Georgia's first eSIM, from concept to launch.
A category the local market had never seen, shipped across a consumer app, a customer website and a partner portal.
A startup bet on a missing product.
Georgia had no eSIM data provider. Travellers were still buying physical SIM cards at airport kiosks, and the technology to skip that entirely already existed. What didn't exist was a product, or a market that knew what an eSIM was.
Roamingo replaces the physical SIM outright: buy a plan in the app, scan a QR code, and you have data the moment you land. No kiosk, no roaming bill, no swapping the card you already have.
I led it from concept to release and owned the lifecycle across all three surfaces.
What shipped, in numbers.
Two problems, pulling in opposite directions.
Education. Someone who has never heard of an eSIM needs to understand, trust and buy one in a few minutes, on hotel wifi, possibly in a second language.
Activation. A QR code and a device setting is the single point where the product either works or quietly fails, and it happens outside our app.
Meanwhile the B2B portal had an entirely different user: a reseller who wants volume, margin and a dashboard, and none of the hand-holding.
The purchase-to-activation path is the product.
With stakeholders I defined the vision, gathered and prioritised requirements, and shaped a roadmap around one path. Anything that didn't shorten or de-risk it was explicitly a later release.
Through discovery, design, development, testing and release I worked alongside designers and engineers rather than at them: reviewing flows, writing acceptance criteria, and deciding what the first version would and wouldn't do. The B2B portal was scoped deliberately thin at launch so the consumer experience got the attention.
Coverage anchored on Europe, with regional bundles (Europe + Turkey, Middle East, Asia, Global) for people who cross borders in one trip. Support was in Georgian, which for a brand-new category is a product feature, not a cost centre.
After release I stayed on it: monitoring performance, reading where users dropped, and coordinating fixes for critical issues. That stretch is where the activation flow actually got good.
The customer website: one promise, two store badges and a QR code. Everything else is below the fold.
In a new category, clarity beats features.
Roamingo launched as Georgia's first eSIM mobile data product, live across app, web and partner channel, and it's still on the App Store and Google Play.
Four steps from start to connected, with no manual APN setup and no support call. Protecting that path from everything else on the roadmap was most of the job.
The lasting lesson was about sequencing: every release that explained the product better outperformed every release that added to it.