Rivaago:
From Zero to Global eSIM Platform in 9 Months
Ottawa, Canada
E-commerce
Startup
Building the Future of Travel Connectivity
Imagine launching a global eSIM marketplace that competes with industry giants but doing it with a fraction of their budget and timeline. That's exactly what happened when I was approached to co-lead Rivaago, transforming a simple idea into a comprehensive e-commerce platform serving travellers across 200 destinations.
The vision was ambitious: create a seamless way for travellers to purchase eSIM cards for specific countries, regions, or global coverage all through an intuitive digital experience that would outperform established competitors.
My role: Product Lead, wearing every hat imaginable to bring this concept from zero to one.
The Ultimate Startup Challenge
This wasn't just a design project. It was a masterclass in startup leadership under intense constraints:
9 month timeline to build everything from scratch
Limited budget competing against well funded incumbents
Non technical founder requiring constant translation between vision and execution
Building a team while simultaneously creating the product
Multiple moving parts: design system, web platform, mobile app, marketing materials, and content strategy
The biggest complexity? I wasn't just designing. I was managing a development team, mentoring a junior designer, coordinating with marketing, and making critical product decisions that would define the entire user experience.
When the First Design Failed
Our initial design approach seemed logical: follow standard e-commerce patterns. But when we launched, users weren't converting.
The wake up call: Beautiful design means nothing if it doesn't drive business results.
I had to quickly pivot, analyzing where users were dropping off and redesigning the entire customer journey. This failure taught me that in startups, ego takes a backseat to user behavior and business metrics.
The Mobile First Revelation
The breakthrough came when analytics revealed that most users were accessing our platform on mobile devices, an insight that completely shifted our strategy.
Instead of designing for desktop and adapting for mobile, I flipped the entire approach:
Mobile first design system that scaled beautifully to larger screens
Streamlined checkout process optimized for thumb navigation
Progressive disclosure that revealed complexity gradually
Touch friendly interface that made purchasing eSIMs feel effortless
This decision didn't just improve usability. It became our competitive advantage. While competitors struggled with clunky mobile experiences, we delivered something that felt native and intuitive.
Building Systems, Not Just Screens
Creating a scalable design system for a global platform meant thinking beyond individual pages:
Scalable Design System Components:
Reusable UI elements that worked across 117 country variations
Flexible pricing displays for different currencies and regions
Consistent navigation patterns that reduced cognitive load
Responsive components that maintained brand integrity across devices
Content Strategy Integration:
Clear, jargon free explanations of eSIM technology
Localized content considerations for global markets
Promotional messaging that converted without being pushy
Leadership Through Uncertainty
Managing a cross functional team while building the product taught me invaluable lessons about startup leadership:
Guiding the Development Team: Translating design decisions into technical requirements while optimizing for development efficiency and timeline constraints.
Mentoring Junior Talent: Teaching design principles while maintaining project momentum, turning constraints into learning opportunities.
Stakeholder Management: Bridging the gap between a visionary founder and practical execution, ensuring decisions served both user needs and business goals.
The Results That Mattered
While I can't share specific metrics, the outcomes spoke for themselves:
Successful market entry competing against established players
Positive user feedback highlighting ease of use and delightful experience
Business growth that validated our design and strategy decisions
Scalable foundation ready for international expansion
Most importantly, we proved that thoughtful design and strategic thinking could level the playing field against much larger competitors.
From Startup Chaos to Systematic Success
This project reinforced everything I believe about startup design:
Constraints breed innovation - Limited resources forced creative solutions that became competitive advantages
Data drives decisions - Analytics revealed user behavior that completely changed our approach
Mobile first isn't optional - In global markets, mobile optimization determines success or failure
Team leadership is product leadership - The best designs come from empowered, well guided teams
Iteration beats perfection - Rapid testing and improvement outperformed extensive upfront planning
The Startup Mindset in Action
Rivaago wasn't just about creating a beautiful e-commerce platform. It was about building something that could compete, scale, and succeed in a crowded market. Every design decision had to serve multiple masters: user experience, business goals, technical feasibility, and competitive positioning.
The flexibility to make bold decisions, combined with the responsibility to deliver real business results, created an environment where design thinking and startup execution merged into something powerful.
