Designing Self-Serve Setup eSIM Activation
Designed a self-serve eSIM activation experience that improved clarity during setup and reduced support dependency across web, app, and device environments, guided by the 5-Star framework in collaboration with Service Design.
Role
Lead UX/UI Designer
Duration
6 weeks
Tool
Figma
Project Overview
The initiative focused on enhancing channel flexibility by extending the eSIM activation journey to the Telstra website. Previously, the flow was tethered to the MyT App, which created friction for seniors and non-tech-savvy users. We wanted to move away from an 'App-only' constraint for eSIM activation and provide a parallel web-based journey via Telstra website.
A cornerstone of the strategy was the integrated account onboarding within the web flow, ensuring a seamless setup from day one.
I navigated various complex scenarios from device-specific constraints to conditional user flows, while ensuring full alignment with design strategy to balance user needs with business growth.
Designing Within Telstra’s 5-Star Framework
The 5 Star Framework is Telstra’s service design model for defining and delivering high-quality customer experiences across critical journey moments. Partnering closely with the Service Design team, I used this framework to ensure our design decisions prioritised customer value while contributing to strategic NPS goals.
With the introduction of eSIM activation on Telstra.com, customers gained the ability to purchase services instantly. However, we identified a significant conversion-to-activation gap: many users successfully completed payment but failed to finalise the setup.
Utilising the 5-Star Framework, we pinpointed critical friction points within the 'Act' episode, specifically impacting the 'Excellent Set Up and Use' and 'Always in Control' moments.
These gaps left customers stranded post-purchase, driving up support dependency and diminishing the overall self-service experience.
Experience gap
Customers were completing payment successfully but becoming stuck during activation due to:
• unclear activation status
• device-dependent installation steps
• a circular verification requirement requiring an active number
Customers were often guided toward a single activation path, which created friction for those who:
-
preferred not to download the app
-
were setting up on a different device
-
were unsure how to manage their eSIM after purchase
This lack of flexibility reduced customer confidence and left many unsure about their next steps once payment was complete.
Bridging the Gap: From Transactional to Guided Onboarding
By facilitating cross-functional alignment with Service Design, Product, Solution Architecture, and Engineering, I helped identify and remove systemic activation blockers that had previously hindered the end-to-end journey.
Reframing the Experience
I reframed the journey from a transactional confirmation into an active, guided self-serve setup experience. My goal was to demystify a complex technical process and provide customers with clear, actionable steps at every touchpoint.
Preventing Late-Stage Activation Failure
The "Post-Payment" Experience Gap
Through journey mapping, I identified a critical failure point: essential eSIM prerequisites: e.g device compatibility and the requirement for a secondary screen to scan a QR code, were only surfaced on the confirmation page after they completed their payment.
Customers realised they couldn't actually use the service they just paid for, leading to increased customer frustration and anxiety.
The solution: Front-Loaded Disclosure
To prevent late-stage failures where customers realised only after progressing through the journey that:
-
their device did not support eSIM
-
they lacked a secondary device to scan the QR code
-
additional setup requirements were needed before activation
I introduced a 'Things you need to know before proceeding' section on the landing page to surface activation prerequisites early in the journey.
Design Process
Research & Discovery
Analyzed support tickets and identified that 68% of activation issues stemmed from unclear instructions and information hierarchy.
Problem Definition
• Our outgoing messages sound technical and don't give a straightforward customer-focused message for eSIM.
• There are a huge synergies between our insurance products and eSIMs across travel scenarios, especially when people lose phones overseas and hope to convert an eSIM back to pSIM or customers who need to activate eSIMs overseas for banking OTPs(One Time Passcode).
• eSIM availability at key moments - At airports, when you first arrive in a country and need immediate access to Google Maps, Uber, or Apple Wallet, it might be a great way to meet customers' needs (Immediate connectivity) and business goals (customer acquisition).
Ideation & Wireframing
• An offline QR code eSIM download for immediate connectivity
• Progressive disclosure with clear visual hierarchy to set upfront expectations
• Seamless account activation gate to eliminate mid-flow blockers before customers enter the eSIM journey
Visual & UI Design
Created high-fidelity mockups introducing a refreshed eSIM setup template, leveraging the new design library to establish a cleaner, more modern look and feel. The updated visual direction improves information digestibility, giving customers a clearer and more intuitive experience from they enter the flow.
Stakeholders Review
Conducted accessibility reviews against WCAG AAA standards, ensuring an inclusive experience across all devices and user needs. Facilitated peer design reviews to pressure-test layout and content decisions, and led stakeholder walkthroughs to validate the experience against both business goals and technical constraints, refining the final high-fidelity designs based on consolidated feedback.
Implementation & Iteration
Collaborated with developers to ensure design fidelity. Monitored analytics post-launch and made minor refinements based on user behavior patterns.
Before & After
Rather than a direct redesign, I utilised the existing MyTelstra App experience as a strategic benchmark.
This allowed us to identify friction points within the legacy flow and deliver a measurable visual and experiential uplift. By prioritising critical actions, such as moving the eSIM profile download to the top of the hierarchy, we created a more intuitive and streamlined path to activation.
Before (eSIM via app)
New design (eSIM via Web)
.png)
Key Improvements
Design Principles
Progressive Disclosure
Present information in order of importance, revealing details as users need them without overwhelming the initial view.
Visual Hierarchy
Use size, color, and spacing to guide user attention to the most critical information and actions first.
Reduce Friction
Eliminate unnecessary steps and distractions, creating a clear path from confirmation to successful activation.
Key Learnings
