Instabridge

From data- & engineering led to unified by design.

We collaborated with Instabridge to set a bold vision: To make the internet free for all. They started with a crowdsourced WiFi network that grew to millions of users. Through constant tweaking they started adding half a million users daily. Then came the hard part.

Through acquisition, they brought Instabridge and later a caller ID service into the fold, creating a profitable model to support their free internet mission. But what should have been their breakthrough moment revealed a fundamental design problem: Separate products, different experiences, no cohesive story. They risked becoming a Frankenstein of taped-together features rather than a unified next-generation telecom.

As a data-driven, engineering-first company, design had always been an afterthought. Now, rapidly approaching tens of million users, inconsistencies and ad-hoc solutions were creating frictions. They didn't need a refresh. They needed a scalable foundation that could unite disparate products under one promise and support the speed of their execution.