EE
Helping inbound travellers stay connected through a seamless eSim activation
Strategy
Web
Mobile CX
Apr 1, 2023
CONTEXT
Hey! I’ve just landed. The message almost every traveller sends as they touch down in a new country.
DESIGN CHALLENGE
At EE, our founder 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.
DESIGN DEVELOPMENT
Simmy, a personified eSIM, was a bold idea our design team created in order to help customer understand and have fun whilst learning what n eSim is
Inspired by mascots like Duo from Duolingo and Constantine from Octopus Energy, we created Simmy,a personified eSIM designed to build warmth and familiarity with travellers.
He was a bold starting point, but after aligning with EE’s brand team, we chose to evolve the concept into a more neutral, faceless SIM illustration that better fit the product’s positioning and guidelines.
Simmy still lives on in Slack emojis and pitch decks, a reminder that early creative risks often shape the strongest outcomes, even if they don’t make the final cut.
THE PIVOT
Simmy's transformation
After simplifying the concept and stripping Simmy of his personality, the business finally saw huge value of the streamlined design. By focusing on a clean, user-friendly eSIM journey.
We were 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.
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.
Bringing the eSIM journey to life meant balancing user needs, business goals, and brand constraints. What began as an ambitious concept was refined through strategic decisions and continuous iteration.
The final freemium trial, leading into Instant Connect, launched successfully and is set to drive meaningful revenue. More than a product, it reimagines how travellers connect and how brands like EE build lasting loyalty.
Alistair Mckay - Product Manager
RESULT
Transitioning a seamless freemium-to-paid eSIM journey integrated with "Instant Connect" for sustained growth
Revenue potential
Travel customer market
