manually."
User Interview, New Visitor
"I hesitate to install new apps because I'm not sure I can trust them."
User Interview, Mac User
"The benefits aren't clear to me on the homepage."
User Interview, Potential Trial User
"I want to see real results and proof before I try."
User Interview, Returning Visitor
ⓘ Charts illustrate relative user behavior trends rather than actual product metrics.
Existing version A
Challenges
❌
Unclear Value
Research showed that many users didn't fully understand what CleanMyMac does or why they need it.
❌
Trust Barrier
User interviews revealed hesitation around trusting optimization tools and their effectiveness.
❌
Low Trial Conversion
Analytics showed significant drop-off between Homepage visits and Trial sign-ups.
❌
Weak Value Communication
User research indicated that features were easier to notice than the benefits they delivered.
OptimizationStrategy
Trust
Clarity
Value
Guidance
Highlighted awards, ratings, downloads, and guarantees to reduce hesitation.
Made the product easier to understand by simplifying messaging and structure.
Shifted communication from features to outcomes and user benefits.
Improved content hierarchy and CTAs to support decision-making.
Based on research and analytics, we focused on reducing uncertainty, improving product understanding, and making value more visible throughout the acquisition journey. The strategy centered around strengthening trust signals, clarifying benefits, and helping users connect product capabilities with real-world outcomes.
#A965F3
Trust Purple
Used across product visuals and feature sections to reinforce the brand and create a trustworthy, premium feel.
#F3659F
Benefit Pink
Used to highlight product benefits, outcomes, and performance improvements throughout the experience.
#FFFFFF
Neutral White
Provides clarity, readability, and visual balance across content-heavy sections.
#06C668
Action Green
Used for primary CTAs and key actions to drive attention and encourage conversions.
Typography
The interface uses Montserrat across multiple weights to create a clear visual hierarchy. Consistent sizing and spacing make content easy to scan while maintaining a clean, modern aesthetic.
Montserrat
Color System
The interface combines generous white space with soft neutral backgrounds and vibrant pink accents to reinforce the CleanMyMac brand. Supporting colors are used consistently to highlight actions, communicate system states, and improve content hierarchy.
16 px
20 px
24 px
32 px
40 px
48px
64 px
Concept Exploration
Multiple concepts explored different ways to communicate product value before installation. The focus was on introducing stronger trust signals, making core features easier to understand, and helping users quickly see how the product improves Mac performance.
Understanding the User Journey
Mapped the end-to-end customer journey to understand how users discover, evaluate, and purchase the product. Identifying emotions, pain points, insights, and goals at each stage helped uncover opportunities to improve clarity, build trust, and increase conversion.
Mapping the User Journey
1
Build Initial Trust
Curious
Pain
Users don't immediately realize why they need this product.
Insight
First impressions shape engagement.
Goal
Clearly communicate thecore value proposition.
2
Understand Value
Interested
Pain
Benefits are difficult to distinguish from competitors.
Insight
Users seek proof before investing more attention.
Goal
Build trust through clear product differentiation.
3
Discover Product
Comparing
Pain
Users hesitate before paying without enough evidence.
Insight
Trust drives purchase decisions.
Goal
Reinforce purchase confidence.
4
Select Plan
Hesitating
Pain
Multiple pricing options increase cognitive load.
Insight
Users respond better when a recommended option is highlighted.
Goal
Simplify plan selection.
5
Checkout
Commited
Pain
User lands on the homepage and tries
Insight
Transparent checkout reduces abandonment.
Goal
Complete the purchase quickly and confidently.
6
Product Activated
Relieved
Pain
Users may wonder what to do next after purchasing.
Insight
Immediate activation reinforces the buying decision.
Goal
Get users to experience value as quickly as possible.
Design
The final design introduced clearer product explanations, prominent trust indicators such as the 30-day money-back guarantee, and a cleaner visual hierarchy. These changes reduced uncertainty and made the decision to start a free trial more confident.
Final Solution
The redesign improved how users discover, understand, and evaluate the product. By strengthening trust signals, clarifying benefits, and simplifying key interactions, the experience became more focused on helping users make confident decisions.
Results
Aug-Sep 2024
Version A
Challenges:
❌
Unclear Value
❌
Trust Barrier
❌
Low Trial Conversion
❌
Weak Value Communication
CvR (A)
Version B
Homepage → Transaction
+20% CvR
Trial Sign-up → Transaction
+10% CvR
Trial Activated → Transaction
+15% CvR
ARPU +19%
Great products don't always need more features. Sometimes they just need a clearer way to communicate their value.
value
The project demonstrated how research, experimentation, and product design can uncover meaningful growth opportunities without changing the core product. By improving trust, product understanding, and value communication, the redesigned experience created a clearer path toward conversion and delivered measurable business impact.
CleanMyMac is a leading macOS utility trusted by millions of users worldwide. The project focused on optimizing the acquisition funnel by improving trust, value communication, and decision-making throughout the user journey. The redesign was validated through A/B testing and delivered measurable improvements in conversion, transactions, and ARPU.
Visit the live page →
Published:
Sep 2024
Industry:
B2C Utility Software
Project Type:
Growth Optimization & CRO
My Role:
Product Designer
Scale:
29 million downloads
Business Impact:
+19% ARPU
+20% CvR
Book 15 minutes call
Let’s Discuss your Project!
Schedule a Consult
© Copyright 2022, All Rights Reserved
Kyrylo Buriak
Client Request
"CleanMyMac is already a successful product, but it feels like many new users aren't fully connecting with its value. We need to make that value easier to understand."
value
macOS
Productivity
Performance
Security
Utilities
About the product
CleanMyMac is an all-in-one macOS utility that helps users optimize performance, free up storage, and maintain system health. Trusted by millions of users worldwide, it simplifies complex maintenance tasks through a single intuitive experience.
Research Insights
Data Highlights
Homepage Drop-off
High
Most users leave the homepage before exploring the product further.
Trial to Paid Conversion
Low
Only a small portion of trial users continue to a paid plan.
User Insights
"I'm not sure what CleanMyMac does that I can't do manually."
User Interview, New Visitor
"I hesitate to install new apps because I'm not sure I can trust them."
User Interview, Mac User
"The benefits aren't clear to me on the homepage."
User Interview, Potential Trial User
"I want to see real results and proof before I try."
User Interview, Returning Visitor
ⓘ Charts illustrate relative user behavior trends rather than actual product metrics.
Existing version A
Challenges
❌
Unclear Value
Research showed that many users didn't fully understand what CleanMyMac does or why they need it.
❌
Trust Barrier
User interviews revealed hesitation around trusting optimization tools and their effectiveness.
❌
Low Trial Conversion
Analytics showed significant drop-off between Homepage visits and Trial sign-ups.
❌
Weak Value Communication
User research indicated that features were easier to notice than the benefits they delivered.
OptimizationStrategy
Trust
Clarity
Value
Guidance
Highlighted awards, ratings, downloads, and guarantees to reduce hesitation.
Made the product easier to understand by simplifying messaging and structure.
Shifted communication from features to outcomes and user benefits.
Improved content hierarchy and CTAs to support decision-making.
Based on research and analytics, we focused on reducing uncertainty, improving product understanding, and making value more visible throughout the acquisition journey. The strategy centered around strengthening trust signals, clarifying benefits, and helping users connect product capabilities with real-world outcomes.
#A965F3
Trust Purple
Used across product visuals and feature sections to reinforce the brand and create a trustworthy, premium feel.
#F3659F
Benefit Pink
Used to highlight product benefits, outcomes, and performance improvements throughout the experience.
#FFFFFF
Neutral White
Provides clarity, readability, and visual balance across content-heavy sections.
#06C668
Action Green
Used for primary CTAs and key actions to drive attention and encourage conversions.
Typography
The interface uses Montserrat across multiple weights to create a clear visual hierarchy. Consistent sizing and spacing make content easy to scan while maintaining a clean, modern aesthetic.
Montserrat
Color System
The interface combines generous white space with soft neutral backgrounds and vibrant pink accents to reinforce the CleanMyMac brand. Supporting colors are used consistently to highlight actions, communicate system states, and improve content hierarchy.
16 px
20 px
24 px
32 px
40 px
48px
64 px
Concept Exploration
Multiple concepts explored different ways to communicate product value before installation. The focus was on introducing stronger trust signals, making core features easier to understand, and helping users quickly see how the product improves Mac performance.
Understanding the User Journey
Mapped the end-to-end customer journey to understand how users discover, evaluate, and purchase the product. Identifying emotions, pain points, insights, and goals at each stage helped uncover opportunities to improve clarity, build trust, and increase conversion.
Mapping the User Journey
1
Build Initial Trust
Curious
Pain
Users don't immediately realize why they need this product.
Insight
First impressions shape engagement.
Goal
Clearly communicate thecore value proposition.
2
Understand Value
Interested
Pain
Benefits are difficult to distinguish from competitors.
Insight
Users seek proof before investing more attention.
Goal
Build trust through clear product differentiation.
3
Discover Product
Comparing
Pain
Users hesitate before paying without enough evidence.
Insight
Trust drives purchase decisions.
Goal
Reinforce purchase confidence.
4
Select Plan
Hesitating
Pain
Multiple pricing options increase cognitive load.
Insight
Users respond better when a recommended option is highlighted.
Goal
Simplify plan selection.
5
Checkout
Commited
Pain
Payment forms introduce friction and uncertainty.
Insight
Transparent checkout reduces abandonment.
Goal
Complete the purchase quickly and confidently.
6
Product Activated
Relieved
Pain
Users may wonder what to do next after purchasing.
Insight
Immediate activation helps drive the decision to buy.
Goal
Get users to experience value as quickly as possible.
Design
The final design introduced clearer product explanations, prominent trust indicators such as the 30-day money-back guarantee, and a cleaner visual hierarchy. These changes reduced uncertainty and made the decision to start a free trial more confident.
Final Solution
The redesign improved how users discover, understand, and evaluate the product. By strengthening trust signals, clarifying benefits, and simplifying key interactions, the experience became more focused on helping users make confident decisions.
Results
Aug-Sep 2024
Version A
Challenges:
❌
Unclear Value
❌
Trust Barrier
❌
Low Trial Conversion
❌
Weak Value Communication
CvR (A)
Version B
Homepage → Transaction
+20% CvR
Trial Sign-up → Transaction
+10% CvR
Trial Activated → Transaction
+15% CvR
ARPU +19%
Great products don't always need more features. Sometimes they just need a clearer way to communicate their value.
value
The project demonstrated how research, experimentation, and product design can uncover meaningful growth opportunities without changing the core product. By improving trust, product understanding, and value communication, the redesigned experience created a clearer path toward conversion and delivered measurable business impact.
CleanMyMac is a leading macOS utility trusted by millions of users worldwide. The project focused on optimizing the acquisition funnel by improving trust, value communication, and decision-making throughout the user journey. The redesign was validated through A/B testing and delivered measurable improvements in conversion, transactions, and ARPU.
Visit the live page →
Published:
Sep 2024
Industry:
B2C Utility Software
Project Type:
Growth Optimization & CRO
My Role:
Product Designer
Scale:
29 million downloads
Business Impact:
+19% ARPU
+20% CvR
Book 15 minutes call
Let’s Discuss your Project!
Schedule a Consult
© Copyright 2022, All Rights Reserved
Kyrylo Buriak
Client Request
"CleanMyMac is already a successful product, but it feels like many new users aren't fully connecting with its value. We need to make that value easier to understand."
value
macOS
Productivity
Performance
Security
Utilities
About the product
CleanMyMac is an all-in-one macOS utility that helps users optimize performance, free up storage, and maintain system health. Trusted by millions of users worldwide, it simplifies complex maintenance tasks through a single intuitive experience.
Research Insights
Data Highlights
Homepage Drop-off
High
Most users leave the homepage before exploring the product further.
Trial to Paid Conversion
Low
Only a small portion of trial users continue to a paid plan.
User Insights
"I'm not sure what CleanMyMac does that I can't do manually."
User Interview, New Visitor
"I hesitate to install new apps because I'm not sure I can trust them."
User Interview, Mac User
"The benefits aren't clear to me on the homepage."
User Interview, Potential Trial User
"I want to see real results and proof before I try."
User Interview, Returning Visitor
ⓘ Charts illustrate relative user behavior trends rather than actual product metrics.
Existing version A
Challenges
❌
Unclear Value
Research showed that many users didn't fully understand what CleanMyMac does or why they need it.
❌
Trust Barrier
User interviews revealed hesitation around trusting optimization tools and their effectiveness.
❌
Low Trial Conversion
Analytics showed significant drop-off between Homepage visits and Trial sign-ups.
❌
Weak Value Communication
User research indicated that features were easier to notice than the benefits they delivered.
OptimizationStrategy
Trust
Clarity
Value
Guidance
Highlighted awards, ratings, downloads, and guarantees to reduce hesitation.
Made the product easier to understand by simplifying messaging and structure.
Shifted communication from features to outcomes and user benefits.
Improved content hierarchy and CTAs to support decision-making.
Based on research and analytics, we focused on reducing uncertainty, improving product understanding, and making value more visible throughout the acquisition journey. The strategy centered around strengthening trust signals, clarifying benefits, and helping users connect product capabilities with real-world outcomes.
#A965F3
Trust Purple
Used across product visuals and feature sections to reinforce the brand and create a trustworthy, premium feel.
#F3659F
Benefit Pink
Used to highlight product benefits, outcomes, and performance improvements throughout the experience.
#FFFFFF
Neutral White
Provides clarity, readability, and visual balance across content-heavy sections.
#06C668
Action Green
Used for primary CTAs and key actions to drive attention and encourage conversions.
Typography
The interface uses Montserrat across multiple weights to create a clear visual hierarchy. Consistent sizing and spacing make content easy to scan while maintaining a clean, modern aesthetic.
Montserrat
Color System
The interface combines generous white space with soft neutral backgrounds and vibrant pink accents to reinforce the CleanMyMac brand. Supporting colors are used consistently to highlight actions, communicate system states, and improve content hierarchy.
16 px
20 px
24 px
32 px
40 px
48px
64 px
Concept Exploration
Multiple concepts explored different ways to communicate product value before installation. The focus was on introducing stronger trust signals, making core features easier to understand, and helping users quickly see how the product improves Mac performance.
Understanding the User Journey
Mapped the end-to-end customer journey to understand how users discover, evaluate, and purchase the product. Identifying emotions, pain points, insights, and goals at each stage helped uncover opportunities to improve clarity, build trust, and increase conversion.
Mapping the User Journey
1
Build Initial Trust
Curious
Pain
Users don't immediately realize why they need this product.
Insight
First impressions shape engagement.
Goal
Clearly communicate thecore value proposition.
2
Understand Value
Interested
Pain
Benefits are difficult to distinguish from competitors.
Insight
Users seek proof before investing more attention.
Goal
Build trust through clear product differentiation.
3
Discover Product
Comparing
Pain
Users hesitate before paying without enough evidence.
Insight
Trust drives purchase decisions.
Goal
Reinforce purchase confidence.
4
Select Plan
Hesitating
Pain
Multiple pricing options increase cognitive load.
Insight
Users respond better when a recommended option is highlighted.
Goal
Simplify plan selection.
5
Checkout
Commited
Pain
User lands on the homepage and tries
Insight
Transparent checkout reduces abandonment.
Goal
Complete the purchase quickly and confidently.
6
Product Activated
Relieved
Pain
Users may wonder what to do next after purchasing.
Insight
Immediate activation reinforces the buying decision.
Goal
Get users to experience value as quickly as possible.
Design
The final design introduced clearer product explanations, prominent trust indicators such as the 30-day money-back guarantee, and a cleaner visual hierarchy. These changes reduced uncertainty and made the decision to start a free trial more confident.
Final Solution
The redesign improved how users discover, understand, and evaluate the product. By strengthening trust signals, clarifying benefits, and simplifying key interactions, the experience became more focused on helping users make confident decisions.
Results
Aug-Sep 2024
Version A
Challenges:
❌
Unclear Value
❌
Trust Barrier
❌
Low Trial Conversion
❌
Weak Value Communication
CvR (A)
Version B
Homepage → Transaction
+20% CvR
Trial Sign-up → Transaction
+10% CvR
Trial Activated → Transaction
+15% CvR
ARPU +19%
Great products don't always need more features. Sometimes they just need a clearer way to communicate their value.
value
The project demonstrated how research, experimentation, and product design can uncover meaningful growth opportunities without changing the core product. By improving trust, product understanding, and value communication, the redesigned experience created a clearer path toward conversion and delivered measurable business impact.
CleanMyMac is a leading macOS utility trusted by millions of users worldwide. The project focused on optimizing the acquisition funnel by improving trust, value communication, and decision-making throughout the user journey. The redesign was validated through A/B testing and delivered measurable improvements in conversion, transactions, and ARPU.
Visit the live page →
Published:
Sep 2024
Industry:
B2C Utility Software
Project Type:
Growth Optimization & CRO
My Role:
Product Designer
Scale:
29 million downloads
Business Impact:
+19% ARPU
+20% CvR
Book 15 minutes call
Let’s Discuss your Project!
Schedule a Consult
© Copyright 2022, All Rights Reserved
Kyrylo Buriak
Client Request
"CleanMyMac is already a successful product, but it feels like many new users aren't fully connecting with its value. We need to make that value easier to understand."
value
macOS
Productivity
Performance
Security
Utilities
About the product
CleanMyMac is an all-in-one macOS utility that helps users optimize performance, free up storage, and maintain system health. Trusted by millions of users worldwide, it simplifies complex maintenance tasks through a single intuitive experience.
Research Insights
Data Highlights
Homepage Drop-off
High
Most users leave the homepage before exploring the product further.
Trial to Paid Conversion
Low
Only a small portion of trial users continue to a paid plan.
User Insights
"I'm not sure what CleanMyMac does that I can't do manually."
User Interview, New Visitor
"I hesitate to install new apps because I'm not sure I can trust them."
User Interview, Mac User
"The benefits aren't clear to me on the homepage."
User Interview, Potential Trial User
"I want to see real results and proof before I try."
User Interview, Returning Visitor
ⓘ Charts illustrate relative user behavior trends rather than actual product metrics.
Existing version A
Challenges
❌
Unclear Value
Research showed that many users didn't fully understand what CleanMyMac does or why they need it.
❌
Trust Barrier
User interviews revealed hesitation around trusting optimization tools and their effectiveness.
❌
Low Trial Conversion
Analytics showed significant drop-off between Homepage visits and Trial sign-ups.
❌
Weak Value Communication
User research indicated that features were easier to notice than the benefits they delivered.
OptimizationStrategy
Trust
Clarity
Value
Guidance
Highlighted awards, ratings, downloads, and guarantees to reduce hesitation.
Made the product easier to understand by simplifying messaging and structure.
Shifted communication from features to outcomes and user benefits.
Improved content hierarchy and CTAs to support decision-making.
Based on research and analytics, we focused on reducing uncertainty, improving product understanding, and making value more visible throughout the acquisition journey. The strategy centered around strengthening trust signals, clarifying benefits, and helping users connect product capabilities with real-world outcomes.
#A965F3
Trust Purple
Used across product visuals and feature sections to reinforce the brand and create a trustworthy, premium feel.
#F3659F
Benefit Pink
Used to highlight product benefits, outcomes, and performance improvements throughout the experience.
#FFFFFF
Neutral White
Provides clarity, readability, and visual balance across content-heavy sections.
#06C668
Action Green
Used for primary CTAs and key actions to drive attention and encourage conversions.
Typography
The interface uses Montserrat across multiple weights to create a clear visual hierarchy. Consistent sizing and spacing make content easy to scan while maintaining a clean, modern aesthetic.
Montserrat
Color System
The interface combines generous white space with soft neutral backgrounds and vibrant pink accents to reinforce the CleanMyMac brand. Supporting colors are used consistently to highlight actions, communicate system states, and improve content hierarchy.
16 px
20 px
24 px
32 px
40 px
48px
64 px
Concept Exploration
Multiple concepts explored different ways to communicate product value before installation. The focus was on introducing stronger trust signals, making core features easier to understand, and helping users quickly see how the product improves Mac performance.
Understanding the User Journey
Mapped the end-to-end customer journey to understand how users discover, evaluate, and purchase the product. Identifying emotions, pain points, insights, and goals at each stage helped uncover opportunities to improve clarity, build trust, and increase conversion.
Mapping the User Journey
1
Build Initial Trust
Curious
Pain
Users don't immediately realize why they need this product.
Insight
First impressions shape engagement.
Goal
Clearly communicate thecore value proposition.
2
Understand Value
Interested
Pain
Benefits are difficult to distinguish from competitors.
Insight
Users seek proof before investing more attention.
Goal
Build trust through clear product differentiation.
3
Discover Product
Comparing
Pain
Users hesitate before paying without enough evidence.
Insight
Trust drives purchase decisions.
Goal
Reinforce purchase confidence.
4
Select Plan
Hesitating
Pain
Multiple pricing options increase cognitive load.
Insight
Users respond better when a recommended option is highlighted.
Goal
Simplify plan selection.
5
Checkout
Commited
Pain
User lands on the homepage and tries
Insight
Transparent checkout reduces abandonment.
Goal
Complete the purchase quickly and confidently.
6
Product Activated
Relieved
Pain
Users may wonder what to do next after purchasing.
Insight
Immediate activation reinforces the buying decision.
Goal
Get users to experience value as quickly as possible.
Design
The final design introduced clearer product explanations, prominent trust indicators such as the 30-day money-back guarantee, and a cleaner visual hierarchy. These changes reduced uncertainty and made the decision to start a free trial more confident.
Final Solution
The redesign improved how users discover, understand, and evaluate the product. By strengthening trust signals, clarifying benefits, and simplifying key interactions, the experience became more focused on helping users make confident decisions.
Results
Aug-Sep 2024
Version A
Challenges:
❌
Unclear Value
❌
Trust Barrier
❌
Low Trial Conversion
❌
Weak Value Communication
CvR (A)
Version B
Homepage → Transaction
+20% CvR
Trial Sign-up → Transaction
+10% CvR
Trial Activated → Transaction
+15% CvR
ARPU +19%
Great products don't always need more features. Sometimes they just need a clearer way to communicate their value.
value
The project demonstrated how research, experimentation, and product design can uncover meaningful growth opportunities without changing the core product. By improving trust, product understanding, and value communication, the redesigned experience created a clearer path toward conversion and delivered measurable business impact.
CleanMyMac is a leading macOS utility trusted by millions of users worldwide. The project focused on optimizing the acquisition funnel by improving trust, value communication, and decision-making throughout the user journey. The redesign was validated through A/B testing and delivered measurable improvements in conversion, transactions, and ARPU.
Visit the live page →
Published:
Sep 2024
Industry:
B2C Utility Software
Project Type:
Growth Optimization & CRO
My Role:
Product Designer
Scale:
29 million downloads
Business Impact:
+19% ARPU
+20% CvR
Book 15 minutes call
Let’s Discuss your Project!
Schedule a Consult
© Copyright 2022, All Rights Reserved
Kyrylo Buriak