Unified eSIM hub for
purchase, tracking & recharges
GMV
3 Cr
NPS
60+
Orders per day
150+
Unified eSIM hub for purchase, tracking & recharges
GMV
3 Cr
NPS
60+
Orders per day
150+
OVERVIEW
The design focused on simplifying multi country plan purchases, improving data visibility, fast recharges and guiding users through easy eSIM setup. By addressing these key friction points, the product successfully improved adoption and is contributing to nearly 20% increase in user growth , 100 + daily plan purchases and showcased a 2x increase in attach rate in comparison to other VAS products at Niyo
MY ROLE
Owned the end-to-end design of the product from 0→1, led prototyping, user testing & developer handoff. Currently working on further design and product enhancements to take it from 1→n
OVERVIEW
The design focused on simplifying multi country plan purchases, improving data visibility, fast recharges and guiding users through easy eSIM setup. By addressing these key friction points, the product successfully improved adoption and is contributing to nearly 20% increase in user growth , 100 + daily plan purchases and showcased a 2x increase in attach rate in comparison to other VAS products at Niyo
MY ROLE
Owned the end-to-end design of the product from 0→1, led prototyping, user testing & developer handoff. Currently working on further design and product enhancements to take it from 1→n
THE WHY
Why did we build this?
STRATEGIC INNOVATION
Unlike traditional disposable eSIMs, this product follows a 'One eSIM, Infinite Journeys' approach. Travellers can add multiple country plans to a single eSIM instead of installing a new one every time they travel
PRODUCT/BUSINESS VISION
Owned the end-to-end design of the product from 0→1, driving the experience from early concept & design explorations to high-fidelity prototypes & launch and continuously optimised the experience and product evolution.
Keywords to keep in mind
SPEED
Frictionless purchase for multi-plan checkout
TRANSPARENCY
Live data tracking & multi-plan management
REUSABILITY & UTILITY
Instant recharges for multiple country plans
INTUITIVE
A clear, simple interface to eliminate any friction
THE WHY
Why did we build this?
STRATEGIC INNOVATION
Unlike traditional disposable eSIMs, this product follows a 'One eSIM, Infinite Journeys' approach. Travellers can add multiple country plans to a single eSIM instead of installing a new one every time they travel
PRODUCT/BUSINESS VISION
Owned the end-to-end design of the product from 0→1, driving the experience from early concept & design explorations to high-fidelity prototypes & launch and continuously optimised the experience and product evolution.
Keywords to keep
in mind
SPEED
Frictionless purchase for multi-plan checkout
TRANSPARENCY
Live data tracking & multi-plan management
REUSABILITY & UTILITY
Instant recharges for multiple country plans
INTUITIVE
A clear, simple interface to eliminate any friction
THE APPROACH
Designing for reusability and transparency
The flow was structured into two distinct stages, pre-purchase & post-purchase. This separation was deliberate and ensured that information was aligned with user intent.
PRE-PURCHASE
Creating a frictionless purchase flow to buy multiple plans at a single checkout. Surfacing key information only when needed (like info about plan validity, device compatibility etc..) to eliminate doubt and allow users to move on with ease and confidence.
POST-PURCHASE
To eliminate the friction of repeated setups, this stage optimised the installation process and leveraging the 'One eSIM' advantage.
FOCUSED ON:
Reusability: Users can top up the same eSIM instead of installing a new one every time.
Control & Visibility: A simple dashboard to track data and manage multiple plans.
Guided Support: Guided self-service resources around activation, installation, recharges etc..for users thus decreasing customer tickets
POST-PURCHASE
To eliminate the friction of repeated setups, this stage optimised the installation process and leveraging the 'One eSIM' advantage.
FOCUSED ON:
Reusability: Users can top up the same eSIM instead of installing a new one every time.
Control & Visibility: A simple dashboard to track data and manage multiple plans.
Guided Support: Guided self-service resources around activation, installation, recharges etc..for users thus decreasing customer tickets
THE APPROACH
Designing for reusability and transparency
The flow was structured into two distinct stages, pre-purchase & post-purchase. This separation was deliberate and ensured that information was aligned with user intent.
PRE-PURCHASE
Creating a frictionless purchase flow to buy multiple plans at a single checkout. Surfacing key information only when needed (like info about plan validity, device compatibility etc..) to eliminate doubt and allow users to move on with ease and confidence.
POST-PURCHASE
To eliminate the friction of repeated setups, this stage optimised the installation process and leveraging the 'One eSIM' advantage.
FOCUSED ON:
Reusability: Users can top up the same eSIM instead of installing a new one every time.
Control & Visibility: A simple dashboard to track data and manage multiple plans.
Guided Support: Guided self-service resources around activation, installation, recharges etc..for users thus decreasing customer tickets
POST-PURCHASE
To eliminate the friction of repeated setups, this stage optimised the installation process and leveraging the 'One eSIM' advantage.
FOCUSED ON:
Reusability: Users can top up the same eSIM instead of installing a new one every time.
Control & Visibility: A simple dashboard to track data and manage multiple plans.
Guided Support: Guided self-service resources around activation, installation, recharges etc..for users thus decreasing customer tickets
ITERATIONS
What's working and what's not?
Few screens served as critical decision-making moments for users. Through multiple iterations, these pain points were refined to reduce friction and improve clarity.
POSITIONING REGIONAL PLANS
AS PACKAGES
WHAT WORKED
Adding “starting from“ price under the country helps in better decision making
WHAT DIDN'T
Package offerings feels vague
No visibility on the countries included under each package
INTENT BASED MESSAGING FOR
PLAN VALIDITY
WHAT WORKED
Contextual messaging for users based on intent during checkout
TRACKING AND MANAGEMENT
WHAT WORKED
Prioritising active plans with a clear visual hierarchy
WHAT DIDN'T WORK
Difficult to identify which country plan is active
Upcoming Plans not visible in the first fold
Unable to show multiple plans active at the same time
ITERATIONS
What's working and what's not?
Few screens served as critical decision-making moments for users. Through multiple iterations, these pain points were refined to reduce friction and improve clarity.
POSITIONING REGIONAL PLANS
AS PACKAGES
WHAT WORKED
Adding “starting from“ price under the country helps in better decision making
WHAT DIDN'T
Package offerings feels vague
No visibility on the countries included under each package
INTENT BASED MESSAGING FOR
PLAN VALIDITY
WHAT WORKED
Contextual messaging for users based on intent during checkout
TRACKING AND MANAGEMENT
WHAT WORKED
Prioritising active plans with a clear visual hierarchy
WHAT DIDN'T WORK
Difficult to identify which country plan is active
Upcoming Plans not visible in the first fold
Unable to show multiple plans active at the same time
THE SOLUTION
Smoothening the rough edges
01 - PURCHASING A NEW PLAN
The flow was divided into 3 simple steps, choosing country, selecting plan(s), review and payment.
The homepage needed to sell the product so as to drive immediate conversions. Key USPs, followed by a device compatibility check, testimonials and FAQs
CORE PROBLEMS TO SOLVE
Device Doubt: Will this actually work on my phone? Users needed a quick way to check device compatibility before spending their money.
The Validity Fear: If I buy France and Japan today, do my days start ticking immediately? Users needed absolute reassurance that their days wouldn't go to waste.
IMPACT GENERATED
The streamlined purchase flow led to a 2X increase in eSIM plan purchases compared to other VAS products.
02 - SELECTING A DATA PLAN
The experience was kept simple with days/duration filters, social-proof tags, and an easy-to-scan list of plans. User testing revealed that while users could compare plans, many were unsure which one best fit their needs. Contextual nudges helped bridge this gap by offering timely guidance & making decisions easier, which would further improve the funnel conversion
03 - REVIEWING ORDER & MAKING PAYMENT
During user testing, an observation was made wherein users would buy a single plan at checkout but do it multiple times, this made the design evolve into a multi-plan purchase single checkout flow
CORE PROBLEMS TO SOLVE
Clear reassurance around validity fear
Multi plan purchase in a single checkout
04 - POST PURCHASE EXPERIENCE & SINGLE CLICK INSTALLATION
After making a plan purchase, the homepage is optimised to solve for any doubts the user can have by surfacing clear guides to ensure seamless single click installation & activation and allowing users to easily buy & manage additional eSIMs for family or friends.
CORE PROBLEMS TO SOLVE
Reducing friction during the entire eSIM installation process
Avoiding any uncertainties around installation and activation, since that's the biggest blindbox
IMPACT GENERATED
~23% drop in support tickets which significantly lowered operational cost
05 - TRACK, RECHARGE & MANAGE
Focus was around 3 things, clear segregation of active plans and upcoming, easy on-the-go recharge for any country and clear visibility and control when multiple plans are active or
Simple accordion cards for showcasing states of active plans, along with smart triggers for recharge nudges exactly when data runs low, rather than spamming the user.
CORE PROBLEMS TO SOLVE
Clear segregation around active and upcoming plans
An unified and scalable structure to ensure consistency across all states
THE SOLUTION
Smoothening the rough edges
01 - PURCHASING A NEW PLAN
The flow was divided into 3 simple steps, choosing country, selecting plan(s), review and payment. The homepage needed to sell the product so as to drive immediate conversions. Key USPs, followed by a device compatibility check, testimonials and FAQs
CORE PROBLEMS TO SOLVE
Device Doubt: Will this actually work on my phone? Users needed a quick way to check device compatibility before spending their money.
The Validity Fear: If I buy France and Japan today, do my days start ticking immediately? Users needed absolute reassurance that their days wouldn't go to waste.
IMPACT GENERATED
The streamlined purchase flow led to a 2X increase in eSIM plan purchases compared to other VAS products.
02 - SELECTING A DATA PLAN
The flow was divided into 3 simple steps, choosing country, selecting plan(s), review and payment. The homepage needed to sell the product so as to drive immediate conversions. Key USPs, followed by a device compatibility check, testimonials and FAQs
03 - REVIEWING ORDER & MAKING PAYMENT
The flow was divided into 3 simple steps, choosing country, selecting plan(s), review and payment. The homepage needed to sell the product so as to drive immediate conversions. Key USPs, followed by a device compatibility check, testimonials and FAQs
CORE PROBLEMS TO SOLVE
Clear reassurance around validity fear
Multi plan purchase in a single checkout
04 - POST PURCHASE EXPERIENCE & SINGLE CLICK INSTALLATION
The flow was divided into 3 simple steps, choosing country, selecting plan(s), review and payment. The homepage needed to sell the product so as to drive immediate conversions. Key USPs, followed by a device compatibility check, testimonials and FAQs
CORE PROBLEMS TO SOLVE
Reducing friction during the entire eSIM installation process
Avoiding any uncertainties around installation and activation, since that's the biggest blindbox
IMPACT GENERATED
~23% drop in support tickets which significantly lowered operational cost
05 - TRACK, RECHARGE & MANAGE
The flow was divided into 3 simple steps, choosing country, selecting plan(s), review and payment. The homepage needed to sell the product so as to drive immediate conversions. Key USPs, followed by a device compatibility check, testimonials and FAQs
CORE PROBLEMS TO SOLVE
Clear segregation around active and upcoming plans
An unified and scalable structure to ensure consistency across all states
SCALABILITY
Designing for scale
While users may start with a single plan, the experience needed to scale gracefully as additional plans were added. By creating flexible patterns for elements such as plan statuses and data usage tracking, experience remained intuitive & consistent regardless of complexity.
HANDLING MULTIPLE eSIM STATES
Built scalable card patterns that handles multiple country plans and upcoming plan states without compromising usability or visual consistency.
TRACKING FOR MULTIPLE COUNTRY PLANS
Scalable accordion cards that support multiple country plans and plan-specific data details, ensuring clarity and consistency across diverse user scenarios
SCALABILITY
Designing for scale
While users may start with a single plan, the experience needed to scale gracefully as additional plans were added. By creating flexible patterns for elements such as plan statuses and data usage tracking, experience remained intuitive & consistent regardless of complexity.
HANDLING MULTIPLE eSIM STATES
Built scalable card patterns that handles multiple country plans and upcoming plan states without compromising usability or visual consistency.
TRACKING FOR MULTIPLE COUNTRY PLANS
Scalable accordion cards that support multiple country plans and plan-specific data details, ensuring clarity and consistency across diverse user scenarios
OUTCOME
Our wins!
2x
Increase in cross-sell adoption
compared to other VAS
200%
