Activation redesign

Understanding the problem  

I collaborated with the Lead Product Designer to analyse data and identify where the friction points were.  

• We found that a significant percentage of users dropped off at the account creation or login stage.  

• I conducted user testing to explore why users were unclear about the process.  

• Key issues identified:  

  • Too many choices  

  • Unclear language  

  • Difficulty with account creation

Team alignment  

Working with the Product Manager, we presented our findings to senior stakeholders.  

• We discussed whether to overhaul the entire activation flow or focus on specific improvements, considering technical challenges, time, and resources.  

• The Product Designer and I mapped out six key scenarios, primarily focusing on a user activating a SIM with a plan and then offering an upsell product based on their specific scenario.  

Journey improvements  

• We simplified the SIM activation process, focusing on the primary objective of activating a SIM with a plan.  

• We reduced the number of choices users had to make and aligned the content with user expectations and market terminology.  

• We introduced an upsell service once the SIM was activated, providing clear context on why users might want to add credit.  

Content and design iteration  

• We adopted a mobile-first approach based on the direction of the data and UX strategy.  

• I used conversational design to craft the content, which matched giffgaff’s brand tone of voice.  

• I simplified the language by replacing branded terms like "goodybag" with clearer terms such as "plan" and "SIM-only plan."  

• I introduced support messaging that guided users and validated their choices throughout the process.

Missed opportunity  

I noticed that users were receiving up to five emails in the current activation flow.  

• Working with the communications team, we simplified and aligned the email content with the new activation flow, further improving the user experience.