Roamless Web UX Testing
Uncovering actionable insights for the leading global eSIM provider's emerging value proposition and diversifying services.
Overview
For the global eSIM provider Roamless, I led a comprehensive qualitative testing to validate design decisions and messaging for their web homepage, as well as to-be-introduced Prime package, in addition to existing Fix and Flex packages.
Through stakeholder discussions, I defined a research approach, using semi-moderated focus groups, with discussions and comparative testing of key messages and service comparisons. Meeting with 21 participants from 4 distinct user segments, I tested multiple designs and harvested learnings to detailed insights.
All insightful and actionable recommendations got implemented directly into the final product. Earning stakeholder trust and confidence in the value of UX Research with this project, I continue to collaborate with them on 3 more additional scopes in 2025 and 1 planned for 2026.
Client
Roamless
Responsibilities
Research Strategy
UX Research
Research Ops
Synthesis & Storytelling
Year
2025
Duration
5 weeks
Impact
Comparing Q1 to Q2 results, after the homepage launch:
%69
increase in total users gained.
From 411k to 698k in 3 months after its launch
%147
increase in purchase count via website.
From 690 to 1780 in 3 months after its launch.
%57
increase in engaged sessions
(Sessions that last longer than 30 seconds)
%221
total revenue increase on web purchases
Research Strategy
Through conducting stakeholder interviews with design, marketing teams as well as CMO and CPO, I framed our research strategy with inspiration from Blue Ocean Strategy. I defined tiers of archetypes who are critical to learn from: existing users, multiple eSIM users, competitor users and eSIM strangers.
Partnering with User Interviews, I recruited users from the US, UK, EU and Australia - primary markets of Roamless. Integrating a screening survey helped us find the right participants — ensuring diversity in backgrounds, travel and eSIM usage patterns. I recruited Roamless users via in-app notifications to carefully selected users in our database.
I designed focus groups around four critical discovery areas:
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Hero messaging clarity Do we communicate scope and differentiation effectively?
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Pricing structure understanding Can users compare packages confidently?
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Package terminology alignment Does our language match users' mental models?
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Feature comprehension Do benefits seem clear and accessible?
Session questions relied on open-ended discussions while balancing laser-focused questions from our assumptions. During discussions, I showed multiple options, separately and side-by-side, in order to surface nuances that would be amiss in isolated testing.
Guiding Question
How does the value proposition and package offerings of Roamless resonate with diverse traveler segments, in order to drive confident purchase decisions from web homepage?
Research
I conducted 6 moderated focus groups with 3-4 participants each, reaching 21 people.
In 1.5 hour sessions, participants gauged hero messaging variations, three pricing presentation models (per-GB only, total pricing with GB reference, and action-oriented with minimal pricing), and package descriptions for Fix, Flex, and Prime.
By the safe space we created, participants felt comfortable to not just express their opinions, but also refer to other participants and even ask others questions themselves! Their thoughts, concerns and stories helped me synthesize their motivations and underlying sense-making processes.
Synthesis & Iteration
The research revealed 24 insights that directly shaped the final website design. Critical insights are summarized below:
"The Global eSIM" Wins on Clarity and Aspiration
Hero messaging testing revealed that "The global eSIM" successfully communicated comprehensive coverage while "Your (second) eSIM" positioned Roamless as a backup solution rather than primary choice. "Mobile operator for travel" confused users across all segments who found "operator" outdated, while variations like "eSIM, simplified" and "Effortless roaming" felt redundant—users expect simplicity by default. The winning message balanced travel focus with broader use case potential.
Chosen primary headline "The global eSIM" with supporting copy "Stay connected like you're at home—instant setup, flexible data and global coverage in 200+ countries."
'No Expiration' Featured: Elevated to one of four hero features with benefit copy "Buy now, use whenever. Your data, no pressure" and prominently featured in Flex vs Fix comparison table.
"Buy plan" terminology is in conflict with how FIX Plans are priced.
Users who associate "plan" with monthly subscriptions from traditional carriers, were confused by "buy plan" as it refers to auto- repetitive purchases. Seeing "buy plan" with per-GB pricing, users couldn't understand the offering: "What is $1.45? Tell me to pay this much and get 10 GBs." They expected either clear package tiers (5GB for $X) or subscription pricing—not the "plan" label combined with per-unit costs.
Price per GB showcases all packages as FLEX (Pay-As-You-Go package), wrongfully.
Displaying price-per-GB across all packages caused users to perceive all options as "pay as you use." Users questioned "Isn't RoamlessFix also pay as you use because I'm paying per GB?" This undermined the intended distinction between fixed packages, flexible credits, and subscription models—users needed descriptions focused on use cases rather than unified per-GB pricing that made distinct offerings feel identical.
Package Terminology: Replaced confusing "buy plan" language with use-case focused descriptions: "Pay-as-you-go flexibility: Introducing RoamlessFlex" and "Longer stays or high data needs? Meet RoamlessFix."
Comparison Table Added: New "FLEX OR FIX - Pick what works best for you" section with comprehensive comparison showing Coverage (Valid globally vs. Only in a country or region), Expiration (No expiration vs. 30 days), Mobile data options, and In-app calls availability.
Website Updates
All research recommendations were implemented on the live Roamless website. Experience it yourself roamless.com
