Launching a Travel eSIM Website from Scratch in 2 Weeks
Role
Sole Web & UX Designer
Timeline:
2 weeks (design), launched August 2025
Team:
PM, Lead Product Designer (app), Lead Visual Designer (brand)
Scope:
Competitor research, information architecture, responsive web design, component library
Context
holiday.com is a travel eSIM product by the team behind ExpressVPN, offering unlimited data plans in 150+ countries. The app had just been redesigned with a refreshed brand identity, and the product needed a website to support its public launch.
I was brought on as the sole web and UX designer to build the site from scratch — there was no formal brief, no existing design system for web, and a 2-week timeline to go from nothing to a fully responsive, launch-ready website.
The Challenge
This project came with three layered constraints that shaped every design decision:
No brief, no blueprint. There was an older version of the site that was outdated in both visual design and UX. The new brand identity existed for the app, but hadn't been translated to web. I needed to define the information architecture, page structure, and design direction myself.
A product most users don't understand. eSIM technology is still unfamiliar to many travelers. The site needed to educate users on what an eSIM is, why they need one, and how holiday.com works — all before asking them to download an app.
Web can't sell, only the app can. Due to development timelines, the website couldn't support purchases at launch. Every CTA had to bridge users from web to app, which creates a UX tension: how do you build enough intent and trust on a website that can't close the sale?
Competitor Research
Before starting any design work, I researched leading eSIM providers to understand how the market was approaching the same challenges.
Key patterns I identified:
Most competitors led with destination search or a pricing calculator as the primary interaction on the homepage — letting users explore before committing.
"How it works" sections (3-4 step breakdowns) were standard and placed high on the page to reduce eSIM confusion.
Trust signals (number of countries, user reviews, money-back guarantees) appeared early to offset the unfamiliarity of the product.
Competitors with both web and app purchase flows had significantly more straightforward CTAs. Our web-to-app-only constraint was unusual in the market.
These findings directly influenced my IA decisions, particularly the emphasis on education and trust-building before pushing users toward the app.
Information Architecture
Based on the research and stakeholder alignment, I scoped the site to 5 core pages within the 2-week window:
Home
Hero, value proposition, plan types, how it works, trust signals
How It Works
Step-by-step setup guide for first-time eSIM users
About Us
Brand story and credibility
Compatible Devices
Device compatibility checker (critical for eSIM since not all phones support it)
Contact Us
Support access
What I proposed but was deferred (Phase 2 roadmap):
I also mapped out a more complete user journey that included pages the site would eventually need: a destination browser to explore all available locations, an eSIM calculator to show pricing by location and duration, and a full web purchase flow with dashboard. I presented this expanded IA to stakeholders to show the complete vision, and these features were agreed upon for Phase 2.
Design Solution
Working from the new brand identity (established by the visual design lead for the app), I translated the brand to web and designed all 5 pages responsively.
Homepage
The homepage needed to do the heaviest lifting: explain the product, showcase plan options, build trust, and drive app downloads — all without a purchase flow.
Key design decisions:
DECISION 1
Led with the value proposition, not a search bar.
Unlike competitors who led with destination search (which implies you can buy on-site), I prioritized communicating what holiday.com is and why it matters — because our CTA leads to an app download, not a purchase.
DECISION 2
Structured plan types (Country / Regional / Global) for scannability.
Travelers have different needs. A weekend trip to Japan is a different user than a digital nomad crossing continents. Making the three tiers immediately visible helped users self-select.
DECISION 3
Placed "How it works" high on the page.
Research showed eSIM is still confusing for many users. A simple 3-4 step breakdown early on the page reduced friction before the app download ask.
DECISION 4
Trust signals before the CTA.
Country count, money-back guarantee, and app store ratings were placed above the final download CTA — so users feel confident before leaving the site.
How It Works Page
This page broke down the entire journey: checking device compatibility, downloading the app, choosing a plan, installing the eSIM, and activating at your destination. I designed it as a sequential visual walkthrough, with device screenshots showing each step, to make the unfamiliar feel approachable.
Responsive Design
All pages were designed for desktop, tablet, and mobile breakpoints.
Building the Component Library
Since holiday.com's web presence was being built from scratch, I also created a web component library with design system thinking — defining reusable components, spacing tokens, and responsive behavior rules so the site could scale as more pages are added in Phase 2.
This was informed by my experience leading the design system creation at PIA, where I established the full token and component architecture from the ground up.
Navigating the Web-to-App Constraint
The biggest UX challenge was designing a product website where users can't actually buy the product on the site. Every conversion path had to route through an app download, which adds significant friction.
My approach:
Treated the website as a "conviction engine" — its job was to answer every question and objection a traveler might have, so by the time they see the app download CTA, the decision is already made.
Used app store buttons (iOS + Android) as the primary CTA pattern, placed strategically after key information sections rather than aggressively throughout the page.
Avoided misleading interaction patterns — I didn't design fake pricing selectors or "Buy Now" flows that would frustrate users when they realize they need to switch to the app.
What I Would Do Differently With More Time
eSIM calculator. I proposed a tool that lets users input their destination and trip duration to see an estimated price — this would have significantly improved purchase intent on web before handing off to the app. It's currently planned for future landing pages.
Destination browser. A searchable page showcasing all 150+ supported countries with pricing. This was deferred to Phase 2 but would be one of the highest-value additions for SEO and user confidence.
User testing. The 2-week timeline didn't allow for any usability testing before launch. If I had an additional week, I would have run 3-5 moderated tests on the homepage flow, particularly around the web-to-app handoff to see where users hesitate or drop off.
Reflection
Ambiguity is the real design challenge. Without a brief, I had to define the problem space myself through research and stakeholder conversations. This was uncomfortable but ultimately made me more confident in my ability to lead from zero.
Constraints force clarity. The web-to-app limitation forced me to be intentional about every section's purpose. When you can't rely on a purchase flow to carry the experience, every piece of content has to earn its place.
Design system thinking pays off early. Building a component library from the start — even on a 2-week project — meant that when Phase 2 pages are built, the foundation is already there. This is a habit I carried from leading PIA's design system.
Let's Connect!
Always down for collaborations. I love to make products even more meaningful.