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BUZZ eSIM

BUZZ VPN already had 100K people in Telegram. I designed the store that sells them a second product, eSIM for travel.

Four days from brief to a working prototype. Three months after launch, 69% of people who open checkout pay.

Checkout completion
+11 pp
Installed without support
+9 pp
Support tickets
−40%

Challenge

Most people have never bought an eSIM. Will my phone support it? Which plan do I need? Will I land with no internet?

Each of these doubts ends in a closed app or a message to support. In the bot pilot, 9 buyers out of 100 needed help.

Approach

I started with a 35-question brief for the client and went through three competitor apps. None of them shows what happens after you pay. That surprised me, because after paying is where people get stuck. I designed that part from scratch.

The plan is already picked

A first-time buyer can't compare eight plans, and doesn't need to. The most popular one is already selected, with the price right on the button. Not sure about your phone? The check is one tap away, and you can pay without it.

eSIM catalog on a phone lying in beach sand next to a starfish

Checkout on one screen

Plan, payment, discount and the button, all in one place. While you pay in your bank app, BUZZ waits and notices the payment by itself. There is no "I've paid" button to press.

Checkout with payment methods on a phone in the sand beside two shells

Install at home, switch on when you land

Switch to the eSIM too early and you are offline before the trip starts. So installing and switching on are two separate steps, and the switch-on guide opens without internet.

Switch-on steps on a phone in the sand under the shadow of a palm leaf

One design system, two themes

The app runs on my own design system in BUZZ colours. Every component reads the Telegram theme, so a user in dark mode gets dark screens without touching a setting. Developers build from the same tokens I design with.

The same BUZZ components side by side in the light and the dark theme

Result

In three months BUZZ sold about 4,700 eSIMs to its own audience without spending on ads. The team now builds from a prototype in code, where every state is one tap away.

MetricBot pilotMini App
Checkout completion58%69%
Installed without support81%90%
Support tickets per 100 purchases9.45.6

Next time

I would bring the phone check to the very first screen. Compatibility still causes a third of support questions.

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