Tianyu Qiu
UScellular Try US App
Role:
UX Design Lead
Product:
Try US mobile App
(eSIM Network Test Drive App)
Focus Area:
UX Design, User Flow, User Journey Map, Usability Testing, Prototype
Background
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.
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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.
PROBLEM
How can we make it easier for potential customers trial UScellular's eSIM, and convince them to install additional eSIM on their phone?
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How can we make it appealing for the trial customers to feel satisfied with the experience and make them switch to UScellular from other providers?
Final Design
APPROACH + PROCESS
Competitive analysis
By analyzing competitors’ eSIM trial applications, we gained valuable insights into both the technical capabilities and customer expectations for trial experiences across the market. This competitive analysis informed how we could design a superior and differentiated user experience.
We employed a user journey map to systematically identify user actions, emotions, and pain points across each stage of the trial experience. This approach helped us uncover key opportunities for improvement and innovation.
Through our research, we defined five critical stages of the user journey: Awareness, Consideration, Decision, Use, and Loyalty.
Mint Mobile's eSIM app experience
T-Mobile's eSIM app experience
User journey map
Mapped out the entire user journey, which help identify users' goals, actions, and pain points throughout each stage of the journey.
User flow
DESIGN
Create an entry point for all potential customers
Awareness Stage- Landing Page
UScellular Try US marketing page is an introduction to what the trial offers and how it works. All the digital marketing and social media marketing will link potential customers to this page. This page is an entry point to trial the experience.
Seamless step-by-step sign-up experience
Consideration & Decision Stage - Download the app and onboarding the trial
The Activation process is step by step guided wizard experience for users to check their device compatibility, eligibility and instructions to install eSIM to their devices.
The activation process gives both iOS and Android users instructions on how to install eSIM in the next step.
Monitor your usage throughout the trial
Use Stage - Dashboard
Users will use the app primarily as a dashboard after installing the additional eSIM on their phone, where they can monitor their usage on the trial services.
VALIDATION
Usability testing
Test participant profiles
Multiple choice questions after performing the tasks, and the results
Design changes based on the usability testing results
IMPACT
Drive potential customers to UScellular
The Try US mobile app served as an entry point for users of other cellular providers to experience UScellular’s network and services firsthand, fostering greater trust and confidence in the brand and ultimately encouraging users to make the switch.
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Became #1 downloaded UScellular app in the first quarter after its release
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Rated 4.4 out of 5 on Apple App Store
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Achieved 20% conversion
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