Connecting 800,000+ Users Across 130+ Countries
As a founding design team member of Textr eSIM, I embarked on a journey to transform a novel technology into an accessible global connectivity solution. When we started, eSIM technology was unfamiliar to most consumers, presenting both a challenge and an opportunity.
Through iterative design and data-driven decision-making, we built a platform that now serves over 800,000 users across 130+ countries, making international connectivity seamless and accessible.
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The impact
The discovery phase
We began with research, combining market analysis, user insights, and competitor reviews to guide our strategy:
Market：
While growing 25% annually, adoption was hindered by technical complexity.
Users:
60% were hesitant due to installation difficulties, prioritizing reliability 3x more than price.
Segments:
Business travelers valued guaranteed connectivity, leisure travelers sought cost-efficiency, and tech-savvy users wanted flexibility.
From these insights, we developed a three-pillar approach:
Simplify technical processes into user-friendly steps
Build trust through education and proactive support
Ensure reliable connectivity by partnering with trusted carriers
Building the solution
Foundation phase
We started with the basics: creating a brand identity that felt trustworthy and approachable.
The logo design process became a metaphor for our larger mission - maintaining connection to the familiar (Textr brand) while embracing innovation product (Textr eSIM). Additionally, I developed a style guide and scalable design system to ensure consistency and adaptability.
Evolution through understanding
Working hand in hand with our Product Manager and dev team, we brought our first MVP version to life.
Recognizing that eSIM technology was unfamiliar to many users, I also partnered with our marketing team to create a comprehensive Help Center for our users.
Our early competitive analysis revealed a common pain point: users found competitors' eSIM installation processes unclear and cumbersome.
Within the app itself, I integrated detailed annotations and step-by-step installation guides, transforming what was once a complex technical process into an intuitive journey for our users.
After the initial launch period, we identified key areas for improvement in our app's navigation: the homepage hierarchy lacked clarity, particularly in distinguishing between regional and country-specific data plans. Additionally, we saw an opportunity to enhance user experience by implementing targeted promotional banners for personalized recommendations.
In response, I led a comprehensive redesign of both the homepage and plan selection interface, creating clearer pathways for users to find and purchase their ideal data plans.
Expanding horizons
In response to device compatibility limitations, we broadened our service to include physical SIM cards. I redesigned the checkout flow to incorporate this new option, striking a careful balance: maintaining a seamless experience for existing eSIM users while introducing intuitive entry points and clear instructions for physical SIM purchases.
Through strategic decisions, we turned a potential barrier into an opportunity to serve more users.
Building for growth
Our marketing strategy was built on two pillars: creating value for users and optimizing for discovery.
We developed targeted landing pages for different traveler segments - from World Cup attendees to Japan explorers - each carefully optimized for specific search keywords.
We also launched free tools like our AI Travel Planner and eSIM Compatible Phone Checker. These tools served a dual purpose: providing genuine value to potential customers while capturing organic traffic through strategic SEO implementation. This approach allowed us to both meet immediate user needs and improve our visibility in searches.
Key learnings
