Redesigning SIM
Success
Role: Senior UX Content Designer
Team: Member Acquisition
Skills: User Research, Content Strategy & Testing
Summary
SIM activation was one of giffgaff’s most critical journeys, and one of its most problematic. Users were dropping off, confused by inconsistent messaging, unclear next steps, and clunky flow.
I led the content and UX redesign of the activation journey, mapping it end-to-end and streamlining it with clear, supportive, on-brand messaging.
The result: a 12% increase in SIM activations, an additional £500K in revenue, and a more consistent and confident onboarding experience for new customers.
Situation
The SIM activation journey at giffgaff had become fragmented over time. Multiple teams had contributed content, resulting in an inconsistent tone, disjointed user experience, and unclear calls to action. Users were confused, support tickets were rising, and we saw a significant drop-off before completion.
Task
My role was to lead the end-to-end redesign of the SIM activation flow, aligning UX, design, content, and business goals to improve user confidence, reduce drop-off, and reinforce trust from the first interaction.
Action
Journey Mapping and UX Collaboration
Worked with UX and data teams to map the entire SIM activation flow
Identified friction points where users stalled or abandoned their journey
Content Design and Microcopy Strategy
Rewrote content across all touchpoints, email, in-app, SMS, and web, to ensure consistency
Created contextual microcopy, error prevention messages, and reassurance language to increase user confidence
Used brand tone (Human, Helpful, Smart, Playful) to guide message design
Testing and Validation
Partnered with Research to run usability tests on early prototypes
Iterated content and layout based on user feedback and A/B tests
Collaborated with Product Managers and Legal to ensure clarity without sacrificing compliance
Results
12% increase in SIM activations, generating over £500K in new revenue
Support tickets related to SIM setup decreased
Content consistency improved across web, mobile, and support channels
Reduced time to activate, with fewer dead ends and clearer error handling
How I Made It Happen
A behind-the-scenes look at strategy, process, collaboration, and what I’d do differently.
Strategic Leadership
I led the content direction and framework for SIM onboarding, from early mapping through testing and rollout. This wasn’t just writing screens; it was reshaping how we welcomed customers into the product, using tone, structure, and clarity to build trust.
Collaboration
Worked closely with UX designers, researchers, engineers, PMs, and legal to balance speed, compliance, and empathy. Led collaborative workshops to co-create flow options and align on tone. Facilitated sign-off sessions with stakeholders to keep decisions moving
Research
Mapped drop-off and success rates through analytics. Ran task-based usability testing to test comprehension. Used feedback to reframe flows that were previously linear and inflexible into guided, confidence-building sequences
Process
Audited and restructured the flow from landing through confirmation. Created a new content pattern for activation messages, reducing ambiguity. Delivered a content spec, voice guidance, and annotated wireframes to support implementation
What I’d Do Differently
With more time and resources, I’d introduce multilingual testing to validate accessibility across user groups. I’d also build a content playbook for onboarding journeys to ensure future flows scale with the same clarity and tone.