Optimizing UX for an eSIM marketplace in monobank

The Monobank case study illustrates a thorough UX redesign of the eSIM service, emphasizing in-depth user research, iterative prototyping, and usability testing. This approach led to significant improvements in user experience and satisfaction by effectively addressing critical stakeholder questions and integrating tailored, user-focused solutions into the banking application.


UX Design/UX Research




Oct - Nov 2023




Table of Contents

Project Objectives

  • Research user needs and expectations for mobile services in the banking app;
  • Evaluate eSIM purchasing experience;
  • Generate ideas on how Monobank can stand out by merging banking with mobile services;

Target Audience

  • Monobank eSIM users;
  • Competitors eSIM users;

My Role

I was one with 6 other designers led by a project manager.

Responsibilities Included

Conducted 6 user interviews to gather direct insights from Monobank users about their experiences with eSIM

Analyzed 2 mobile service providers, identifying UI patterns, points of difference/parity and benchmarking against Monobank’s offerings

Contributed to the team’s effort in creating artifacts such as Lean Canvas, AARRR metrics, and Value Proposition Canvas.

Engaged in developing user personas and Customer Journey Maps (CJMs) as part of the team.

Contributed to brainstorming sessions for ideation and problem-solving.

Were responsible for designing solutions for the auto payment section.

Performed three usability tests.


Understanding the Business

We began our project by thoroughly examining Monobank as a business, as we needed to familiarize ourselves with the domain and the product.

We used the Lean Canvas Model to analyze the business model and the AARRR (Acquisition, Activation, Retention, Referral, Revenue) model to identify important growth KPIs and opportunities for development.

Our analysis helped us identify how and where the product is making money, enabling us to design with a focus on user satisfaction and profitability.

See full-size Lean Canvas, Value Proposition Canvas, AARRR


Analyzed Competitors

Our competitive analysis focused on identifying commonalities and distinctions with our competitors to establish a benchmark. This also included examining user interface patterns to set expectations for our design efforts.

See the whole UI Patterns Analysis, Functional Analysis (PoP & PoD)


User Interviews

We conducted 40 interviews and triangulated the qualitative data with 93 survey responses. Then, we synthesized it into a persona, creating our empathy for the users. Additionally, we developed two customer journey maps to pinpoint and understand specific user pain points accurately.

See Interview Table, Survey Results

User Persona Sophia

What we learned

Following the research, we were immediately able to address some specific questions raised by the stakeholders:


Analysis Findings

Defining Problems

We gathered all the insights and pain points identified through our extensive research and the development of persona and customer journey maps, transforming them into opportunity statements through a “How Might We” exercise. We voted for and prioritized the ideas based on user value and better revenue potential.

Problematic insights:

  • The mobile plan doesn’t suit users, and users don’t use all of its features
  • People need clarification about how they use their mobile plan or the distribution of cost
  • The inconvenience of balance running out unexpectedly

Areas for improvement:

  • Users often pay for family members’ plans through Monobank


Problems & Solutions

Insights 1

The mobile plan doesn’t suit users, and users don’t use all of its features.

Why is that a problem?

6 out of 10 of our competitors already have plan comparison functionality or the ability to create a custom plan. This attracts users due to greater flexibility in choice.

36% of survey users indicated that the plan does not meet their personal needs.

Solution 1

Implement a “HandMade” customizable mobile plan from Lifecell in Monobank.

  1. The user would choose to create a handmade cell plan
  2. Pick the amount of GB needed for internet usage
  3. Pick the amount of minutes for calls
  4. Pay accordingly

Metrics to Track

  • Bounce Rate
  • Number of purchased/created plans
  • Number of people changing plans
  • Number of transitions to “Cost of services”

Insights 2

People are unsure how much they use minutes and data on their mobile plans.

Why is that a problem?

30% of respondents do not monitor their mobile expenses; 60% are unclear on data and minute usage. 73% would like to know how much GB they have for internet

Solution 2

Implement detailed usage statistics and intuitive visual representations of data and minute consumption.

  1. The user would see a visual representation of how much data he used in the last 4 weeks.
  2. The user would also see the dynamic of data usage in the last half a year.
  3. It would be split into categories such as “Internet,” “Calls,” etc.
  4. Custom recommendation for more suitable plans

Metrics to Track

  • Number of views of the section
  • Interactions with statistics
  • Number of users who switched to “recommended plans”
  • Number of conversions

Insights 3

Users often pay for family members’ plans through Monobank.

Why is that a problem?

We would not call it a problem per se but more like an opportunity for improvement. 40% of users would use a family plan if it were more convenient to set up. 70% of competitors offer one.

Solution 3

Introduction of a family plan to simplify management and tracking of multiple numbers.

  1. The overview of the Family plan
  2. The user would see how much data is used between the numbers in the family plan
  3. The user would also see how much data is used between the numbers in the last half a year
  4. Connected numbers to the plan

Metrics to Track

  • Bounce Rate
  • Retention
  • Churn Rate
  • Number of purchased plans
  • Number of people changing plans

Insights 4

The inconvenience of balance running out unexpectedly.

Why is that a problem?

71% of the interview respondents noted that they do not monitor the subscription fee renewal. Also, in in-depth interviews, 80% of users do not want to set up auto-payment but are afraid of missing the plan payment.

Solution 4

Personalized notifications for balance, plan changes, and usage thresholds.

  1. The user would be able to customize notifications about the emergence of new plans
  2. Set threshold values for minutes and internet for notifications about the remaining balance on the account
  3. Receive recommendations for other plans based on usage

Metrics to Track

  • Number of notification settings
  • Number of transitions through notifications

Micro Changes

Sometimes the smallest details can have a huge impact on the outcome. Our micro-challenges—small but important issues that we have resolved.

We identified these opportunities for enhancement through the collaborative research of the eSIM purchasing flow conducted by both our team and the users.

Solution 1 – Checkbox before purchase

It’s essential to communicate the irreversible process of switching from a physical SIM to an eSIM to avoid confusion and data loss, such as contacts or messages. 

Solution 2 – Ability to cancel the purchase

We also solved the issue of the lack of an option to cancel the application. The eSIM purchasing flow lacked a critical and already familiar feature for users of the Monobank app – the ability to cancel a purchase.

Usability Testing

Following the design of prototypes incorporating our solutions, we conducted usability testing to fix potential problems with the prototypes and ensure that the new features and interface met user expectations.

Metrics Measured

  • Time on Task: how long it took users to complete tasks.
  • Errors: the number of mistakes users made while performing tasks.
  • Completion Rate: the percentage of tasks completed successfully.
  • Satisfaction Level: rated from 1 to 5, where 1 is dissatisfied and 5 is satisfied.


Completion Rate: an average of 90% across all tasks, indicating a high level of task completion efficiency.

Satisfaction Level: an average rating of 4.6 out of 5, as rated by Monobank users, shows a high level of user satisfaction with the tasks.


Overall, this project taught me a lot about how important it is to align good UX with business goals. This was the first time I dipped into metric tracking to see how it influences product growth.

The big part of how well this project turned out is equally correlated with how well our team collaborated. We spent a lot of time on calls just discussing our work, which, at first glance, could have been more productive. However, this approach helped us check everything from different perspectives. Everyone on our team brought diverse experiences and skill sets, producing various ideas, and everyone was passionately involved.


Limited Access to the Design System. We had to manually recreate elements for our prototypes, which could lead to discrepancies with the original design. 

Unexpected Announcement of Monobank’s Redesign. We learned about Monobank’s major redesign during the prototyping stages. Although our primary goal was to conduct research and generate ideas, this news meant that our visual deliverables might not align with the upcoming new design.


User Research. Most of our research was done with people who had bought their eSIMs from different places, not just Monobank. Because of this limitation, we couldn’t learn as much about the unique needs and experiences of Monobank’s eSIM users.

Design for the iOS Platform. Although the project was not exclusively focused on designing for the iOS platform, the stakeholders conveyed that the service primarily targets iPhone users.

Future work

More Rounds of Usability Testing. Since we have done only one round of usability testing, future work could focus on fixing the problems found in the first tests and additional rounds of testing.

Expanded User Research. Doing more research on Monobank’s eSIM users could help us better understand their wants and preferences, allowing us to improve the eSIM buying and control experience.

Thanks for reading!