DE/EN
Career · professional experience · 2011 to today
Ten stations, ten results.
The right-hand column is not the job description, it is what came out of it measurably.
Sept 2023 to today
3 years
Frauenfeld · Remote
visuell unterrichten · Self-employed
- Alongside my main role I help Swiss freelancers, SMEs and educational organisations structure complex offers clearly and take them online.
- Positioning, information architecture, UX writing, design and implementation in Framer.
- Websites and order flows focused on clarity, trust and conversion.
- Built the Shopify shop for Glarner Kaffee and tripled online revenue.
- Developed visuell unterrichten, a workshop offering for teachers and school teams on visualisation and AI.
- Both activities are deliberately capped at 20 percent combined and compatible with a permanent position.
Case examples
Kammerjäger Wenzel: from zero to a brand in two weeksPÄCKLIMAA: brand, website and price calculator in two daysMobile Rennbahn: from race track to event attractionHolzbau Wolff: build it yourself or have it builtAsia Take Away Nguyen: website given away, partnership wonGlarner Kaffee: 3× online revenue and a lesson about scopeGGA Maur: website redesign for a local telco within rigid brand guidelinesGabriell Simoni & Partner: branding and website in 6 weeksOGIF Frauenfeld: a club website rethought and launched in weeksSEOX: rebranding for the number one Swiss SEO agency
3× revenue
online, Glarner Kaffee
June 2025 to Dec 2025
7 months
Zurich · Hybrid
Swisscom · Senior Care Journey Manager
- Responsible for the end-to-end optimisation of core care and self-service journeys.
- Increased the eCare rate by 20 percent through research, redesign and A/B tests.
- Validated the service disruption page with 87 customers and fed the identified hurdles into the redesign.
- Built an optimisation process for the most important journeys.
- Trained team members in funnel analysis and conversion optimisation.
- Owned analytics for sales, care and self-service.
+20 %
eCare rate
Sept 2023 to June 2025
1 year 10 months
Zurich · Hybrid
Swisscom · Lead UX/UI Designer, Insurance
- Design ownership for building a new insurance offering at Swisscom.
- Launched five insurance products within eight months.
- Built the design system and Figma setup that carried five products in parallel.
- Led a research process with more than 1,000 participants and twelve design variants.
- Increased conversion per product by 16 to 110 percent.
- Professionally led an external designer, trained an apprentice and mentored a trainee.
- Worked with product, business, engineering, data, brand, legal and external insurance partners.
+16 to +110 %
conversion, five products
Aug 2022 to Sept 2023
1 year 2 months
Zurich · Hybrid
Swisscom · Senior Online Experience Manager
- UX and conversion ownership for core product pages and sales flows in the Swisscom online shop.
- Conceived and designed the new WLAN box product page. After launch, 600 percent more devices were sold and the product went out of stock.
- Designed the digital launch of the kids mobile portfolio. Conversion rate of 1.5 percent against a benchmark of 0.9 percent in the regular mobile portfolio.
- Restructured, redesigned and relaunched the buyback page for device trade-ins after years of neglect.
- Ran A/B tests with Adobe Target and evaluated them in Adobe Analytics.
+600 %
WLAN box sales
Nov 2019 to Aug 2022
2 years 10 months
Winterthur · Hybrid
AXA · Customer Journey Designer
- Redesigned complex claims and service journeys with interviews, usability tests, prototyping and behavioural design.
- Reduced cancellations by 30 percent with a new service journey.
- Reduced fraud cases by 12 percent through behavioural design.
- Built a B2E design system in Figma.
- Designed and validated expert interfaces for case handling and external partners.
- Made documents and digital communication clearer and more consistent.
−30 % / −12 %
cancellations / fraud cases
Feb 2019 to Oct 2019
9 months
Wallisellen · On site
ubitec · UX Designer
- UX and UI for digital products in Swiss banking and insurance.
- Translated complex order flows and domain logic into understandable user flows.
- Developed reusable components for different client projects.
- Created prototypes and validated concepts with stakeholders and users.
- Supported design colleagues in Vietnam professionally.
Client projects
first time agency side
May 2016 to Jan 2019
2 years 9 months
Wallisellen · On site
UPC Switzerland · User Experience & Conversion Manager
- Built A/B testing and conversion optimisation at UPC from the ground up.
- Established a test process from analysis and hypothesis to statistical evaluation.
- Generated CHF 1.2 million in additional revenue.
- Ran experiments in Adobe Target and evaluated them in Adobe Analytics.
- Presented results and recommendations up to executive level.
- Supported a website relaunch focused on usability and conversion.
Case examples
Regional A-spot personalisation with product bubblesPhone flyout wins across channelsWhy half guidance is worse than noneTwo mobile teasers instead of rebuilding the funnelUpsell as an option instead of a bundleLess distraction in the bundle configurationA clearly positioned internet-only offerA discount banner without context destroys trustWhen reduction reads as a lack of transparencyThe cheaper preselection sells worseA "new" label doubles attention
CHF 1.2 m
additional revenue per year
Jan 2015 to Apr 2016
1 year 4 months
Wallisellen · On site
UPC Switzerland · Digital Specialist and Product Owner for Oracle RightNow
- Responsible for digital service offerings and the Oracle RightNow platform.
- Increased usage of digital services through UX research and clearer content.
- Reduced support contacts with better self-service processes.
- Introduced A/B tests for layout, guidance and copy.
- Increased entries into digital forms by 166 percent.
+166 %
entries into digital forms
June 2011 to Aug 2013
2 years 3 months
Halberstadt · Hybrid
Harz University · Working student
- Structured and implemented university websites and digital content. Improved the online presence through content management and web design. Supported research projects with the digital preparation of content.
Web & content
first hands-on experience
Feb 2012 to July 2012
6 months
Berlin · Germany
Materna GmbH · UX Intern
- Supported the UX team with prototypes and mockups in Axure. Documented existing best practices and made them usable in projects. Gained first experience in UX consulting and user-centred product development.
Career choice
and it still holds today
Verifiable
Five insurance products live in eight months · research with more than 1,000 participants · +600 % WLAN box sales · +20 % eCare rate · +166 % entries into digital forms · CHF 1.2 m additional revenue per year · 3× revenue for Glarner Kaffee · apprentices and trainees trained
To the project archiveSetup
Frauenfeld, 40 minutes from Zurich · hybrid or on site · available by arrangement · Swiss C permit
What I need
Clear goals and room to design · flat hierarchies · a team I am allowed to build and support
What I bring
11 years of UX · honesty without politics · experience in training and mentoring people