Reminder to you & me : Let’s go touch some grass
aanchal khandelwal
© 2026
aanchalaameria@gmail.com
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On this page
Overview
01 Context
02 Research
03 Frictions
04 Strategy
05 Solution
06 Impact
Business
→
Airtel’s international roaming product, with it’s world pass, lets customers use one pack across 180+ countries, while retaining their existing number and access to essential services such as OTPs.
Role
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•
Led the end-to-end product design and strategy, from research and problem definition to launch telecom and technical constraints.
•
Analysed traveller behaviour and funnel data to identify key purchase barriers.
•
Collaborated with product, business and engineering teams to deliver the experience within telecom and technical constraints.
Challenge
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The country-first journey contradicted World Pass’s borderless proposition and added an unnecessary step.
•
87% of users dropped off during pack selection because similar-looking plans, unclear benefits and activation concerns made choosing difficult.
Solution
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Removed mandatory country selection and reorganised packs around trip duration and per-day value.
•
Redesigned the information hierarchy to surface coverage, benefits and pricing upfront.
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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.
XX
↑
Drop-off at
The context
One pack that worked across borders
- but didn’t feel borderless.
In 2024, Airtel launched World Pass: 1 international roaming pack covering 180+ countries.
The promise was global simplicity. But the purchase experience still behaved like a traditional recharge journey. People had to select a plan, interpret similar-looking packs and search for essential information about activation, coverage andadditional charges.
How might we help travellers feel certain that they have chosen the right plan and that it will work when they land?
The research
Roaming is rarely the first
thing travellers plan.
People already manage flights, hotels, visas & itineraries. Connectivity is often postponed until three days, or even one day, before travel.
01
The checklist traveller
Wanted certainty that roaming would activate, work on arrival and avoid surprise charges.
“Will I be able to receive OTPs the
moment I land?”
02
The DIY saver
Compared Airtel against local SIMs, eSIMs and Wi-Fi and questioned whether roaming was worth paying for.
“Can I skip a roaming pack and rely on
Wi-Fi?”
click to see in detail
The shared need wasn’t simply more data. It was
confidence
before and during an unfamiliar journey.
What was found
3 frictions stood between
intent and purchase.
People already manage flights, hotels, visas & itineraries. Connectivity is often postponed until three days, or even one day, before travel.
01
Pack selection created anxiety
Similar looking plans, multiple pack types and unclear benefits made comparison look difficult.
87%
drop-off
02
First-time travellers lacked guidance
Users couldn’t easily understand activation, setup, usage or what would happen after landing.
03
The value was difficult to recognise
Duration, per-day pricing and convenience over local SIMs were not visible at the moment of decision.
Design strategy
From selling roaming packs
to preparing travellers.
People already manage flights, hotels, visas & itineraries. Connectivity is often postponed until three days, or even one day, before travel.
01
Make World Pass feel genuinely global.
02
Help travellers choose using tripduration.
03
Communicate value before commitment.
04
Reassure users across the travel lifecycle.
The Redesign
Three moves 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
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
Plan Card Explorations
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.
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
Explorations
Other Interventions
People already manage flights, hotels, visas & itineraries. Connectivity is often postponed until three days, or even one day, before travel.
Final journey
From consideration to
connection.
01
Discover Airtel
Int’l Roaming
02
Understand it’s features
03
Filter by need, choice
04
Compare
duration
05
Review value
upfront
06
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
XX
AAA
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.
Explore more work
Next project ↗
WORLD PASS
180+
countries
Easy access to internet
International Roaming,
reimagined.
Turning a fragmented, anxiety-heavy purchase journey into a traveller-first experience.
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