Redesigning
SIM activation for Vodafone users
Transforming the SIM activation journey to increase conversions, reduce support requests, and empower users with clear, transparent information.
Senior product designer
6 months
Mobile app
10+ person cross-functional team
MY ROLE
Led user research to uncover key pain points in the existing activation journey.
Created low-fidelity prototypes and refined them through usability testing and stakeholder feedback.
Collaborated closely with engineering to ensure smooth implementation across platforms.
Used data insights to optimise the user flow and improve activation outcomes.
Facilitated workshops to align teams and define design priorities.
PROJECT OVERVIEW
The Prepay Plan activation journey was redesigned to help Vodafone users activate their SIM plans quickly and independently.
The goal was to reduce reliance on customer support by creating a simpler, more intuitive experience.
By streamlining the activation process, the project aimed to improve user satisfaction while also cutting down on costs linked to support calls and in-store visits.
Redesigning
SIM activation for Vodafone users
Revamping the activation process, which boosted completion rates from 2.7% to 18.6% and enabled over 6,000 users to activate independently with clear, transparent information.
Senior product designer
6 months
Mobile app
10+ person cross-functional team
MY ROLE
Led user research to uncover key pain points in the existing activation journey.
Created low-fidelity prototypes and refined them through usability testing and stakeholder feedback.
Collaborated closely with engineering to ensure smooth implementation across platforms.
Used data insights to optimise the user flow and improve activation outcomes.
Facilitated workshops to align teams and define design priorities.
PROJECT OVERVIEW
The Prepay Plan activation journey was redesigned to help Vodafone users activate their SIM plans quickly and independently.
The goal was to reduce reliance on customer support by creating a simpler, more intuitive experience.
By streamlining the activation process, the project aimed to improve user satisfaction while also cutting down on costs linked to support calls and in-store visits.
THE SOLUTION
Activate your SIM, explore and personalise your plan
The SIM activation journey was designed to help Vodafone users activate their new SIM plans easily and independently. The goal was to reduce dependency on customer support and improve user satisfaction by simplifying the activation process.
THE PROBLEM
How might we reduce SIM activation
drop-offs?
How might we reduce SIM activation drop-offs?
Vodafone users found it hard to activate their SIMs. The steps were unclear, key information was missing. With a completion rate as low as 2.7%, most users gave up or contacted support help line instead.
Vodafone users found it hard to activate their SIMs. The steps were unclear, key information was missing. With a completion rate as low as 2.7%, most users gave up or contacted support help line instead.
EXISTING CHALLENGES
Early drop-offs
Many users abandoned the activation flow within the first few steps due to unclear instructions.
Registration
Requiring users to register before viewing plan options created friction and discouraged exploration.
Plan selection
Users had trouble understanding the difference between preconfigured and custom plans.
Support depency
Due to poor clarity and broken flow, users often visited stores to complete their activation.
INITIAL INSIGHTS
12k
The number of customers annually go through the prepay activation journey
2.7%
The current completion rate for activating the prepay SIM plan online
79%
Number of users abandon the process on the first page of the journey
$0.45
The cost of each help desk call from a Vodafone customer for SIM activation
THE SOLUTION
Activate your SIM, explore and personalise your plan
The SIM activation journey was designed to help Vodafone users activate their new SIM plans easily and independently. The goal was to reduce dependency on customer support and improve user satisfaction by simplifying the activation process.
Get started in three steps
Users wanted a simple, step-by-step process. We redesigned the welcome screen to guide them through activation with clear actions and expectations
Users wanted a simple, step-by-step process. We redesigned the welcome screen to guide them through activation with clear actions and expectations
COMPARE & customise PLANS
We removed registration & brought users straight into a plan selection screen, combining custom and pre-configured options on one page for easy comparison
We removed registration & brought users straight into a plan selection screen, combining custom and pre-configured options on one page for easy comparison
Simplified Top-Up screen
Redesigned the top-up flow by removing clutter and making payment options clearer
Redesigned the top-up flow by removing clutter and making payment options clearer
next steps
The confirmation page lets users know their plan is active and prompts them to download the app
The confirmation page lets users know their plan is active and prompts them to download the app
THE RESEARCH
Linking business goals with user needs
Linking business goals
with user needs
Through user research and journey analysis, I identified several key pain points in the existing prepay activation process. Users struggled with unclear instructions, fragmented steps, and a lack of transparency around important details.
Through user research and journey analysis, I identified several key pain points in the existing prepay activation process. Users struggled with unclear instructions, fragmented steps, and a lack of transparency around important details.
BUSINESS & USER GOALS
Completion
Increase task completion rate during registration
Completion
Increase task completion rate during registration
Self-service
Decrease the number of call centre calls and store visits
Self-service
Decrease the number of call centre calls and store visits
Revenue
Achieve a higher rate of SIM activation to boost revenue
Revenue
Achieve a higher rate of SIM activation to boost revenue
Time
Increase efficiency by reducing the time users spend on tasks
Time
Increase efficiency by reducing the time users spend on tasks
WORKING WITH CONSTRAINTS
Business constraints
Established workflows were deeply rooted in legacy systems and routines that prioritised efficiency and stability over experimentation, leaving limited space for design thinking, rapid iteration, or new ideas to take shape within the existing structure.
Scope constraints
In the initial research phase, we defined the project scope by addressing key factors like timeline, budget and resource allocation. This allowed me to clearly prioritise the problem definition and set measurable success criteria.
By working within these constraints, I was able to focus on what mattered most to both users and the business. After refining the scope, I let go of weaker ideas that didn’t effectively solve the problem and focussed on more impactful solutions that could be implemented quickly.
USER JOURNEYS
I analysed the existing user journey to uncover pain points and missed opportunities in how users currently activated their prepay plans, identifying friction in the onboarding flow and areas where users needed clearer guidance or motivation to complete the process.
I analysed the existing user journey to uncover pain points and missed opportunities in how users currently activated their prepay plans, identifying friction in the onboarding flow and areas where users needed clearer guidance or motivation to complete the process.
EXISTING SCREENS
Users had to register before they could
view available plans
Users had to register before they could view available plans
Users were required to click on each individual plan to view its details
Users were required to click on each individual plan to view its details
The confirmation page doesn’t clearly communicate that the user’s action was successful or what they should do next.
The confirmation page doesn’t clearly communicate that the user’s action was successful or what they should do next.
The payment page contains excessive information that distracts users from completing their top-up
Payment page contains excessive information that distracts users from completing their top-up
THE IDEATION
Helping users activate with less friction
Helping users activate with less friction
Welcome page: Introduced a welcome page that lets users choose their next step in the process.
Show all the plans: Enable users to select a pre-configured plan to save time
Welcome page: Introduced a welcome page that lets users choose their next step in the process.
Show all the plans: Enable users to select a pre-configured plan to save time
USABILITY TESTING
I ran usability sessions in Vodafone stores and analysed the insights, grouping them into themes to help us focus on the most critical issues. After reviewing the data, we identified two priorities that had the highest impact and required the lowest effort to address.
Welcome screen: We aimed to provide users with clear options for what they could do next, ensuring a smooth and intuitive start to the process.
Plan selection: We simplified the display of plans and made it easier for users to compare and choose the best option for their needs.
I ran usability sessions in Vodafone stores and analysed the insights, grouping them into themes to help us focus on the most critical issues. After reviewing the data, we identified two priorities that had the highest impact and required the lowest effort to address.
Welcome screen: We aimed to provide users with clear options for what they could do next, ensuring a smooth and intuitive start to the process.
Plan selection: We simplified the display of plans and made it easier for users to compare and choose the best option for their needs.
THE IMPACT
SIM activation by the numbers
SIM activation by the numbers
KEY METRICS
18.6%
Improved the completion rate from 2.7%
6k+
Users completed their SIM activation journey independently
$2700
Estimated savings in support calls ($0.45 per call)
THE EXPERIENCE
See the new SIM
activation in action
See the new SIM
activation in action
A step-by-step guide to learn how to activate your Vodafone SIM, choose the right plan and get started
without needing to call support or visit a store.
A step-by-step guide to learn how to activate your Vodafone SIM, choose the right plan and get started without needing to call support or visit a store.
Explore other projects
Redesigning SIM activation for Vodafone users
Senior product designer
6 months
Mobile app
10+ person cross-functional team
MY ROLE
Led user research to uncover key pain points in the existing activation journey.
Created low-fidelity prototypes and refined them through usability testing and stakeholder feedback.
Collaborated closely with engineering to ensure smooth implementation across platforms.
Used data insights to optimise the user flow and improve activation outcomes.
Facilitated workshops to align teams and define design priorities.
PROJECT OVERVIEW
The Prepay Plan activation journey was redesigned to help Vodafone users activate their SIM plans quickly and independently.
The goal was to reduce reliance on customer support by creating a simpler, more intuitive experience.
By streamlining the activation process, the project aimed to improve user satisfaction while also cutting down on costs linked to support calls and in-store visits.
THE PROBLEM
How might we reduce SIM activation drop-offs?
Vodafone users found it hard to activate their SIMs. The steps were unclear, key information was missing. With a completion rate as low as 2.7%, most users gave up or contacted support help line instead.
Vodafone users found it hard to activate their SIMs. The steps were unclear, key information was missing. With a completion rate as low as 2.7%, most users gave up or contacted support help line instead.
EXISTING CHALLENGES
Early drop-offs
Many users abandoned the activation flow within the first few steps due to unclear instructions.
Registration
Requiring users to register before viewing plan options created friction and discouraged exploration.
Plan selection
Users had trouble understanding the difference between preconfigured and custom plans.
Support depency
Due to poor clarity and broken flow, users often visited stores to complete their activation.
INITIAL INSIGHTS
12k
The number of customers annually go through the prepay activation journey
2.7%
The current completion rate for activating the prepay SIM plan online
79%
Number of users abandon the process on the first page of the journey
$0.45
The cost of each help desk call from a Vodafone customer for SIM activation
THE RESEARCH
Linking business goals with user needs
Through user research and journey analysis, I identified several key pain points in the existing prepay activation process. Users struggled with unclear instructions, fragmented steps, and a lack of transparency around important details.
BUSINESS & USER GOALS
Completion
Increase task completion rate during registration
Completion
Increase task completion rate during registration
Self-service
Decrease the number of call centre calls and store visits
Self-service
Decrease the number of call centre calls and store visits
Revenue
Achieve a higher rate of SIM activation to boost revenue
Revenue
Achieve a higher rate of SIM activation to boost revenue
Time
Increase efficiency by reducing the time users spend on tasks
Time
Increase efficiency by reducing the time users spend on tasks
WORKING WITH CONSTRAINTS
Business constraints
Established workflows were deeply rooted in legacy systems and routines that prioritised efficiency and stability over experimentation, leaving limited space for design thinking, rapid iteration, or new ideas to take shape within the existing structure.
Scope constraints
In the initial research phase, we defined the project scope by addressing key factors like timeline, budget and resource allocation. This allowed me to clearly prioritise the problem definition and set measurable success criteria.
By working within these constraints, I was able to focus on what mattered most to both users and the business. After refining the scope, I let go of weaker ideas that didn’t effectively solve the problem and focussed on more impactful solutions that could be implemented quickly.
EXISTING SCREENS
Users had to register before they could view available plans
Users were required to click on each individual plan to view its details
The confirmation page doesn’t clearly communicate that the user’s action was successful or what they should do next.
Payment page contains excessive information that distracts users from completing their top-up
THE IDEATION
Helping users activate with less friction
Welcome page: Introduced a welcome page that lets users choose their next step in the process.
Show all the plans: Enable users to select a pre-configured plan to save time
USABILITY TESTING
I ran usability sessions in Vodafone stores and analysed the insights, grouping them into themes to help us focus on the most critical issues. After reviewing the data, we identified two priorities that had the highest impact and required the lowest effort to address.
Welcome screen: We aimed to provide users with clear options for what they could do next, ensuring a smooth and intuitive start to the process.
Plan selection: We simplified the display of plans and made it easier for users to compare and choose the best option for their needs.
THE IMPACT
By the numbers
18.6%
Improved the completion rate from 2.7%
6k+
Users completed their SIM activation journey independently
$2700
Estimated savings in support calls ($0.45 per call)
