EE

Strategy

Web

Mobile CX

Apr 1, 2023

Overview

Creating a freemium inbound traveller roaming data plan experience

Creating a freemium inbound traveller roaming data plan experience

Creating a freemium inbound traveller roaming data plan experience

"Hey! I’ve just landed" - a common instant message most travellers send when they arrive at their destination

The challenge

At EE, I led the design team to develop a seamless eSIM experience for inbound traveller to the UK.

Customer research revealed a strong demand for hassle-free connectivity for travellers, supporting a freemium eSIM model integrated with our "Instant Connect" service—a temporary data plan in partnership with EE.

Development

Storyboarding the ideal hero journey for our customers

Storyboarding the ideal hero journey for our customers

Multiple rounds iterating a smooth customer journey which were rigourously tested

Our testing revealed that 70% of users appreciated the simplicity of the eSIM setup, highlighting its potential to transform how travellers stay connected during their journeys.

My design team created a proof of concept to demonstrate how this solution streamlines connectivity for inbound travellers, providing a seamless experience from activation to data usage.

Solution

The eSIM to instant connect flow

The eSIM to instant connect flow

In the first phase, travelers enjoy a freemium eSIM trial.

After testing the service, they’re offered the option to upgrade to the Instant Connect plan, choosing extended coverage at a discounted rate based on their travel needs.

By leveraging user research insight and the latest eSIM technology, we created a freemium model integrated with our "Instant Connect" service, enabling travellers to easily activate and manage their connectivity.

This proof of concept design provides new market stream that creates a seamless transition funnel between a freemium to a paid experience

This proof of concept design provides new market stream that creates a seamless transition funnel between a freemium to a paid experience

This proof of concept design provides new market stream that creates a seamless transition funnel between a freemium to a paid experience

Alistair Mckay - Product Manager

The result

Product experience was handed over to the new market team...

Product experience was handed over to the new market team...

Product experience was handed over to the new market team...

...to develop the freemium to paid experience that combined both eSim train and "Instant Connect" experience.

£4.3m

£4.3m

£4.3m

Revenue potential

38.7m

38.7m

38.7m

Travel customer market

© Suraj Soren Design 2024

© Suraj Soren Design 2024

© Suraj Soren Design 2024