I led the redesign of the Bring Your Own Device activation journey, a multi-step process that created significant friction for users and measurable business risk. The existing flow required customers to locate and manually enter an IMEI number, choose between eSIM and physical SIM options, and navigate unclear instructions — all of which contributed to high drop-off rates, increased call-center volume, and abandonment to competing providers.

My work focused on reframing activation from a task-based utility into a guided, conversational experience grounded in clarity, support, and reduced cognitive effort. In partnership with product and engineering, I redesigned the core activation flow and introduced an agentic AI chat surface to provide contextual assistance throughout the journey, decreasing uncertainty at key decision points.

Through revised copy, simplified steps, and re-sequenced interactions, the new experience reduced customer effort and mitigated both known and potential drop-off moments, while better aligning the flow with user expectations and business goals. This resulted in greater brand trust, fewer friction points, and a more confident, seamless activation experience for customers.

Alongside addressing the key friction points around IMEI entry and eSIM selection and installation, we were also tasked with defining the strategy for integrating AI into the broader self-service and account-management ecosystem. Through this work, we identified opportunities for AI not only to enhance traditional support and troubleshooting interactions, but also to enable personalized customization and intelligent merchandising within the purchase and activation flow.

In our first iteration, we updated the content across the experience but maintained the original task-based workflow — meaning the journey still required many discrete steps spread across multiple screens.We used this version to identify opportunities to consolidate key decision and input moments. For example, selecting a device, confirming whether it was unlocked, and checking compatibility could be brought together into a single, cohesive step within the broader conversation. While the underlying tasks remained the same, the flow began to feel more guided, natural, and continuous from the user’s perspective, which helped build user trust by reducing ambiguity and making the process feel clearer and more intentional.

Ultimately, success would be measured by the number of completed phone-porting sessions. In addition, we would track task-level completion throughout the journey — including abandonment rates, use of the AI assistant, and key interaction points such as IMEI entry and eSIM selection.

During the research phase, we mapped the full activation journey — including user actions and backend processes — to establish a baseline view of the experience. From that mapping, we identified our two primary friction points and areas of drop-off, then created a white-label, medium-fidelity prototype so the team could experience the journey firsthand.We focused our ideation on these pain-point screens, exploring how they could shift from rigid, task-based inputs to a more guided, conversational interaction model. For inspiration, we drew from adjacent industries such as Hims and Lemonade, where highly procedural workflows are made to feel personal, supportive, and inviting through thoughtful voice and tone.

Building on the cohesive flows that emerged during exploration, we extended this approach across the broader experience — and began considering how the same interaction model could apply to account management and the shop funnel. The result was a journey that speaks to the user rather than at them, creating an engaging, interactive, and guided system that moves beyond the traditional learn-shop-buy pattern.

We delivered an experience that shifted from clinical and task-driven to conversational and guided. In controlled user testing, the redesigned flow demonstrated a 30% increase in activation completions — improving overall success from 43% to 60%.In parallel, we developed an AI product roadmap outlining how adaptive flows could enable customization throughout the journey, while expanding the AI assistant into a persistent companion that supports users across the broader web experience.These systems and learnings became the foundation for our white-label Bring Your Own Device framework, which now serves as the core structure for value-brand experiences and supports a broader initiative to align user journeys across brands.