Objective - launch esim
With eSIM becoming a more dominant mode of connecting with mobile networks, and the first eSIM-only device (iPhone 14) already on sale in the USA, we were fast approaching an eSIM-first world.
eSIMs open up further opportunities for reaching new customers and delighting new ones with seamless ways to connect. We were tasked with laying down the foundational journeys to enable EE to become the leader in eSIM experience.
discovery
competitor research
As eSIM technology was only just knocking on the UK's door, we focused our research on the global market, predominantly the US and Canada, where eSIM was already well-established.
heuristic research
Working with the user research team, we conducted heuristic research to analyse the competitor research and compare it to some of EE's live mobile purchase journeys.
This gave me a great view of what competitor journeys were designed well, vs those we could take learnings from.
identifying needs
Identifying user and business needs was imperative for this project, to ensure the incorporation of eSIM into preexisting journeys was done seamlessly and effectively.
We did this through workshop techniques such as user profiling, empathy mapping, and using a BML canvas.
design workshops
Working alongside other Product and Content specialists, we collated the research we had so far to come up with some low-fidelity designs.
Service blue print for buying an eSIM
User research
Using the first iteration of design, I user tested a prototype with two user sets: those who had eSIMs already, vs those who did not.
I asked users introductory questions surrounding their mobile device and its typical usage.
I presented them with a prototype and a task: to purchase a new mobile phone.
The intention was to see how users organically interacted with the 'SIM choice' component, with no prompting. This gave me insight into their understanding of eSIMs and their personal preference between a physical SIM or an eSIM.
The user testing ended upon asking the users some final questions, diving deeper into their knowledge around eSIM technology, figuring out their challenges and how they would foresee any improvements within the journey being executed.
UX / UI / Content Design
Working with the current purchase journeys across EE Mobile (SIM Only and Handset journeys), I sought to determine how we could incorporate the option for eSIM into these.
Using our design system, I added a component to the configuration areas of the journey, giving users the choice between ‘eSIM’ and 'Physical SIM'.
I integrated informative copy throughout the journey to highlight both device eSIM capability and general information surrounding the tech itself.
We built the foundations for the future of eSIM at EE, to satisfy eSIM-compatible and eSIM-only devices, while also setting a new standard in the market and paving the way for advancements that utilise eSIM experiences.
design goals
Access
Allow for easy access to eSIM learn pages within the purchase journey
Findable
Create a simple route to buy eSIMs with minimal steps from the homepage
Benefits
Clear messaging around the benefits of eSIM
Recognisable
Help users easily understand what eSIMs are and how they work
Concise
Provide clear and concise information relating to product details and eSIM
Learn
The content within learn pages will play an important role for users
design
first iteration
During the purchase journey of a new mobile phone, I added the SIM choice as part of the configuration section of the device.
This matched the flow of the journey, using the same design components as other configurables, such as selecting a plan type or storage amount.
SECOND ITERATION
For the second iteration, I utilised an updated service pattern that had been rolled out across the EE site.
This meant newer components and a much more streamlined look.
This meant newer components and a much more streamlined look.
