Designing and launching, from 0-to-1, Singapore's first fully digital 5G Tourist eSIM.
UX Designer
UX Research Team
Content Designers (UX Writers)
Prepaid Squad
eSIM Squad
Product Marketing Team
Infosec, Legal, Data Protection Teams
Successful launch of eSIM product
<0.1% User Error Rate
>2k new users in launch month
>4.5k new users/month at present
>$1m projected revenue for Y1
Singtel had never sold eSIMs for mobile customers.
My team and I had 6 months to launch this new product offering, for increased Tourist demand during the Singapore Grand Prix 2023 F1 Race.
Users have to purchase, register, and install their eSIMs before they are able to use them.
Unique design challenges arose from Singapore's strict stance on SIM card ownership and activaiton, enforced by both IMDA (Infocomm Media Development Authority) and the SPF (Singapore Police Force).
This meant that while users could purchase eSIMs while being overseas, they could not attempt to eKYC nor install their eSIMs until they touchdown in Singapore. Moreover, users will require an internet connection for both steps.
It is important to note that because of these regulations, the eSIM experience for tourists coming to Singapore versus going to other countries would differ in length and complexity.
🙈 TLDR: To design a simple user journey, while complying with complex regulations, so that users can successfully install an unfamiliar product. 🙈
Through user research conducted, we found that users were relatively unfamiliar with eSIM technology, and many had not previously registered nor installed an eSIM before.
This unfamiliarity, coupled with the unique regulations in Singapore, added complexity to the process of obtaining an eSIM for users.
As such, the designed user experience had to be:
The entire eSIM experience would:
The purchase flow has to highlight the difference in user flow between buying and using an eSIM in Singapore vs other countries, as well as the compatibility of eSIMs with different phone models.
Additionally, we have to collect additional information that would assist us in identifying and installing eSIMs later on in the user journey.
After successful purchase, the design goal is to inform and guide users to prepare for their eKYC and eSIM Installation steps using hi!App when they reach Singapore.
This is done through an email with clear instructions as well as eSIM information. I worked very closely with content designers to ensure instructions are clear and concise.
Regular users of hi!App log in with their Singtel Prepaid mobile number and an SMS OTP.
However, for regulatory reasons, mobile numbers are not revealed to eSIM users if they have not completed the eKYC process. Additionally, users are not be able to receive an SMS OTP for their new number without installing their eSIM.
As a result, I had to design a new method of verifying every individual eSIM, so that users could proceed with eKYC and eSIM installation.
Using a combination string of users' date of birth and the last 4 characters of their passport number, we could create a unique verification code that only an authorised person would know.
This, used together with the eSIM reference number, could be sufficiently used to identify every eSIM's status for eKYC and installation.
Upon successful eSIM verification, a backend check is done to see if a user has completed eKYC for the eSIM. The user will then be directed to their next required action accordingly.
All users have to successfully eKYC before they are allowed to install their eSIM. The eKYC process requires users to take a photo of their passport, and to pass a human liveliness check by taking a live selfie.
When conducting user tests and desk research on eSIM installation flows already present in the market, we found that current methods of installation were either inconvenient (scanning a QR code), or technically challenging (manually installing eSIM profile in phone system settings).
The design innovation in hi!App is to allow users to install their eSIMs within hi!App with one click of a button. This greatly removed technical complexity and reduced confusion for users.
This project was a unique opportunity for me to launch a new product from scratch for a large MNC.
It provided invaluable experience for me to collaborate with many cross-functional teams, while having to consider a huge array of factors (especially regulatory) when designing a solution.
My team had successfully launched Singtel's newest product offering. This launch, the research conducted, and the solutions (design & technical) created, would contribute as a base for the company to launch eSIMs in more markets in the future.
In the constant process of improving on the product through iteration, as of Q1 2024, the team is looking at quantitative and qualitative data to gain insights into the current user experience, and how we can enhance it.