Delivering one of the first eSIM experiences in the Philippines
Overview
In the wake of launching the Philippines' first eSIM for travelers, Globe Telecom set its sights on a groundbreaking initiative to introduce eSIM technology to the local market. As the lead designer, I was entrusted with integrating the Prepaid eSIM experience seamlessly into Globe's flagship app, Globe One, which was already widely used by millions. Unlike the traveller eSIM, which allowed room for creative exploration outside the existing app framework, the Prepaid eSIM had to coexist with Globe's existing suite of offerings, presenting a unique set of challenges and opportunities.
What was my role
Design lead
User Research
Prototyping
Stakeholder Management
As the lead designer during the delivery phase, I collaborated closely with our Product Manager, Delivery Manager, Developers, and key stakeholders from Globe Telecom and our parent company, Amdocs. My responsibilities included communicating design recommendations, prioritizing outcomes, leading the design delivery process, and managing cross-team expectations regarding the user experience.
The Challenge
The primary challenge was to introduce the eSIM in a way that felt both fresh and familiar to Globe's existing user base of nearly 5 million. We aimed to integrate the eSIM without disrupting the user’s comfort with the existing app interface while still marking it as an innovative addition.
The Process
Understanding the importance of a seamless introduction to the eSIM, we prioritized the user journey from the outset. It was critical for eSIM discovery to be immediate and striking, both for new and existing customers. Our research indicated that many in the Philippines were unfamiliar with eSIM technology. We responded by designing an educational landing page that highlighted the benefits of eSIMs, such as ease of setup and immediate connectivity. This page was designed to equip users with essential information and guide them through the purchasing process with clear, step-by-step instructions.
We also implemented a feature to automatically check the user’s phone compatibility with eSIM technology. For phones that were not compatible, we crafted messaging to maintain interest in eSIMs for potential future upgrades, ensuring that even those users left with a lasting impression of the technology’s benefits.
Given the limited time and backend constraints, we prioritized feature sets into three staged releases, starting with a minimum viable product (MVP). Despite being in the delivery phase under tight deadlines, we encountered several unexpected technical and legacy challenges that required us to adapt our approach continually.
The Impact
With a monthly active user base of over 5 million in the Philippines, the introduction of the Local Prepaid eSIM experience was a critical initiative for the company and its customers. The successful launch allowed over 10000 eSIMs to be activated within the first 30 days, connecting Filipinos to Globe through eSIM with new numbers. This rollout not only provided a seamless user experience but also kept Globe's standing as a true competitor in the telecommunications industry, bringing modern eSIM technology to its customers.