Context
After buying an eSIM, users expect connectivity to simply work: at the airport, at the border, in another country, or without stable Wi-Fi. This moment shapes the first layer of product trust.
Yesim actively drove traffic and converted users into buyers, but part of them was lost before reaching first value and never returned. The complex installation and activation process created this gap: the interface did not clearly explain the current eSIM state, so users repeated install actions, searched for solutions after setup, or contacted support.
Problem
Key question:
What prevented users from confidently using an eSIM the first time?
After analyzing behavior, funnel data, and support signals, installation and activation were defined as a business problem: they affected acquisition efficiency, product reliability, support demand, time-to-value, and retention.
My Role
I owned the activation direction end-to-end: from problem diagnosis to UX direction, success metrics, and the reusable activation pattern.
framed first activation as a key driver of post-purchase value;
built the evidence base from interviews, funnel analysis, retention tracking, and support signals;
identified systemic causes of drop-off;
defined success metrics for the first experience;
developed the solution to a reusable pattern later used across product surfaces: app, web, and B2B scenarios.
Strategy
The strategy was built around three product priorities:
stabilize the first installation and activation experience;
simplify eSIM reuse scenarios;
scale post-purchase scenarios.
Key Product Decisions
1. Improving purchase clarity
eSIM plan discovery was reframed around real travel scenarios so users could understand faster which plan matched their needs. This reduced early drop-off between purchase and installation.
2. Reframing the setup journey
Users perceived eSIM setup as one unclear process, while in reality it required several different actions: installing the eSIM on the device, turning it on, selecting it for mobile data, and enabling data roaming.
I restructured the experience into two user-facing layers: quick install/setup guidance on the main screen, and detailed step-by-step instructions for users who needed support. The main screen gave users the shortest safe path forward, while the instruction flow handled platform-specific details without overloading the first step.
3. Building a cross-platform architecture
Local, roaming, and reusable eSIMs used different installation and activation models because of provider constraints, business logic and platform-specific behavior across iOS and Android. Different technical scenarios were unified into one predictable UX logic, regardless of eSIM type or platform.
4. Reducing post-install uncertainty
I introduced state signals, confirmation of completed actions, and contextual help to eliminate post-installation and activation frictions. A critical addition was the "Check Connection" feature, which validates the active network status. This gave users confidence in their setup, preventing repeat actions—specifically, risky attempts to reinstall an already active eSIM profile.
5. Driving repeat purchases & retention
Previously, the reuse logic was placed before checkout, blocking the purchase with complex technical choices. I moved this decision to the post-purchase phase. Now, the system detects existing profiles only after a plan is bought, offering a clear, one-click choice to "Keep using your eSIM". Shifting this friction away from checkout streamlined the initial purchase and drove repeat profile usage.
Impact
Metric | Result |
|---|---|
Time-to-value | -26.9% |
Risky repeat install clicks | -84% |
Users looking for a solution after install | -94.9% |
eSIM-related support tickets | -22.5% |
Activation questions inside eSIM support | -55.9% |
Early churn / drop-offs | -4.2% |
D30–90 repeat purchase retention | +0.9% |