Joshua Lau

MyRepublic Roaming

Travel • Conversion • Optimization

COMPANY

MyRepublic

MY ROLE

User Reacher & Designer

Duration

3 months

Overview

MyRepublic is planning to revamp their roaming options and would like to improve the in-app purchasing experience to drive conversion. The revamp would introduce four new categories - 24 hours, 7-day, 30-days and a pay-per-use roaming packages.

In addition, MyRepublic is contemplating introducing travel eSIM and Pocket Wi-Fi. However, they would need to validate the demand for these products among our users.

KEY OBJECTIVES

01 Optimize the purchase Journey

Customers should be able to purchase our roaming plans quickly and intuitively

02 Increase Conversion Rate

Identify and introduce roaming plans that our customers wants based on their needs

03 Validate Demand for eSIM

Gauge the demand for travel eSIMs and identify potential products we can introduce

Why revamp

roaming?

In-base survey with 1,599 respondents

Q: I love MyRepublic because….

Value for money

Loads of data

54%

Easy to sign up

Roaming Rates

Q: What are some new features or services you’ll like MyRepublic to introduce?

Affordable roaming

Cashback / Shopping

72%

Vacation Deals

Something for gamers

Based on our survey, we understood that our customers are looking for better roaming options. This demand validates our proposal of revamping our roaming products.

What are the

market rates?

Competitor analysis

We compared our current eSIM prices against other telcos and eSIM providers. Based on our research, we found that our current plans are one of the most expensive in the market.

MyRepublic

Telco 1

Telco 2

eSIM 1

Malaysia

$5.90/GB

$6/GB

$15 / 12GB

$12 / 10GB

Thailand

$5.90/GB

$7/GB

$15 / 12GB

$10 / unlimited

Asia

$30/GB

$18 / GB

$6/GB

$33 / 10GB

Global

$40/GB

$30 / 4GB

$19 / 3GB

Current UX
Issues

Internal Focus group testing

We also conducted an internal focus group session to identify usability issues within the current journey.

KEY ISSUES

Entrance is not visible and hard to find

Lack of search bar when looking for roaming plans

Current roaming plans are more expensive compared to the market

Current entrance via “manage roaming” does not have enough visibility

-15

As a user, if I do not have an existing roaming data plan, I would not click on “boost your roaming data”

-10

I would expect to see a search bar at the top, which would allow me to search by countries

-10

I find the current plans available too expensive as compared to eSIMs

-10

Insights from Internal Focus group session

Alignment

We proposed to introduce travel eSIMs as part of this revamp. Travel eSIMs would meet our business goals, user goals, and follow the market trend. Doing so would help improve our profits from roaming plans.

Cheapest roaming plans
Network stability
Ease of set--up

Market

eSIMs are readily availabe
eSIMS are cheapest in the market
Telcos are bundling roaming date
into mobile plans

Business Goals

User Goals

Introduce roaming plans that convert
manage profit margins
Improve visibility of our roaming plans

Solution:

INTRODUCE

TRAVEL eSIMs

Constraints

Product Marketing Team (Project Owner)

Our native roaming plans are not flexible as we purchase the data from a larger provider

In order to provide cheaper roaming data (eSIMs), we would have to engage a third-party provider and re-direct the users to their website

Network Team

Customers would need to manually switch to the overseas data provider to receive roaming data.

Usability

Usability testing with 5 participants

Usability testing helps us identify issues throughout the journey before going-to-market

What went well

Average rating for the testing session is 6.2/7

Users was able to quickly identify the entrance to purchase roaming plans

Users appreciated the recommendation engine such as “popular destination”

Users felt that there is less steps required to purchase from MyRepublic vs Travel eSIMs

Overall, the navigation is smooth and users were able to checkout easily

What could be better

Users would like bigger data options such as 3GB / 5GB / 10GB

More details such as Start Date & Time should be included in checkout page

Travel eSIMs are seen as a cheaper option. Customers who are price sensitive would choose Travel eSIMs instead.

Pay-As-You-Roam should be a opt in service only.

Customers want to be notified if Pay-As-You-Roam is active. This ensures the users are not blind sided by the charges

Introducing Travel

eSIM & Pocket Wi-Fi

We decided to launch Travel eSIM and Pocket Wi-Fi because the demand is validated by research. Because the product is offered by a third-party provider, MyRepublic has to just re-direct users from our app to their website.

Travel eSIM

4G • Data refilled daily • Min. 3 days

1GB/Day

from

$2.90/Day

3GB/Day

from

$3.90/Day

Pocket Wi-Fi

4G • Connect up to 8 devices • Min. 5 days

5GB/Day

from

$6.90/Day

10GB/Day

from

$9.90/Day

MyRepublic’s Travel eSIM introduction

In-app product listing for eSIM and Pocket Wi-Fi

A 3-step Purchase Journey

To improve conversion, we want to design a journey that is intuitive and as short as possible. This means make the entrance on the home screen as clear as possible while following the customer’s expected journey of → Searching by country, → viewing available plans, → checking out.

01
Find roaming plans
with ease
02
Find the perfect plan
for you
03
Customize Your Plan
& Purchase

Post-Purchase
Journey

We wanted to provide a way for customers to manage their roaming plans post-purchase and connect to the right overseas service provider post-purchase. This is why we created the active plans page and the “no internet connection page.”

MyRepublic’s Travel eSIM introduction

Impact

Once the project went live, we tracked the results for three months. Based on results, we can conclude that the optimization was sucessful and implementing travel eSIMs is the correct decision.

INCREASED CONVERSION RATE

13%

TRAVEL eSIM & POWI PURCHASES

4,000+

MONTH-ON-MONTH ESIM GROWTH

56%

Other

Projects