From physical to digital
This case study explores how we transformed mobile voice onboarding and activation with eSIM - from a slow, physical process to a seamless digital experience—boosting speed, user satisfaction, and long-term scalability.
Digital Strategy
Service Design
UX/UI
Framing the challenge
Despite being a digital technology, eSIM activation still relied on a physical QR code on paper sent by post—making it as slow, or slower, than getting a physical SIM. Users also had to hold onto the physical paper code for future device changes, creating friction in an otherwise “instant” digital product.
Discovering the user need
I began by analysing support tickets, which revealed confusion around activation steps and delivery timelines. Explorative interviews with existing customers further confirmed this: users expected a smoother, digital setup and highlighted the need for a more seamless and transparent eSIM activation process.
Understanding the busines need
To understand the business need, I began with desk research that revealed a clear gap between eSIM availability and consumer awareness. While 74% of devices supported eSIM in 2022, only 32% of users were aware of it.
Adoption by manufacturers has grown steadily, and Apple's eSIM-only iPhone 14 in the US marks a potential shift in consumer habits as eSIM moves toward becoming the default.
Defining the solution
To start defining the solution, I aligned with the solution architect to create a service blueprint and build a technical proof of concept for a fully digital eSIM activation flow.
At the same time, I began prototyping to explore how onboarding and activation could be integrated directly into the Proximus+ app—something customers already expected based on their experience with other activation features.
This dual-track approach ensured we could validate feasibility while using prototypes to guide conversations and uncover potential usability challenges through user testing.
Design decisions
To ensure users fully understood the eSIM installation and activation process, key details were integrated into the digital sales flow when selecting between a physical SIM or eSIM. This was crucial given the low consumer awareness of eSIM technology.
A dedicated notification system was implemented to inform customers when their eSIM was ready for activation, providing a step-by-step guide for a seamless setup.
Feedback loops were built into the process, confirming successful installation or guiding users through issue resolution. Additionally, a dedicated landing page was created to highlight eSIM benefits and provide clear installation instructions.
User testing and iteration
We conducted two rounds of user testing for this project to help uncover key usability issues. The first round uncovered issues with cognitive overload related to the eSIM installation information, as well as difficulties navigating and starting the activation process in the Proximus+ app.
In response, we focused the our design iterations on improving navigation to guide users more clearly through the activation steps.
The second round of testing showed significant improvements in navigation and helped us identify and resolve remaining usability issues, while also refining the content.
Outcome
The eSIM onboarding process was fully digitised, removing the need for a physical QR code or mail delivery. Customers could now select eSIM during their subscription setup and activate it directly on their device via the Proximus+ app or MyProximus web.
Impact
The digital overhaul of the eSIM onboarding process led to a clear improvement in Proximus’ eSIM NPS score. While the main goal was to create a seamless digital journey, the impact went further. A dedicated eSIM training program was launched to help support teams assist customers more effectively.
Together, these changes improved both the user experience and customer service—resulting in a smoother onboarding process and higher satisfaction.