Helping Newcomers Stay Connected, Instantly
When newcomers arrive in Canada, getting a phone plan without a credit score can be stressful. Lucky Mobile, Bell’s budget carrier, aimed to change that.
As the UX/UI Designer and Business Systems Analyst, I led user research with 120+ surveys and 28 interviews, mapped user flows, and designed wireframes and interfaces for SIM purchase, plan selection, and activation. I translated business needs into system specs and supported QA on validation and accessibility. The redesigned portal launched in Q3 2018, increasing user acquisition by 35% and achieving a 96% activation completion rate within five weeks - helping users get connected with ease.
Led research, translated requirements, mapped user flows, designed interfaces, and supported QA to deliver an intuitive SIM activation experience for newcomers.
Apr 2017 - Sept 2018
Key Deliverable
Lucky Mobile Web Portal
Bell Mobility + CGI WAC teams
Challenge
Newcomers to Canada often face stress when selecting mobile plans due to limited credit history. The challenge was to design a seamless, low-barrier SIM activation and plan selection experience tailored to their needs, improving accessibility and confidence in getting connected quickly.
Results
Redesigned Lucky Mobile’s SIM activation to ease newcomer anxiety - offering a playful, 7-step setup with no credit checks, contracts, or data overage. This “lucky” experience boosted trust, reduced friction, and drove a 35% user acquisition jump and 96% activation completion within weeks.
35%
Increase in user acquisition
96%
Task completion rate
60%
Decrease in time spent on tasks
Easy and fast activation
Activate your Lucky Mobile SIM Card in 7 steps with an easy switch, no credit check, no long-term commitment, and no data overage charges.
Plans & Add-Ons
Process
User Research: To deeply understand user needs, we spent 2 months conducting research through 120+ surveys and 28 interviews.
User Segmentation
Prioritized Features
Persona: We identified our primary users as Canadian newcomers - including international students, immigrants, and refugees - who often lack credit scores and face anxiety over choosing phone plans.
Storyboarding: We explored real-life scenarios through storyboards to map how Lucky Mobile could ease their transition and meet communication needs.
System Architecture & Workflows: A conceptual system model was created to outline key components and backend support. We defined core workflows for SIM purchase, plan selection, and activation.
Wireframes: Wireframes helped us iterate on layout, usability, and flow based on user and team feedback.
Reflections
This project highlighted the importance of designing with empathy—especially for users navigating unfamiliar systems in a new country. By simplifying the activation process and addressing credit-related anxieties, we empowered newcomers to get connected quickly and confidently. If I had more time, I would deepen research into multilingual accessibility and further streamline the add-on selection experience.