[End-to-end product design]

Scaling AnyIP: redesigning a proxy platform for growth

AnyIP had a working product with a growing user base — and ambitions that had outpaced the interface. The brief: redesign the product to boost conversion and retention, modernize the UI, and simplify navigation.

[client]

AnyIP

[category]

Product design

[industry]

SaaS

Problem & Goals

As AnyIP scaled, the interface struggled to keep up. New features, new user types, and rising expectations required a design that could support the product’s growth and reflect the power of the platform behind it.

[01]

Increase conversion from first visit to active user

[02]

Reduce churn through a more intuitive experience

[03]

Modernize the visual language with a full redesign

[04]

Cut support requests by simplifying navigation and key flows

Approach

Complete product redesign from discovery through development handoff.

[01]

Product audit & Discovery

We evaluated existing interface, interviewed stakeholders, and analyzed user workflows. Identified structural issues, navigation gaps, and technical debt preventing scalability.

[01]

Product audit & Discovery

We evaluated existing interface, interviewed stakeholders, and analyzed user workflows. Identified structural issues, navigation gaps, and technical debt preventing scalability.

[02]

Strategic planning & Information architecture

Established project phases, prioritized design areas by business impact. Reorganized navigation around user tasks

[02]

Strategic planning & Information architecture

Established project phases, prioritized design areas by business impact. Reorganized navigation around user tasks

[03]

Interface design

Designed complete product experience across desktop and mobile. Created dashboard, profiles, analytics, billing, and API sections with unified visual language.

[03]

Interface design

Designed complete product experience across desktop and mobile. Created dashboard, profiles, analytics, billing, and API sections with unified visual language.

[04]

Design system

Built reusable component library with tokens, spacing, and typography. Documented patterns and guidelines to maintain consistency across 600+ screens.

[04]

Design system

Built reusable component library with tokens, spacing, and typography. Documented patterns and guidelines to maintain consistency across 600+ screens.

[05]

Collaboration & Iteration

Weekly design reviews with AnyIP team. Presented sections individually, gathered feedback, and refined solutions based on product knowledge throughout project.

[05]

Collaboration & Iteration

Weekly design reviews with AnyIP team. Presented sections individually, gathered feedback, and refined solutions based on product knowledge throughout project.

[06]

Development handoff

Delivered organized design files, detailed specifications, and component properties. Provided ongoing implementation support and answered engineering questions during build-out.

[06]

Development handoff

Delivered organized design files, detailed specifications, and component properties. Provided ongoing implementation support and answered engineering questions during build-out.

principle

Proxy platforms are data-heavy by nature. Instead of hiding information, we worked on hierarchy — every screen structured around one primary question:
what does the user need right now?

Proxy platforms are data-heavy by nature. Instead of hiding information, we worked on hierarchy — every screen structured around one primary question: what does the user need right now?

principle

Proxy management

The proxy section is where most of the work happens. We designed it to support scale without adding friction, from managing hundreds of profiles to controlling access and tracking usage. Everything stays organized and easy to navigate, even as complexity grows.

Proxy configuration

Creating and editing proxy configurations is a frequent workflow. We designed the configuration screen to balance technical depth with usability. Protocol settings, rotation parameters, geo-targeting, and connection details are grouped logically, giving advanced users full control without overwhelming new ones.

Home dashboard

The dashboard is the first thing users see and a key conversion point. We designed it to guide new users toward activation while giving experienced users fast access to what matters. Onboarding steps, setup guidance, and a clear path to purchase are visible from the start.

Start state for new users

Start state for new users

Billing & Plans

Pricing is structured for quick decision-making. Six plan tiers with clear feature breakdowns, visible discounts, and highlighted recommendations. The payment flow supports cards and crypto from plan selection to confirmation in three steps.

Week-Preview

Week-Preview

And a lot more

Beyond the core workflows, dozens of additional interface sections were designed with the same systematic approach, each following the established component library and visual language to maintain consistency across the entire product.

Responsive mobile, touch-optimized and not simplified

The mobile experience was designed around real usage patterns. Layouts adapt to smaller screens while preserving full functionality, without cutting features.

Design system

A comprehensive component library built to support scale and speed across 600+ screens. From basic elements to complex data tables, every component follows unified principles, creating a shared system for both designers and developers.