Goal
Design a simple way for customers to order and download an eSIM — a digital version of a SIM card. There was low customer awareness and limited device support so, clarity and ease of use were key.
eSIM
Exploration
I kicked off the project by mapping the existing SIM journey with the Product Owner and Solution Designer to see what could be reused from the existing journey. We worked with the technology team to understand what was feasible as this was a project heavily influenced by the technology.
Discovery
Our partner agency Spotless ran a survey to gauge awareness. Insights showed most users were new to eSIM, guiding us to simplify both language and flow.
Challenge
Tech suggested users manually enter a 32-character code to activate their eSIM.
I pushed back — it wasn’t user-friendly — and built a prototype to test better options.
Testing
We ran six usability sessions with tech observing. By the third session, it was clear: the manual version didn’t work for the customer. Our simpler flow tested well and became the preferred solution.
Outcome
I finalised the designs and annotated everything for dev handover, and ran a walkthrough to ensure clarity. The result: a seamless, customer-friendly eSIM experience with collaboration and fast iteration. The designs above is a selection of the screens. This shows how the customer will download the eSIM.