Proxy Universe
A website with a store, checkout and personal account for a proxy and VPN service that used to sell only through a Telegram bot. Designed from scratch in about 2 months: desktop, mobile and Telegram Mini App.
Three months after launch the website took over a third of all purchases, and the client pinned it in the channel instead of the bot.
- RoleProduct Designer
- Date2025
- Liveproxyuniverse.org
- Activation rate
- +14%
- Support tickets
- −38%
- Retention
- +8 pp
Task
The bot had 7K monthly users and one person on support. New customers couldn't understand the product there, and regulars had no way to manage dozens of proxies: renewals one by one, configs lost in the chat.
The website had to take sales from the bot, cut routine support questions and bring customers back for repeat purchases.
Research
I went through all 47 support requests for a month and sorted them by topic: payment, choosing a product, renewal, order management. Almost two thirds of them could be answered by the interface itself. A benchmark of 4 competitors showed where the market also sends people to support.
The findings turned into 20 hypotheses, which I scored with ICE together with the client. 9 made it into the first release.
Store and checkout
Catalog, product page and checkout follow the structure the market already expects, so buying feels familiar. Sign-in with Telegram or Google takes one click and pulls in the bot account with its balance and orders.
Personal account
Most support questions were about connecting. Now the config, copy and download buttons and the setup guide all live in the order itself, not in a chat.
Orders open in a list with details on the side, so status, term and connection data are one click away. Customers renew dozens of proxies at once with checkboxes and see exactly what they pay for.
Social media
Visuals for the launch announcement in the service's Telegram channel and other social media.
Final
The service moved from a chat bot to a full website, where customers can buy, connect and manage proxies on their own. Support now handles real problems instead of explaining the same steps again.
| Metric | Before | After |
|---|---|---|
| First purchase conversion | ~9% | ~12% |
| Repeat purchases | ~38% | ~44% |
| Average check | ~$14 | ~$17 |
| Support requests per 100 orders | ~4 | ~2.4 |