User Research
Lean Re-Branding
Product Design
UX Writing
Reduced Time to Value (TTV)
Higher Completion Rate
System Learnability
Input Error Reduction
Scaleability & Increased Accessibility
U* Mobile is a US-based Mobile Virtual Network Operator (MVNO) that has experienced over 1100% revenue growth since 2021, fueled by the rise of eSIM technology, which enables a new model of online-only telecom companies. With no physical retail locations, the brand delivers its services—including product marketing, onboarding, and customer support—entirely through digital experiences. For customers, instant eSIM activation is only possible if several conditions are met: the user must have an unlocked smartphone, the device must be eSIM-enabled, and they must reside in an area with stable network coverage. This complex set of requirements determines whether a customer is eligible for service on U* Mobile’s network. Additionally, offers for signing up with a new number differ significantly from those for porting an existing number, further complicating the user journey. These factors collectively drive up Time to Value (TTV), which remains the most significant barrier to new customer activations. The challenge in redesigning the onboarding flow was to distill the brand’s messaging while creating a product experience ready to scale to the next million users—one that could serve a wide range of user personas, devices, tech-literacy levels, and compatibility requirements.
As the company entered an exponential growth phase over the last few years, significant design debt means that a cohesive design system was overridden by the need to ship the product faster. A clear split between marketing and onboarding goals as part of the activation flow was the first item on the agenda. The approach was to divorce excess promotional content from the onboarding flow, with enough details to guide a user through activation with as few steps as possible. Detangling the service eligibility web was the second point on the agenda. A closely examined matrix of possibilities in the sign up flow revealed many false options. The revised flow determines device and service eligibility using system info as the application loads. Users immediately receive a note on compatibility and clearer service/product offers that they are eligible for. This condenses the process to three steps, marking a 65% decrease. Cognitive load is further lowered by the system choosing the service package that matches best based on their location.
The revised flow promises only what it can deliver. Based on user outcome, as opposed to the offers and promotions, the new flow builds a stable system for onboarding future users, irrespective of temporary promotions - this standardization increases the learnability of the flow for repeat use. 'What-Ifs' concerning activation delays, data privacy and plans/ pricing are addressed, boosting user confidence and reducing support ticket load. Increased system status visibility highlights what users can expect, including request processing times, time-elapsed, and customer support wait time. The company prides itself in category-leading online customer support. However, in the absence of clear communication highlighting its 24/7 human-agent support, users mistake it as an AI chat bot. The brand lift and redesign offers increased readability with high-contract text set in sans serif. Two tiers of guide text offer increased support, and heightened user confidence as they navigate the onboarding flow. Larger font sizing and wider letter spacing for text fields reduces input errors and the the need for customer support. Finally, push notifications on the device informs users of completion of the porting process. Failure of the system to complete the porting process by a preset time limit flags the account and alerts the user that customer support assistance is on the way.
User Research
Lean Re-Branding
Product Design
UX Writing
U* Mobile is a US-based Mobile Virtual Network Operator (MVNO) that has experienced over 1100% revenue growth since 2021, fueled by the rise of eSIM technology, which enables a new model of online-only telecom companies. With no physical retail locations, the brand delivers its services—including product marketing, onboarding, and customer support—entirely through digital experiences. For customers, instant eSIM activation is only possible if several conditions are met: the user must have an unlocked smartphone, the device must be eSIM-enabled, and they must reside in an area with stable network coverage. This complex set of requirements determines whether a customer is eligible for service on U* Mobile’s network. Additionally, offers for signing up with a new number differ significantly from those for porting an existing number, further complicating the user journey. These factors collectively drive up Time to Value (TTV), which remains the most significant barrier to new customer activations. The challenge in redesigning the onboarding flow was to distill the brand’s messaging while creating a product experience ready to scale to the next million users—one that could serve a wide range of user personas, devices, tech-literacy levels, and compatibility requirements.
As the company entered an exponential growth phase over the last few years, significant design debt means that a cohesive design system was overridden by the need to ship the product faster. A clear split between marketing and onboarding goals as part of the activation flow was the first item on the agenda. The approach was to divorce excess promotional content from the onboarding flow, with enough details to guide a user through activation with as few steps as possible. Detangling the service eligibility web was the second point on the agenda. A closely examined matrix of possibilities in the sign up flow revealed many false options. The revised flow determines device and service eligibility using system info as the application loads. Users immediately receive a note on compatibility and clearer service/product offers that they are eligible for. This condenses the process to three steps, marking a 65% decrease. Cognitive load is further lowered by the system choosing the service package that matches best based on their location.
The revised flow promises only what it can deliver. Based on user outcome, as opposed to the offers and promotions, the new flow builds a stable system for onboarding future users, irrespective of temporary promotions - this standardization increases the learnability of the flow for repeat use. 'What-Ifs' concerning activation delays, data privacy and plans/ pricing are addressed, boosting user confidence and reducing support ticket load. Increased system status visibility highlights what users can expect, including request processing times, time-elapsed, and customer support wait time. The company prides itself in category-leading online customer support. However, in the absence of clear communication highlighting its 24/7 human-agent support, users mistake it as an AI chat bot. The brand lift and redesign offers increased readability with high-contract text set in sans serif. Two tiers of guide text offer increased support, and heightened user confidence as they navigate the onboarding flow. Larger font sizing and wider letter spacing for text fields reduces input errors and the the need for customer support. Finally, push notifications on the device informs users of completion of the porting process. Failure of the system to complete the porting process by a preset time limit flags the account and alerts the user that customer support assistance is on the way.
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