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Burner

1

Project overview

In-house

Project type
‍

Role

Tools
‍

Burner
2025

Campaign
Professional

UX/UI Case Study Website Design
Creative Direction Content Strategy
Social Engagement Motion Design

Otter.Ai
FIGMA
Webflow
Illustrator
Kaiber.Ai

A privacy-first
multichannel campaign
to educate & engage


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, coupled with untapped potential for social media engagement and user growth, 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 growth challenges, this initiative focused on creating a privacy-centric, multi-channel campaign. This included a custom landing page designed to collect user emails, branded swag designed to spark conversations and boost visibility, engaging social media content, and a large-scale billboard concept. The goal was to position Burner as a trusted privacy-first solution, drive user engagement, and grow the company’s digital presence.


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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 key obstacles preventing deeper engagement with Burner as both a brand and a product.

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 brands do you follow on social media?
  11. What would motivate you to engage more with Burner’s social media or community?
  12. If you could improve one thing about Burner what would it be?

Privacy questions

  1. How concerned are you about privacy when using your smartphone or the internet?
  2. What types of personal information are you most concerned about being exposed?
  3. What challenges have you faced with your personal information onthe internet?
  4. What steps do you currently take to protect your privacy online?
  5. How often do you experience spam calls, texts, or unwanted digital communication on your regular line? On your Burner line?
  6. How important is it for you to have control over who can contact you?
  7. How would you feel about providing some of your personal information to the Burner app to assist in removal efforts?
  8. What features would you like to see in Burner to enhance your privacy further?

Interview
takeaways

Brand perception
& app usage

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

Positionning
on privacy

70% of users prioritize privacy, particularly spam texts & calls protection and temporary contact management. 35% have previously paid for competitor’s privacy tools (PI removal & VPNs). 15% of users mentioned associating Burner with anonymity but indicated they were unfamiliar with its additional privacy benefits.

Challenges

Under-communicated privacy tools

Barriers to
engagement

30% of users limited their app usage due to the lack of a contact-specific search function, and 15% would upgrade if additional Privacy tools were available, such as PI Removal or VPN.

Challenges

Limited Limited technical reliability & misaligned product offering & messaging.

Key
objectives

Elevate brand
perception

Counter negative associations by repositioning Burner as a privacy-first app built for protection against online threats and unwanted intrusions.

Increase brand
visibility

Through eye-catching swag and promotional materials, increase public familiarity with Burner’s core mission and services.

Boost user
acquisition

Leverage the campaign to capture leads and convert visitors into app users. Drive traffic to Burner’s social platforms & convert to downloads.

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
We envisioned a campaign that would transform Burner’s public image by focusing on its essential purpose: protecting users’ privacy. Ultimately, this vision ensures Burner’s role as a go-to privacy companion for users seeking control over their digital lives. The campaign should unify visual design, messaging, and strategic outreach to establish trust, encourage engagement, and drive measurable results.

  • Raffle Landing Page Design
    • Objective: Create a dedicated one-page design specifically to promote the raffle and collect user emails
    • Execution: The page will feature enticing visuals of the swag items with clear calls to action encouraging users to enter their information for a chance to win.
  • Follow-Up Email & Social Engagement
    • Objective: Design a follow-up email for raffle participants, encouraging further engagement.
    • Execution: Once users enter the raffle, they will receive an email inviting them to share the contest and follow Burner’s Reddit and Instagram pages.
  • Privacy Landing Page on Existing Website
    • Objective: Design and add a new landing page solely focused on Burner’s privacy offerings to our current website.
    • Execution: The page will highlight core features like temporary numbers, spam call blocking, and VPN integration, emphasizing how Burner protects users’ personal information.
  • Follow-Up Email & Social Engagement
    • Objective: Promote the landing page and drive engagement on Burner’s social media channels.
    • Execution: Posts designed with dynamic visuals, highlighting privacy themes, swag & raffle details.
  • Swag Design
    • Objective: Create branded merchandise to raise awareness and promote Burner’s privacy mission.
    • Execution: Custom-designed sweaters, caps, stickers, and sunglasses with bold, privacy-focused phrases and Burner branding.

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.

Stage
User goal
Channel
Key interaction
Pain points
Awareness
Discover Burner and its privacy focus
Social Media, ads, In-app messaging
Viewing privacy-centric ads, landing page & swag teasers
Misconceptions about brand purpose, low initial trust
Interest
Learn about Burner’s features
Raffle landing page, website
Exploring key privacy tools and benefits, raffle entry
Lack of clear communication about privacy offerings, skepticism of brand
Consideration
Decide to participate and provide email
Raffle page, social media CTA
Entering email to join raffle, exploring privacy and swag offerings
Concerns about sharing personal info, limited motivation to engage
Retention
Stay engaged with Burner and its community
Follow-up emails
Receiving updates on raffle progress, campaigns, privacy improvements
Irrelevant updates, underutilized engagement tactics
Retention
Recommend Burner to others
social media, swag, referrals
Sharing referral links, posting about swag giveaways on social
Lack of referral incentives, low retention of advocates

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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