Optimizing SIM Swap flow to increase conversion rate from 38% to 76%

Desktop, Mobile | 3 weeks, 2021

sim swap final designs cover photo

Redesigned, and simplified SIM Swap

My role as a Product Designer contributed in research, design, and delivery to the engineering team.

I collaborated with a Product Manager, Content Strategist, Engineers, and Call Centre agents.


The SIM swap flow is used by over 17K TELUS customers each month to change their SIM cards.

When things don't go right, customers prefer to call or have a store dealer do it.

Before redesign SIM swap page


How might we improve the conversion rate?

After noticing a number of negative VoC comments and analytics for this, I collaborated with my Product Manager to fix the low conversion rate.

Notice the massive drop off on step 1


Increase conversion rate, leading to reduced calls.


  • Increase conversion rate from 38% to a lot more
  • Reduce negative VoC feedback
  • Reduce 10.5K potential calls

My design process

Research > Design > Deliver

current sim swap audit image


Customers are confused and overwhelmed.

I needed to dig deeper and understand why customers have trouble with this flow. I started by reading all SIM swap related feedback in the voice of customer slack channel, audited the current experience so I could identify opportunities and gaps, interviewed call center agents to understand what customers need help with.

Key findings:

  • Unclear language: Customers are unsure what SIM Swap does
  • High cognitive load: Lots of content upfront causing overwhelm
  • Can't find the SIM number: Customers have difficulty finding the SIM number as it isn't clear where to look for it
  • Entering the wrong number: When customers do find the SIM number, they often enter the wrong SIM number because the SIM card has multiple numbers, and it is difficult to type the long 19-digit number

exploration 1

What if they can scan the SIM card?

Wouldn’t it be great if you didn’t have to enter the numbers in the first place? I recommended the option to scan when using their phones to change a SIM, but due to technical constraints and privacy concerns, this wasn’t feasible.

exploration 2

Solving the root cause, the SIM card itself.

It seemed that the root cause was the SIM card itself. According to Miller's law, that the number of objects the average person can hold in working memory is about seven. Plus or minus 2. The current SIM card did not support that law. I proposed changing the sim card to support human working memory. It was liked by the team, but because of the short timeline, this solution wasn't feasible at this time.

final designs

Last resort: updating the page itself

Considering all our other options were not possible due to constraints, I was limited to optimize only the webpage. I collaborated with a content strategist to create simpler and clearer version of this page. This included exploring different language, highlighting the SIM number upfront so it's clear which number to enter.

This wasn't all. I also noticed opportunities throughout the entire SIM Swap flow, and suggested other improvements to make the experience even more dynamic and simpler.

Design considerations:

  • Minimal and simple design: Removed redundant content
  • Recognition rather than recall: Brought sim card upfront visually along with highlighted SIM number
  • Improved form handling: Showing helpful content dynamically
  • Consistency: Matching language used by competitors

Walkthrough of the final designs


Within a few weeks, conversion rate doubled from 38% to 76%.

This was really satisfying because projects often take months. But I was able to help TELUS and their customers save time and money through some simple UX improvements. All of this in just 3 weeks!

This impacts TELUS by potentially reducing over 10.5K calls / month, which equals to savings of $1.5M each year.

Post launch analytics

learnings & recommendations

Less often creates more clarity.

People often think adding more things will make a design clearer. In reality, removing noise can be helpful.

Keep it simple.

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