Consumer Cellular is a mobile network provider focused on adults 50 and older. In 2024, the company sought new revenue streams to grow its customer base in a highly competitive telecom market.
I brought Consumer Cellular's vision of a free eSIM product trial to life and helped shape the product's brand.
My Role
Researched competitor products and accessibility best practices
Led the 0-to-1 design of the free trial product
Directed brand expression within the product
Goal
Convert non-Consumer Cellular users to new users
Retain new users throughout the trial
Convert trial users to Consumer Cellular members
What's an eSIM? How does a free eSIM trial work? And why should a non-Consumer Cellular user care?
The initial visuals and interactions with the product set out to answer these questions, focussed on education and were set to live outside of the onboarding flow.
How do we build trust throughout the onboarding flow while making it seamless and easy to digest among the technical complexities of coverage, device compatibility and installation?
We automated technical sections of the flow as much as possible and focussed on what we could control–the payment section.
Initial research showed us that this particular user base:
- spent more time with content, reading through it slowly
- were very careful about their finances
- had a harder time trusting technology and "free" offerings
- were likely to have mobility and cognitive issues
With findings in mind, the onboarding flow would:
- be simple to digest and scan with reduced interactions and written content in direct language
- repeatedly ensure that the trial is free, visual breakdown included
- highlight information addressing concerns like opting out of the trial or auto-discounts at anytime
How can we empower users to keep track of their data usage? How can we make the information easily digestible throughout their plan?
Including data visualizations would be key to helping the user quickly pick up where they are in their trial as it relates to their data usage. It was also the perfect opportunity to add visual appeal and further explanations about their trial.
Lastly, analyzing Consumer Cellular's marketing materials led to a landing page showcasing retirement as a new life, full of fun, bold activities.
This would make the product stand out in a competitive market, captivate new users and be a recognizable anchor to returning customers.
