Make the faster path clear.
Made eSIM easier to understand and choose while preserving the right path for customers who still needed a physical SIM.
- Role
- Senior Product Manager
- Period
- Mint tenure
- Team
- Ecommerce, activation, Care, and analytics
- Customer
- eSIM-eligible shoppers
- Surface
- Plan selection → activation
- 67–77%Recent eligible-segment purchase mix
- +7%Default-selection lift
02 / Operating system
eSIM adoption loop
- 01Qualify
Identify device and customer eligibility.
- 02Explain
Make the activation tradeoff legible.
- 03Default
Test the faster path with an escape route.
- 04Guardrail
Track selection and purchase quality.
03 / Problem
The constraint behind the outcome.
The faster activation path was available, but customers had to interpret device compatibility and activation tradeoffs during a high-intent purchase decision.
04 / Mandate
What I was accountable for.
Increase adoption of the fastest activation path without creating confusion, dead ends, or a conversion penalty for customers with different device needs.
05 / Decisions
The product choices that shaped the system.
- 01
Measure eSIM adoption only within eligible populations.
- 02
Use a reversible default instead of removing customer choice.
- 03
Keep purchase quality as the primary safety guardrail.
06 / What shipped
The product and operating system delivered.
- Eligibility-aware choice architecture.
- Clearer education at the decision point.
- A default-selection experiment with purchase-quality monitoring.
- Segment reporting that separated eligible customers from the full purchase mix.
07 / Tradeoffs
The boundaries that made it operable.
- More education can improve confidence while adding decision time.
- A strong default lifts adoption but can obscure valid exceptions.
08 / Learning
The principle I carried forward.
Defaults can accelerate a customer decision, but only when eligibility, explanation, and escape paths are designed together.
09 / Evidence
What the evidence can—and cannot—support.
Owner-reported portfolio outcomes. Segment definitions and experiment windows remain confidential.
Purchase mix reflects recent measured eligible segments, not all orders. The +7% result is selection lift from a default experiment.
- Owner-reported outcomeRecent eligible-segment purchase mix
eSIM represented 67% to 77% of purchases in recent measured eligible segments.
- Neel Jaiswal
- Owner-reported outcomeDefault-selection lift
An eSIM default-selection experiment increased eSIM selection 7% among eligible customers.
- Neel Jaiswal