I boosted sales thanks
to eSIM implementation within SIM plans
As a premium brand, EE figured the necessity to include eSIM in its packages. Most of consumers were unaware of this technology, it was only a matter of time before it became desirable.
the brief
Development brief
My job was to implement eSIM in SIM-only plans within a short timeframe.
I had to avoid disrupting the current user journey. I needed to ensure customer satisfaction with the new features. Additionally, I needed to
prevent the incorrect ordering of eSIMs for phones that were not compatible.
–
I had 'carte blanche' to define my process within budget and timeline.
the challenge
The challenge
Any change on the product pages could impact negatively the sales. SIM plans
are a key revenue stream for the company, and any mistakes could have significant financial consequences for EE. I had a limited access to preliminary research to guide the project, with only user testing to validate the solution.
the process
The process
I compensate for the lack of discovery with desk research. I reviewed the previous research conducted on other features to extract valuable insights. I also use benchmarking to understand market trends. Additionally, I organised a user testing session to ensure my solution is at least viable and do not jeopardise the current sales.
the pain points
I figured the pain points
Activate eSIM was a challenge for clients. First it started with a printed QR code, sent by post. Later, the activation material was sent by email. I mapped solutions to every assumed pain points.
the user testing
I tested the solution
I had access to limited research for this project I still managed to gather insights. They were straightforward:
– Most participants were unaware of eSIM.
– Once informed, the majority of participants wanted an eSIM.
– There is a need for reassurance at every stage.
the benchmark
I benchmarked
Since this project focuses on a consumer product, benchmarking the competition was straightforward.
Notably, BT, EE's sister company, had already integrated eSIM into its consumer offerings. I reviewed and adapted BT's approach using our in-house design system. Throughout the process, I opted for an iterative design approach.
the roadmap
The roadmap
The project has been quite straightforward. I respected the roadmap that I established. I did not need to adjust the deadlines. At each step, I ensured there were no roadblocks and that nothing would prevent the project from being delivered on time and within the allocated budget.
the outcomes
Success and learning
Unfortunately, I don't have specific numbers to share, as I didn't have access to the analytics for this project. The insights I have come from the final user testing, which have been very positive. Processing time significantly reduced. Participants found all the
information they needed, leaving fewer questions unanswered. I learned the importance of keeping the user journey straightforward and applying simple solutions to complex problems.
