Purchase experience
Rework the journey, brand and UI, and plan detail-page tests, offers and checkout changes.
AirZlink: eSIM purchase growth
I led product work on plan details, checkout and wallet rewards, from specifications and event tracking through acceptance and review.
My role
I owned requirements, product rules, priorities and analysis, using AI for prototypes and documentation. Engineering implemented features, while operations ran campaigns and channel execution.
Rules and handover
Translate wallet, promotions, orders and installation into prototypes, states, event definitions and acceptance criteria.
Analysis and release follow-up
Segment funnels by channel, platform and payment method, reconcile attribution, and coordinate delivery, testing and release review.
Three improvements
First locate where users stop, then decide what to change. These cases cover detail pages, payment and wallet rewards.
Follow the user from entry to repeat purchase.
Browse, purchase and return
Landing / campaign
Receive channel and campaign traffic
Product details
Understand the plan and decide to buy
Checkout and payment
Choose a method available for the order
Rewards and repeat use
Complete the purchase and support the next one
Plan details and A/B testing
≈ 7% → 30%Google channel · Buy now click rate
I reviewed bounce, time on page and Buy now clicks by channel and device. I moved coverage, compatibility and reassurance closer to the purchase button, then compared two layouts against both clicks and downstream payments.
Approximate change across several iterations of plan details, offers and purchase entry.Payment layout and eligibility
≈ 18% → 60%Google channel · Buy now click to successful payment
I separated checkout entry, payment initiation and completion to see where users dropped off. I tightened the layout, surfaced Apple Pay and Google Pay, and matched available methods to the device, order, region and currency.
Share of distinct users who clicked Buy now and went on to pay. Approximate rates across several iterations.Wallet rewards and repeat purchase
13.79% → 19.51%App paid members · 14-day repeat purchase
I designed the flow that credits rewards after payment and applies them at the next checkout. The wallet, order and checkout screens show available credit, the amount applied and the remaining amount due.
Observed before and after launch using equal-length periods and complete 14-day observation windows.Results and measurement
Each metric covers a different step in the journey. The three results use their own channel, audience and observation window.
Detail pages: purchase intent
Use engagement and bounce to locate friction, then assess intent and downstream payment.
Payment: stage conversion
Measure checkout entry, initiation and completion separately, then segment by platform and method.
Rewards: repeat purchase
Keep observation windows comparable, separate cash from redemption and monitor transaction quality.
Project context
AirZlink provides eSIM plans for international travelers. An app already existed when I joined; the independent site, marketing capabilities and analytics needed development. I worked across App 2.0, the website and operations to connect purchasing, use and ongoing engagement.
For users
Easy to buy. Ready to use.
Destination and plan selection, payment, orders, installation help and support must connect. Payment success is only one part of the travel connectivity task.
For the business
Build capabilities. Understand outcomes.
Platform limits, difficult channel comparisons and inconsistent transaction/reward definitions affect investment and product priorities.
My focus: transaction experience and product specifications, operational rules and administration, conversion and business analysis. The website and operating capabilities started from their first versions; the app evolved from its existing product.
Delivery timeline
Launch the independent website and advance App 2.0
Deliver the initial website, product and order administration, and basic tracking.
Build campaign capabilities and visibility together
Iterate details, offers and checkout alongside funnel, channel and A/B analysis.
App 3.0 restructuring, wallets and local payment
Progress app purchase, orders, wallet and installation, with localisation and local payments.
Review repeat purchase, credits and cash outcomes
Review incentives and repeat purchase alongside balance usage and transaction structure.
Improve service and review entry points
Follow testing and delivery of reviews, installation prompts, receipts and admin settings.
Follow-up work
06 / REFLECTION & NEXT STEPS
Use the next iteration to answer better questions.
I will connect post-purchase support with repeat-purchase analysis: can customers find and use their eSIM, what brings them back for their next trip, and how do incentives affect subsequent paid use?
Review the purchase journey, the quality of transactions and successful service use together.
RECENT WORK
Help continues after payment.
Connect installation help to the relevant order, distinguish iOS and Android instructions, and provide a direct support path for installation or connectivity issues.
In parallel, progress campaign risk controls, attribution and operational analysis, keeping acquisition, payment and actual use connected.
Campaign experienceRisk controlsAttribution & analysis
ClawLu: infinite canvas and creative workflows↗
NEXT MISSION
Turn complex business into usable products.
Open to product lead, senior product manager and full-stack product opportunities.