Subscription-based eSIM Mobile Plan
I helped bring a subscription-based eSIM plan to life. From the initial concept to the final design.
Client
Vodafone
Year
2025
Industry
Telecommunication
Role
Product Designer
Challenge
People buy a mobile plan only a handful of times in their lives — and it usually meant a sales callback or a store visit. Vodafone wanted to replace that with a flexible, subscription-based eSIM plan, fully managed in-app. The hard part: making something as unfamiliar as eSIM feel as easy as any other subscription.
My Role
I joined from day one. I helped validate the initial concept, built functional prototypes for user testing, and briefed the research agency on focus areas — especially eSIM activation. In production, I delivered the final UI for the app and the launch landing page.
Result
Shipped as a digital-first mobile plan on iOS and Android. Customers now purchase, activate, and manage their plan entirely in the app — including upgrading, pausing, or cancelling — with no callback or store visit needed.
Design Process
I helped validate the initial concept and explore product positioning.
I then designed UI flows and built functional prototypes for user testing, briefing the research agency on the areas we needed to learn about — especially eSIM onboarding and activation.
I iterated the designs based on what testing surfaced, and in production delivered the final UI for the app (onboarding, plan management, upgrade / pause / cancel) and the landing page for the launch campaign.
Build a flexible mobile plan as
a subscription?
How might we…
Build a flexible mobile plan as a subscription?
Purchase the Plan
Unlimited data, unlimited calls and messages — all in a simple flow. No need to visit a store or deal with unnecessary obstacles.
Purchase
Activate eSIM
A fully digital eSIM process. If you prefer eSIM, just select it and activate your plan right after completing the purchase.
Onboarding
Manage Subscription
You can control your spending for the upcoming month at any time. Cancel anytime. Upgrade to higher tiers or pause the plan when you don’t need it.
Subscription
Payment Flows
All payments are handled automatically — a new approach for Vodafone Czech, where payments were previously invoice-based and required manual customer action.
Payments
Design Iterations
The flow went through multiple iterations. We started with four steps, then expanded it as more options got added along the way. User testing showed more friction in purchase flow. I revisited it and condensed everything back into three steps — keeping all the options, with less friction.
Final Design
By designing for self-service from the start — and letting user testing shape the flow rather than assumptions — we turned a purchase that used to require a sales rep into something customers can do on their own, in a few taps. The project also reinforced for me how much value comes from staying with a product from first concept through launch: the early decisions are the ones that shape everything downstream.
Subscription-based eSIM Mobile Plan
I helped bring a subscription-based eSIM plan to life. From the initial concept to the final design.
Client
Vodafone
Year
2025
Industry
Telecommunication
Role
Product Designer
Challenge
People buy a mobile plan only a handful of times in their lives — and it usually meant a sales callback or a store visit. Vodafone wanted to replace that with a flexible, subscription-based eSIM plan, fully managed in-app. The hard part: making something as unfamiliar as eSIM feel as easy as any other subscription.
My Role
I joined from day one. I helped validate the initial concept, built functional prototypes for user testing, and briefed the research agency on focus areas — especially eSIM activation. In production, I delivered the final UI for the app and the launch landing page.
Result
Shipped as a digital-first mobile plan on iOS and Android. Customers now purchase, activate, and manage their plan entirely in the app — including upgrading, pausing, or cancelling — with no callback or store visit needed.
Design Process
I helped validate the initial concept and explore product positioning.
I then designed UI flows and built functional prototypes for user testing, briefing the research agency on the areas we needed to learn about — especially eSIM onboarding and activation.
I iterated the designs based on what testing surfaced, and in production delivered the final UI for the app (onboarding, plan management, upgrade / pause / cancel) and the landing page for the launch campaign.
How might we…
Build a flexible mobile plan as a subscription?
Purchase the Plan
Unlimited data, unlimited calls and messages — all in a simple flow. No need to visit a store or deal with unnecessary obstacles.
Purchase
Activate eSIM
A fully digital eSIM process. If you prefer eSIM, just select it and activate your plan right after completing the purchase.
Onboarding
Manage Subscription
You can control your spending for the upcoming month at any time. Cancel anytime. Upgrade to higher tiers or pause the plan when you don’t need it.
Subscription
Payment Flows
All payments are handled automatically — a new approach for Vodafone Czech, where payments were previously invoice-based and required manual customer action.
Payments
Design Iterations
The flow went through multiple iterations. We started with four steps, then expanded it as more options got added along the way. User testing showed more friction in purchase flow. I revisited it and condensed everything back into three steps — keeping all the options, with less friction.
Final Design
By designing for self-service from the start — and letting user testing shape the flow rather than assumptions — we turned a purchase that used to require a sales rep into something customers can do on their own, in a few taps. The project also reinforced for me how much value comes from staying with a product from first concept through launch: the early decisions are the ones that shape everything downstream.