Cloaked is on a mission to help everyone regain control of their privacy. With their app and browser extension, you can keep your personal information safe and private by generating unique email addresses, phone numbers, and more.

I lead content strategy and UX research as part of an embedded design team from All Turtles on several key projects for Cloaked. We've worked closely with Cloaked's marketing and engineering teams to define their value proposition and core messaging, redesign their browser extension, and currently to design and validate a new feature: auto-change.

Cloaked raised a $25M Series A in March 2022 and launched to the general public in November 2022.

Project

Our first project with Cloaked started quite literally at the beginning — the Cloaked team needed help crystalizing their value proposition. They had identified a few broad use cases for Cloaked, such as online dating and compromised identities. They were also competing in a similar space as password managers and had the potential to attract users in that segment.

We needed to write the story that Cloaked could tell about how it would best solve a problem their target users had.

Strategy

Our plan was to run a combination of quantitative and qualitative research with Google Ads campaigns and messaging testing for four unique segments we had identified.

We created a set of four landing pages that would be used throughout the project — one for using Cloaked to stay safe while online dating, one for using Cloaked to prevent data breaches and identity theft, one for using Cloaked to avoid spam emails and scam calls, and one for using Cloaked as a better alternative to traditional password managers.

On the quantitative side, we created and ran four Google Ads campaigns that corresponded to each of the landing pages. Each campaign targeted audiences in the United States who searched for relevant keywords like "safe dating sites", "how to stop getting spam emails", "have i been pwned", and "best password manager".

We measured the click-through rate (CTR) for each ad campaign, as well as the conversion rate of each landing page. This gave us the big picture of which messages resonated best with Cloaked's target segments.

At the same time, we tested the landing pages qualitatively with five participants from Cloaked's beta waitlist. These 60-minute moderated one-on-one sessions helped to round off our research with specific insights into user perceptions of the messaging.

Outcome

After a full week of running the ad campaigns and completing the qualitative feedback sessions, we synthesized our results into three key findings:

This was best encapsulated with a quote from a participant in one of our feedback sessions:

With these insights, we proposed that Cloaked's key value proposition was to lessen risk and information exposure through a holistic privacy solution: a digital identity manager focused on privacy and data protection.

We used this value proposition to refine and tighten messaging on Cloaked's homepage, landing pages, and other marketing assets, as well as kick off our next project to redesign their browser extension from the ground up.