Before
eSIM activation experience
Client
Yesim – global eSIM provider
Travel Tech, B2C
Mobile App, LinkedIn
My role
Senior Product Designer
Context
An eSIM is a digital alternative to a physical SIM card that allows travelers to connect to mobile data without purchasing or replacing a traditional SIM. Users select a plan, install the eSIM on their device, and connect to an available mobile network during their trip.
However, users are not buying the technology itself—they are buying the ability to stay connected. They expect mobile data to work at the airport, after crossing a border, or immediately upon arrival. For many travelers, eSIM is still an unfamiliar technology. Before connecting for the first time, they must install the eSIM, prepare their device, understand new terminology, and navigate between the product and the phone’s system settings—often when internet access is needed immediately.
Impact
The results validated the new eSIM activation approach, and the flow became the foundation for a reusable pattern adopted across Yesim’s products and platforms.
↓26.9%
Time to first value
↓22.5%
Support demand
↓4.2%
Drop-offs
↑0.9%
Repeat purchases
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Challenge
The challenge was to make the journey to the first successful connection simple and predictable. At every stage, users needed to understand what was happening with their eSIM, whether they had completed everything correctly, and what they needed to do next. Solving this was critical because the first successful connection determines whether users experience the product’s value, trust it, and choose it again for their next trip.
My Contributions
I identified the activation problem, developed a data-informed UX strategy, and secured the initiative’s place on the product roadmap. I led the initiative end to end—from strategy through implementation and post-launch analysis—and evolved the solution into a reusable cross-platform pattern.
Approach
First, I conducted qualitative and quantitative research and worked with stakeholders across product areas to understand the broader context, including business and technical constraints and differences in eSIM installation across devices. I presented the findings and supporting data to the CPO, demonstrating the impact on activation and retention. This secured the redesign of the activation flow as a product priority and its inclusion in the roadmap.
I analyzed the existing user journey, drop-off points, UX issues, support requests, and barriers to repeat use.
Key findings
The evidence revealed core problems: users struggled to follow the installation instructions, and even after completing the process, they were unsure whether the eSIM had been installed correctly or would connect when needed. The screens below show the original experience before the redesign.
Solutions
Installing and using an 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.
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 the eSIM state easier to understand, we introduced clear status labels: “eSIM not installed,” “eSIM installed,” “eSIM in use,” and “eSIM turned off.”
Users also gained quick access to setup guidance, helping them prepare their eSIM before arrival and manage their connection while travelling. 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.
The option to reuse an installed eSIM already existed, but it appeared before purchase and was overloaded with technical information. This made the choice difficult to understand and contributed to checkout drop-offs. Reusing an inactive eSIM reduced the need for the business to issue a new one and significantly shortened activation time for users—especially while travelling, when getting online quickly matters.
We simplified the choice and moved it after purchase, allowing users to complete checkout first and choose between reusing an installed eSIM or installing a new one afterwards.
Growth mechanics
We developed a broader product roadmap focused on growth and repeat usage. Future initiatives included flexible data top-ups, allowing users to add only the gigabytes they need, sharing data with friends, improving the eSIM-sharing experience, and expanding the product for local markets.
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 | -21.3% |
Activation-related support demand | -22.5% |
Early activation drop-offs | -4.2% |
Repeat purchases | +0.9% |
Activation questions inside eSIM support | -55.4% |
Your next product challenge
My experience spans product launches, conversion growth, and design systems across travel tech, SaaS, and eCommerce. I help teams decide what to build, improve how it works, and bring it to market