Slice

Mobile app design

2023–Ongoing

Slice is a new, and the UK's first, eSIM only mobile network. Founded by some of the creative minds behind Lyca Mobile and Giffgaff, they came to us at Planes to develop a mobile app for buying, installing, and managing eSIM plans. Along with a fractional ownership USP, a chance for users to become actual co-owners of the company, and get a slice of the action.

Slice needed a strong brand, design system, impeccable UX and technical infrastructure in order to compete with the old, and now slightly technically outdated, mobile network giants in the UK. We worked with Koto to create a brand to visually stand out, with a strong colour scheme including the notable 'Zest' shade of green, and quirky, slightly alarming imagery. Aiming to capture the attention of the gen-Z target audience, both through the compelling USP and distinctive visual design.

Client: Slice Mobile  
Studio: Planes  
Role: Product design  
Year: 2023–Ongoing

Process

I worked with a design director, delivery lead and a large technical developer team on building this app from scratch for both iOS and Android simultaneously. I lead the mobile app design, where I was challenged with taking the visual brand and bringing it to life in a comprehensive design system, researching user needs, coming up with feature specifications with the technical client teams and designing the entire app UI.

Giving people a chance to test out the network and test out the app through the free trial, and having the option upfront to not start the paid plan after the trial, speaks to the niceness and transparency of the Slice brand.

Brand moments like this guided in the design process throughout the creation of the app and its features.

The vision

Delivering a brand-led, easy-to-use, modern and accessible mobile app for the first eSIM-only network available exclusively via an app.

Delivering a brand-led, easy-to-use, modern and accessible mobile app for the first eSIM-only network available exclusively via an app.

Slice had to make an impact, just like any great disruptor. We didn’t just focus on the look—we made sure it felt right too. We sprinkled in fun moments throughout, like bouncy loading animations that really show off Slice’s playful vibe.

We built on the creative direction from SomeOne, Lucky Generals, and Koto, transforming it into a digital product that cuts through the noise. The bold Zest colour and unique ‘slice’ shapes brought the brand to life in everything from a ‘close’ button to an info box.

Branding, accessibiltiy, and copywriting with the Slice tone -of-voice

On Slice, I got to bring the freshly crafted brand to life in the digital space, ensuring every UI detail felt like a natural extension of its identity. At the same time, making the experience accessible, designing with the highest usability standards in mind.

I also got to apply my copywriting skills, crafting UX copy that wasn’t just functional but full of personality, bringing the brand’s tone of voice to life across the product.

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paulinaolin@gmail.com

Site last updated 1st April, 2025

paulinaolin@gmail.com

Site last updated 1st April, 2025

paulinaolin@gmail.com

Site last updated 1st April, 2025