What I Learned Designing UX
for a Privacy Tech Product

What I Learned Designing UX
for a Privacy Tech Product

What I Learned
Designing UX

for a
Privacy Tech Product

Real client

UX Case Study

The project 🤓

The project 🤓

I spent six months at SecurePrivacy.ai as a UX design intern (Jan–Jun 2025). Together with Anu and Houary, I collaborated on research, design, and testing efforts to improve the company’s main website experience. While the three of us worked on the same overall case, we each took on different tasks and responsibilities, so our individual case studies may reflect slightly different scopes.


In parallel, I was individually assigned to design the UX for a new product in their portfolio — Secure Privacy Governance — laying the UX foundation for its future development.

This case study brings together the full scope of my internship contributions.

I spent six months at SecurePrivacy.ai as a UX design intern (Jan–Jun 2025). Together with Anu and Houary, I collaborated on research, design, and testing efforts to improve the company’s main website experience. While the three of us worked on the same overall case, we each took on different tasks and responsibilities, so our individual case studies may reflect slightly different scopes.


In parallel, I was individually assigned to design the UX for a new product in their portfolio — Secure Privacy Governance — laying the UX foundation for its future development.

This case study brings together the full scope of my internship contributions.

I spent six months at SecurePrivacy.ai as a UX design intern (Jan–Jun 2025). Together with Anu and Houary, I collaborated on research, design, and testing efforts to improve the company’s main website experience. While the three of us worked on the same overall case, we each took on different tasks and responsibilities, so our individual case studies may reflect slightly different scopes.


In parallel, I was individually assigned to design the UX for a new product in their portfolio — Secure Privacy Governance — laying the UX foundation for its future development.

This case study brings together the full scope of my internship contributions.

Tools:

Tools:

Figma, V0, Miro, Scribbl, Otter.ai, Gsuite

Figma, V0, Miro, Scribbl, Otter.ai, Gsuite

Figma, Figjam, Scribbl, Otter.ai,

Gsuite

Duration:

Duration:

January - June 2025

January - June 2025

January - June 2025

Houary

Houary

Houary

Dan (The boss)

Dan (The boss)

Dan (The boss)

Anu

Anu

Anu

Me

Me

Me

Dan (The boss)

Dan (The boss)

Dan (The boss)

Anu

Anu

Anu

Me

Me

Me

Problem Statement 🚨

Problem Statement 🚨

Problem Statement 🚨

SecurePrivacy.ai wanted to increase client sign-ups, but there wasn’t a clear diagnosis of what was going wrong. Our challenge was to explore the user experience and determine what might stop potential customers from taking action.

Initial Project Goals 🎯

Initial Project Goals 🎯

1

Evaluate how effectively the website communicates SecurePrivacy.ai’s value
Understand if users grasp what the product does, for whom, and why it matters.

2

Identify usability and conversion barriers across key pages


Uncover friction points in navigation, content, and pricing that may impact user engagement.


3

Support the early UX definition of a new product: Secure Privacy Governance


Begin exploring user needs, flows, and opportunities to shape the foundation of this new offering.


1

1

Evaluate how effectively the website communicates SecurePrivacy.ai’s value

Evaluate how effectively the website communicates SecurePrivacy.ai’s value



2

2

Identify usability and conversion barriers across key pages


Identify usability and conversion barriers across key pages


3

3

Support the early UX definition of a new product: Secure Privacy Governance

Support the early UX definition of a new product: Secure Privacy Governance

The Process ✅

The Process ✅

Discover

Discover

Discover

Define

Define

Define

Ideate

Ideate

Ideate

Design

Design

Design

Research Summary 📄

Research Summary 📄


To uncover opportunities for improving Secure Privacy’s website experience, we conducted a two-part research phase: desk research and qualitative user interviews.

To uncover opportunities for improving Secure Privacy’s website experience, we conducted a two-part research phase: desk research and qualitative user interviews.

To improve the experience for both free and premium users, it was essential to understand their motivations, frustrations, and expectations. This phase involved a combination of desk research, user interviews, and usability testing to gather qualitative and quantitative insights.

Desk Research 💻

Desk Research 💻

We began with an in-depth analysis of the website and user behavior using tools like Google Analytics, Hotjar, and competitor benchmarking. This helped us identify patterns and friction points across key pages.


Key findings included:

  1. The site felt text-heavy and lacked clear visual hierarchy.

  2. Key elements such as pricing, CTAs, and value proposition were difficult to locate or understand.

  3. The experience didn’t adapt to different user types (e.g., marketers vs. developers).

  4. Overly technical language risked alienating non-expert users.

We began with an in-depth analysis of the website and user behavior using tools like Google Analytics, Hotjar, and competitor benchmarking. This helped us identify patterns and friction points across key pages.


Key findings included:

  1. The site felt text-heavy and lacked clear visual hierarchy.

  2. Key elements such as pricing, CTAs, and value proposition were difficult to locate or understand.

  3. The experience didn’t adapt to different user types (e.g., marketers vs. developers).

  4. Overly technical language risked alienating non-expert users.

Before talking to users, I started with a desk research phase to understand how people feel about ChatGPT’s free and Plus experiences.


What I looked into:

  • Forums like Reddit and OpenAI’s Community, where users share honest thoughts about limitations, upgrades, and expectations.

  • A quick competitor analysis (Claude, Gemini, DeepSeek, Copilot, etc.) to compare pricing, features, and overall value.

  • A feature breakdown of ChatGPT vs. competitors to understand where it stands out—or falls short.


Key takeaways:

  • Many users don’t clearly understand Plus benefits.

  • Some say the free version works “well enough”, so they don’t see the need to upgrade.

  • Frustration with limits is common, but uncertainty about value and cancellation holds people back.

  • Competitors offer more visible “premium perks”, influencing how ChatGPT Plus is perceived.

Forming Hypotheses 💭

Forming Hypotheses 💭

If we improve the platform’s clarity and simplicity, streamline navigation and UI, reduce technical jargon and heavy text, and provide more transparent, concise messaging about what the product does and why it matters, then users will better understand its value—leading to increased trust, improved user engagement, and higher conversion rates.

If we improve the platform’s clarity and simplicity, streamline navigation and UI, reduce technical jargon and heavy text, and provide more transparent, concise messaging about what the product does and why it matters, then users will better understand its value—leading to increased trust, improved user engagement, and higher conversion rates.

User Interviews & User Testing 🎤

User Interviews & User Testing 🎤

We conducted 14 in-depth interviews across six user profiles, using tailored interview scripts for each:

We conducted 14 in-depth interviews across six user profiles, using tailored interview scripts for each:

🧭

Profile A:

Non-users

6 participants

🧭

Profile A:

Non-users

6 participants

🧭

Profile A:

Non-users

6 participants

🧑‍💻

Profile B:

In-house developer

1 participant

🧑‍💻

Profile B:

In-house developer

1 participant

🧑‍💻

Profile B:

In-house developer

1 participant

🌐

Profile C:

External developers

3 participants

🌐

Profile C:

External developers

3 participants

🌐

Profile C:

External developers

3 participants

⚖️

Profile D:

Legal professional

1 participant

⚖️

Profile D:

Legal professional

1 participant

⚖️

Profile D:

Legal professional

1 participant

🎯

Profile E:

Product prospect

1 participant

🎯

Profile E:

Product prospect

1 participant

🎯

Profile E:

Product prospect

1 participant

🔐

Profile F:

SP Project Manager

1 participant

🔐

Profile F:

SP Project Manager

1 participant

🔐

Profile F:

SP Project Manager

1 participant

We also facilitated a collaborative workshop with the Secure Privacy team (Profile G), which helped us contrast internal expectations with external feedback and align around key priorities.

We also facilitated a collaborative workshop with the Secure Privacy team (Profile G), which helped us contrast internal expectations with external feedback and align around key priorities.


Learning

One limitation we encountered was the uneven number of participants across groups. This was due to recruitment constraints and the niche nature of some user profiles (e.g., legal, in-house developers, or prospects in an active buying process). While not every group was represented equally, we ensured that each perspective was covered and that insights were triangulated with desk research and internal stakeholder input to maintain depth and reliability in our findings.

One limitation we encountered was the uneven number of participants across groups. This was due to recruitment constraints and the niche nature of some user profiles (e.g., legal, in-house developers, or prospects in an active buying process). While not every group was represented equally, we ensured that each perspective was covered and that insights were triangulated with desk research and internal stakeholder input to maintain depth and reliability in our findings.

Learning

Synthesis Process 🗺️
Turning Raw Data into Actionable Insights

Synthesis Process 🗺️
Turning Raw Data into Actionable Insights

At first, we grouped the insights by user type to understand their specific problems. Later, we saw patterns across groups and organized everything by theme — like clarity, trust, pricing, and navigation.
Each insight card below shows what we learned, includes real user quotes, and asks a “How Might We” question to guide design ideas.


The following visuals show our synthesis process— first by downloading the interviews, then by user group, then we clusterized by insight category — illustrating how our thinking evolved over time.

At first, we grouped the insights by user type to understand their specific problems. Later, we saw patterns across groups and organized everything by theme — like clarity, trust, pricing, and navigation.
Each insight card below shows what we learned, includes real user quotes, and asks a “How Might We” question to guide design ideas.


The following visuals show our synthesis process— first by downloading the interviews, then by user group, then we clusterized by insight category — illustrating how our thinking evolved over time.

Insights & Opportunity Areas 🗝️

Insights & Opportunity Areas 🗝️

Ideation Process 💡
Co-creating with SecurePrivacy Team

Ideation Process 💡
Co-creating with SecurePrivacy Team

To turn our research into solutions, we hosted a collaborative ideation workshop with the SecurePrivacy team — focusing on user needs and business goals.

We ran two key activities:

  • ✍️ Brainwriting 6-3-5
    Generated dozens of concepts around clarity, pricing, onboarding, and AI.

  • 🗺️ Sticky Notes on Screens
    Team members left feedback on actual site screenshots.
    Surfaced real pain points tied directly to the UI.

We then clustered all ideas by theme, scored them by impact and effort, and created a clear shortlist of high-value opportunities to explore in design.


Most Promising Ideas Selected

These ideas stood out for high impact and feasibility, and were integrated into the redesign:

  1. Clarify the product’s value fast: Add visual cues and simple messaging to the homepage.

  2. Add testimonials and About Us section: Build trust and humanize the brand.

  3. Improve pricing section: Use subpages, clearer tiers, and strong CTAs.

  4. Replace stock imagery with custom content: Recommend creating original videos (e.g., team, client stories).

  5. Highlight product features with AI animations or infographics.

  6. Create a new product section in the menu: Make Governance and other products easy to find.


Note: While several top ideas involve video content, this case study excludes video production / infographics. Instead, we recommend that SecurePrivacy invest in custom, human-centered content (e.g., real team, client stories) to better connect with users and differentiate from generic competitors.


To turn our research into solutions, we hosted a collaborative ideation workshop with the SecurePrivacy team — focusing on user needs and business goals.

We ran two key activities:

  • ✍️ Brainwriting 6-3-5
    Generated dozens of concepts around clarity, pricing, onboarding, and AI.

  • 🗺️ Sticky Notes on Screens
    Team members left feedback on actual site screenshots.
    Surfaced real pain points tied directly to the UI.

We then clustered all ideas by theme, scored them by impact and effort, and created a clear shortlist of high-value opportunities to explore in design.


Most Promising Ideas Selected

These ideas stood out for high impact and feasibility, and were integrated into the redesign:

  1. Clarify the product’s value fast: Add visual cues and simple messaging to the homepage.

  2. Add testimonials and About Us section: Build trust and humanize the brand.

  3. Improve pricing section: Use subpages, clearer tiers, and strong CTAs.

  4. Replace stock imagery with custom content: Recommend creating original videos (e.g., team, client stories).

  5. Highlight product features with AI animations or infographics.

  6. Create a new product section in the menu: Make Governance and other products easy to find.


Note: While several top ideas involve video content, this case study excludes video production / infographics. Instead, we recommend that SecurePrivacy invest in custom, human-centered content (e.g., real team, client stories) to better connect with users and differentiate from generic competitors.


To turn our research into solutions, we hosted a collaborative ideation workshop with the SecurePrivacy team — focusing on user needs and business goals.

We ran two key activities:

  • ✍️ Brainwriting 6-3-5
    Generated dozens of concepts around clarity, pricing, onboarding, and AI.

  • 🗺️ Sticky Notes on Screens
    Team members left feedback on actual site screenshots.
    Surfaced real pain points tied directly to the UI.

We then clustered all ideas by theme, scored them by impact and effort, and created a clear shortlist of high-value opportunities to explore in design.


Most Promising Ideas Selected

These ideas stood out for high impact and feasibility, and were integrated into the redesign:

  1. Clarify the product’s value fast: Add visual cues and simple messaging to the homepage.

  2. Add testimonials and About Us section: Build trust and humanize the brand.

  3. Improve pricing section: Use subpages, clearer tiers, and strong CTAs.

  4. Replace stock imagery with custom content: Recommend creating original videos (e.g., team, client stories).

  5. Highlight product features with AI animations or infographics.

  6. Create a new product section in the menu: Make Governance and other products easy to find.


Note: While several top ideas involve video content, this case study excludes video production / infographics. Instead, we recommend that SecurePrivacy invest in custom, human-centered content (e.g., real team, client stories) to better connect with users and differentiate from generic competitors.


Defining priorities with Dan

Defining priorities with Dan

Design 🖊️

Design 🖊️

After synthesizing our research and workshop results, we translated the most urgent user needs into five core UX priorities. Each one guided design decisions and is directly linked to what we discovered in the field.


1. Make the product’s value instantly clear

Many users — especially non-experts — struggled to understand what SecurePrivacy.ai does and why they need it.
What we did: We redesigned the landing page with a more visual approach — adding imagery, simplifying the language, and making the product’s purpose clear and immediate.

After synthesizing our research and workshop results, we translated the most urgent user needs into five core UX priorities. Each one guided design decisions and is directly linked to what we discovered in the field.


1. Make the product’s value instantly clear

Many users — especially non-experts — struggled to understand what SecurePrivacy.ai does and why they need it.
What we did: We redesigned the landing page with a more visual approach — adding imagery, simplifying the language, and making the product’s purpose clear and immediate.



Illustrative section explaining

the system

Entry-level tools

Certifications and trust badges upfront

Simplified headline & strong

value proposition

Simplified headline & strong value proposition

Testimonials for trust

Photography for trust

and relatability

Social proof and credibility boosters

Secure Privacy Governance Banner

New product visibility.

Real user quotes to

reinforce benefits

Real user quotes to

reinforce benefits


2. Simplify navigation and key user flows

Users found the site’s structure overwhelming and difficult to navigate, particularly in menus and technical documentation.
What we did: We conducted a deep audit of navigation patterns across competitors and combined that with research findings to redesign the main navigation bar, menus, and submenus — making them more intuitive and user-oriented.

Also I designed all the new / different pages missing.


2. Simplify navigation and key user flows

Users found the site’s structure overwhelming and difficult to navigate, particularly in menus and technical documentation.
What we did: We conducted a deep audit of navigation patterns across competitors and combined that with research findings to redesign the main navigation bar, menus, and submenus — making them more intuitive and user-oriented.

Also I designed all the new / different pages missing.

From this:

To this:

From this:

To this:

Some of the key changes included:


  • New “Solutions by Role” section

  • Regulations grouped by continent plus a “+55 regulations” quick search.

  • Platform integrations moved to “Solutions

  • New “Products” tab: To clearly showcase our core offering and introduce our new product: Privacy Governance.

  • Pricing split into three views: Plans & Pricing, Enterprise Plans, and Billing FAQs — making it easier for users at different buying stages.

  • Partner menu expanded

  • “Company” tab created: Includes About Us, Careers, Press, and Contact — a response to user feedback requesting more transparency.

Some of the key changes included:


  • New “Solutions by Role” section

  • Regulations grouped by continent plus a “+55 regulations” quick search.

  • Platform integrations moved to “Solutions

  • New “Products” tab: To clearly showcase our core offering and introduce our new product: Privacy Governance.

  • Pricing split into three views: Plans & Pricing, Enterprise Plans, and Billing FAQs — making it easier for users at different buying stages.

  • Partner menu expanded

  • “Company” tab created: Includes About Us, Careers, Press, and Contact — a response to user feedback requesting more transparency.

3. Build trust through visual and content cues

The site lacked visual signals that communicate credibility and human presence, which affected user confidence.
What we did: We added real customer logos and testimonials in different pages, and created new ones like About Us, Careers, and News & Press — making SecurePrivacy feel like a real, established company, not just a tool.

3. Build trust through visual and content cues

The site lacked visual signals that communicate credibility and human presence, which affected user confidence.
What we did: We added real customer logos and testimonials in different pages, and created new ones like About Us, Careers, and News & Press — making SecurePrivacy feel like a real, established company, not just a tool.

4. Communicate ongoing compliance as a process
Legal and compliance professionals need to manage privacy as a continuous, evolving responsibility — not a one-time setup.

What I did: I was assigned to design a new product from the ground up: Secure Privacy Governance. This solution focuses on supporting companies in managing compliance as an ongoing process. The initiative is still under development and was created specifically to address this insight.


Drawing from my experience working with brands, I recommended launching this product using a distinct color from the Secure Privacy palette. This would help visually differentiate it from the CMP product and reinforce its unique value. Additionally, I developed initial screen flows to explore the onboarding experience and early interactions for both new and existing users of other Secure Privacy products.

4. Communicate ongoing compliance as a process
Legal and compliance professionals need to manage privacy as a continuous, evolving responsibility — not a one-time setup.

What I did: I was assigned to design a new product from the ground up: Secure Privacy Governance. This solution focuses on supporting companies in managing compliance as an ongoing process. The initiative is still under development and was created specifically to address this insight.


Drawing from my experience working with brands, I recommended launching this product using a distinct color from the Secure Privacy palette. This would help visually differentiate it from the CMP product and reinforce its unique value. Additionally, I developed initial screen flows to explore the onboarding experience and early interactions for both new and existing users of other Secure Privacy products.

Conclusion 🔚

Conclusion 🔚

To strengthen the platform’s credibility, clarity, and user engagement, we propose a multifaceted approach:

  1. Refine the site’s storytelling by redesigning and developing all new subpages to create a more cohesive and compelling narrative.

  2. Invest in original content production — including custom images and videos — to enhance authenticity and build trust with users.

  3. Collaborate with current clients to create case studies that demonstrate real-world impact and reinforce social proof.

  4. Continue A/B testing to validate hypotheses and iteratively optimize messaging and design based on user behavior and feedback.

These strategic actions aim to create a more engaging, trustworthy, and conversion-driven platform experience.

To strengthen the platform’s credibility, clarity, and user engagement, we propose a multifaceted approach:

  1. Refine the site’s storytelling by redesigning and developing all new subpages to create a more cohesive and compelling narrative.

  2. Invest in original content production — including custom images and videos — to enhance authenticity and build trust with users.

  3. Collaborate with current clients to create case studies that demonstrate real-world impact and reinforce social proof.

  4. Continue A/B testing to validate hypotheses and iteratively optimize messaging and design based on user behavior and feedback.

These strategic actions aim to create a more engaging, trustworthy, and conversion-driven platform experience.

My Internship Learnings 📝

My final reflection:
My First Solo UX Project📝

My final reflection:
My First Solo UX Project📝

Important

Important

During this internship, I really enjoyed being part of a project from the ground up, with constant support from the CEO. Although I’ve worked with many brands in advertising, this was my first time approaching a project from a UX perspective and collaborating closely with developers, which was a great learning experience.

We also explored how AI can streamline processes, which added a valuable layer to our work. One of the highlights was leading a workshop for the entire company—we received great feedback.

Overall, I’m really happy with what we achieved and I’m leaving the project with new skills and insights.

During this internship, I really enjoyed being part of a project from the ground up, with constant support from the CEO. Although I’ve worked with many brands in advertising, this was my first time approaching a project from a UX perspective and collaborating closely with developers, which was a great learning experience.

We also explored how AI can streamline processes, which added a valuable layer to our work. One of the highlights was leading a workshop for the entire company—we received great feedback.

Overall, I’m really happy with what we achieved and I’m leaving the project with new skills and insights.

Thank You
For Watching
🫶

Thank You
For Watching
🫶

Thank You
For Watching
🫶

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Upgrade to Plus for faster, smarter, and more powerful AI capabilities.

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❌ Not available.

❌ Not available.

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✅ Always fast, no waiting.

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✅ Turns data into ready-to-use tables.

✅ Creates images from text. (Example: Design a minimalist logo)

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