EE
Connectivity for travel in the UK
Strategy
Web
Mobile CX
Apr 1, 2023
OVERVIEW
Hey! I’ve just landed—the message almost every traveller sends as they touch down in a new country.
The challenge
At EE, I led the design of an innovative eSIM experience for inbound travellers to the UK.
The project presented unique challenges—merging an existing service with a new freemium model while aligning with both user needs and business priorities. Convincing stakeholders to embrace an untested concept required more than just user research—it took creative proof of value through storyboarding to secure buy-in.
But there was a twist—an idea involving a character named Simmy, who would personify the eSIM. His dramatic rise and fall became a story in itself as the design shifted to meet business needs.
Read on: to uncover how we navigated these hurdles, built the UX/UI, and ultimately created a seamless, hassle-free experience for travellers.
FAILING FAST. LEARNING FASTER
Simmy, a personified eSIM, was a bold idea, but the business couldn't get behind it
I was inspired by the success of tech mascots like Duo from Duolingo and Constantine the Octopus from Octopus Energy, and envisioned Simmy— a friendly, personified eSIM—to engage users.
It felt like it was the perfect way to humanise the technology and build a connection with travellers. However, EE's brand policy didn't allow for mascots in that form, so I had to pivot.
Despite my belief that Simmy was the right direction, the concept was ultimately shelved. While he didn't make it into the final product, Simmy still lives on in the form of Slack emojis and presentation decks—a reminder of how bold ideas, even when they don’t work out, lead to new insights and learnings for the next iteration.
Instead, he had to be stripped down and simplified to a mere faceless SIM card illustration. If you can withstand his defacing, please read on...
THE PIVOT
It was painful to give Simmy a design strip down. But it had to be done.
After simplifying the concept and stripping Simmy of his personality, the business finally saw the value of the streamlined design. By focusing on a clean, user-friendly eSIM journey.
I was able to align the product with both customer needs and business goals. This shift allowed the business to get on board with the vision for the product.
Our testing showed that 70% of users appreciated the simplicity of the eSIM setup, highlighting its potential to transform how travellers stay connected. With this newfound buy-in, I was able to confidently establish the UX design and move forward with building a proof of concept.
The proof of concept demonstrated how the solution could seamlessly support inbound travellers, providing a frictionless experience from activation to data usage. With the core UX now defined, we could focus on refining the prototype, ultimately delivering a solution that met both user and business expectations.
SOLUTION
In the first phase, travellers enjoy a freemium eSIM trial, setting the stage for a seamless journey that could evolve them into long-term, loyal customers.
The journey to bring the eSIM flow to life was challenging. What started as an ambitious concept evolved through a delicate balance of user needs, business goals, and stakeholder expectations—ultimately aiming to create a seamless experience for travellers.
The eSIM journey evolved through multiple iterations, driven by user insights and strategic decisions. Early on, I had to advocate for a vision that balanced customer needs with business goals, stripping away excess to focus on a seamless experience that would foster long-term loyalty.
The final product—offering a freemium eSIM trial, followed by an easy transition to the Instant Connect plan—was one of the few concepts from my time at Cocreate that made it through to launch.
More importantly, it’s poised for a huge impact, with significant revenue potential. This wasn’t just a product; it was a reimagining of how travellers stay connected, how they engage with a brand like EE, and how businesses can foster loyalty through genuinely valuable experiences.
Alistair Mckay - Product Manager
RESULT
Revenue potential
Travel customer market
