Context
An eSIM is a digital alternative to a physical SIM card. It allows travelers to connect to mobile data in different countries without purchasing or replacing a traditional SIM card. Users select a suitable plan, install the eSIM on their device, and connect to an available mobile network during their trip.
When purchasing an eSIM, users are not buying the technology itself—they are buying the ability to stay connected. They expect mobile data to simply work at the airport, after crossing a border, or immediately upon arrival in a new country. However, eSIM is still a new and unfamiliar technology for many travelers. Before connecting for the first time, users must install the eSIM, prepare their device, and navigate the system settings. New terminology and switching between the app and the phone’s interface make the process unfamiliar and complicated—especially when internet access is needed immediately.
That is why the first successful connection determines whether users experience the product’s value, trust it, and choose it again for their next trip.
Challenge
The challenge was to make the journey to the first successful connection simple and predictable. At every stage, users needed to understand:
What is happening with my eSIM right now?
Have I done everything correctly?
What should I do next?
My Role
I identified the problem, developed and presented a data-informed UX strategy, secured its place on the product roadmap, and guided the project through implementation.
My responsibilities included:
Analyzing the post-purchase user journey
Identifying key user pain points
Developing the UX strategy
Defining key user scenarios
Aligning the strategy and scenarios with the product team
Designing screens
Validating solutions with users
Supporting the design throughout implementation
Analyzing the results and identifying opportunities for further product development
Approach
First, I conducted qualitative and quantitative research and discussed the challenge with stakeholders across different product areas. This helped me identify the main business and technical constraints, account for differences in eSIM installation across devices, and understand the broader product context.
I also analyzed the existing user journey to identify drop-off points, UX issues, reasons users sought help, and factors that could prevent them from returning after their first experience.
The analysis revealed two main problems: users found the installation instructions difficult to follow, and even after completing the process, they were unsure whether they had done everything correctly and whether the internet would work when they needed it.
Solutions
I structured the experience around key user scenarios:
installing an eSIM
connecting to the internet
managing the eSIM and monitoring data usage
receiving contextual help without contacting support
simplified reuse
growth mechanics to encourage repeat purchases
Install eSIM
During installation, users faced a high cognitive load. First, they had to read detailed instructions in the app and then continue the process in their device settings. For experienced users already familiar with eSIM installation, much of this information was unnecessary.
Instead of making the full instructions mandatory, I designed a single screen summarizing the main steps required to connect to the internet. Users unfamiliar with the technology could still access detailed guidance divided into installation, configuration, and troubleshooting. At each stage, the information was grouped into 1–3 focused blocks to make it easier to process.
Together with the team, we removed friction points that prevented users from completing the setup successfully. Because the process could vary by platform, device, and technical scenario, the instructions were adapted for iOS and Android while maintaining a consistent visual experience.
Using the eSIM
After installation, users were still unsure when they would have internet access, when their plan would become active, and how to configure the eSIM so that it connected upon arrival rather than before the trip.
To make this stage easier to understand, we introduced clear eSIM statuses: "Ready to install", "Ready for arrival", "Active", etc. Users also gained quick access to guidance on turning the eSIM on and off, helping them manage their connection and use mobile data when needed.
If the eSIM was not working, users could quickly check the relevant settings. We also added a separate information block explaining the available eSIM features and the plan’s usage period.
Reuse
The eSIM experience does not end after the first trip. Users may return to purchase another plan or prepare for their next destination. Therefore, we approached activation not as a standalone onboarding flow, but as part of the product’s long-term lifecycle.
To simplify reuse, we designed a scenario that allowed users to add a new plan to an already installed but inactive eSIM. As a result, repeat purchases no longer required users to go through the installation process again and took significantly less time.
Growth mechanics
To help users stay connected while traveling, we added the ability to quickly purchase more data through the "Add data" button. We also introduced notifications offering a new plan when users ran out of data or their current plan expired.
Results
The project established a more consistent approach to the activation experience. Instead of a set of disconnected instructions, we created a cohesive user journey that connected purchase, installation, trip preparation, and the first successful internet connection.
Post-launch analysis showed positive trends across key product metrics. The solution was documented, scaled, and adopted as a core product pattern across platforms and related scenarios.
Metric | Result |
|---|---|
Time to first value | -26.9% |
Repeat installation attempts | -84.0% |
Need to search for help after installation | -94.9% |
Activation-related support demand | -22.5% |
Early activation drop-offs | -4.2% |
Repeat purchases | +0.9% |
Activation questions inside eSIM support | -55.4% |