Recovering declining eShare
How redesigning ordering flows and refining strategy is helping reverse eShare decline and improve conversion.
Executive Summary
Put the executive summary here.
In 2022, eSIM activation at Proximus still relied on a physical QR code sent by post, resulting in a slow and unclear process that contradicted the very nature of a digital technology. At the same time, eSIM awareness and adoption were rising steadily in Belgium, with more devices supporting it year after year. Yet Proximus had no digital-first activation flow to match this shift, leaving customers with an experience that felt outdated and inconvenient.
Support tickets showed recurring confusion around timelines, installation steps, and compatibility, while user interviews confirmed a strong expectation for an instant, app-based activation journey. The challenge was no longer unlocking adoption; adoption was already happening. The real problem was enabling Proximus to keep pace with accelerating eSIM usage and to align with broader shifts in technology and user behaviour and expectations.
Solution
I began by analysing customer pain points through support data and user interviews, confirming the need for clearer guidance and a faster activation experience. In parallel, desk research revealed a growing market trend: post-pandemic travel, manufacturer adoption, and multi-device integration were rapidly accelerating eSIM awareness globally, even as local understanding remained low.
Working collaboratively with a solution architect and analyst, I mapped the end-to-end service blueprint and built a technical proof of concept for in-app eSIM activation. In parallel, I developed and tested prototypes to explore how information, onboarding, and activation could seamlessly converge within the Proximus checkout and Proximus+ app.
Two rounds of user testing guided iterative refinements, helping us reduce cognitive load, improve navigation, and validate feasibility before defining the final solution.
Impact
We fully digitised eSIM onboarding, eliminating the need for a mailed QR code and enabling customers to activate directly within the Proximus+ app. The checkout flow was redesigned to clearly explain eSIM benefits, compatibility, and installation steps, raising awareness and helping users make informed choices between physical SIM and eSIM.
Once the eSIM order was processed, customers received an email and a real-time in-app notification guiding them through a step-by-step activation flow. The design included embedded feedback loops, confirming successful installation or directing users to resolution steps when needed.
By integrating onboarding, education, and activation into one continuous journey, we made eSIM simpler, faster, and fully aligned with modern digital expectations.
Reflections
Proximus became one of the first Belgian operators to offer a fully digital SIM-to-eSIM swap for existing customers, eliminating the need for store visits and reducing pressure on retail channels. The self-service flow was rolled out across both consumer and business customers and quickly gained traction, averaging 55 digital swaps per day. With the launch of Quick Transfer, adoption accelerated further, enabling over 14,000 new eSIM activations within the first month.
Together, the digital swap and Quick Transfer formed a resilient, future-proof ecosystem that aligned Proximus with shifting device trends, supported the rise of eSIM-only devices, and delivered on the expectation of frictionless, digital-first connectivity.