Designing User Journeys for Sim Local’s App and eShop
The Problem
Sim Local, the global leader in travel SIM card and eSIM retail, mainly sold through airport stores and kiosks in 2020. To expand into digital, they needed help planning user journeys for a new mobile app and eShop.
The challenge was to create a world-class transactional experience based on design thinking principles, ensuring the product was not only built right but was the right product.
The Idea
We began with discovery to understand user needs across the full journey. Activities included:
Stakeholder workshops
Market analysis
Competitor and expert reviews
Analytics review
Usability testing
Research revealed key insights:
eSIM activation was a major conversion blocker
MEA customers were more willing to adopt and spend
Travel customers expect frictionless purchase and setup experiences
Only 20% of users were familiar with eSIMs, so education was essential
These insights guided UX design to improve flows and address pain points, such as country search and earlier prompts about device compatibility.
The Outcome
Our work transformed Sim Local’s approach to product development and marketing. The app and eShop were launched with optimised user journeys, removing friction and supporting adoption.
Stronger global presence online
Expanded beyond airport retail into digital channels
Cemented position as a premier provider of connectivity solutions
FAQs
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What challenge did Sim Local face in 2020?
They relied on airport stores and kiosks and needed a digital expansion strategy through a new app and eShop.
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How did Ideas + Outcomes approach the UX design?
Through stakeholder workshops, market analysis, competitor reviews, analytics and usability testing.
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What key insights shaped the design?
eSIM activation blockers, higher adoption in MEA, low consumer awareness of eSIMs, and the need for frictionless purchase experiences.
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What results came from the new user journeys?
A global digital presence, expansion into online channels, and cementing their position as a premier provider of connectivity solutions.