EXPERTISE
Timeline
Type
🐾 Streamlined Monobank’s eSIM process so users can quickly see if their device is compatible
🐾 Addressed confusion around who handles activation, number porting, and lost-device recovery
🐾 Prototyped advanced features like multi-line management (family/group plans)
🐾 Validated the design through interviews and usability testing, iterating based on direct feedback
🐾 Delivered a more reassuring, user-friendly experience that reduces reliance on external support
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forward
Monobank aimed to enhance customer loyalty, drive user engagement, and establish a competitive edge in the digital banking market. The strategic benefits included:
Elevating overall customer satisfaction by simplifying the eSIM experience.
Encouraging deeper engagement by seamlessly integrating convenient mobile management tools into the app.
Strengthening Monobank’s competitive positioning through innovative service offerings tailored directly to user needs.
Despite collaborating closely with Monobank’s internal teams, our project faced significant constraints, notably lacking direct access to internal research data and comprehensive user analytics. This challenge led us to prioritize primary research methods, including user interviews, usability tests, and independent analyses, enabling us to generate robust insights and actionable recommendations.
As a UX researcher and designer within our team, I played a significant role in driving the project forward, contributing through:
My work ensured that user needs remained central to our solutions, leading to proposals that were both practical and innovative.
Throughout the project, we used a mix of UX and business research methods to guide our design decisions. Below are the key activities we carried out—listed in the order they influenced our process and helped shape the final solutions.
Connecting UX with business goals
To connect the UX work with Monobank’s broader goals, we used tools like the AARRR framework, Lean Canvas, and Value Proposition Canvas. This helped us move beyond usability and think about long-term impact.
Why this mattered:
These tools showed us where users were likely to drop off, what would keep them engaged, and how the eSIM service could support Monobank’s growth and retention goals.
Impact on design:
This thinking helped us focus on areas that affect activation, usage, and loyalty—for example, reducing entry barriers with compatibility checks, and increasing stickiness with features like shared number management.
Understanding user needs through interviews
We started by conducting in-depth interviews with Monobank users who had either used eSIM services or had experience with eSIM outside of Monobank. These one-on-one conversations gave us the clearest picture of their expectations, concerns, and frustrations. Based on those insights, we created user personas and customer journey maps (CJMs) to better visualize pain points and behaviors across different user types.
User Interviews
Survey responses
Why this mattered:
These interviews gave us a direct line to real user experiences. We uncovered recurring issues—uncertainty around device compatibility, difficulties with switching phones, and challenges helping relatives manage accounts. These weren’t just minor inconveniences—they revealed fundamental gaps in the current service.
Impact on design:
We learned that users needed early reassurance about their device, and were often left without support when trying to manage multiple numbers or transfer eSIMs. These insights shaped how we approached problem definition in the next steps of the design process.
Finding opportunities through competitive analysis
We explored what other banks and telecoms offered in the eSIM space and ran a SWOT analysis alongside a feature comparison (POPs and PODs). We also performed heuristic evaluations and reviewed common UI patterns.
Why this mattered:
We saw that Monobank was missing several standard features—like plan customization, eSIM transfer, and guided onboarding. Meanwhile, competitors offered clearer flows and more flexibility. The heuristic review helped us spot usability issues like unclear hierarchy, overloaded screens, and lack of confirmation cues.
Impact on design:
These evaluations helped us identify where Monobank could align with user expectations while still standing out. They led us to prioritize streamlined navigation, clear feedback, and flexibility in number management.
competitors analyzed
This process reminded us that research isn’t about checking boxes—it’s about focusing on what moves the needle. We learned to keep users at the center while tying our decisions to business goals. Most of all, we learned to turn insights into simple, thoughtful design improvements that solved the right problems.
Problems & Solutions:
Our research uncovered multiple pain points, but for clarity and focus, we concentrated our efforts on three main challenges. Below is a summary of the key issues we identified, which shaped our strategic recommendations and solution development:
Problem 1:
Users were unaware if their devices supported eSIM technology.
Why is that a problem?
Many users purchased eSIM packages without knowing if their phone supported this technology. This confusion led to frustration, unnecessary expenses, and extra support calls. About half of our interviewees had concerns regarding device compatibility.
“I bought an eSIM and only after i tried to install it, I realized my phone didn't support it.
I wasted money and then spent a few hours with support.”
Solution:
Integrate an automatic or manual compatibility checker right in the Monobank app
Instantly verify if the user's device supports eSIM.
Clearly inform users about their device compatibility before purchasing.
Redirect users with unsupported devices towards suitable alternatives or traditional SIM options.
Metrics to track:
Bounce rate
Conversion rate
Retention rate
Number of customer support calls related to compatibility
Problem 2:
No option to remove or transfer eSIM to another device
Why is that a problem?
Users faced difficulties removing or transferring their eSIM, especially problematic if their devices were incompatible or when changing devices. This limitation created ongoing frustration, confusion, and dissatisfaction with the service.
“I switched my phone and couldn't transfer my eSIM, nor remove it from the old phone.
It made the entire process exhausting and overly complicated.”
Solution:
Create intuitive eSIM removal and transfer features within Monobank’s app.
Allow users to easily remove the eSIM directly through the app.
Enable seamless transfer of the eSIM to new devices without complicated processes.
Provide clear instructions and confirmation steps for secure eSIM transfer.
Metrics to track:
Number of eSIM transfer/removal requests
Customer support call volume regarding eSIM transfers and removals
User satisfaction post-transfer or removal
Problem 3:
Difficulty managing family members’ mobile services
Why is that a problem?
Monobank lacked features for users to efficiently manage or pay for services for family members or groups, limiting usability.
“When my grandma needs a top-up or to check her balance, I always have to take her phone physically. There’s no easier way.”
Solution:
Create an intuitive "Family plan management" system within Monobank’s app.
Easily group and manage multiple eSIMs in a family dashboard.
Clearly visualize and manage balances and subscriptions.
Quickly top up or manage payments for connected accounts.
Metrics to track:
Bounce Rate
Retention
Churn Rate
Number of purchased plans
Number of people changing plans
Testing and validating ideas with usability testing
Once we had early design concepts, we ran usability tests to understand how real people interacted with our proposed flows—especially around activation, eSIM management, and family features.
Why this mattered:
The tests showed us what made sense and what didn’t. We discovered confusing terms, clunky steps, and unclear task ownership between the bank and mobile operators, which we wouldn’t have caught without observing real user behavior.
Impact on design:
These sessions confirmed that users were unsure who to turn to at different steps, and which actions were safe or reversible. That helped us better define the informational gaps and stress points in the current experience.
This project was more than just spotting ways to improve the user experience; it was all about providing practical insights to elevate Monobank's eSIM experience. By working hand-in-hand with Monobank’s team, we tackled key challenges head-on, making a real impact on product improvements.
Our project successfully shared in-depth research findings and focused on UX improvements directly with the Monobank team. While not every solution was put into action right away, some key recommendations—like automatic device compatibility checks, eSIM transfer capabilities, enhancements in QR code activations, and clearer activation processes—were adopted based on our insights.
To take Monobank’s eSIM user experience to the next level, we could consider conducting more rounds of usability testing. This would help us confirm how effective the solutions we've implemented are and identify any additional areas for improvement. Plus, expanding our user research to include a wider range of user segments could offer richer insights, allowing us to keep refining user-centric solutions .
Working on Monobank's eSIM feature taught me valuable lessons about balancing strong UX principles with business objectives. Beyond addressing user experience issues, the project highlighted the importance of clearly understanding and aligning with business goals to deliver impactful solutions. Several key lessons emerged from this experience:
The lack of internal data pushed us to think outside the box—we came up with innovative ways to gather user insights on our own, which really emphasized the need for adaptability.
Since we had limited access to Monobank's internal resources, proactive communication became essential. We held regular team discussions and worked together to solve problems, which helped us stay aligned and deliver solutions that were relevant.
Having a diverse team brought a wealth of experiences to the table, allowing us to tackle challenges from different perspectives and ultimately craft more effective, practical solutions for Monobank.
Ultimately, the project's success was deeply tied to our team's collaboration and diverse skillsets. Despite initial challenges, this experience underscored the critical role of teamwork, adaptability, and effective communication in creating impactful UX solutions.
I'm happy to share more about this project and how I work :)
