Overview

Working with Vuoly to launch a worldwide platform and grow globally

Market Research
User Research
UX/UI Web Design

Custom Code Development
Backend Integration
eCommerce Development

Visual Brand Design
Web Design & Development
Systems Architecture

Challenges

Reliant on selling physical SIM cards through airport stores
Minimal online presence, limiting reach and scalability
Manual processes for eSIM sales that hindered growth
Local competition, with little differentiation in a rapidly evolving digital market
No cohesive brand identity or digital platform to support growth

With Lumi

A premium, scalable eCommerce platform designed for global competition
Fully integrated backend connecting multiple eSIM providers, offering the best prices and quality to customers
User-friendly interface designed to guide first-time eSIM buyers effortlessly
Travel-inspired visual brand and polished website that establish credibility and trust
A trusted product and design partner helping Vuoly iterate, refine, and continuously grow their platform

The Challenge

Adapting to a digital market with no in-house tech team

SimStore had carved out a reputation in Ecuador’s telecom industry, selling SIM cards to travellers at airport stores. But as the world shifted to eSIMs, founder José Vilches faced a new challenge: moving the business online to compete on a global stage.

With no in-house tech team, José needed a partner with the expertise to design, develop, and bring this vision to life – someone who could go beyond implementation to provide strategic guidance. That’s when he found Lumi.

Our business was transitioning from the physical to the digital world. Where we used to compete locally, we now had to compete globally, and we needed a platform that could support that leap.

- José Vilches, CEO, Vuoly

The Solution

A product team in Vuoly’s corner to tackle challenges together

At Lumi, we believe in becoming an extension of our client’s team. With Vuoly, this meant working holistically, balancing technical complexity with a sharp focus on the user experience and practical business decisions

The Lumi team didn’t just build a platform. They brought insights from their experience, gave valuable feedback, and even made suggestions that I hadn’t considered. Their knowledge of user experience and customer journeys was invaluable.

José Vilches

José Vilches, CEO, Vuoly

Testimonial video from Rapidream CEO Yedid Herskovitz

1. Understanding the market

-> Conducted competitive analysis to find gaps and opportunities

→ Interviewed Vuoly’s existing customers to uncover their needs and pain points

2. Putting users first

→ Created intuitive user flows for first-time eSIM buyers, simplifying the process

→ Developed a sleek, frictionless interface tailored to user needs

3. Building a robust platform

→ Integrated multiple eSIM providers into a single backend system for competitive pricing and consistent service

→ Built a scalable foundation for future growth, designed to easily add new channels, like an upcoming WhatsApp bot that integrates AI with the product catalog, so that users can purchase eSIMs directly through chat

About the technology

Payment processing: Seamless Stripe integration with full tracking capabilities
Marketing tools: Custom integrations with Hubspot and Google Analytics to support targeted campaigns and customer engagement
Technology stack: Built on Ruby on Rails with Turbo, for good scalability, flexibility, and long-term growth potential

4. Curating a distinct brand

→ Developed a vibrant, travel-inspired identity, complete with custom illustrations that capture the excitement of travel

→ Designed and built a polished, user-friendly website that reflects Vuoly’s premium positioning

Our approach

We approach projects the ‘startup way’ — breaking challenges into small, manageable pieces to test, validate, and build effectively. This mindset allowed us to craft a platform that was not only functional but truly user-centered.

➡️ Instead of building a generic eCommerce store, we honed in on what would provide the best experience for customers buying an eSIM, designing every detail to minimise friction and maximise usability. On the backend, we built a system that allows José and his team to easily sell the right products, add new eSIM providers seamlessly, and ensure their catalog stays competitive and up-to-date.

Throughout the project, we maintained a close partnership with José and his team. Weekly meetings and proactive communication ensured that every detail — from backend integrations to visual design — aligned with Vuoly’s goals.

Unlike other agencies, Lumi didn’t just take orders — they asked important questions, shared valuable insights, and kept the project moving forward even when I was busy with other things. That made all the difference

José Vilches

José Vilches, CEO, Vuoly

The Results

A platform ready to stand out in a competitive market

The market is very competitive, with little differentiation between platforms. Lumi has helped us build something that stands out and feels aligned with the best in the industry. It’s now up to us to grow it further.

- José Vilches, CEO, Vuoly

With Lumi’s help, Vuoly successfully transitioned from a traditional, physical business model to a cutting-edge digital platform. The new eCommerce store positions Vuoly as a serious contender in the global eSIM market.

Vuoly now has:

A polished experience for users: Beautiful design, effortless navigation, and a seamless buying process
Streamlined operations: Complex backend integrations ensure smooth provider management while enabling José and his team to add new providers and products effortlessly
An enhanced market position: A vibrant brand and robust platform that stand out in a competitive industry, built with scalability in mind for ambitious plans
Future-ready integrations: The platform supports potential new channels like a WhatsApp bot for purchasing eSIMs, as well as advanced tracking and metrics for continuous improvement
Room for growth: Designed with flexibility to extend features for resellers, partners, and influencers, empowering Vuoly to expand its reach and capabilities

If you’re looking for a strategic partner to help you build, scale and thrive, let’s talk.

I’m thrilled with the result. The site is up to par with the best eSIM stores out there in terms of usability, and Lumi’s team continues to help us improve and grow. They’ve been more than a partner — they’re a part of our team

José Vilches

José Vilches, CEO, Vuoly

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Intro call

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Scoping deep dive

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First project

Let’s talk about your product

Meet one of our senior product leads (we don’t have salespeople) for a casual 30-minute chat to explore how we can help and see if we’re a good fit

Explore

Get Started

Vuoly

Working with Vuoly to launch a worldwide platform and grow globally

Challenges

With Lumi

Adapting to a digital market with no in-house tech team

A product team in Vuoly’s corner to tackle challenges together

1. Understanding the market

2. Putting users first

3. Building a robust platform

About the technology

4. Curating a distinct brand

Our approach

A platform ready to stand out in a competitive market

Let’s talk about your product

Explore

Get Started

Vuoly

Working with Vuoly to launch a worldwide platform and grow globally

Challenges

With Lumi

Adapting to a digital market with no in-house tech team

A product team in Vuoly’s corner to tackle challenges together

1. Understanding the market

2. Putting users first

3. Building a robust platform

About the technology

4. Curating a distinct brand

Our approach

A platform ready to stand out in a competitive market

Let’s talk about your product

Curious if we can help?