A global launch page introducing Xe’s newest digital product to consumers.
XE ESIM FOR INSTANT DATA ABROAD
PRODUCT LAUNCH, B2C MESSAGING, CONSUMER MARKETING
2025
TABLE OF CONTENTS
Introduction
I partnered with product managers and marketing to create a landing page announcing the launch of Xe’s new eSIM product. As the only content specialist on the project, I developed the messaging strategy and wrote the page content to introduce the offering to a global consumer audience. My focus was on clarity, accessibility, and conversion by helping users understand what an eSIM is, why it’s useful when traveling, and how to get started.
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2025
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1 WEEK
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PRODUCT CONTENT SPECIALIST
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PRODUCT MANAGER
MARKETING TEAM
The Ask
Xe was preparing to launch a new eSIM product aimed at global travelers. I was tasked with creating a landing page that clearly explains the technical concept of an eSIM, highlights its benefits for international data use, and guides customers on how to get started. The product is currently only offered in Germany, Poland, Romania, and the UK, so the content had to be accessible to a diverse European audience while aligning with Xe’s brand voice and supporting the broader marketing campaign.
The Solution
To make the landing page more approachable, I simplified the technical details using clear, everyday language and traveler-friendly scenarios. I shaped the content as a guided journey, from introducing the eSIM to showing travelers how to get started. I also collaborated closely with stakeholders to align on tone, prioritize key selling points, and clarify the steps customers would take to activate their eSIM. The final result was concise, friendly, and easy for a global audience to understand. It helped position the product as a smart and reliable way to stay connected while traveling.
The Impact + Next Steps
Impact: In the first full month, the eSIM generated €3,130 in recurring monthly revenue and attracted over 3,300 customers. More than 2,500 active subscriptions show strong user engagement, and the average customer subscribed to multiple plans, indicating high demand and valuable cross-selling opportunities.
Next steps: With strong early adoption, the next focus is improving how customers use the product, encouraging them to explore more plans, and using the most popular plans to guide future product improvements and content updates.
More Work
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Coming soon: B2B products rollout
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