Understanding the Problem
New customers buying SIM cards often face fragmented and unclear activation processes. The competition required separate apps or multiple steps, making the experience confusing and unreliable. Our challenge was to design a secure and intuitive SIM activation flow directly within the My Movistar app.
User Research & Insights
We engaged 38 users focused on SIM activation. The findings showed that:
- Users value self-service activation but often prefer guided help.
- Identity validation increases trust, but it shouldn't feel invasive.
- Users dislike forced account creation during activation.
- The first top-up is preferred to be done physically rather than during digital activation.
These insights shaped our hypotheses about balancing control and trust.
Hypotheses & Opportunities
We hypothesized that a flow offering optional account creation, real-time guidance, and secure validations would enhance user trust. Additionally, allowing users to complete offline top-ups while activating their SIM digitally would reduce friction.
Competitive Analysis
Competitors like Claro and Entel require a separate app for activation, enforcing identity validation via fingerprint biometrics, QR codes, and contract signing. Although secure, these processes are long and complex. We aimed for a simpler, integrated solution within My Movistar, leveraging learnings from e-commerce platforms for smooth onboarding.
Wireframing & Prototyping
We designed multiple flow options and tested them with users via A/B testing. The results showed a preference for the flow with:
- Clear progress steps (activation stages).
- Integrated validation (QR scan + ID verification).
- Reduced steps by removing forced account creation.
Usability Testing
Through moderated testing, users completed the activation task and rated the clarity of each flow. They strongly preferred the unified, simplified flow, citing increased trust in identity validation and comfort with real-time support options (WhatsApp and phone line).
Final Solution
The final design integrated SIM activation directly into My Movistar:
- Step-by-step activation flow with visual guidance.
- Secure identity validation (QR + ID, optional biometrics).
- Real-time progress tracking during activation.
- Support integration (WhatsApp, calls).
- Post-activation confirmation and optional feedback.
Impact & Learnings
This flow provided a secure and user-friendly onboarding experience. It reduced confusion, eliminated redundant apps, and increased customer trust. The main learning was that security should not add friction; instead, it can coexist with simplicity if framed as **user protection rather than an obligation**.
Get in Touch
I'm always open to new opportunities, collaborations, or just a good chat about design. I enjoy connecting with people who share a passion for creating meaningful digital experiences, so feel free to reach out anytime!