UX Lead · Frauenfeld · 11 years
LOOKS GREAT. PERFORMS EVEN BETTER.
I build digital products that look good and measurably work better. 11 years of UX at Swisscom, AXA and UPC. I work from research, build design systems and lead teams.
Work that made a difference.
Not every project needs the same kind of proof. Some come with hard numbers, others show how a complex or empty starting point turns into a product or a brand people understand.
Research-driven redesign of the insurance pages
Over 1,000 participants, twelve design variants, selection by Max-Diff instead of hierarchy. Five product teams adopted the approach.
Redesign of the WLAN box product page
Benefit instead of tech specs: clear structure, plain explanation, visible path to purchase. Sales of the box rose sharply.
Invoice portal for repair shops
Made the review status of every invoice transparent: clear status, visible requirements, understandable rejections. Tested with garage owners, not designed for them in theory.
From zero to brand and website
Positioning, logo, visual language and a complete website for a pest control business. From first sketch to live in two weeks.
Brand, website and price calculator in two days
A new offer with no presence: name, brand, website and a price calculator that qualifies enquiries right away.
Build it yourself or have it built
Two very different audiences on one website: a kit for self-builders and full construction. Structure and entry points clearly separated.
What didn't work.
Four tests with negative results. Documented just as carefully as the winners, because they saved budgets from expensive rollouts.
Half guidance is worse than none
Product teasers without a mobile path: the guidance led past the actual need and orders dropped.
UPCA discount banner without context destroys trust
Conversion collapsed in the French-speaking region. A discount without explanation reads like a risk.
UPCWhen reduction reads as a lack of transparency
The heavily simplified mobile tariff page no longer let users see what was actually included.
UPCThe cheaper preselection sells worse
Less value despite a discount put people off. The fear of losing something outweighed the saving.
Complex workflows, design systems and research a team keeps using.
Insurance, telco and banking are familiar ground, domain logic and legal included. I translate between users, business, engineering and legal, and put the open questions on the table myself.
Beautiful and effective
Design is not decoration. It decides whether people understand a process, trust it and complete it. I design so that both hold up: the form and the outcome.
Evidence over opinion
Interviews, usability tests, A/B tests, funnel analysis. Not to be right, but so a team can decide without guessing.
Pass on experience
What I have learned is not mine alone. I train apprentices, mentor trainees and build processes so a team can carry on without me.
How I work
It is not the storm that unsettles people. It is the lack of clarity.
That is where I see my role: creating clarity when things get complicated. I break down complexity, make the next step visible and say openly what I do not know yet.
Translate. Keeping users, design, business, engineering and legal in the same conversation.
Build instead of debate. Prototypes and tests decide, not taste.
Pass it on. Mentored apprentices and trainees, documented the process.
Stay calm. When things get hectic, I sort them out instead of passing the pressure on.
I pull others up with me.
For me leadership is not status, it is reliability. Anyone who works with me should be able to do more after a project than before.
Trust instead of control
Clear goal, clear frame, real freedom to decide. I ask before I decide and share responsibility for real, not just on paper.
Support instead of grade
I brought apprentices, master students and trainees into real questions, not leftover tasks. Visibility is part of that.
Share knowledge
I documented the research process, design system and testing approach so four more products could keep working with them without me.
Join in instead of delegate
I stand behind results, even the uncomfortable ones, and do the work with the team instead of handing it over and watching.
The next step
Leading my own team and supporting people for the long run.
I have been doing professional leadership, training and mentoring for years. I want to grow into a role where I do not only design myself but give others the space to do it: responsibility for people, mentoring as a standing format, knowledge that stays in the team.
What is solid, and what I am still learning.
Honestly assessed, no rating scales. Click a line for the evidence.
UX research and testing · A/B tests with statistical evaluation · customer journey design · behavioural economics · information architecture · design systems · funnel and behaviour analysis · workshop facilitation
Figma · FigJam · Framer · Maze · TestingTime · Adobe Analytics · Adobe Target · ContentSquare · Hotjar · Shopify · Jira · HTML/CSS basics · AI in daily work · ChatGPT · Claude · Midjourney · Runway · Gamma
Where I am heading
Leading my own team and helping people grow.
Professional leadership, training apprentices and trainees, mentoring designers: I have been doing that for years. The next step is my own team, with responsibility for people, not only for artefacts.
BA E-Government, Harz University, 2010 · Usability & UX with David Travis, 2018 · ongoing training in UX research, behavioural design and analytics
Why I do this
For a world where nobody has to be afraid, not even of asking a question.
Numbers are how I decide, the benefit for people is why I bother. I want to grow into a role where I do not only design myself but give others the space to do it. That it looks good along the way does not contradict impact, it is where impact starts.
Frauenfeld · hybrid · on site only in and around Frauenfeld · available by arrangement