Telia Turvavõrk

Security for the parents and kids on every Telia connection.

Design lead, VUNK accelerator winnerTeam of product managers and sales2025
Telia Turvavõrk on laptop, tablet and phone
Bronze
Estonian Design Awards 2026, service design
9 mo
Idea to launch
4×
Sales vs forecast, first 3 months
34.4M
Cyber threats neutralised
Challenge

Protection nobody sets up

Pick a product, set it up yourself. Meanwhile the scams get better. Customers called Telia daily asking if they had been scammed.

€29Mlost to fraud in Estonia in 2025. Triple the year before.
90%of Telia customers have already met a threat
80%use no protection. Setup looks too hard.
Research

Invisible, but prove it

We asked parents and home-office users why they do nothing.

01.

Protect my parents and children.

02.

Keep it simple. Keep it invisible.

03.

Prove it works. Show me what it stopped.

Method

530 people, six studies

I ran the concept and usability tests, and shaped the survey questions.

12problem interviews
5concept tests
30usability tests
329survey responses
152name validation responses
2expert interviews
Kristiin at home with her children
“I want my kids safe online without becoming the family IT department.”
Kristiin
Composite persona from the interviews

Goals

  • Safe internet for the kids
  • Peace of mind
  • No complicated setup

Needs

  • One simple solution
  • Covers the kids and the home network
  • A clear overview
  • Does not slow the internet

Pain points

  • Does not know what to protect against, or how
  • Too many products to choose from
  • Kids and parents unaware
  • Phishing and data theft

Traits

  • Thinks she knows enough
  • Password manager and 2FA
  • No antivirus on the children’s devices
Problem statement

How do we give families peace of mind, without asking them to download or set up anything?

Key decision

Every install loses people

We started with an app. A 329-person survey settled it: no app. Protection lives in the network.

The conventional way

  • Install and update every device
  • Setup loses people partway
  • Warnings can be clicked past

Turvavõrk

  • Nothing to install
  • Threats blocked before they reach the device
  • Every device covered at once
Telia Turvavõrk ordering flow, blocking page and security report
Testing

Three things broke

Thirty tests, from the first ad to cancelling.

01.

The report was lost

People expected a link from the block page.

02.

Whose warning is this?

Turvavõrk or the browser? Nobody could tell.

03.

Nobody speaks DNS

DNS and Bad Rep meant nothing to anyone.

Solution

If it works, you see nothing

Sales wanted feature lists. I pushed for outcomes instead.

Turvavõrk ordering flow in Telia self-service

Ordering

Five minutes. No setup. The moment that decides whether people start.

The page Turvavõrk shows when it blocks an insecure site

The block

“Telia Turvavõrk blocked an insecure page.” From Telia, in plain words.

The Turvavõrk security report in self-service

The report

How many threats were stopped, when, and why. Proof it works.

Impact

Sold 4× above forecast

Monthly subscriptions, first three months. Extended to mobile and business.

19.6Mphishing attempts
10.4Mdangerous sites
2.1Mmalware incidents

34.4 million threats blocked, November 2025 to July 2026.

Looking back

Real campaigns, real feedback

Our funnel tests used improvised ads. Next time I’d push marketing for the real ones.

Live product
Turvavõrk on telia.ee
Visit
Next case study
Telia Content System
Read next