Roaming
Live
·
55% containment
·
+8% uplift
The one I’ve learned most from
Roaming sits at an awkward intersection. Customers often only think about it at the worst possible moment, standing in an airport, or worse, already on holiday realising their data isn’t working. The information they need is specific (which country, which plan, which add-on), time-pressured, and often has cost implications they want to understand before they commit.
The existing journey made that harder than it needed to be. It was tedious and fragmented: the pieces were there, but spread across a conversation in a way that left customers confused with what decisions they had made during the journey or often times forgotten by the time they had reached the end.
So the design problem wasn’t “explain roaming.” It was: get a customer from “I need help with roaming” to a confident answer in as few turns as possible.
Picking up a journey already in motion
I joined the roaming team at the point of the redesign. It had a lot of moving parts already in play: roaming logic with real edge cases, several APIs feeding into it, and the constraints of building inside Sprinklr. Getting up to speed with everything roaming in a short period of time was curial and was a task in of itself.
The temptation when you join something mid-flight is to tidy at the edges and not disturb anything. The feedback and the data didn’t support that. The journey wasn’t unclear in a few places; it was fragmented throughout, and no amount of rewording was going to fix a structural problem.
Roaming journey: Introducing new design methods to help simplify the journey was important, thats where the carousel comes in.
01
Restructure rather than tweak
We quickly realised that cutting the amount of steps down in the journey was important. So, looking at how we could restructure it was the first task.
02
A carousel, so options can be compared
Introduced a new carousel component to put roaming options side by side. Roaming decisions are inherently comparative (which pass, how many days, what it costs against what you’d pay without one), and comparison is close to impossible when information arrives one message at a time and scrolls away behind the next chat bubble.
03
An end-summary that closes the loop
Rebuilt the end of the journey around a clearer summary, so a customer finishes holding one view of what applies to them rather than a scrollback trying to pinpoint various messages throughout the journey. Leaving the summary in the final message gives the customers a clear and concise point telling them what they have achieved today, reducing the amount of uncertainty in customers.
Testing the bigger bet
Arguing for restructure rather than tweaks needed evidence, not conviction. I built a prototype and ran testing sessions with both the team and User Research participants. This brought engineers into the decision-making process while validating that the simplified flow was easy to navigate.
It tested well on both navigation and clarity, which moved the structural argument out of the realm of design opinion and into real experience feedback.
The highest containment of the three
An 8% uplift took containment to 55%, more than half of everyone entering the journey now gets a confident answer without a Guide picking it up.
Containment
Resolved in-assistant, without escalation
Uplift
Against the journey it replaced
Roaming requirements and technical constraints came into the design as it developed rather than arriving after it, which is the only reason a restructure of this size was deliverable on the timeline. Close, continuous collaboration with engineering was key for this project, it made the process very efficient with constant, itterative feedback between both teams.
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© Harry Thorpe · 2026
DesignED with FRAMER