Success

Redesigning SIM


Role:

Lead UX Content Designer

Team:

Member Acquisition

Skills:

User Research, Content Strategy & Testing


Situation

The SIM activation journey had become a friction point, especially for users trying to activate a SIM with a voucher.


Task

As the Lead UX Content Designer, I aimed to demonstrate the value of content design beyond just words.


Action

  • We found that a significant percentage of users dropped off at the account creation or login stage.  

  • I conducted user testing to explore why users were unclear about the process.  

  • Key issues identified, there were too many choices, unclear language and difficulty with account creation

  • We discussed whether to overhaul the entire activation flow or focus on specific improvements, considering technical challenges, time, and resources.  

  • The Product Designer and I mapped out six key scenarios, primarily focusing on a user activating a SIM with a plan and then offering an upsell product based on their specific scenario.  

  • We simplified the SIM activation process, focusing on the primary objective of activating a SIM with a plan. 

  • Reduced the number of choices and aligned the content with user expectations.  

  • We introduced an upsell service once the SIM was activated, providing clear context. 

  • We adopted a mobile-first approach based on the direction of the data and UX strategy.  I used conversational design to craft the content, which matched giffgaff’s brand tone of voice.  

  • I simplified the language by replacing branded terms like "goodybag" with clearer terms such as "plan" and "SIM-only plan." I introduced support messaging that guided users and validated their choices throughout the process.


Results

  • 6% increase in SIM activations, adding approximately £665,000 to annual revenue.  

  • 3% increase in top-ups after activation, generating an extra £144,000 in annual revenue.  

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