Project Name

Jan 2023 – Apr 2023

Travel eSIM Activation

Role

UX Designer

Team

UI Designer ×1, Engineers ×4, PM ×1, Marketing ×2

Responsibilities

User Flow & Interface Design, Competitive Analysis, Usability Testing

Project Background

TEL-U is a communication app for international travel, offering physical SIMs, eSIMs, voice services, and mobile data. As overseas travel resumed, the company introduced eSIM to provide a faster and more convenient way for users to connect abroad.

Goals and Challenges

TEL-U introduced eSIM while continuing to support existing physical SIM users. The main challenge was to integrate both services into a clear purchase and activation flow within technical and timeline constraints.

Outcome

After launch, new member sign-ups increased by 50%, revenue grew by 120%, and app downloads increased by 80%. The share of users switching from physical SIM to eSIM also rose by 40%.

eSIM Design Process

01

Research & Insights

Business Goal

Based on early research and input from the marketing team, Taiwan was still in a transition period where eSIM and physical SIM coexisted. Rather than replacing physical SIM immediately, the product strategy was to gradually increase eSIM adoption while continuing to support users with incompatible devices. The design goal was to clearly distinguish both services within the same purchase flow and guide eligible users toward eSIM.

Primary

Drive eSIM Adoption

Strategy

Reduce physical card production and delivery costs while allowing users to purchase and connect more quickly.

Secondary

Retain Physical SIM

Strategy

Continue supporting users whose devices are not compatible with eSIM, so existing customers can still access the service.

How eSIM Differs from Physical SIM

An eSIM is a digital SIM built into the device, allowing users to connect to a mobile network without inserting a physical card.

Network Usage Behavior

Over 90% of TEL-U users were based in Taiwan and still relied mainly on physical SIM cards when traveling abroad. To understand their awareness and experience with eSIM, we conducted exploratory interviews with users who had never used eSIM and those who had used it while traveling or on business trips.

Key Insights

Users unfamiliar with eSIM often did not understand what it was or how to install it. In contrast, those who had used eSIM abroad already recognized its convenience. This meant the initial experience needed clear onboarding, while users with international connectivity needs were the primary audience for early adoption.

02

Exploring Requirements

Competitive Analysis

After clarifying users’ initial needs around eSIM, I compared Mint Mobile, Yesim, and AIRSIM to understand how different services handled purchasing, installation, and activation. I focused on flow guidance, CTAs, information structure, and instructional content to inform the next stage of the design.

Key Observations

🟢 Mint Mobile had the most streamlined flow, reducing the number of steps and guiding users through one task at a time.
🟠 Yesim required more steps, but its detailed visual instructions were useful for understanding the questions first-time users might face.
🔵 AIRSIM supported both physical SIM and eSIM, making it the closest match to TEL-U’s business model, though its flow worked differently.

Initial Concept Exploration

After reviewing competitor flows and guidance, I mapped the full eSIM journey from purchase to activation.

Purchase an eSIM plan

Install the eSIM

Activate in Settings

Complete Activation

After mapping the initial flow, a technical update required us to revise the plan 😧

Unexpected Issue: Technical Constraint Update

After the initial flow was confirmed, we received a technical update. Due to partnership constraints, the first release could only support eSIM installation via QR code or manual activation code.

Identifying the Pain Point

Both methods required users to leave the app and complete setup in device settings, making the process harder to follow. Clear in-app guidance therefore became a key focus of the eSIM experience.

03

Defining Problems and Design Directions

After clarifying the eSIM flow and requirements, I identified three core problems, the interfaces they affected, and possible design directions.

04

From Strategy to Interface Design

Based on the research and technical constraints, I focused on three decisions: prioritizing eSIM while retaining physical SIM, adapting options to device compatibility, and guiding users through activation outside the app. The screens below follow the user journey.

1｜Prioritize eSIM While Retaining Physical SIM

1｜Prioritize eSIM, Retain Physical SIM

To make eSIM the primary service, I repositioned “Purchase eSIM” as the main action and kept physical SIM binding as a secondary option. The eSIM entry remained visible on unsupported devices so users could learn about the service, check compatible devices, or purchase it for another device.

※ On unsupported devices, tapping the purchase option shows a prompt and a list of compatible devices.

2｜Show Relevant Services by Device Compatibility

2｜Show Compatible Services

To avoid showing unavailable plans, the home screen adapts its service entries based on eSIM compatibility.

Adaptive Purchase Area

The purchase area automatically shows compatible plans. Unsupported devices see only physical SIM options, reducing confusion.

New Store Entry

The home screen previously linked directly to a single product. As the service lineup grew, I added a Store entry to bring all products together and support future expansion.

3｜eSIM / SIM Segmented Purchase Flow

When planning the purchase flow, I first aligned with engineering on device compatibility and what content could be shown dynamically. This helped define the right plan entry for each device scenario.

Design Proposal

I proposed three options: separate entries, card categories, and tabs. We chose tabs because they clearly separate eSIM and physical SIM on one page while allowing the system to adapt the view based on device compatibility.

Device-Based Guidance

eSIM-compatible devices can switch between eSIM and physical SIM plans. Unsupported devices see only physical SIM options, with tabs removed to avoid irrelevant choices. At checkout, the content also adapts to the selected plan type, helping users avoid purchasing the wrong option.

eSIM-Compatible Device

Shows both eSIM and physical SIM plans

Non-eSIM-Compatible Device

Shows physical SIM plans only

4｜Designing the eSIM Activation Flow

4｜eSIM Activation Flow

Because eSIM setup could not be completed in the app, users had to switch to device settings and use a QR code or activation code. Since the system flow could not be changed, the design focused on guiding users clearly through this transition.

Usability Testing

To validate the design, I conducted usability tests with colleagues from different teams.
The test scenario used activation-code entry as the core eSIM method, allowing us to observe user behavior through task-based scenarios. This helped identify pain points and learning curves, ensuring the design could support real usage conditions.

After completing the initial flow, I conducted usability testing with three cross-functional colleagues. Using activation-code entry as the main scenario, I observed whether they could review the in-app instructions and complete eSIM installation independently in device settings.

Test Flow

Users first review the activation instructions and eSIM tutorial in the installation screen (Part A), then proceed to the device settings to complete activation (Part B).

Part A: Review the installation instructions and retrieve the activation code in the app.

Part B: Leave the app and complete eSIM setup in device settings.

Task Objective

Verify whether users can complete eSIM activation independently and confirm that the design provides clear guidance throughout the process.

Determine whether users could understand the instructions, find the required information, and complete eSIM installation without assistance.

Verify whether users can complete eSIM activation independently and confirm that the design provides clear guidance throughout the process.

Problem Hypothesis

Users are expected to complete Part A, the in-app tutorial, without difficulty.
Part B, the system-level activation outside the app, may take longer due to unfamiliarity.

I expected users to move through the in-app instructions smoothly, with most difficulty occurring after they entered the unfamiliar device settings.

Expected eSIM Activation Flow for Participants

Expected eSIM Activation Flow

Test Results

The results differed from my expectations. Users did not struggle during the system setup steps; instead, most confusion occurred on the initial eSIM installation instruction page.

The results differed from my expectations. Users became confused before entering device settings, mainly because the order of steps and the location of key information were unclear in the in-app instructions.

Participant Feedback

Design Adjustments

Since the device settings flow could not be changed, I improved the in-app guidance by reordering steps, clarifying next actions, and adding a copy button for the activation code.

Because the setup flow in device settings could not be changed, I focused the redesign on the app. I reorganized the instructions, strengthened the next-step cues, and added an activation-code copy button so users could prepare the required information before leaving the app.

Final Solution and Launch

Due to the timeline, we launched the revised flow after the first round of testing and team review, without a second usability test.

View the eSIM Tutorial After Purchase

Enter the eSIM Activation Code in Device Settings

05

Launch and Iteration

eSIM Launch Feedback

One month after launch, marketing and customer support found that clearer website and in-app instructions helped users complete activation. First-time activation took about one minute and became easier after the first use.

Ongoing Product Improvements

Later iterations continued to focus on TEL-U member growth. We allowed users on unsupported devices to purchase an eSIM plan for another compatible device and planned to attract new users through other platforms.

Based on customer support feedback, we also added clearer warnings for users who deleted an installed eSIM or tried to activate the same plan again, helping reduce errors and support requests.

eSIM Launch Impact

After launch, new member sign-ups, revenue, and app downloads all grew, while more physical SIM users moved to eSIM. The results showed that the service improved overseas connectivity while meeting its original adoption and growth goals.

New Member Sign-ups

+ 50%

Revenue growth

+ 120%

+120%

Physical SIM to eSIM

+ 40%

App Download Growth

+ 80%

Project Reflection

The biggest challenge was introducing eSIM into TEL-U’s existing business model. I had to rethink the end-to-end flow while keeping physical SIM as a viable service, all within tight technical and timeline constraints. I also considered how iOS and Android users, with and without eSIM support, would understand the service entry and next steps. The project showed me that when a feature changes both product structure and business model, a designer must understand the whole system, not just individual screens. Launching such a complex feature within two months was especially rewarding. With support from engineering and marketing, we expanded TEL-U’s service and contributed to member and revenue growth. The next opportunity is to bring eSIM to more international markets.

Thanks for watching

Back

繁中

Back

繁中

Back

繁中

Back

繁中