EE
Connectivity for travel in the UK
Strategy
Web
Mobile CX
Apr 1, 2023
Overview
"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
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
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.
Alistair Mckay - Product Manager
The result
...to develop the freemium to paid experience that combined both eSim train and "Instant Connect" experience.
Revenue potential
Travel customer market
