Impact
46%
faster checkout completion
152%
task success in usability testing
~25%
projected conversion uplift
The Challenge
The original website suffered from a confusing information hierarchy and low clarity around eSIM selection, which led to frequent drop-offs during checkout. Visual inconsistency and poor accessibility further undermined user trust.
Since eSIMs require a clear understanding to purchase, these issues directly impacted conversions. Additionally, the site’s IA and slow page load times frustrated users, especially travelers needing quick, dependable service.
The Goal
The aim was to increase the conversions, create a clear and trustworthy interface that by improving the site’s architecture.
One of the main goal was to increase the conversions and that can only be achieved by improving other aspects of the website like navigation, clarity, visual consistency etc…
Output
A key success metric was the improvement in conversions and the user journey becoming noticeably smoother, evidenced by an increase in the SUS score from approximately 40% to 93% .
The redesign resulted in a more intuitive, accessible, and conversion-optimized website. Users reported significantly less confusion and higher confidence, as confirmed by usability testing. The site also became easier to maintain and scale. Improved performance with reduced load times helped retain users during their purchase journey, contributing to better conversion rates and stronger brand trust.
Background & The Process
The original homepage tried to do too many things at once with unrelated elements and burying the main action.
Through a quick audit, it became clear that travelers couldn’t answer three basic questions.
Am I aware of all the services provided?
Can I trust it?
How do I buy a plan?
Defining the problem
From this audit, the design goals became clear:
Clarify the value proposition for travel eSIMs in the first screen.
Create a simple path: choose destination → compare plans → understand how it works → purchase.
Build trust with transparent details, support, and social proof.
Exploring solutions
Several layout options were explored to rebalance the page and prioritize the key journey.
The focus was on restructuring content into logical sections, testing different hero compositions, and simplifying how plans and regions are presented.
Design
The final design brings everything together into a focused, travel-first experience.
The new homepage highlights the main action, organizes plans by country and region, explains “How it works”, and reinforces trust with clear benefits, testimonials, and app previews.
Specific Contribution
I was responsible for the end‑to‑end redesign of the Simology site. I owned research, problem framing, UX strategy, information architecture, interaction design, and the final UI across desktop and mobile.
What did I specifically do?
Refocused the homepage
The homepage mixed eSIM content with unrelated sections, which diluted the product’s purpose and reduced trust. I removed irrelevant elements and refocused the experience entirely on travel eSIMs, making the value clearer and bringing the primary “Check Rates” action forward.Rebuilt the page flow around traveler decisions
I redesigned the homepage into a simple, linear journey: hero with country picker, popular and regional plans, “Why Simology”, “How it works”, FAQs, and testimonials. This structure answered key questions earlier and guided users smoothly from exploration to purchase.
Key Learnings
A key takeaway was how critical clear positioning and information architecture are for conversion-focused products. By removing off-topic content and rebuilding the page around a single narrative, “get a travel eSIM in minutes”, the product became easier to understand, trust, and act on.
I learned the importance of designing explanations, not just interfaces. Clarifying how eSIMs work, surfacing support earlier, and reinforcing trust showed me that good UX here is as much about education and confidence as it is about layout and visuals. In future projects, I’ll invest more in these narrative layers, especially for unfamiliar or technical products.
