Enhancing the TELUS Digital Ordering flows to launch eSIM activations

Telus launched a pivotal project aimed to introduce eSIM technology to customers and enhance the renowned BYOD process.

Results & Outcome

📲 12,513

Devices + Plans brought with eSim

📈 47.6%

Cart Conversion Rate

📈 37.8%

Checkout conversion Increase by 13.6%

⚡ 20%

Faster Activation

📞 15%

Fewer Support Calls

The Problem

The biggest hurdle was simplifying a process that had multiple decision points and compatibility checks. The focus was on creating a flow that felt simple and natural by hiding complexity in the background and guiding users through a clear, intuitive, and easy to complete experience.

The Objective

The project set out to bridge customer needs with business outcomes—delivering an experience that is both user-friendly and conversion-focused.

Customer Objective
Create a seamless, intuitive experience that simplifies eSIM selection and activation, reducing confusion and building confidence throughout the process.

Business Objective
Increase cart and checkout conversion rates by streamlining the purchase journey, driving higher eSIM adoption and stronger engagement within the TELUS ecosystem.

The Challenge

Through customer feedback, click-through rates, scroll reach, and heat maps, we uncovered the following key pain points in the journey:

🚀 Implementing new eSIM technology
📈 Enhance BYOD experience,
⭐️ Driving adoption rates and
💰 Reducing operational costs

The Process

Competitive Analysis

Competitive analysis was conducted to see how other telecoms handled eSIM activation, uncover common UX patterns, and establish a foundation for designing a seamless experience.

Stakeholder Interviews & Data Analysis

Conducted stakeholder interviews and analyzed existing data to uncover key pain points, revealing that users struggled with the following critical steps in the journey.

✅ Identifying if their device was compatible.

✅ Understanding the difference between physical SIM and eSIM.

✅ Navigating the activation steps efficiently.

Journey Mapping

Created a journey map that captured each touchpoint, user emotion, and interaction across the SIM selection flow. This helped highlight pain points and opportunities, providing a clear foundation for the wireframing process.

Wireframe Mapping

In the wireframing stage, I explored different ways for users to select their preferred SIM type. The options were informed by journey mapping insights, competitor patterns, and TELUS’ existing design components to ensure consistency across digital pathways.”

Wireframe Testing

Wireframes were tested with users in multiple rounds, and feedback guided refinements in content, flow, and interactions. Consistent use of design system components made the experience more intuitive.

Design Iterations

From the wireframes and research insights, translated key design improvements into interactive prototypes for user testing and validation, including:

✅ Streamlined user flow with clear guidance
✅ Real-time device compatibility checker
✅ Error prevention with smart guidance
✅ WCAG-compliant, accessible design”

Final Designs

The final designs used TELUS design system components to present clear SIM options, with an eSIM compatibility check in a modal that let users select their device without disrupting the journey.