Designing Smart Searchfor a Complex Travel SIM and eSIM Catalog
Tourism - APAC Market - UI/ UX Website Design - Fixed Price - 1 month - 1 Designer
A growing catalog of travel SIM and eSIM plans was turning product variety into decision friction for customers. Newwave Solutions translated the client’s Smart Search concept into a guided discovery and purchase journey across the website and mobile application. The reusable interface structure also gave the client a foundation for managing its diverse SIM and eSIM catalog and accommodating future product additions with less design rework.
Client Context
The client is a travel connectivity provider offering physical SIM and eSIM plans for travelers visiting more than 200 countries worldwide. Its catalog covers multiple destinations, regions, SIM types, usage periods, data options, and coverage levels, serving travelers with different connectivity needs. With sales handled through its website, online ordering, and customer service channels, the business depends on a clear digital experience that helps customers find, purchase, activate, and manage the right plan for each trip.
Business Stakes
The client needed to turn a growing and complex SIM and eSIM catalog into a clear purchase journey that could support customer decisions.
Travelers had to evaluate destinations, SIM types, usage periods, data options, and coverage levels simultaneously, making it difficult to identify the right plan.
This complexity could increase decision friction, make customers more dependent on assistance, and weaken the path from product discovery to purchase.
The experience needed a consistent and reusable structure that could accommodate more SIM and eSIM options without making navigation increasingly complex.
Our Approach
Newwave Solutions treated this challenge as a product decision problem rather than simply a navigation or visual design task. Through requirement analysis, the team clarified how travelers naturally evaluate connectivity options and translated the client’s Smart Search concept into a guided selection journey. This direction reduced the need for users to understand the client’s full product structure before choosing a suitable SIM or eSIM plan.
To deliver the mobile app design within one month, the team organized the design process around critical user journeys instead of completing individual pages sequentially. Product discovery, comparison, purchase, activation, account management, and Pick-up Points SIM collection were considered as connected stages of one customer journey. This approach kept the limited design scope focused on business critical interactions while establishing a consistent structure that could accommodate a growing product catalog across both platforms.
Key UI/ UX Decisions
The design team focused on reducing product selection friction while creating an experience that could support the client’s expanding catalog.
Guided Smart Search
Based on the client’s Smart Search requirement, the team structured the search flow around the factors travelers naturally consider: destination, SIM type, trip duration, data type, and data allowance. This turned a complex product taxonomy into a guided decision journey without requiring users to understand the full catalog.
Decision-Focused Product Hierarchy
Coverage, data allowance, validity period, and price were given the highest visual priority because they directly influence plan selection. Secondary details remained accessible without competing for attention, helping users compare options more efficiently.
Visible Purchase Actions
Product information, pricing, and the “Buy Now” CTA were organized within a clear visual hierarchy that helped connect browsing and comparison with the client’s primary commercial goal.
The project followed a fixed price, project-based delivery model with a dedicated UI/ UX designer working closely with the client from requirement analysis through prototyping and final handoff. The client defined the business requirements, including the Smart Search concept, while Newwave Solutions translated them into user flows, information structures, and consistent experiences for the mobile app.
To meet the one-month timeline, requirements and design work were managed around critical user journeys rather than individual screens. Related flows and interface components were reviewed as connected experiences, helping both sides prioritize business critical interactions and control scope. Feedback was incorporated into the evolving prototype, giving the client visibility into design decisions before the final assets were prepared for implementation.
Product Outcomes
Coverage, data allowance, validity period, and price were prioritized consistently across product displays, making essential plan information easier to review and compare.
Purchase, activation, account management, and physical SIM pickup flows were designed as connected stages, giving the client a coherent experience across pre purchase and post purchase interactions.
Reusable components and consistent interaction patterns created a design foundation that could support new SIM and eSIM plans on mobile app design.
Business Impacts
The redesigned experience gave the client a clearer digital sales foundation for turning a complex product catalog into accessible choices rather than customer confusion. By reducing decision friction across the mobile app, the design supports more self-directed purchasing, although post launch conversion data was outside the project scope. The reusable interface structure also enables the business to expand its SIM and eSIM catalog with less design rework while maintaining a consistent customer journey.
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