Who EE.
What Launch eSIM as a product offering for UK mobile customers.
Why 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 with seamless ways to connect.
We were tasked with laying down the foundational journeys to enable EE to become the leader in eSIM experience.
My role From initial discovery (market, competitor and user research) through to designing an end-to-end purchase journey.
Discovery
A birds-eye view of the service blue print for buying an eSIM
User research
As part of eSIM discovery, we worked closely with User Research to build a comprehensive foundation of findings to help us understand the market, examine the competitor space, and better comprehend our users.
We achieved this by surveying 400+ users, conducting global heuristic research, conducting user interviews, and user testing.
Some key findings:
• 70% of respondents expressed they were either unsure or unfamiliar with the term eSIM
• Two standout user profiles were business owners and travellers
• Top eSIM benefits are: better for the environment, ease of switching network providers, and accessibility
Pain points include general knowledge surrounding eSIM and eSIM compatibility.
We had a great opportunity off the back of our findings. The heuristic evaluation highlighted the baseline of competitors across the globe is low, and proves an opening for a better and improved experience.
Design goals
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.
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.
