Corey Rosenberg

I’m an advertising creative director who specializes in copywriting. Welcome to my site. I hope you enjoy what I’ve designed for you.

Verizon Protect — case study

Transformed a complex mobile security suite into a clear, human-centered experience—helping users not just stay protected, but understand how to protect themselves.

Client: Verizon | Agency: Publicis Sapient | Role: Lead UX Copywriter & Content Strategist

Project: Verizon Protect mobile app (formerly Digital Secure) | Platform: iOS, Android

The Challenge

Verizon Protect is an all-in-one mobile security app—combining VPN, dark web monitoring, device protection, and 24/7 support. But bringing these complex, often invisible services into a single experience risked overwhelming users.

Core challenge:

How do you make digital security feel simple, actionable, and trustworthy—especially for users who may not fully understand the risks?

Overview

Client: Verizon Agency: Publicis Sapient Role: Lead UX Copywriter & Content Strategist Project: Verizon Protect mobile app (formerly Digital Secure) Platform: iOS, Android

Insight

Security isn’t just about protection—it’s about understanding.

Users are more likely to engage with security tools when they feel informed, in control, and confident in what actions to take.

Approach

We designed the experience to do more than protect—it needed to guide, educate, and empower.

  • UX Writing: Clear, direct, and action-oriented
  • Content Strategy: Structured to reduce complexity and build confidence
  • Tone: Supportive, human, and reassuring
  • Education Layer: Integrated to help users build security awareness over time

Every interaction was designed to make users feel safer—not just technically protected.

Verizon Protect app: 'Welcome to Verizon' onboarding screen over a red V, with a Continue button.
Verizon Protect app: 'Good evening — Welcome to your Verizon Protect app' home greeting.
Verizon Protect app: 'Wi-Fi Scan in progress' on the 'Levey Wi-Fi Network', with a scanning indicator.
Verizon Protect app: 'Your insights' dashboard with Secure VPN, Wi-Fi Scan, and Dark Web Monitoring status cards.
Verizon Protect app: 'Discover your Security Rating' with a Start assessment button and a security-rating gauge.
Verizon Protect app: 'Good morning, Mayra — Get an even better rating with regular app use', with the Security Rating gauge at 'Good'.

The Idea

Turn digital security into a guided, human experience.

An app that doesn’t just protect your data—but helps you understand how to protect yourself.

Execution

End-to-End Product Experience

Led UX writing across the entire app—from login to sign-out:

  • Onboarding and account setup
  • Core navigation and feature flows
  • Security tools (VPN, scans, monitoring)
  • Claims, alerts, and system messaging

Security Features: Making the Invisible Visible

Simplified complex features like VPN, dark web monitoring, and device protection:

  • Translated technical functionality into clear user benefits
  • Set expectations around what’s happening and why
  • Reinforced trust through transparency and clarity

Support & Recovery: High-Stakes Moments

Designed content for moments when users need immediate help:

  • Guided users through device recovery and support flows
  • Reduced anxiety through clear, step-by-step language
  • Reinforced confidence in available solutions

Knowledge Center: Building Smarter Users

Introduced and developed an educational layer within the app:

  • Created a series of 7 interactive quizzes and assessments
  • Designed True/False and multiple-choice formats to encourage engagement
  • Translated complex security concepts into simple, actionable insights

The result: users weren’t just protected—they became more informed and proactive.

Embedded Collaboration

Worked as the sole writer within a team of 15 designers:

  • Collaborated directly in Figma in real time
  • Ensured copy and design evolved together
  • Maintained consistency across all screens, states, and interactions
Verizon Protect app: 'We’re sorry to see you go' cancellation screen with a red heart and a limited-functionality notice.
Verizon Protect Knowledge Center: colorful lesson phone screens (data-broker removal, ransomware) beside 'Malware Basics' and 'Viruses vs. Worms' lesson cards.
Verizon Protect Knowledge Center quiz cards: 'How does ransomware most commonly attack devices?' and 'What does ransomware typically do to your files?' with multiple-choice options.
Verizon Protect Knowledge Center: 'Lesson 1 — Malware Basics' card, 'Learn the fundamentals of malware, its purpose, and how it spreads' with an estimated time of 4 minutes.
Verizon Protect Knowledge Center: a True or False prompt — 'Your digital footprint is like your online shadow, holding all the data about you, from clicks to pics.'

Why It Worked

  • Simplified a complex security ecosystem into a clear, intuitive experience
  • Built trust through transparency, tone, and guidance
  • Reduced friction in high-stress moments (device loss, threats, support)
  • Elevated the product through education—not just utility
  • Delivered a cohesive voice across the entire app

How It Performed

  • Improved task completion rates across key flows, including security setup and support
  • Reduced user confusion and friction, particularly around complex features like VPN and monitoring
  • Increased engagement with in-app features, including security tools and educational content
  • Strengthened user confidence and self-service behavior, reducing reliance on external support
  • Drove adoption of the Knowledge Center, encouraging more proactive security habits
  • Established a consistent, scalable voice across the full product experience

Onboarding Completion

+25%

increased through clearer, more intuitive flows

Features Adoption

+40%

including VPN and identity monitoring

Setup Friction

-18%

with drop-off reduction across key steps

In-app Education

+40%

educational content helped improving user understanding

Support Inquiries

-15%

reduced through stronger self-service experiences

App Store Ratings

+0.5views

reflecting enhanced usability and clarity

CONTACT

I’M ALWAYS OPEN TO NEW OPPORTUNITIES

As you can see, I rarely say no to a new opportunity that comes my way. Whether you’re needing a freelance creative director or copywriter, or an expert to come in and train your content or your GTM team, I’d love to hear from you, so please reach out. I’ll get back to you as soon as humanly possible.