The eSIM made for travel.
Data in 190+ countries, live in minutes, no roaming bills.
I led product UI/UX across the app and both websites.
Role
Lead Product UI/UX Designer
Scope
App + two websites
Product
Travel eSIM
Reach
190+ countries
Borderless data, the moment you land.
Country, regional or global plans, bought in the app or online and installed in minutes. No physical SIM, no surprises.
Make global connectivity feel like nothing.
Effortless for non-experts
Travelers want to land and be online. Lead with destinations, not gigabytes.
eSIM is unfamiliar
Install and activation is where people hesitate. It had to feel guided and safe.
One brand, many surfaces
An app, two websites, three languages. One Virgin Connect language.
Owned end to end: product and web.
Discover & define
How travelers really buy data abroad.
Design the app
Discovery, search, purchase, install, usage.
Lead the websites
The Roam storefront and the Virgin Connect brand site.
Launch & iterate
iOS, Android and web, refined with real usage.
From “where to?” to online in a few taps.
Destinations first, not data plans.
Home opens with “Where are you going?” Countries, regions and global plans shown as places, with photography doing the selling.
- ✓ 190 countries, 8 regions, one global plan
- ✓ “From” pricing on every destination
- ✓ Device compatibility check built in
The scary part, made calm.
A plain two-step install, set as default and enable roaming, then a clear order summary. Never a “did that work?” moment.
- ✓ Guided install with reassuring microcopy
- ✓ Clear confirmation and receipt
- ✓ Usage, top-ups and plans in “My eSIMs”
The whole trip, one flow.
Three steps to connected.
Choose a destination
Country, region or global.
Buy the package
In the app or online. The eSIM is free.
Install & activate
Guided install, online in minutes.
The product, and the sites that sell it.
The storefront.
Destination-led, with photography carrying the wanderlust and a short path to buy.
The brand home.
A scroll-led story about connection and belonging that frames the brand and hands off into Roam.
Everything a traveler needs, nothing they don’t.
190+ countries
Country, regional and global plans on fast 5G.
No hidden fees
Transparent pricing, zero roaming surprises.
Eco-friendly
No plastic. A fully digital eSIM.
24/7 support
Multilingual, by chat or email.
Usage & top-ups
Track data and top up in a tap.
Compatibility check
Confirm eSIM support before you buy.
A product that ships everywhere.
“To connect is to belong. To roam is to be free.”