GOMO the 1st esim
How do we create a minimal viable product within 6 months, allowing customers to purchase eSIM via a no-touchpoint channel.
Project under
Singtel
Duration
6 weeks
Singtel
Duration
6 weeks
My role
I led the design process from research to finalization. I secured stakeholder buy-in to align with product objectives and standardized flows based on user models and information hierarchy for both eSIM and SIM card scenarios, ensuring decisions align with customer satisfaction and revenue growth goals.
To enhance team processes, I defined clear, measurable product objectives and key success indicators with the business, setting baselines and targets. I also involved designers in sprint planning for accurate effort estimation and task prioritization.
I led the design process from research to finalization. I secured stakeholder buy-in to align with product objectives and standardized flows based on user models and information hierarchy for both eSIM and SIM card scenarios, ensuring decisions align with customer satisfaction and revenue growth goals.
To enhance team processes, I defined clear, measurable product objectives and key success indicators with the business, setting baselines and targets. I also involved designers in sprint planning for accurate effort estimation and task prioritization.
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Why does eSIM matter?
Expand eSIM services to long-term customers in preparation for the new iPhone launch
Maintain our competitive edge with other Telcos (acquisition)
Enhance operational efficiency (costs)
Reduce physical SIM card production, shipping, and distribution (costs)
Enable businesses to offer event-based plans for on-demand activation without physical SIM cards (adoption)
Create a common workflow that can be adopted by different segments (modular)
Enhance operational efficiency (costs)
Reduce physical SIM card production, shipping, and distribution (costs)
Enable businesses to offer event-based plans for on-demand activation without physical SIM cards (adoption)
Create a common workflow that can be adopted by different segments (modular)
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How did I start the project?
01
GOMO’s market position
Considering eSIM as an innovative solution, conducting a competitive study will provide insights into the product's functionality, industry trends, and competitors' strategies to determine GOMO's market position.02
Customer journey
I developed the ideal user flow and logic, aligning with the team and discussing feasibility, platform limitations, and back-end logic. We also secured buy-in from business stakeholders. Additionally, coordination with the .com team is necessary to ensure compatibility with their products.
03
Concept and Usability testing
eSIM is new to both the telco industry and customers, and BCC platform limitations add complexity. Concept and usability tests are crucial to identify user uncertainties and educational needs.
“ How do we get users from considering to installing an eSIM confidently, without needing additional support? ”
Through user research conducted, we found that users were relatively unfamiliar with eSIM technology, and many had not previously registered or installed an eSIM before.
Consideration stage
Unrecognized eSIM Value and had knowledge gaps when choosing eSIM:
Offer installation assurance with a FAQ, outline key steps, and highlight eSIM network transition benefits
Purchase stage
Misunderstanding of eSIM delivery:
Inform users their eSIM will be sent via email, not just the guide. Include a FAQ advising them to check junk/spam folders if they don't receive it
Installation stage
Content overwhelming and fear of eSIM going to email’s junk:
Provide necessary information at each stage to reduce platform switching and avoid information overload.
eSIM email
Confusion about network transition:
Reassure users about network coverage during the transition and clarify when the old SIM is needed
04
UI design and improvement
Web buy flow
Highlight eSIM-compatible devices, verify identity via Singpass per IMDA regulations, confirm the email for eSIM delivery, and inform users of the next steps (i.e. Check email).
After purchase, the goal is to guide users through eSIM installation using the GOMO app.
In-app installation + activation flow
Install via the in-app SDK, bypassing QR code scanning and manual eSIM setup. This method provides an expected activation timeframe and handles all errors to ensure a smooth user experience.
Notification flow (sms)
To ensure users receive important information when needed, we map out the notification journey throughout the entire experience.
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05
The success
Increase customer base for GOMO
50.4%
of eSIM adoption started in the first month of its launch in March 202467.6%
of overall take-up rate averaged four months after the launchReduce logistic and operation cost
80%
of cost savings in SIM card delivery and production$128k
total savings from SIM card fulfillmentEnsure a good customer experience
4.8%
of customer care ticket volume accounted for all orders with eSIM difficulties,,
06
Customers facing issue
Upon closer examination of the issue, I found inaccuracies in the collected data due to discrepancies between the chatbot options chosen and the actual problems experienced by consumers. Further investigation into the sample size of customer chats was conducted.
“
Customer wants to change from eSIM to pSIM because an incompatible device ”
- Ensure content accuracy and relevance: Collaborate with Customer Engagement, GOMO PO, and Marcomms to update Self Help and Support channel content. Consider adding pre-purchase information to the eSIM marketing page
- Test price display removal in SIM selection flow: This leads the result in a 4.3% decrease in contact rate and drop-off.
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Customer tries to install SIM through wrong entry point ”
- Streamline eSIM Installation Process: Revise pre-login screen copy to clarify "Blank SIM" entry point is solely for physical SIMs from roadshows or kiosks, benefiting a small user group for a quick fix.
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Unclear iOS error message that eSIM cannot be added and activated ”
- Improve Instruction Accessibility: Recommend adding visual eSIM installation and activation guides on the eSIM Marketing page to enhance customer engagement
- Clarify eSIM activation content, emphasizing waiting time expectations and addressing iOS error messages.
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No network after installation and current troubleshooting steps don’t help ”
- Network Activation Timeframe for iOS: Collaborate with the product development team to optimize activation intervals with Apple, addressing iOS error prompts.
- Update Troubleshooting Guide: Collaborate with product development to ensure eSIM network troubleshooting remains current and specific, ensuring accuracy.
07
Improvement plan
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The update of complex regulatory limitations:
Unique design challenges emerged due to Singapore's stringent SIM card ownership and new activation regulations, enforced by the IMDA (Infocomm Media Development Authority) and SPF (Singapore Police Force), requiring timely compliance in the activation flow. -
Enable self-help for change SIM:
The in-app change SIM function not only supports existing customers switching to eSIM but also boosts revenue from changing SIM requests for businesses.
- Current backend system unable to support CCO to update email which results in sending physical SIM to customer for free.
- Allow switch to all SIM types Long-term solution for enhancing -
Zenmo chatbot:
Upon investigating consumer pain points, it became evident that Zenmo significantly contributes to churn. Disorganized information, outdated content, and the absence of conversation journey mapping have compounded consumer difficulties.