+110% conversion: Research-led redesign of Swisscom insurance pages
1,000+ participants, 12 design variants and MaxDiff instead of gut feeling. A redesign of Swisscom’s insurance pages delivering statistically significant conversion gains of +16% to +110%.
The result in one sentence
+16% to +110% conversion across five insurance products, statistically significant.
UX Researcher, UX Designer, UX Writer, Stakeholder Management, Project Lead
Product Manager · Business Analyst
Five product pages were already live. Not one had ever been tested with customers.
No validated foundation
The product detail pages had never been tested with real users.
Decisions made from the inside
Design followed internal opinions rather than observed behaviour.
A blind spot around conversion
Nobody could prove why conversion was weak. They could only guess.
Two people against a roadmap and against opinions with no evidence behind them.
A core team of two
Research, design, testing and analysis sat with Mirko Fazio and me.
Sell the method and the result
The wider team had limited UX experience, so we had to make the case for both the process and the outcome.
Feedback loops without evidence
Discussions without an expert basis cost weeks until we could put data on the table.
We replaced opinion with evidence and let users make the decision.
Quantitative and qualitative
A UEQ study with more than 1,000 participants, including competitor benchmarking.
12 design variants compared directly
Selection through MaxDiff analysis instead of gut feeling or hierarchy.
Iterative redesign
Every version was validated against user feedback and sharpened before going live.
Delivered as an experienced duo
Mirko Fazio and I ran the full process from setup through analysis.
Home
+78%
Legal protection
+16%
Travel
+87%
Rental deposit
+39%
Leisure
+110%
Statistically significant
The conversion effect is measurable and proven, not a trend argument.
A process that stayed
Five product teams adopted the approach as a shared way of working.
What I take away from it
Evidence beats hierarchy
MaxDiff ended in two weeks a discussion that opinions could have kept open for months.
Name blockers early
Discussions without substance now get a deadline and a data basis, not another feedback loop.
Comparability sells
Clearly structured comparisons help people decide. They almost always beat long explanatory copy.
Decision space drives speed
With a clearer mandate the redesign could have gone live months earlier. I now clarify that frame before a project starts.
Team fit is a project variable
With a well-matched counterpart you can deliver in half the time. I plan for that rather than leaving it to chance.
Swisscom Insurance: 5 insurance products live in 8 months
5 products in 8 months instead of roughly 2 years per product. Conversion up to 3%.
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