Edge SIM · B2B SaaS

A pricing UI that scaled with the business

One global SIM plan became many regional ones. I led the redesign that kept ordering simple.

At a glance

A clearer choice. Room to grow

Edge SIM is Console Connect’s enterprise SIM product. It started with one global data plan. As the business added regional plans and multiple network providers, the ordering experience couldn’t keep up. I led the redesign of the pricing experience: a modular pricing modal that made plan selection simple for enterprise admins and gave the business room to grow.

Scalable pricing modal: a modular structure that can take future plans.
Validated with users: 9 out of 10 participants successfully checked whether their devices were covered in Gibraltar in usability testing.
Cross-functional influence: a working prototype and an architecture comparison helped align Product and Engineering around rebuilding.

Role: Lead Product Designer
Duration: 3 months
Responsibilities: Product strategy · UX/UI · Research and testing · Workshops

01 / The challenge

One plan was becoming many, and nobody knew how many

The old pricing modal showed a single global plan. Every new regional plan added more combinations of coverage, pricing and zone rules. Providers also had to stay hidden from customers, so we couldn’t simply list them.

The roadmap was still moving. Future providers, pricing models and regional offerings hadn’t been defined, but the design had to launch with a structure that could handle them. It needed to:

simplify pricing decisions for customers
stay scalable as new plans were introduced
minimise future redesign effort

The real problem wasn’t adding more plans. It was letting customers choose the right one confidently without seeing the complexity behind it.

Two pricing modals side by side, annotated. Today: a flat list of zones not grouped by plan, and a country search that gives one answer with no plan context. A mock-up of growing plans: the same zone repeats under each plan at different prices, plans stack in one long list, and country groups repeat per plan without prices. — The existing modal displayed one global plan. With multiple providers and regional pricing variations, this layout could no longer scale.

Global, Asia and Europe plans side by side with an empty future plan, annotated: Pakistan is in Asia - 2 in two plans at different prices; Åland is in Global's Europe - 1 but missing from the Europe plan; Global splits Europe into two zones while the Europe plan has one. — Pricing today is messy: multiple plans, different zone rules inside each plan, and new regional models expected to appear over time.

02 / Research

Research that shaped the design

I led the stakeholder interviews, design workshops and usability testing, and mapped the ordering journey with PMs, Sales Ops and Support. Here is what each finding changed.

Finding
Comparing pricing plans was the step admins found hardest in the ordering journey.
Design change
Regional plans side by side, in a horizontally scrolling modal.
Finding
Testing showed how admins compared plans and assessed coverage. They needed a clearer hierarchy, and too much detail at once got in the way.
Design change
Detailed coverage in a floating panel, opened on demand.
Finding
Sales Ops, PMs and Support needed provider anonymity, and that constrained what the interface could show.
Design change
A provider-agnostic structure, so provider names never appear in the UI.

Three directions were explored internally. The strongest parts of A and B were combined into the final design. These findings led leadership to consider a full redesign rather than incremental updates. Engineering wasn’t convinced.

Ordering journey map of user activities, steps and actions on sticky notes, magnified on 'Compare pricing plans, rates, and availability for esim and sims' and 'Select plan which provides eSIM'. — Mapped the ordering journey with PMs, Sales Ops and Support. Comparing pricing plans surfaced as the step admins found hardest.

Design exploration board with three directions: A, region cards with country search; B, a searchable pricing modal; C, a zone selection panel. Each lists strengths and limits, and parts of A and B are marked as kept and merged into a combined concept. — Directions A, B and C, with the strengths and limits of each, and the parts of A and B that were carried forward.

Click heatmaps for the task 'Check whether your devices in Gibraltar are covered': clicks cluster on the region pricing link when opening the modal, then on the country search field. 9/10 completed the task unassisted end to end; 7/10 of those went straight to the search bar. — Click heatmap from the usability task: checking whether devices were covered in Gibraltar.

03 / The turning point

Patch it or rebuild it?

Engineering preferred extending the existing pricing modal because it took less development effort. I believed the limitation wasn’t visual. It was architectural.

Rather than debate it, I built a working prototype and timed the same task on both: the patched modal and the redesigned one. The redesigned version was faster, with fewer wrong turns.

I also mapped the architecture of each option. The patch had no path to filtering across plans. The working prototype and architecture comparison helped align Product and Engineering around rebuilding.

Diagram comparing a patch of the original modal with a rebuild. On screen, the patch shows one global plan and the rebuild shows multiple region plans, both with country search. On demand, only the rebuild offers filtered plans after a country search; the patch has no equivalent. — Mapping the architecture for a patch versus a rebuild showed the patch had no path to filtering across plans.

04 / The solution

A pricing experience built to scale

We replaced the single-plan layout with a flexible, provider-agnostic comparison model.

The original pricing zones modal beside the redesigned region plans modal, with a checklist: the redesign shows more than one plan at once, shows which plan each zone belongs to, and scales as new plans are added; the original does none of these.

Compare plans with confidence. Regional plans sit side by side, so cost and coverage differences are easy to read. The modal scrolls horizontally, so adding a plan doesn’t mean redesigning the screen.

Horizontally scrollable modal for viewing multiple regional plans.

Start with where connectivity is needed. Admins search by country and instantly see the plans that cover it, which reduces cognitive load and speeds up evaluation.

Search by country to surface covered plans faster.

Reveal complexity only when it’s needed. Detailed coverage opens in a floating panel, so the main view stays clear and the depth is one click away.

Open a floating panel to see detailed coverage without cluttering the main view.

05 / Results

Results: 9 out of 10 participants successfully checked whether their devices were covered in Gibraltar.

This was a small test of the new design. It shows the flow works for its intended users. It is not a measured improvement over the old experience; the side-by-side prototype test described in ‘The turning point’ is where old and new were compared.

06 / The outcome

Beyond the redesign

The redesign moved Edge SIM from a single-plan ordering experience to a pricing model that could grow with the business. By separating provider complexity from the customer experience, the same structure could support future regional plans without making the interface harder to understand.