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eSIM from
Monobank

eSIM from
Monobank

eSIM from
Monobank

Monobank is a leading online bank in Ukraine, which offers eSIM services, allowing users to easily purchase and activate digital SIM cards directly through the Monobank app.

Monobank is a leading online bank in Ukraine, which offers eSIM services, allowing users to easily purchase and activate digital SIM cards directly through the Monobank app.

Monobank is a leading online bank in Ukraine, which offers eSIM services, allowing users to easily purchase and activate digital SIM cards directly through the Monobank app.

About Project

About Project

About Project

Problems

  • Identify user needs for mobile operator services in the banking app

  • Research the convenience and clarity of the eSIM purchase process

  • Investigate the usability of the number details display

  • Evaluate customer attitudes towards autopayments

  • Try eSIM and share impressions

Team

Our design team consisted of 5 UI/UX designers

Methodologies and Artifacts

For this project, we adhered to the Double Diamond design process and completed the following activities:

  • Business interview with the Stakeholder

  • Competitors analysis

  • User interviews and Survey

  • User persona and CJM

  • Lean Canvas, AARRR, VPC

  • Prototyping and User testing

  • Presentation of solutions and proposals for their metrics

Research and Focus

Research and Focus

Research and Focus

10

competitors were analyzed

22

in-depth interviews were conducted

135

people participated in the survey

Based on the collected data, we created 2 User Personas (Monobank client and external user) and developed 2 Customer Journey Maps (the eSIM purchase process through the app and the eSIM usage process within the app).

Lean Canvas

Problem

  • eSIM purchase

  • Obtaining quality service

  • Accessing additional services with eSIM

  • Managing all numbers in one app

  • Automatically topping up the number

  • Receiving notifications when it’s time to top up and for which number




Existing Alternatives

  • Mobile operators

  • Stores

  • USSD requests

  • Websites selling eSIMs


Problem

  • eSIM purchase

  • Obtaining quality service

  • Accessing additional services with eSIM

  • Managing all numbers in one app

  • Automatically topping up the number

  • Receiving notifications when it’s time to top up and for which number




Existing Alternatives

  • Mobile operators

  • Stores

  • USSD requests

  • Websites selling eSIMs


Problem

  • eSIM purchase

  • Obtaining quality service

  • Accessing additional services with eSIM

  • Managing all numbers in one app

  • Automatically topping up the number

  • Receiving notifications when it’s time to top up and for which number

Existing Alternatives

  • Mobile operators

  • Stores

  • USSD requests

  • Websites selling eSIMs


Solution

  • Cover users' primary needs in one app

  • Integration with other mobile operators

  • Group top-up

  • Monitoring balances, auto top-up, etc.

  • Option to choose a phone number

  • eSIM wallet

  • Top-up reminders

Solution

  • Cover users' primary needs in one app

  • Integration with other mobile operators

  • Group top-up

  • Monitoring balances, auto top-up, etc.

  • Option to choose a phone number

  • eSIM wallet

  • Top-up reminders

Solution

  • Cover users' primary needs in one app

  • Integration with other mobile operators

  • Group top-up

  • Monitoring balances, auto top-up, etc.

  • Option to choose a phone number

  • eSIM wallet

  • Top-up reminders

Unique Value Proposition

  • Automatic top-up - your phone is always connected

  • Porting numbers from other mobile operators to eSIM from Lifecell

  • Ability to rename numbers

  • Clients don't overpay while abroad




High-Level Concept

  • The largest and only online bank in Ukraine

  • Comprehensive functionality in one app to cover all essential needs

Unique Value Proposition

  • Automatic top-up - your phone is always connected

  • Porting numbers from other mobile operators to eSIM from Lifecell

  • Ability to rename numbers

  • Clients don't overpay while abroad




High-Level Concept

  • The largest and only online bank in Ukraine

  • Comprehensive functionality in one app to cover all essential needs

Unique Value Proposition

  • Automatic top-up - your phone is always connected

  • Porting numbers from other mobile operators to eSIM from Lifecell

  • Ability to rename numbers

  • Clients don't overpay while abroad

High-Level Concept

  • The largest and only online bank in Ukraine

  • Comprehensive functionality in one app to cover all essential needs

Unfair Advantage

  • Large audience

  • No competitors among banks

  • Customer trust (security)

Unfair Advantage

  • Large audience

  • No competitors among banks

  • Customer trust (security)

Unfair Advantage

  • Large audience

  • No competitors among banks

  • Customer trust (security)

Customer Segments

  • Users with above-average income, as the phones are more expensive

  • Users with smartphones that support eSIM

  • Audience predominantly using iPhone X and above, as compatible Android devices are harder to find




Early Adopters

  • People who appreciate simplicity and convenience. They are willing to pay more to save their time

  • Tech-savvy individuals who share their experiences with others

  • People who already have Monobank cards

Customer Segments

  • Users with above-average income, as the phones are more expensive

  • Users with smartphones that support eSIM

  • Audience predominantly using iPhone X and above, as compatible Android devices are harder to find




Early Adopters

  • People who appreciate simplicity and convenience. They are willing to pay more to save their time

  • Tech-savvy individuals who share their experiences with others

  • People who already have Monobank cards

Customer Segments

  • Users with above-average income, as the phones are more expensive

  • Users with smartphones that support eSIM

  • Audience predominantly using iPhone X and above, as compatible Android devices are harder to find

Early Adopters

  • People who appreciate simplicity and convenience. They are willing to pay more to save their time

  • Tech-savvy individuals who share their experiences with others

  • People who already have Monobank cards

Key Metrics

  • Number of sales

  • Number of active numbers

  • Average revenue per number

  • Number of customers visiting the section

  • Number of first-time visitors, repeat visitors

  • Transactional activity and behavior in the mobile app

  • Customer feedback

Key Metrics

  • Number of sales

  • Number of active numbers

  • Average revenue per number

  • Number of customers visiting the section

  • Number of first-time visitors, repeat visitors

  • Transactional activity and behavior in the mobile app

  • Customer feedback

Key Metrics

  • Number of sales

  • Number of active numbers

  • Average revenue per number

  • Number of customers visiting the section

  • Number of first-time visitors, repeat visitors

  • Transactional activity and behavior in the mobile app

  • Customer feedback

Channels

  • Initial user outreach

  • Notifications (in-app, email) for customers who purchased eSIM-compatible smartphones

  • Collecting customer feedback post-sale and resolving issues

  • Social media

  • Advertising

  • Referral program

  • Engagement

  • Sales

  • Mobile app / Website

Channels

  • Initial user outreach

  • Notifications (in-app, email) for customers who purchased eSIM-compatible smartphones

  • Collecting customer feedback post-sale and resolving issues

  • Social media

  • Advertising

  • Referral program

  • Engagement

  • Sales

  • Mobile app / Website

Channels

  • Initial user outreach

  • Notifications (in-app, email) for customers who purchased eSIM-compatible smartphones

  • Collecting customer feedback post-sale and resolving issues

  • Social media

  • Advertising

  • Referral program

  • Engagement

  • Sales

  • Mobile app / Website

Cost Structure

  • Employee salaries involved in the project

  • Taxes, commissions

  • Marketing expenses

  • Legal expenses

Cost Structure

  • Employee salaries involved in the project

  • Taxes, commissions

  • Marketing expenses

  • Legal expenses

Cost Structure

  • Employee salaries involved in the project

  • Taxes, commissions

  • Marketing expenses

  • Legal expenses

Revenue Streams

  • Commission - providing subscribers to the operator, with revenue sharing with the operator

  • Feature driver that generates revenue from our feature


Revenue Streams

  • Commission - providing subscribers to the operator, with revenue sharing with the operator

  • Feature driver that generates revenue from our feature


Revenue Streams

  • Commission - providing subscribers to the operator, with revenue sharing with the operator

  • Feature driver that generates revenue from our feature


Value Proposition Canvas

Value Proposition

Customer Profile

Value Proposition

Gain Creators

Unlocking rewards through interactions with eSIM

Ability to choose an operator and tariff plan when purchasing an eSIM

Custom number selection

eSIM can be activated via Airalo in 150 countries

Option to set up auto top-up from a Monobank card

Support for multiple numbers in one place

Support service for inquiries

Manage multiple numbers from different operators

Buy a eSIM without leaving home

One-click eSIM installation

Value Proposition

Customer Profile

Gains

Stay connected while traveling abroad

Ability to have a custom number

Feeling of control through the purchase and activation of eSIM

Not worrying about account top-ups with auto-replenishment

Not needing to take additional actions or install other apps for managing numbers, as all numbers are in one place

Automatic account replenishment

Buy a eSim without leaving home

Earning rewards for additional interactions with the app

Value Proposition

Products & Services

Support for multiple eSims in the app

Purchase eSIM within the Monobank app

Top-up your number through Monobank

Transferring an existing number to eSIM (Lifecell only)

Viewing balance, tariff, remaining credit, and expenditures across all eSims

Customer Profile

Customer Job(s)

Purchase an eSIM

Check balance

To transfer my number to eSIM with the operator of my choice

To transfer a number to eSIM

Pain Relievers

Explanation about eSIM support for specific phones

Tracking balances and remaining internet, minutes, and SMS across all numbers from different operators simultaneously

Assistance in resolving technical issues related to the phone and operating system

The ability to purchase a eSIM from a Ukrainian operator while abroad

Convenient interface/flow for purchasing

Straightforward eSIM installation

Reminder for low data balance

Customer Profile

Pains

Long wait times for eSIM activation/transfer

Difficult eSIM installation and activation

Confusion about what eSIM is and how it works

Inability to purchase a physical SIM card abroad

Charges for additional internet are applied before the tariff ends (data runs out)

Confusion about how to use two SIM cards

Uncertainty about what to do if the phone is lost

Need for multiple apps for each provider to track balances

During our research, we identified 12 problems which we prioritized and focused on 6 of them. After the brainstorming session, we created prototypes that were tested with users. Based on the feedback received, we developed final solutions.

Solutions

Solutions

Solutions

  1. Referral programs and cashback incentives

  1. Referral programs and cashback incentives

Issues

  • Users of Monobank are not aware of the option to purchase eSIM within the app

  • Distrust of the autopay feature

13/22

13/22

users are unaware of eSIM in Monobank

users are unaware of eSIM in Monobank

60%

60%

of users take advantage of cashback, according to the survey

of users take advantage of cashback, according to the survey

Metrics for Tracking Success

  • UTM links

  • Referral conversion rate

  1. Phone capabilities check

  1. Phone capabilities check

Issues

When purchasing an eSIM, there is no information about whether this function is supported by the phone.

≈70%

≈70%

of users are unsure if their phone supports eSIM

100%

100%

of failed tests of the current solution in Monobank

Metrics for Tracking Success

  • Number of support inquiries

  • Number of eSIM purchases from phones that do not support it

  • Customer satisfaction index

  1. Information about a tariff

  1. Information about a tariff

Issues

Difficulty accessing tariff information.

>50%

>50%

of eSIM users are unaware if there are tariff details in Monobank

100%

100%

completion rate for finding tariff details after redesign

Metrics for Tracking Success

  • Number of support inquiries

  • Customer satisfaction index

  1. Notifications

  1. Notifications

Issues

Users forget to top up their account because there are no notifications.

10/22

users experience insufficient tariff notifications

90%

of users successfully completed the solution testing

Metrics for Tracking Success

  • Number of notifications viewed

  • Number of users who enabled notifications

  • Average notification setup time

  1. eSIM activation status

  1. eSIM activation status

Issues

  • Activated eSIM is not displayed

  • The "Install eSIM" function remains active after installation

  • Unclear error screen

0%

0%

completion rate before redesign

90%

90%

completion rate after redesign

Metrics for Tracking Success

  • Number of support inquiries

  • Customer satisfaction index

  1. Auto-payments

  1. Auto-payments

Issues

  • Lack of settings for configuring auto-payment conditions and payment confirmation notifications

  • The next payment date does not account for the early replenishment date

  • After purchasing a new number, the added auto-payment does not display, and there is no list of active auto-payments

35%

35%

of respondents indicated that they would like to enable early auto-replenishment when their data is exhausted or their balance reaches 0

76%

76%

of users consider the ability to configure auto-replenishment confirmations important

Metrics for Tracking Success

  • Clickthrough rate

  • Number of support inquiries

  • Customer satisfaction index

Conclusion

Conclusion

In conclusion, over the course of 1.5 months, we thoroughly researched and addressed user needs, resulting in the development and presentation of six tailored solutions to our client. Our recommendations, aligned with the AARRR (Acquisition, Activation, Retention, Referral, Revenue) framework, focus on enhancing user acquisition through targeted marketing, optimizing the activation process with intuitive design, improving retention via personalized notifications and support, encouraging referrals through a rewards program, and driving revenue with seamless eSIM integration and management. This comprehensive approach ensures a robust and user-centric experience, positioning our client for sustained success.