Lyca / Slice mobile
Powering up the UK’s first eSIM-only mobile network
We partnered with Slice to build and launch the only eSIM network available exclusively via an app.
Building an app to Slice up how Gen Z do mobile
Consumers are fed up with their current mobile providers, with 35% of Gen-Z feeling frustrated with their network.
With customers looking for more control over their contracts, Slice is stepping in to meet the demand for something different.
Slice, removes the hassle of contracts and physical SIMs and offers a unique opportunity for customers to co-create the network they want and earn rewards that truly matter.
We brought the proposition to life by designing and building the mobile app and marketing site that forms the core of the business.
“Planes were a dream to partner with. With their technical expertise and delivery approach we were in safe hands from start to finish.”
Rob Brock - Slice mobile
Giving customers a Slice of the action… again and again
Slice had two main goals for launch: get customers onboarded quickly and promote brand loyalty. But two sticking points made these goals a challenge.
First to power their proposition, Slice uses eSIMs, a technology that replaces physical SIM cards. This presented a technical challenge when onboarding customers due to inconsistent installation across devices.
Second, with no contracts, it’s easy for customers to leave, so Slice have to work harder to make people stay.
We built a prototype to test the eSIM proposition and used our learnings to design and launch an app that was easy-to-use and exciting.
Making a product that’s Slice and easy
To make sure customers find it simple to get started and stay with Slice, we created a user-friendly product that’s easy to use at every step.
We built prototypes to test users’ understanding and gather feedback on the need-to-know information. From this, we created a walkthrough user guide to help people install their eSIM.
To help users understand the benefits of Slice, we built a marketing site and added pop-up components that serve as explainers and guides, making using Slice as easy as pie.
A brand-led product that Slices through the noise
Like any good disrupter, Slice needed to build brand recognition from the get-go. We evolved brand and visual guidelines from SomeOne, Lucky Generals and Koto into a digital product that slices through the noise.
Using the bold zest colour and distinct ‘slice’ shapes we brought the brand to life in everything from a ‘close’ button to an info box.
As well as making the product look on brand, we also made it feel on brand. We built in moments of product delight, with bouncy loading animations that show Slice’s playfulness.
"Planes brought the Slice brand to life in ways we couldn’t have imagined. They didn’t just build an app, they built a product that was a true reflection and extension of our brand."
Jenna Banks - Slice mobile
