Holly McLeans' Portfolio



Koodo recently introduced SIM Only, better known as Bring Your Own Phone. This allows users to join Koodo's network by purchasing a SIM Card for a phone they already own – therefore the user only has to pay for the monthly plan service fee.

Currently, this functionality is only available for new customers and existing customers who are adding a line to their account. Existing customers who may need a SIM Card replacement must go in store to do so.



When diving into the research phase, I observed that our telecommunication competitors SIM Card flows force you to choose a plan first. It was also apparent that most telcos use different verbiage for this functionality.

While conducting research I reached out to some people to complete a survey to get a better understanding as to what terms to use for this page.

  • SIM Only - 50% of people did not know the meaning of SIM Only

  • SIM Card - 80% of people thought they knew what this means, but the descriptions they provided made it clear they didn’t understand this term

  • BYOD - 50% of people did not know the meaning of BYOD

  • BYOP - 50% of people did not know the meaning of BYOP

  • Bring Your Own Phone - 100% of people understood this term! 🏆



Koodo’s structure is more like your typical commerce shopping experience, where you browse and explore all categories as you please, allowing you add items in your cart within any order. As most of the telco competitors have a guided flow, forcing you to always shop phone first, and in a SIM Card scenario – forcing you to shop plan first.

Sticking to Koodo's current shopping experience, I created numerous ways to complete the SIM Card task.

  1. Having a Bring Your Own Phone section within the shop navigation

  2. Having the option to purchase a SIM Card on the phone listings page

  3. Allowing users to shop Bring Your Own Phone plans, which then automatically adds a SIM Card to their cart



SIM Only Flows.png

Final Product



Bring Your Own Phone functionality was released in May 2017, and surpassed everyone’s expectations. New activations increased by 30% within the first month it was launched.