Design
Clarity
Structure
Experience
Data
Measure
Learn
Improve
People
Understand
Empathise
Grow together
UX Lead · Frauenfeld · 10+ years
LOOKS GREAT. PERFORMS EVEN BETTER.
I build digital products that look good and measurably work better. 10+ years of UX at Swisscom, AXA and UPC. I work from research, build design systems and lead teams.
Selected work.
Swisscom Insurance: Five products in eight months
Design system, checkout flows and the insurance area in MySwisscom for iOS and Android.
Making insurance easier to compare
Over 1,000 research participants including surveys. Eleven design variants and iterative tests.
Invoice status at a glance
Review status, missing documents and next steps. Developed and tested with garage owners.
Status tracking in the MyAXA app
Interaction board for clear claims status and next steps. Validated prototype, implementation postponed.
GGA Maur: Redesign within existing brand guidelines
Modular templates and a new mobile page structure within existing brand guidelines.
WLAN box product page redesign
Conversion rate increased by 600% after the redesign.
What we ruled out.
These variants performed worse. Testing stopped the rollout.
Guidance without mobile plans
The tested guidance reduced orders. It did not include the mobile offer.
UPCTesting a discount banner
Tested a discount banner, with separate results for German and French.
UPCLess plan information
The simplified plan page had a lower conversion rate in the test.
UPCA cheaper default
Conversion was lower in the test. The result was statistically inconclusive.
Experience with complex products.
Insurance, telco and banking. Working closely with business teams, engineering and legal.
Design Excellence
Design determines whether people understand a process, trust it and complete it. Quality needs standards, not personal taste.
Evidence over opinion
Interviews, usability tests, A/B tests and funnel analysis help a team decide without guessing.
Empowering people
Coaching, training and shared responsibility enable designers and researchers to design and validate independently.
How I work
Creating clarity.
I work through open questions, clarify priorities and make the next step clear.
Connecting people. I bring business teams, design, engineering and legal into the conversation.
Making ideas tangible. Prototypes make solutions concrete. Tests show what needs improving.
Agreeing the scope. I clarify scope, timing and effort at the start.
Staying calm. When things get hectic, I help set priorities and keep pressure manageable.
Leading design work. Supporting growth.
I have guided designers, trained apprentices and supported trainees.
Clear goals. Room to decide.
I clarify goals and leave room for people to make their own decisions.
Clear, timely feedback.
I discuss what works and what needs to improve.
Sharing knowledge.
I documented research and testing methods that other product teams went on to use.
Sharing responsibility.
Agree goals, delegate tasks and help when obstacles arise.
- Swisscom: guided an external designer, trained apprentices and supported a trainee.
- Swisscom: trained team members in funnel analysis and conversion optimisation.
- ubitec: supported design colleagues in Vietnam.
My focus.
Interviews · Usability tests · A/B tests · Journey mapping · Information architecture · Funnel analysis · Workshop facilitation
Figma · FigJam · Framer · Maze · Adobe Analytics · Adobe Target · ContentSquare · Shopify · ChatGPT · Claude
BA E-Government, Harz University · Usability & UX with David Travis, 2018 · Training in UX research, behavioural design and analytics
Personal
What matters to me.
I value teams where people can ask openly and disagree honestly.
If it feels right, just click
Let’s talk.
I bring research, UX/UI design and implementation experience to digital product teams. Design leadership, training and mentoring are also part of my experience.
max.baasner@gmail.com+41 78 404 28 19linkedin.com/in/max-baasnerView my careerFrauenfeld · hybrid · available by arrangement