UScellular Try US | Yolkcreativestudio

UScellular

UScellular Try US (eSIM Network Test Drive App)

UX Design Lead: Tianyu Qiu

Design Manager: Jerime Bernhardt

Project Snapshot

UScellular is a Regional cellular service provider, and their total market share across cellular services is shrinking year by year. This product is a part of the large business strategy to regain market share and expand customer base.

UScellular Try US is an eSIM Network Test Drive product, which allows a non UScellular customer trial UScellular's network 30 days for free. Within the 30 days, the trial customers can use UScellular's unlimited talk, text, and data as a secondary esim installed on their phone without losing their primary carrier and phone number.

Client /

UScellular

Service /

Product Design

Role /

UX/UI Design Lead

Agency /

Deloitte

Year /

2023

Design Context

eSIM Network Test Drive

The business goal is to expand the UScellular's customer base.
The experience allow a non UScellular cellular user trial the service and product, and eventually convert to UScellular.
Research to understand the entire user journey and experience for potential customers.
Map the user journey and user flow to find if there are any design opportunities to enhance the user experience.

Define

Competitive Analysis - User Journey Map

By studying competitors' eSIM trial experiences, it helps us identify user's actions and touchpoints throughout different stages of the experience.

We utilized user journey map as a guidance and methodology to design the test drive user experience and find opportunities.

From the studies, we identify five stages of the user journey: Awareness, Consideration, Decision, Use and Loyalty

Mint Mobile's app experience

T-Mobile's app experience

Design

Awareness: Marketing Page

UScellular Try US marketing page is an introduction to what the trial offers and how it works. The page is also an entry point to trial the experience.

eSIM Test Drive Landing Page_Desktop.png

UScellular Try US app onboarding experience

The Activation process is step by step wizard experience for users to check their device compatibility, eligibility and instructions to install eSIM to their devices.