Objective
To design a web journey for users to browse, learn, and purchase an eSIM for visiting the UK.
My role as a Content Designer on this project was to discover the product space and current market, learn about the business proposition, and design an effective user journey with clear, concise UX that guides the user through a seamless journey.
The audience
People entering the UK temporarily, likely for leisure, business, or to visit family and friends.
People entering the UK temporarily, likely for leisure, business, or to visit family and friends.
Why?
$737m global revenue from roaming eSIMs in 2023.
60% of people arrange connectivity ahead of travel, 40% when they arrive; we already serve the 40% with an existing SIM local proposition. The opportunity here is to target the 60% of ‘organised travellers’ with digital presence.
$737m global revenue from roaming eSIMs in 2023.
60% of people arrange connectivity ahead of travel, 40% when they arrive; we already serve the 40% with an existing SIM local proposition. The opportunity here is to target the 60% of ‘organised travellers’ with digital presence.
Discovery
I used a combination of current research obtained from our Roaming squad and previous eSIM projects, as well as new research.
We dived into competitor research, looking into the growing market of travel eSIMs.
I facilitated design workshops to cover:
- Service blueprints
- Crazy8 sketching
- Low-fidelity concept designs
- User need and business need identification
- Project timelines
The service blueprint for Instant Connect
User testing in-lab for Instant Connect journey
User Testing
Once I had the first iteration for the landing page, we recruited participants who fit the project's user base: non-UK residents who travel globally, frequently.
The initial user testing session was to understand user comprehension of the proposition itself, while understanding more about any needs we may have missed.
Thankfully, the initial design worked well, and users understood the concept of a data travel SIM.
One interesting finding was the tone of voice: the initial CTA said 'get connected', which became apparent that this wasn't clear for some users what this meant. This was a clear indication to change the cta to a simple 'buy now'.
Design
Once I user tested a low-fidelity design with real-life people, I took away the learnings and iterated the design.
design
- SEO friendly heading, targeting keywords such as 'eSIM and 'data plans'.
- CTA with anchor link to take the user to the travel passes.
- Highlight what the product is along with its benefits.
- Travel passes available for the user to browse, select, and check out with.
- Friction: Compatibility checkbox to ensure users are aware that they need an eSIM-compatible device.
- Key marketing call out, showcasing to the user who might not be familiar with EE, that it's the best UK network.
- FAQs based on SEO research into travelling abroad and connectivity, and the proposition's functionality.
