Overview
Cellunlocker is a well-established company with over 20 years of authority in the mobile phone ecosystem. Historically recognized for device unlocking and technical knowledge, the company decided to expand its digital offering by launching an eSIM e-commerce platform—a modern, global product aimed at travelers and mobile users seeking instant connectivity.
THE CHALLENGE
This project required navigating both user perception and technical reality.
From a business perspective, Cellunlocker needed:
- A modern eSIM storefront able to compete visually and experientially with brands like Ubigi and Saily
- A scalable solution that could evolve with multiple regions, plans, and providers
- Full integration with an existing WordPress ecosystem built over two decades
From a technical standpoint, the platform relied on:
- WordPress as the CMS
- WooCommerce as the e-commerce engine
While powerful, this stack introduced unique UX challenges not present in fully custom-built platforms.
Technical Constraints & UX Challenges
1. WooCommerce Product Logic vs. eSIM Logic
WooCommerce is designed for traditional products, while eSIMs behave more like digital services with:
Country and region-based variants
Usage limits and validity periods
Instant digital delivery
The UX challenge was designing interfaces that abstract WooCommerce complexity from the user while still fitting its underlying structure.
2. Customization Limits Without Breaking Scalability
Heavy WooCommerce customization can create long-term maintenance risks.
Design solution:
- UI patterns designed to work within standard WooCommerce logic
- Reusable components adaptable through configuration rather than hard-coded exceptions
- A design system flexible enough to support future providers, regions, and plan structures
This approach ensured design longevity without locking the business into fragile custom solutions.
Design solution
Modular product cards and filters that mask technical variations
Clear plan comparison patterns that translate product attributes into human language
A purchase flow that feels service-based rather than transactional
Brand & Visual System
The visual identity was intentionally rooted in the concept of embedded connectivity—invisible, reliable, always present.
Design principles included:
- Minimalist layouts emphasizing trust and clarity
- A neutral, technology-forward color palette
- Subtle references to signal flow and digital layers
The brand evolution honors Cellunlocker’s legacy while signaling its readiness for the next generation of mobile connectivity.
Competitive Context
In contrast to competitors like Ubigi and Saily, which rely heavily on lightweight, marketing-driven experiences, Cellunlocker’s platform stands on:
- Proven authority
- Technical credibility
- SEO leadership
The design ensures this strength feels approachable rather than intimidating.
Outcome
The final product is a WordPress-powered eSIM commerce platform that:
- Feels modern despite technical constraints
- Converts complex data into simple decisions
- Leverages legacy content without overwhelming users
This project reflects my ability to design high-impact UX within real-world technical systems, balancing scalability, performance, and brand evolution.
