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
Business Context & Problem
UScellular’s market share in wireless services has been declining as competitors improve network reliability and trial experiences. The business needed a way to lower adoption barriers, allow users to try the network risk-free, and convert trial users into long-term customers.
Design Challenges
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How do we make a carrier switch test drive easy and compelling?
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How can we reduce the cognitive friction of eSIM installation?
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What onboarding flow maximizes engagement and conversion?
FINAL DESIGN
Research & Strategy
Methods:
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Competitive analysis of eSIM trials (T-Mobile, Mint Mobile)
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User journey mapping to understand awareness → decision → trial → loyalty phases
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Usability testing with representative customer segments
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.​
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.
Key Insights:
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Users distrust network tests that require complex steps or loss of primary number
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Clear progressive onboarding reduces abandonment
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Trial dashboard clarity directly influences conversion likelihood
Design Solution
Core Features:
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Progressive Onboarding Wizard: Step-by-step sign-up with visual progress indicators
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Device Compatibility Checks: Determines eligibility and provides clear instructions
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Usage Dashboard: Real-time metrics on talk, text, and data during the trial
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Trial to Convert Support: Post-trial prompts with personalized benefits messaging
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Each design choice was validated through iterative testing and user feedback.
User flow
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.
Usability Testing
Participants completed scenarios including:
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Installing eSIM using the onboarding flow
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Interpreting usage dashboard
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Completing trial endpoints
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Feedback shaped refined copy, clarified next steps, and improved error states for better completion rates.
Multiple choice questions after performing the tasks, and the results
Design changes based on the usability testing results
Business Impacts
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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20% Conversion from trial to subscribed users (directional indicator of product-market fit)
Reflection & Next Steps
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Expand dashboard insights with predictive usage recommendations
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Integrate proactive performance nudges
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Support cross-selling of plans and loyalty incentives
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