The eSIM made
for travel.
Virgin Connect Roam is the travel eSIM from Virgin Connect — affordable data in 190+ countries, live in minutes, with no roaming bills. I led the product UI/UX across its full lifecycle: the app, and both the Roam and Virgin Connect websites.
Role
Lead Product UI/UX Designer
Full lifecycle — every decision
Scope
Mobile app +
two websites
Product
Travel eSIM
by Virgin Connect
Reach
190+ countries
iOS · Android · Web
Borderless data, the moment you land.
Roam is the travel eSIM from Virgin Connect, a global consumer-connectivity brand. It gives travellers instant mobile data in 190+ countries — country, regional or global plans — bought in the app or on the web and installed as an eSIM in minutes.
No physical SIM, no roaming bills, no surprises. My remit ran the whole way through — the product direction, the app experience, and the design and execution of both the Roam storefront and the Virgin Connect brand site.
Make global connectivity feel like nothing at all.
Travellers don’t think in megabytes — they think in trips. The job was to hide a deeply technical product behind something effortless, across every surface.
Effortless for non-experts
People buying data abroad don’t want a telco — they want to land and be online. The experience had to lead with destinations and trips, not plans and gigabytes.
eSIM is still unfamiliar
Installation and activation are where travellers hesitate and churn. The flow had to make a brand-new technology feel safe, guided and obviously worth it.
One brand, many surfaces
A single language had to hold across the app, two websites and 190+ countries in English, Spanish and Arabic — consistent, premium, unmistakably Virgin.
Owning it end to end — product and web.
As lead designer I was involved in every decision across the product’s lifecycle — not just the app, but the websites that sell and frame it.
Discover & define
Researched how travellers actually buy data abroad, and shaped the product around destinations, clarity and trust.
Design the app
Owned the end-to-end app UI/UX — discovery, search, purchase, eSIM install and usage management.
Lead the websites
Led the design and execution of both roam.virginconnect.com and virginconnect.com — storefront and brand.
Launch & iterate
Shipped across iOS, Android and web, then refined the journey with real usage and feedback.
From “where to?” to online — in a few taps.
A destination-led app that turns buying international data into something anyone can do on the jet bridge.
Destinations first, not data plans.
The home opens with “Where are you going?” — countries, regions and global plans surfaced as places, with photography doing the selling. Browsing connectivity feels like browsing a trip.
- ✓ Search across 190 countries, 8 regions and a global plan
- ✓ Transparent “from” pricing on every destination
- ✓ Device-eSIM compatibility check built in
The scary part, made calm.
eSIM install is where travellers freeze. The flow walks through it plainly — set as default, enable data roaming, install — and confirms the purchase with a clear order summary, so there’s never a “did that work?” moment.
- ✓ Guided, two-step install with reassuring microcopy
- ✓ Clear order confirmation, receipt and install hand-off
- ✓ Manage data, top up and track usage from “My eSIMs”
The whole trip, one flow.
Three steps to connected.
Choose your destination
Pick the country, region or global data package that’s right for your journey.
Purchase your package
Buy online or in the app and receive a free eSIM — no physical SIM, no store.
Install & activate
Follow the simple guided install, activate, and get roaming in minutes.
I designed the product — and the sites that sell it.
Beyond the app, I led the design and execution of both Virgin Connect web properties: the Roam storefront and the Virgin Connect brand home.
The storefront.
A destination-led storefront where the photography carries the wanderlust and the buy path stays effortless — search a place, see transparent pricing, check out in moments. Built to convert travellers across EN, ES and AR.
- ✓ Destination-first browsing & search
- ✓ Transparent “from $3” pricing, zero hidden fees
- ✓ Responsive, multilingual, conversion-focused
The brand home.
The Virgin Connect brand site — an emotional, scroll-led story about connection and belonging that frames the brand and hands off into Roam. “The easier way to connect with what matters.”
- ✓ Narrative, motion-led brand experience
- ✓ Virgin red · orange · purple identity system
- ✓ Clear hand-off from brand into the Roam product
Everything a traveller needs — nothing they don’t.
190+ countries
Country, regional and global eSIM plans with fast 5G connectivity and instant connection wherever you roam.
No hidden fees
What you see is what you get — honest, transparent pricing with zero roaming surprises.
Eco-friendly eSIM
Ditch the plastic. Go green and connect with a zero-waste, fully digital eSIM.
24/7 support
Multilingual customer support via live chat or email, any time zone you’re in.
Usage & top-ups
Track data on the go and top up your plan in a tap, straight from the app.
Compatibility checker
Confirm your device supports eSIM before you buy — no guesswork, no wasted plans.
A product that ships everywhere.
“To connect is to belong. To roam is to be free.”