Web
Mobile
App
T-Mobile’s eSIM e-commerce experience
T-Mobile’s eSIM e-commerce experience
T-Mobile’s eSIM e-commerce experience
T-Mobile’s eSIM e-commerce experience
T-Mobile’s eSIM e-commerce experience
eSIM Modernization is a UX design project aimed at increasing user awareness of eSIM technology, improving activation instructions, and streamlining the SIM swapping process within T-Mobile's online purchase and BYOD (Bring Your Own Device) flows.
eSIM - electronic SIM card prebuilt into phones so you no longer need to insert a physical SIM card.
SIM Swapping - when a person switches from a physical SIM card to an eSIM or vice versa.
MyTMO - The signed-in experience on T-Mobile's website.
eSIM Modernization is a UX design project aimed at increasing user awareness of eSIM technology, improving activation instructions, and streamlining the SIM swapping process within T-Mobile's online purchase and BYOD (Bring Your Own Device) flows.
eSIM - electronic SIM card prebuilt into phones so you no longer need to insert a physical SIM card.
SIM Swapping - when a person switches from a physical SIM card to an eSIM or vice versa.
MyTMO - The signed-in experience on T-Mobile's website.
eSIM Modernization is a UX design project aimed at increasing user awareness of eSIM technology, improving activation instructions, and streamlining the SIM swapping process within T-Mobile's online purchase and BYOD (Bring Your Own Device) flows.
eSIM - electronic SIM card prebuilt into phones so you no longer need to insert a physical SIM card.
SIM Swapping - when a person switches from a physical SIM card to an eSIM or vice versa.
MyTMO - The signed-in experience on T-Mobile's website.
eSIM Modernization is a UX design project aimed at increasing user awareness of eSIM technology, improving activation instructions, and streamlining the SIM swapping process within T-Mobile's online purchase and BYOD (Bring Your Own Device) flows.
eSIM - electronic SIM card prebuilt into phones so you no longer need to insert a physical SIM card.
SIM Swapping - when a person switches from a physical SIM card to an eSIM or vice versa.
MyTMO - The signed-in experience on T-Mobile's website.
eSIM Modernization is a UX design project aimed at increasing user awareness of eSIM technology, improving activation instructions, and streamlining the SIM swapping process within T-Mobile's online purchase and BYOD (Bring Your Own Device) flows.
eSIM - electronic SIM card prebuilt into phones so you no longer need to insert a physical SIM card.
SIM Swapping - when a person switches from a physical SIM card to an eSIM or vice versa.
MyTMO - The signed-in experience on T-Mobile's website.
2022
Timeline
UX Designer
My Role
UX Lead, Product Manager, Project Manager, UX Researcher, Copywriter
UX Lead, Product Manager, Project Manager, UX Researcher, Copywriter
UX Lead, Product Manager, Project Manager, UX Researcher, Copywriter
UX Lead, Product Manager, Project Manager, UX Researcher, Copywriter
The Team
eSIM activation confirmation page a part of the MyTMO flow.
Empower T-Mobile to spearhead industry advancements
Empower T-Mobile to spearhead industry advancements
The primary objectives was to improve user completion rates for eSIM activations, reduce customer service calls related to activation issues, and elevate overall satisfaction with the BYOD process. This initiative focused on the newly adopted eSIM technology by phone manufacturers.
The primary objectives was to improve user completion rates for eSIM activations, reduce customer service calls related to activation issues, and elevate overall satisfaction with the BYOD process. This initiative focused on the newly adopted eSIM technology by phone manufacturers.
Introducing an unknown capability to millions of people
Introducing an unknown capability to millions of people
Prior to this project, 80% of T-Mobile's customers were unaware of eSIM technology. The lack of messaging and education about eSIM led to high volumes of customer service calls due to failed eSIM activations. The goal was to enhance user understanding and ease of use, preparing T-Mobile for the new iPhone release.
Prior to this project, 80% of T-Mobile's customers were unaware of eSIM technology. The lack of messaging and education about eSIM led to high volumes of customer service calls due to failed eSIM activations. The goal was to enhance user understanding and ease of use, preparing T-Mobile for the new iPhone release.
Different pages a part of the BYOD and MyTMO flows.
Our approach
Our approach
We did initial user research and testing on the current BYOD experience and pulled existing research related to our project. We would later focus on the other experiences, MyTMO and SIM Swapping. After going through all of the information we started ideating possible solutions focused around minimizing the amount of steps and getting rid of any technical jargon people won’t understand.
For technical jargon that is necessary like IMEI and EID numbers, we ensured we would use modals to give people the option to learn more about them. We presented our top 3 designs to the team and after going through each one, we landed on one we wanted to continue with and test. The designs were generally the same with the main differences being copy and button placement.
We did initial user research and testing on the current BYOD experience and pulled existing research related to our project. We would later focus on the other experiences, MyTMO and SIM Swapping. After going through all of the information we started ideating possible solutions focused around minimizing the amount of steps and getting rid of any technical jargon people won’t understand.
For technical jargon that is necessary like IMEI and EID numbers, we ensured we would use modals to give people the option to learn more about them. We presented our top 3 designs to the team and after going through each one, we landed on one we wanted to continue with and test. The designs were generally the same with the main differences being copy and button placement.
The different user flows we created for this project. Covering BYOD, MyTMO, and purchase flow.
Testing our design
Testing our design
The UX research team used remote unmoderated usability sessions, task scenarios, and a survey. There were 15 participants in total. The numbers cannot be shared due to an NDA but I can share some of their quotes.
The UX research team used remote unmoderated usability sessions, task scenarios, and a survey. There were 15 participants in total. The numbers cannot be shared due to an NDA but I can share some of their quotes.
Directly from users
Directly from users
1
"It was easily communicated and I knew where to go next and what to expect after putting in my IMEI number and choosing the eSIM option. It was all right there for me on the page and flowed easily for me to understand the next steps in the process."
1
"It was easily communicated and I knew where to go next and what to expect after putting in my IMEI number and choosing the eSIM option. It was all right there for me on the page and flowed easily for me to understand the next steps in the process."
1
"It was easily communicated and I knew where to go next and what to expect after putting in my IMEI number and choosing the eSIM option. It was all right there for me on the page and flowed easily for me to understand the next steps in the process."
2
"I felt somewhat confident because I wasn't 100% sure how I was going to activate my phone until I got to the very end. I think if I was provided with activation instructions earlier on, I would have felt more confident."
2
"I felt somewhat confident because I wasn't 100% sure how I was going to activate my phone until I got to the very end. I think if I was provided with activation instructions earlier on, I would have felt more confident."
2
"I felt somewhat confident because I wasn't 100% sure how I was going to activate my phone until I got to the very end. I think if I was provided with activation instructions earlier on, I would have felt more confident."
3
"I loved how easy it was to see the list of needed info, lists of things to do once I placed my order, and how clean and simple the process was."
3
"I loved how easy it was to see the list of needed info, lists of things to do once I placed my order, and how clean and simple the process was."
3
"I loved how easy it was to see the list of needed info, lists of things to do once I placed my order, and how clean and simple the process was."
4
"I liked that there was a lot of white space on the pages, they were easy to read, easy to follow, buttons to click that made sense, and you were guided throughout the whole process."
4
"I liked that there was a lot of white space on the pages, they were easy to read, easy to follow, buttons to click that made sense, and you were guided throughout the whole process."
4
"I liked that there was a lot of white space on the pages, they were easy to read, easy to follow, buttons to click that made sense, and you were guided throughout the whole process."
Cart page, Wi-Fi connection confirmation for eSIM activation page, Log in modal for BYOD experience, MyTMO IMEI number page.
Changes implemented from testing
Changes implemented from testing
We tweaked the copy on the BYOD pages and activation page following the testing. We were constrained with what we could introduce at this time for this experience so using something like a stepper was not possible. Other changes were also made for a later experience that has not been released yet.
We tweaked the copy on the BYOD pages and activation page following the testing. We were constrained with what we could introduce at this time for this experience so using something like a stepper was not possible. Other changes were also made for a later experience that has not been released yet.
Our success
Boosted T-Mobile eSIM awareness by 50%, raised eSIM customer adoption by 75%, and attained an 81% satisfaction rate for SIM features on T-Mobile's website.
