Case Study
eSIM
My role
Lead UX/UI designer
Web designer
Skills
UI/UX Design
Web Design
Web Development
HTML & CSS
Stakeholder liaison
Tools
Figma
Miro
Photoshop
Illustrator
WordPress
Google Analytics
Google Tag Manager
DELIVERY
User flows
Wireframes
High-fidelity prototypes
Web pages
Web interfaces
1. Introduction
ABOUT JT eSIM
JT is a telecommunications company with headquarters in the Channel Islands, providing mobile, landline and high-speed internet services to consumers and businesses. They launched their new eSIM Roaming product during Europe’s summer of 2024.
PROBLEM
Acquiring a new mobile service with JT required a physical SIM card. Customers needed to purchase the service in store or order it and wait for delivery. With the new eSIM product the whole process takes place online and without the need of any physical interaction.
SOLUTION
Design a fully digital platform for customers to purchase and activate a JT pre-paid service without the need for any additional physical/external interactions.
Support any after-purchase customer interactions for the eSIM product (eg. top-ups, troubleshooting, invoicing and billing, etc).
My role
For the eSIM project, I was the Lead Product Designer, in charge of designing the whole UX experience. My involvement was very hands on from the start; I designed the wireframes, the final high-res prototypes and even developed the screens/pages for the first part of the journey. I also contributed to the performance reporting by implementing the tracking of events along the journey.
2. Research
Competitor analysis
Customer perception of exisiting Pre-paid product
JT’s Customer Experience (CX) team compiled and analysed the data concerning customer perception of the existing pre-paid service. This data was collected via GetFeedback surveys triggered on JT’s website.
Research findings
Troubleshooting and activation alternatives within the UI are essential for a good UX.
eSIM products are highly popular among travellers seeking roaming services, mainly due to the ability to have 2 numbers active at the same time.
eSIM products require very detailed instructions and step by step guidance upon installation.
3. Users
We identified 2 main types of users for the eSIM journey:
1 |
Travellers visiting the Channel Islands: Jersey, Guernsey, Alderney and Sark |
Name: Mario
Age: 19 years
Location: Naples, Italy
Occupation: Student
Goals
- Being able to communicate with friends and family back in Italy
- Post everyday on Instagram and TikTok
- Have access to Google Maps to find his way around the islands
2 |
Channel Islands residents travelling to: Mainland Europe or the USA |
Name: Claire
Age: 40 years
Location: Jersey, UK
Occupation: HR Director
Scenario: Claire is going on holiday to Europe with her family next week. Her trip extends for three weeks and includes time in France, Switzerland, Germany and Italy. She checks the roaming costs with her current mobile provider and discovers they are quite expensive. Claire shops online for an alternative to stay connected and soon lands on JT’s eSIM page. She purchases a couple of Roaming eSIMs with 10GB of data and completes the installation that same day. As soon as she leaves Jersey, her new eSIM connects automatically to the local network in every country she vists. Claire stays connected throughout her trip without the worry of coming home to a massive mobile bill.
- Have fast mobile connection across different countries
- Being able to switch between her everyday service and the new roaming service
- Avoid coming home to an expensive mobile bill
User Stories
User Flow
4. Wireframes
Wireframes and low-fidelity prototypes
I created several iterations of the flow and tested each with the retail team and contact centre within JT.
Insights
“The activation process is confusing”
“I couldn’t find how to select activation instructions for Android”
“When clicking on ‘Buy now’ I navigated to the ‘Login/create your account’ screen without any context or warning.”
“The list of compatible devices is too long and it’s difficult to find your device.”
5. Design & Development
High-fidelity designs v1
The initial designs followed a strict JT style guide but this changed to allow for a more colourful and fun advertising campaign.
Revised look and feel
After the initial testing of the high-fidelity designs, we agreed we needed more visually impactful designs, for this, I liaised with the marketing team who provided the look and feel of the campaign and the creative assets to build the pages/screens. I then proceeded to design the high-res flows and the final prototype.
The screens that I updated were for the WordPress part of the journey. Once the user was ready to finalise their order, they would navigate to an interface with a JT look and feel.
High-fidelity designs v2
These are the redesigned screens for the first part of the journey, from the landing page to before the checkout process.
Development
Using a combination of WordPress and custom HTML & CSS, I built the first set of screens on jtglobal.com. I also liaised with the tech team to connect these screens to the checkout process which takes places on my.jtglobal.com
6. Delivery
Solution
Right on scheduled, we launched the eSIM web journey in May 2024, in time for the summer holidays and roaming peak season. The new web pages were accompanied by a strong marketing campaign to promote the product across the Channel Islands and several airports around the UK.
