Fight back against blocked calls

Stalkers, debt collectors, angry exes and often resort to blocked calls — calls that hide the callers number behind labels such as 'Unknown' or 'No Caller ID' to gain an unfair advantage. TrapCall, created in 2008, is an app that unmasks the numbers of those callers and provides ways of protection against future abuse.

Since early 2015 I've been working with the TrapCall team on redesigning their product and helping them take advantage of the latest web technologies.

My Contributions

Identifying problems

We started by identifying major growth blockers in TrapCall. One was lack of trust in the product. Customers are usually in a very vulnerable position when they look for the solution and, at the risk of really pissing people off, it's important to set the expectations correctly. Second biggest issue was activation — enabling TrapCall to work on your phone — which suffered from awful completion rates for years. People paid for the app, but failed to complete this simple 3 minute process.

However serious, these are problems that can be solved through a careful targeted redesign and I've managed to improve on both ends dramatically. TrapCall, after all, has over 100,000 active users that happily pay for the service.

Designing a more human experience

With a 4 year old landing page, the web conversion rate were steadily declining. The old site also spooked a non-neglible percentage of visitors into checking if TrapCall is legit. New landing page is simpler, faster, responsive and has a more human, emphatic tone.

New landing page with a video featuring yours truly

I decided to add support information, relevant FAQ's and testimonials all throughout the onboarding to ease the signup process. Another problem I addressed was form length and perceived difficulty. I minimise those by streamlining the form and removing all non-essential fields. In our user tests we've found that those things seriously improved confidence people felt when faced with those pages.

Users start by selecting the plan. There is no free or trial option, so it was important to convey that right from the start.
The old signup form was where a lot of the drop off happened so streamlining the new design was very important.

Android & iOS app

TrapCall mobile app allows access to the full TrapCall funcitonality. This is how TrapCall acquires most of its' new users, so getting the signup process right was by far the most important part of the project. TrapCall does most of the work in the background, so the rest of the app

My intention was to create an app that feels native on both Android and iOS - as if it's an extension of the default apps and should've been there in the first place.

My part in the app project was to establish the new structure and design all the screens and implement them in the Ionic Framework project. The static app was then taken over by developers to finish. This process was a very smooth experience and allowed me to fully control minute details that often get lost during development sprints, while also letting developers work on the back-end at the same time.

As a first step I established a complete app structure using these gigantic flowcharts

A breakdown like this allowed us to work on copywriting, design and development in parallel, saving us weeks.

Design itself needed to strongly relate to screens people are already used to (eg. Call list in the iOS Calls app), while highlighting things unique to TrapCall.

Onboarding screen for new users and activation on iOS
Call list and call detail screens on iOS

Thanks for reading. Have a project you'd like to chat about? I'm available for consulting and more on select projects! Send me an email