Scaling Jetpac's Navigation

Restructuring Jetpac's navigation from a single-product hierarchy to four

Role

Product Design Lead

Timeline

Dec 2025 – Mar 2026

Platform

Web, iOS & Android

Scope

Web & App Navigation Information Architecture Interaction Design

Overview

Jetpac is a travel eSIM provider for staying connected across 200+ destinations

Starting as a data eSIM app, Jetpac expanded into Voice, Lounge Access, and Fast Track, but only 3% of customers were buying anything outside of eSIMs. This case study covers how the navigation was restructured across web and app to give every product a fair chance, without displacing the one driving 95% of revenue.

Problem

The navigation wasn't built to scale

No home for new products

Voice, Lounge Pass, and Fast Track had no unified entry point. On web, they were missing entirely. While on app, Voice had its own separate nav tab while Lounge and Fast Track were hidden inside "Perks" as add-ons, only accessible alongside a data pack purchase.

The structure had a commercial cost

Only 3% of customers were purchasing anything outside of eSIMs: Voice at 2%, Lounge Pass and Fast Track at 0.5% each. The products existed but the navigation didn't reflect that.

Misplaced and duplicated content

On web, commercial links were buried under company information. The same items appeared in multiple places across the nav and footer, creating conflicting wayfinding with no clear hierarchy.

Original navigation

Goal

Make every Jetpac product as easy to find as the one everyone already knows

User goals

Travellers can discover and purchase any Jetpac product independently, without needing to know where to look or how the app is structured.

Business goals

Keep eSIM as the primary product while increasing the number of cross-sell sales beyond 3% by making Voice, Lounge Access, and Fast Track discoverable.

Process

Competitive research & audit

I audited Jetpac's existing sitemap and benchmarked it against four direct eSIM competitors to understand what navigation patterns were working across the category. Additionally, I've looked at e-commerce companies that sell multiple products as we are offering more than our competitors.

Jetpac sitemap

Proposed Sitemaps

I proposed three sitemap directions before landing on the final structure with each reflecting a different response to the same problem.

Aligning on the App Navigation

The app navigation went through multiple proposals and had many perspectives from product managers and designers. Each reflected a different view of what the app's primary job was.

After presenting all three proposals, we aligned on Proposal 3.

The navigation should reflect how users think, not how the previous product was built.

Designs

Website Navigation Bar

Learnings

It's never fully over

Even after you've handed over the designs and closed the task, there will still be minor changes and improvements along the way even after it has shipped.

LET'S KEEP IN TOUCH

mikasacdalan@gmail.com