Enhancing the TELUS Digital Ordering flows to launch eSIM activations
TELUS launched a high-impact initiative to introduce eSIM technology across its digital ordering ecosystem while modernizing the Bring Your Own Device (BYOD) experience. I led the end-to-end UX strategy and execution to simplify a highly technical activation process into a fast, intuitive, and conversion-driven journey.
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
My Role
🧭 Owned end-to-end UX strategy and delivery for eSIM and BYOD ordering flows
🔍 Led research and insight synthesis across analytics, stakeholders, and usability testing
🧠 Simplified complex technical constraints into intuitive, confidence-driven experiences
🎨 Designed and shipped scalable solutions using the TELUS design system
📈 Optimized for conversion and operational efficiency, driving adoption and reducing support calls
The Problem
eSIM activation introduced multiple hidden complexities—device compatibility, SIM type education, activation sequencing, and error states—all of which surfaced as friction for customers. Left exposed, these complexities led to confusion, abandonment, and increased support costs.
My challenge:
Design an experience that felt simple and confident, while intelligently handling complexity in the background.
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
Understand eSIM vs physical SIM
Confirm device compatibility early
Complete activation without uncertainty or errors
Business Objective
Increase cart and checkout conversion rates
Accelerate eSIM adoption
Reduce operational and support overhead across BYOD flows
Key Challenges Identified
Using behavioral analytics and qualitative research, I focused the solution around four core challenges:
🚀 Introducing new eSIM technology without overwhelming users
📈 Improving an already high-traffic BYOD funnel
⭐️ Driving eSIM adoption through clarity, not promotion
💰 Reducing downstream operational and support costs
The Process
Competitive Analysis
I analyzed 6 global telecom competitors to understand how eSIM activation was positioned, triggered, and explained.
Key insight:
Most competitors either:
Overloaded users with technical language early, or
Deferred compatibility checks too late in the flow
This validated the opportunity to front-load clarity while deferring complexity.
Stakeholder Interviews & Data Analysis
Led and owned discovery across 8 cross-functional stakeholders, combining qualitative interviews with funnel analytics, drop-off data, heatmaps, and call-center logs to surface the most critical friction points in the journey.
Key insights uncovered:
Users abandoned when compatibility checks felt uncertain or irreversible
Confusion between physical SIM vs eSIM drove hesitation
Errors during activation increased support calls disproportionately
Journey Mapping
I created a detailed journey map capturing:
Each decision point in SIM selection
User emotions (confidence → doubt → friction)
Opportunities to reduce cognitive load
Pain points addressed:
Fear of choosing the “wrong” SIM
Lack of reassurance during compatibility checks
Interruptions that broke purchase momentum
This artifact became the foundation for all downstream design decisions.
Wireframe Mapping
Based on research and journey insights, I explored multiple SIM-selection patterns during wireframing.
Why this approach:
Maintained momentum by avoiding hard stops
Used familiar TELUS design system components to reduce learning cost
Allowed progressive disclosure instead of upfront complexity
Each wireframe explicitly mapped to:
A known drop-off point
A behavioral hesitation observed in analytics
Wireframe Testing
Wireframes were validated through multiple rounds of usability testing. Insights from these sessions informed refinements to content clarity, flow, and interactions, while consistent use of design system components improved usability and reduced cognitive load.
Testing details
2 rounds of usability testing
12 participants
60–75 minute moderated sessions
Surprising findings:
Users trusted the system more when compatibility checks felt “assistive,” not mandatory
Inline reassurance copy reduced hesitation more than visual emphasis
Modal-based checks preserved flow better than page redirects
These insights directly informed interaction and content refinements.
Design Iterations & Decisions
I translated validated wireframes into interactive prototypes and iterated with Product and Engineering
Key Design Decisions (and Why)
✅ Streamlined linear flow
→ Reduced decision fatigue and improved completion rates
✅ Real-time device compatibility checker
→ Built confidence early without breaking purchase momentum
✅ Error prevention through smart guidance
→ Prevented costly activation failures and support calls
✅ WCAG-compliant accessibility patterns
→ Ensured inclusivity and regulatory alignment at scale
Each decision explicitly balanced user confidence, business conversion, and technical feasibility.
Final Designs
I designed and delivered the final experience by:
Leveraging the TELUS design system to move fast, maintain consistency, and ensure scalable implementation
Reframing eSIM selection with clear, human-readable language to remove ambiguity and build user confidence
Embedding device compatibility checks in a non-disruptive modal, allowing users to validate their device without breaking purchase momentum
This approach intentionally protected trust, preserved flow, and maintained clarity at the most critical conversion moments.
Final Thoughts & Learnings
I learned that simplicity comes from controlling where complexity is felt. Absorbing technical depth into the system reduced hesitation and delivered 47.6% cart conversion, 37.8% checkout lift, and 20% faster activations.
Key Learnings
• Trust is a measurable growth lever, not a visual treatment
• Reassurance early in the journey prevents drop-off later
• Designing for user confidence reduces abandonment and downstream operational cost
Current Status
The eSIM activation experience is live and actively scaling as a core part of TELUS’ digital ordering ecosystem, supporting both customer growth and operational efficiency.
Expected Long-Term Impact
• 📈 Continued growth in eSIM adoption driven by confidence-first design
• 📞 Sustained reduction in activation-related support volume (15% fewer support calls)
• 🔮 A flexible, device-agnostic onboarding foundation that can adapt to future SIM and activation technologies
© 2025 | Fenil Shah