Swisscom Insurance: 5 insurance products live in 8 months
Built a new business area from idea to launch. UX for landing pages, purchase journeys, documents, app integration and analytics. Five products in eight months, with conversion up to 3%.
The result in one sentence
5 products in 8 months instead of roughly 2 years per product. Conversion up to 3%.
UX/UI Designer, UX Writer, Process Designer, Researcher, Design Coordination, Apprentice Trainer
Business Analyst · Brand Manager · Data Analysts · Content Manager / Publisher · Front-end Developer · Product Manager · Marketing Manager
Out of more than 80 business ideas, one was selected: Swisscom enters insurance. I was responsible for the complete user experience, from landing pages and purchase journeys to emails, insurance documents, app integration, dashboards and analytics.
A new business area
Entry into insurance as a tied intermediary.
Existing customer base as leverage
Digital cross-selling to telecom customers.
Partner ecosystem
Several established insurers supplied products, each with their own systems and rules.
End-to-end UX in my hands
One journey across every touchpoint rather than five isolated solutions.
An internal startup without startup structure: high speed, little project management and experience that still had to be built.
Ad hoc organisation
Decisions were spontaneous and ownership was rarely documented.
Technical complexity
Systems and interfaces from multiple partners had to become one coherent journey.
Regulation without a UX discount
Compliance requirements had to be met without making the purchase journey longer.
Heavy coordination
Internal and external stakeholders had very different levels of digital experience.
Pragmatic collaboration instead of process debate. Within a few months, a functioning digital insurance proposition was live.
Decisions in co-working sessions
Intensive working sessions instead of feedback loops by email.
Ownership across the team
Tasks were picked up where the competence sat, not where the job title said they should.
Minimal journeys
Fast, trustworthy purchase flows with as few steps as possible.
Processes built end to end
From acquisition and purchase through to after-sales support.
5 insurance products live in 8 months
The industry norm is roughly two years per product.
Conversion up to 3%
Compared with around 0.5% on average in the telecom environment.
End-to-end journeys
Sales, onboarding and after-sales aligned across all five products.
Market insight as a by-product
Reliable evidence on demand and price acceptance for scaling.
What I take away from it
Structure is part of my role
If project management is missing, I do not wait for it. I build a working structure myself and make it binding.
Write scope down early
I now clarify responsibilities and scope at the start, not once overload becomes visible.
Distributing load is leadership
A team running on two shoulders is a project risk, not just a personal one.
Co-working accelerates
Structured joint sessions can replace weeks of alignment. I have used them deliberately ever since.
Speed comes from trust
Clear mandates achieved more here than any additional review round.
GGA Maur: Website redesign for a local telecom within strict brand guidelines
Complete redesign within a strict brand framework. Strong mobile experience, followed by a job offer from the client.
Gabriell Simoni & Partner: Branding and website in 6 weeks
Branding and website live in 6 weeks. Modular, maintainable and managed by the client himself.
OGIF Frauenfeld: Rethinking a community gardening website
Launched within weeks. Clear structure, fresh design and strong feedback from the community.