This article details Cloudflare's comprehensive redesign of their Turnstile widget and Challenge Pages, UI components served 7.67 billion times daily.
- •A design audit revealed severe inconsistencies in error states, messaging tone, and visual hierarchy across both products
- •Daily security checks grew 58.1% year-over-year (2.14B in 2023 to 5.35B in 2025), increasing the urgency of improving user experience
- •The team established a unified information architecture across both products, ensuring consistent visual hierarchy and placement of actions and help links
- •User research involved 8 participants across 8 countries, testing old and new designs without revealing which was which
- •Testing validated Cloudflare's existing copy approach ("Verify you are human" / "Verifying..." / "Success!") over competitor-style "I am human" messaging
The Cloudflare Blog 