Truphone
Truphone
Role: Senior Product Designer
About the company
Truphone is a global mobile network operator that provides seamless connectivity for travellers and businesses. It offers innovative eSIM technology, allowing users to switch between multiple mobile networks without physical SIM cards. Truphone’s services include international data plans, mobile phone management, and secure, reliable global communication. With consumer face clients and business clients like Apple and Bloomberg.
Role Overview
I worked as a designer responsible for the consumer division of a mobile provider, reporting directly to the Head of Design.
My primary role was overseeing the design of the company’s consumer app, with one of my key objectives being its complete redesign.
At Truphone, I led the design of the new consumer-facing app. This included revamping the KYC (Know Your Customer) journey to simplify the sign-up process for data plans. Additionally, I redesigned the platform to give users greater flexibility in purchasing and managing various types of plans—local, regional, or global—directly on their eSIM cards.
One of the major features introduced was adding multiple regions to the same eSIM, enabling seamless travel and plan management. These enhancements aimed to make the app more intuitive and convenient, improving the overall user experience of eSIM management.
Problem Statment
1- Issue: "Transferring the eSIM Plan to a New Device."
Problem: Duplicate Plans
One of the principal challenges faced by the company's support department pertains to users buying the same plane twice when buying a new device, primarily during the months of the latest iPhone release (September/October). These users acquire a new phone but often lack the knowledge to migrate the existing plan to the new device. As a result, they unintentionally end up purchasing two plans instead of moving to the new device, the old plan.
To reduce this issue and reduce the workload on the support department, a redesign of the user flow with a more user-friendly and explanatory
User: "I already have a plan; why was I charged twice."
2- Enhanced Clarification of "Local" / "Regional" / "Global" Plans”
Problem: Difficulty understanding what each plan is
Following feedback from stakeholders and an analysis of user interaction and purchase data, we conducted qualitative research involving selected users. The aim was to gain insights into users' challenges when attempting to comprehend the distinctions between the various plans offered (Local, Regional, and Global). This research revealed that users faced difficulties in distinguishing these plan types. As a response, the service was redesigned to provide clearer explanations in this app section.
User: "I'm in the USA; how could I buy a plan to use in Italy if I'm not there?"
User:" Why do I need to buy into different EU countries for my travel if all EU plans are roaming-free?"
3- Introduction of the "Extra Region" Feature
Insert new feature plan.
The eSIM technology has made significant advancements in recent years, introducing multiple plans and multiple numbers in the same eSIM capability –
This allowed the same eSIM to support different plans/numbers; the business requirement was to implement an additional plan/region. It also contemplates the problem of understanding the different plan tiers (local/regional/global); these aspects were also considered during the feature's development.
4- New Business Opportunities
The company would like to expand for new markets/user cases, and I run quantitate research to find new opportunities for the business and some outcomes:
A- Business User: A robust plan for a Plan B eSIM
B- Emergencies Use: a temporary plan for 24-hour use
C - Redundancy of Network (Deliveroo user): Plan to focus on a user that ”works all the time in the street.”
D - Immigrant User: a plan to use an SMS verification
The research was conducted with users and non-users of the platform. Until I left the company, no changes were made to the product design, and they reviewed it with the company's business department.
Research
The project began with qualitative user interviews aimed at mapping and understanding the opportunities we were missing in the redesign. Following the research, it became clear that the “voice + data” feature had emerged as one of the key demands for the new redesign, particularly to address the needs of digital nomads.
Other feature ideas, such as “manual provider selection”, were also identified during the research. However, these were prioritised for the backlog for future iterations.
Mapping
After mapping the features and identifying personas and their needs, a user journey was designed to analyse and uncover any gaps in the customer experience.
Key Screens
With the key goals identified, we began designing the product and decided to conduct an A/B test in the “select plan” area to determine which version performed better.
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