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
Improving visibility, reducing the amount of steps taken, and reducing friction.
02 Increase Conversion Rate
Increasing the likelihood the user checkouts
03 Validate Demand for eSIM
Gauge the demand for travel eSIMs and identify potential products we can introduce
Approach
We employed serval UX techniques. Surveys to generate qualitative data, internal focus groups to understand the current customer journeys, competitor analysis for product comparison and usability testing to validate wireframes.
In-base survey with 1,599 respondents
Internal Focus group testing
Usability testing with 5 participants
Competitor analysis
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
Insights
“I purchase data from my telco provider
because it is convenient and I can track my usage”
Participant A
“An alternative option is eSIMs from shopee, etc, because it is cheaper “
Participant B
Product
Only 9.5% of our customers love our roaming rates
65% of our users want more affordable roaming rates or products such as Travel eSIM
Customer prefer purchasing from their service rovider because it is convinient, safe, and able to track their usage.
Usability
Entrance is not visible and hard to find
Lack of search bar when looking for roaming plans
Lack of details such as plan start date, duration
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.
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%
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