Archive · 30 projects
Every project with a result.
Over ten years of project work, in chronological order. Where there is a number, it was measured, not estimated. Where there is none, I say what changed instead.
Kammerjäger Wenzel: From zero to a brand of his own in two weeks
A complete concept for a newly self-employed pest controller: branding, UX/UI, copy, SEO, imagery and implementation. Instead of fear tactics and chemical imagery, I created a personal website built around an interactive house cross-section.
From zero to a complete brand and website in roughly two weeks of focused work.
Holzbau Wolff: Build it yourself or have it built
Marcus Wolff offers far more than conventional timber construction: circus wagons, tiny houses, sauna trailers, bespoke builds and workshops. I translated his expertise into a brand and website structured around two simple paths: build it yourself or have it built.
A broad craft offering translated into two clear paths and built into a complete digital brand.
Mobile Rennbahn: From a gifted race track to a bookable event attraction
Roman was given a mobile Carrera race track and wanted to turn it into a rental business. In roughly one week I developed the positioning, branding, logo, UX/UI, copy and website around one simple idea: do not sell the track, sell a fully managed event attraction.
A gifted race track became a clear, bookable event offer in roughly one week.
PÄCKLIMAA: Brand, website and price calculator in two days
A frustrated founder, one weekend and no functioning digital presence. In two days I created the branding, copy, website, price calculator and imagery for PÄCKLIMAA.
Live in two days. Then so many enquiries came in that the phone number temporarily had to come off the website.
Asia Take Away Nguyen: Gave away a website, gained a collaboration
On Swiss National Day I was looking for food in Frauenfeld and discovered a new Vietnamese takeaway with no website. That weekend I simply built one and gave it to the owner. I was not paid in money, but in food. A spontaneous idea became an ongoing collaboration.
A website gifted out of genuine enthusiasm. It led to more work and an exchange where both sides give what they do best.
Glarner Kaffee: 3× online revenue and a lesson in scope
For a coffee roastery in Frauenfeld I rebuilt the website and online shop and translated the local roasting experience into a digital presence. The result was not only more online revenue, but also an important personal lesson about making additional work visible and protecting project boundaries early.
Website and shop for a local coffee roastery. 3× online revenue and a project that taught me to take scope as seriously as design.
+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%.
+16% to +110% conversion across five insurance products, statistically significant.
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%.
5 products in 8 months instead of roughly 2 years per product. Conversion up to 3%.
GGA Maur: Website redesign for a local telecom within strict brand guidelines
A complete redesign within tight corporate design constraints: new structure, modular templates, revised copy and a mobile-first implementation. The project ended with a job offer from the client.
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
An independent logo and a modular, self-managed Framer website for a newly founded recruitment company. From kickoff to launch in six weeks.
Branding and website live in 6 weeks. Modular, maintainable and managed by the client himself.
OGIF Frauenfeld: Rethinking a community gardening website
A new structure, fresh design and shorter copy for OGIF’s community website, implemented directly in Clubdesk despite tight platform constraints.
Launched within weeks. Clear structure, fresh design and strong feedback from the community.
SEOX: Rebranding Switzerland’s No. 1 SEO agency
Logo, colour system, website and print for one of Switzerland’s leading SEO agencies. Complete rebrand in four to six weeks, followed by further assignments.
Complete rebrand in 4 to 6 weeks. Logo, colour world, website and print, followed by repeat work.
Swisscom Kids Mobile: More than doubled conversion at launch
Concept, design and implementation of the Kids Mobile portfolio including the purchase journey. Conversion more than doubled and sales targets were clearly exceeded.
Conversion more than doubled. 15% of orders came through the app.
Swisscom Prepaid for tourists: Landing page built from scratch
SEO strategy, page concept and UX copy for a new prepaid offer for international visitors, with no existing page and no traffic, built in parallel with a wider website relaunch.
From zero to live: a new prepaid landing page that built traffic and generated first sales.
+600% conversion: Redesigning the Swisscom WLAN Box product page
Rebuilt the WLAN Box page around real usage scenarios. Result: +600% sales, a price increase driven by demand and temporary sell-outs.
+600% conversion, price increase due to demand and temporary sell-outs.
AXA Invoice Portal: Rethinking claims processing for repair shops
A digital portal gives repair shops full visibility into the status of every invoice, reducing questions, shortening processing times and lowering process costs.
Fewer questions, faster processing and full status visibility for repair shops.
AXA customer documents: Policies you can understand without an adviser
Redesigned AXA insurance policies with a modular design system, clearer hierarchy and plain explanations, leading to noticeably fewer questions for advisers.
A new document standard at AXA, easier for customers to understand and reducing the burden on advisers.
AXA Garage Portal: The future vision that was built in 2025
Concept and design for a customer portal for repair shops. A vague idea became a tangible product vision that later formed the basis for the portal AXA launched in 2025.
From a vague idea to a tangible target vision. A foundation for the AXA garage portal launched in 2025.
Conversational claims status for AXA: Validated prototype in 3 months
A chat-based interface makes the status of an insurance claim understandable. Developed through several testing rounds to reduce uncertainty and call-centre questions.
Validated prototype in 3 months, key pain points solved and support demand addressed.
+23.1% revenue: Regional A-spot personalisation with product bubbles
A regionally personalised A-spot with product bubbles increased conversion by 20.5% and revenue by 23.1%, at 95% significance.
+20.5% conversion and +23.1% revenue through regional personalisation, at 95% significance.
+148 sales: Phone flyout wins across channels even as online sales fall
A subtle phone flyout cost 24 online sales but generated 148 additional inbound sales, a clear overall win that only becomes visible when channels are measured together.
−24 online, +148 inbound: +8.5% conversion across channels.
−25% orders: Why partial guidance is worse than none
A personalised header with decision aids reduced orders by 25% and mobile orders by 78% because the mobile portfolio was missing from the guidance.
−78% mobile orders: incomplete guidance sends people away from what they actually need.
+48% Internet+TV sales: Two mobile teasers instead of a funnel rebuild
Two small teasers linking to guided-selling pages increased mobile conversions by 20.9% and Internet+TV sales by 48.1%.
+48.1% Internet+TV sales and +20.9% conversion through two mobile teasers.
+32% new-customer orders: Upselling as an option instead of a bundle
A simple Horizon TV switch increased new-customer orders by 32.3% and revenue by 17.1% without cannibalising internet-only purchases.
+32.3% new-customer orders and +17.1% revenue through an optional TV upsell.
+15.1% conversion: Less distraction in bundle configuration
Removing irrelevant links and teasers from the configuration page increased conversion by 15.1% at 95% statistical significance.
+15.1% conversion by removing irrelevant links and teasers.
+23% sales: A clearly positioned Internet Only offer
A clearly positioned internet-only proposition reduced decision friction and increased Internet+TV sales by 23% at 95% significance.
+23% Internet+TV sales through a clearly positioned Internet Only offer.
−65% conversion in French-speaking Switzerland: A discount banner without context destroys trust
An undifferentiated partner-network banner reduced conversion in French-speaking Switzerland by 65%, showing that an offer without context can be interpreted as a risk rather than a benefit.
−65% conversion in French-speaking Switzerland. A discount without context feels like a risk.
−35% conversion: When simplification feels like a lack of transparency
Trying to streamline redundant information on a mobile tariff overview reduced conversion by 35.1% at 99.88% significance. Customers no longer felt fully informed.
−35.1% conversion. An over-simplified mobile tariff page felt opaque instead of clear.
−18.6% conversion: The cheaper default sells worse
A CHF 10 cheaper but reduced default option lowered conversion by 18.6%, a clear lesson in defaults and loss aversion.
−18.6% conversion: a cheaper, stripped-back default performed worse.
+86% click-through rate: A ‘New’ label doubles attention
A single word in the ‘Promotions’ navigation item increased click-through rate by 86.45%, at 100% statistical significance and without any visual redesign.
+86.45% click-through rate from a single ‘New’ label, at 100% significance.