Telus launched a pivotal project aimed to introduce eSIM technology to customers and enhance the renowned BYOD process. Goals included boosting eSIM adoption rates, expediting shipment, and optimizing eSIM utilization. Eliminating the need to mail physical SIM cards and offsetting the cost difference by replacing expensive 5G SA SIMs with eSIMs resulted in considerable business savings.
The initiative involved multiple teams and was deemed significant for the organization. Additionally, efforts were made to increase engagement on the eSIM Research and Learning page, providing valuable insights into how eSIM impacts conversion rates further along the sales funnel.
As the lead UX Designer for the project, I lead and spearheaded the design initiative for the launch of a eSim project, facilitating collaborative jams and critiques with our team and stakeholders. Additionally, I oversaw designers working on the Research and Learn experience, guiding them through our ideal page experience, and collaborated with the content team to craft our story throughout the page.
By leveraging market research, user feedback, and design thinking methodologies, I aimed to address previous challenges and create a more intuitive and visually appealing platform. Throughout the project, I facilitated collaborative sessions with cross-functional stakeholders, ensuring alignment with project objectives and focusing on user-centric design principles to deliver a seamless and satisfying experience for TELUS customers.
Tools used: Figma, Miro, Google Meets, Google Docs
Design System: TELUS Universal Design System
Design System: TELUS Universal Design System
Revamping the TELUS Digital Ordering flows to launch eSIM activations
With the introduction of the new sim selection category, implementing new eSIM technology to enhance BYOD experience, driving adoption rates and reducing operational costs was the biggest challenge for the project. The project's complexity necessitate collaboration across multiple teams, with potential insights into conversion impact at various funnel stages.
Driven by research and customer feedback
After conducting competitive analysis and gathering customer feedback, we identified significant pain points that presented an opportunity for improvement in the customer journey.
- Increase adoption rates of eSIM technology.
- Expedite shipment and utilization of eSIMs.
- Eliminate the need for mailing physical SIM cards (pSIMs) and account for cost savings,
- Realize significant business savings by transitioning to an eSIM-only model for iPhones.
We initiated the process by conducting competitive analysis to observe how competitors integrate SIM selection within their online purchase journey.
After conducting extensive user research the next step for the team was to create an ideal and comprehensive journey map capturing each touchpoint, emotion, and interaction along the way.
The Miro board displayed below resulted from numerous collaborative sessions involving designers, content practitioners, and Business Analysts (BAs). It proved to be a crucial reference point for the entire eSim project team, assisting BAs and Product Owners (POs) in crafting user stories, supporting in wireframe, prototype creation, and aiding QA analysts during testing.
During the wire-framing stage, various options were considered to enable users to choose between the different types of Sim selection. The designs drew inspiration from contemporary trends in competitor interfaces and existing TELUS component designs found in other digital pathways on the website.
Throughout the design process, the wireframes underwent several rounds of user testing, emphasizing the importance of real people testing the new interface. Feedback on content and design played a pivotal role in refining and simplifying the final product, guided by the appropriate use of design system components thus making the user flow and interaction easier for the user to follow
As evidenced by the showcased designs below, user feedback was carefully considered to incorporate essential iterations. The finalized designs seamlessly integrated elements from the UDS component library, presenting diverse SIM selection options for users. Additionally, the implementation of the eSIM compatibility check was realized through a modal interface, enabling users to select their device without interrupting the user journey.
Since our launch on Nov 8,2023
Multiple stakeholder walkthroughs were conducted throughout this project. It was my task to drive prototype walkthroughs and explain all design changes and reasoning, in collaboration with other team members who worked on the project. In this video, you will see me explain some of our edge case flows.