WORLD PASS

180+

countries

Easy access to internet

my role

Lead Product Designer

Timeline

20 days

team

1 PD, 1 PM, 8+engineers + more

Helping travellers choose the right roaming pack and feel confident they’ll stay connected when they land. Turning a fragmented, anxiety-heavy purchase journey into a traveller-first experience.

designed around the traveller.

International Roaming,

reimagined.

On this page

Product

→

Airtel’s World Pass lets customers use one international roaming pack across 180+ countries while keeping their existing mobile number and access to essential services such as OTPs.

Role

→

•

Led product design from research and problem definition through to launch.

•

Analysed traveller behaviour and funnel data to identify barriers to purchase.

•

Worked with product, business and engineering teams to shape and deliver the redesigned journey.

Challenge

→

•

The purchase journey made World Pass’s global coverage difficult to recognise.

•

87% of users dropped off during pack selection because similar-looking plans, unclear benefits and activation concerns made choosing difficult.

Solution

→

•

Made global coverage explicit and removed mandatory country selection.

•

Organised packs around trip duration, with per-day pricing to make value easier to compare.

•

Added reassurance around automatic activation, OTP access, multi-country usage and support.

Impact

→

2.5 min

↓

Average engagement time, up from under one minute.

₹100 Cr

↓

Incremental revenue generated by the end of 2026.

20%

↑

Scroll depth increase,

education helped user

The context

One pack across borders.

A purchase journey that didn’t reflect it.

Airtel’s World Pass offered one roaming pack across 184 countries. The existing journey mentioned this coverage, but gave limited prominence to the convenience of using one pack across destinations.

Travellers then had to compare similar-looking packs and piece together essential information about coverage, activation and charges. Before buying, they needed confidence in both their choice and their connection abroad.

How might we help travellers choose the right roaming pack and feel confident it will work when they land?

The research

Roaming is rarely the first

thing travellers plan.

Between flights, hotels, visas and itineraries, connectivity was often left until close to departure. Two patterns emerged in how travellers approached the decision.

The checklist traveller

Prioritised a reliable connection on arrival. Needed clarity on activation, access to OTPs and unexpected charges.

“Will I be able to receive OTPs the
moment I land?”

The DIY saver

Compared roaming with local SIMs, eSIMs and Wi-Fi. Needed to understand whether the convenience justified the cost.

“Can I skip a roaming pack and rely on

Wi-Fi?”

click to see in detail

Both needed

confidence

meet their needs abroad & get help whenever needed.

that the pack they chose would

Findings

3 frictions stood between

intent and confident purchase.

Travellers needed to understand which pack suited their trip, how roaming would work and whether it was worth the price.

Packs selection were difficult to compare

Similar-looking packs gave limited prominence to duration and key differences,

making it harder to identify the right option.

87%

drop-off at pack selection

Activation and usage felt uncertain

Travellers had unanswered questions about setup, when their pack would activate

and what to do after landing.

The value wasn’t immediately clear

Per-day cost and the convenience of keeping their existing number were not prominent enough to help travellers weigh roaming against alternatives.

Design strategy

From selling roaming packs

to preparing travellers.

The strategy was to make the choice clearer before purchase and help travellers understand what to expect when they arrived.

Make World Pass feel genuinely global.

Help travellers choose by trip duration.

Make validity easy to scan and packs easier to compare.

Build confidence beyond purchase.

Explain activation, setup and access to help before travellers need them.

Make the value easier to judge.

Surface per-day pricing alongside the benefits included.

Solution

3 decisions created one

coherent experience.

People already manage flights, hotels, visas & itineraries. Connectivity is often postponed until three days, or even one day, before travel.

Intervention 01

Making “borderless” visible

The old flow assumed that user understand that it is valid across all 180+ countries before showing them World Pass. We removed this contradiction and made global coverage the primary proposition.

Proposed Solution

Current Design

No mention of world pass and the core proposition

World pass GTM is not positioned as the global messaging

Primary placement

for world coverage

Introduce

a traveller mindset

Visually inspiring

for core comms.

Intervention 02

Making packs easier to choose

Travellers thought in terms of trip length, while the old hierarchy primarily presented price and pack mechanics. The redesigned hierarchy started with duration and supported rapid comparison.

Proposed Solution

Current Design

Validity get’s lost in between too many key value units.

No clear recall of pass

as it is led by price

lack of value perception

due to delayed value

discovery

visual experiments

No setup. The passes auto activates on landing.

Airtel Pass auto activates only on landing

Stay connected the moment you land

Duration led

passes

Value realisation

upfront for faster

last min. decisions

Per day value realisation to link to campaigns

Plan Card Explorations

I explored different ways to balance duration, price and benefits within each card. The final direction gave trip duration the strongest emphasis while keeping the information needed to compare passes visible.

Intervention 03

Answering anxiety before it became a

support call

International roaming failures can leave travellers stranded. The journey therefore needed to provide reassurance—not just complete a transaction. Your number stays available for banking OTPs.

Proposed Solution

Current Design

No context of which pass, and it’s validity

Setup instructions, activation information and access to help are brought together after purchase.

other Interventions

Helping travellers check the details.

Alongside pack comparison, the journey needed to support practical questions: Is my destination covered? Which number am I buying for? Where can I find more information?

Check destination coverage

A searchable country list lets travellers confirm coverage without leaving the purchase journey.

Choose the traveller

A number-selection sheet makes it clear which mobile number the roaming pass is being purchased for.

Find further information

Supporting content provides access to roaming information and traveller experiences within the journey.

Final journey

From consideration to

connection.

Discover Airtel

Int’l Roaming

Understand it’s features

Filter by need, choice

Compare

duration

Review value

upfront

Purchase with

confidence

Impact

Making Int’l roaming easy to understand and easier to buy.

A better sequence and compact design while slowly revealing information at the correct moments.

₹100 Cr

incremental revenue attributed to the

refreshed journey

2.5 min

average engagement time, up

from less than one minute

20%

Scroll depth increase,

education helped user

Explorations

Quick bites

People already manage flights, hotels, visas & itineraries. Connectivity is often postponed until three days, or even one day, before travel.

Reflection

Complex products don’t always

need more explanation.

The biggest shift was moving away from telecom-led categories and designing around how travellers actually think: where they are going, how long they will be away and whether they can trust their connection to work.