Global eSIM
Marketplace
Designing a scalable global eSIM experience,
from 6M to 20M+ users.
Breaking barriers to
global connectivity
Despite rapid growth, the product experience was becoming fragmented. We needed to solve critical trust barriers while building a foundation that could support scaling fast to 20M+ users.
High Friction Installation
Users found eSIM installation technical and anxiety-inducing, leading to drop-offs.
USD-Only Pricing
Lack of local currency support was a major barrier to conversion in global markets.
Platform Drift
Web, iOS, and Android experiences had diverged, creating maintenance debt.
Selection Paralysis
Users struggled to quickly identify the right package for their travel needs.
Key product decisions
Treat installation as reassurance, not instruction
The install flow was redesigned around anxiety reduction: plain language, visual steps, verification, and recovery states.
Localise trust, not just currency
Regional currency was treated as a conversion and trust signal, not a formatting task.
Reduce platform drift through reusable patterns
We aligned web, iOS, Android, and iPad flows around shared interaction patterns while preserving native platform expectations.
Unified Core Experience
We rebuilt the core flows to be consistent across platforms, focusing on clarity, hierarchy, and ease of use.
Redesigned Onboarding
Clear value props and friendly illustration style
Store Experience
Simplified discovery with clear categorisation
eSIM Detail
Transparent pricing and coverage details
Web Platform
The web platform serves as the primary discovery channel, optimised for conversion and education about eSIM technology.
Homepage — hero, social proof, and package discovery above the fold
How It Works — reducing eSIM anxiety with a clear visual explainer
Turning Anxiety into Confidence
eSIM installation is the highest friction point in the user journey. We redesigned the flow to be a guided, step-by-step experience that reassures users at every stage.
Manage eSIMs
Clear overview of data usage and active packages
Guided Install
Step-by-step instructions with visual cues
Success State
Confirmation with next-step nudges
A System Built to Scale
A unified token architecture ensured consistency across all four platforms without sacrificing platform-native feel.
Color Tokens
Brand Orange
#FF6B35
Dark
#1A1A1A
Cream
#F5F0E8
Success
#22C55E
White
#FFFFFF
Type Scale
Token Architecture
// Primitive → Semantic → Component const primitives = { // Raw values orange: { 500: '#FF6B35' }, neutral: { 900: '#1A1A1A', 50: '#F5F0E8' }, } const semantic = { // Purpose-bound aliases color.brand.primary: primitives.orange[500], color.surface.base: primitives.neutral[50], }
Built for the world,
felt like home
Expanding beyond USD-only pricing unlocked conversion in markets where local currency trust is critical. The localisation system was baked into the design tokens, meaning each market launched with zero visual debt.
UI/UX decisions were validated through continuous A/B testing across B2C and SaaS offerings, feeding directly into the design system backlog.
Market-specific store showing regional currency and package context.