Move
Process
GOALS
The move process (address change via customer portal) showed a low conversion rate. Our goal was to significantly improve performance through targeted UX measures.
Context
The process included various friction points. Using qualitative analysis, user testing, and a focused redesign, we optimized the flow and achieved a significant boost in conversion.
METHODS
- Figma Prototyping
- User Testing
- Decibel Session Analysis
- A/B Testing
Swisscom
UX Strategist & Designer
Learnings
- I learned that session recordings (e.g. with Decibel) are a powerful tool to uncover real user issues.
- I learned how valuable it is to leverage familiar interaction patterns (like Google Maps input) as UX best practices.
- I learned that mobile-first thinking not only improves screen usability, but also simplifies the overall UX logic.
Phase 1: Research
Problem Areas
- The interface was built solely for desktop – no mobile optimization
- The content structure didn’t match user expectations
- The address input field was error-prone and rigid (e.g. no mapping for abbreviations like “Str.”)
Phase 2: Concept & Prototyping
Implemented Improvements
- Mobile First – The redesigned flow is optimized for mobile use
- Clear structure & simplified wording – better orientation and reduced cognitive load
- Smart single-line address input – Users can enter addresses freely, like in Google Maps – regardless of format or order
Behind the scenes, a smart mapping system handles abbreviations, synonyms, and multilingual inputs automatically.
Phase 3: Testing & Delivery
Validation & Launch
The updated flows were validated through A/B testing. Additional backend optimizations supported the overall process.
Outcome: All measures combined led to a strong double-digit increase in conversion rate for the move process.
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Move
Process
GOALS
The move process (address change via customer portal) showed a low conversion rate. Our goal was to significantly improve performance through targeted UX measures.
Context
The process included various friction points. Using qualitative analysis, user testing, and a focused redesign, we optimized the flow and achieved a significant boost in conversion.
METHODS
- Figma Prototyping
- User Testing
- Decibel Session Analysis
- A/B Testing
Swisscom
UX Strategist & Designer
Learnings
- I learned that session recordings (e.g. with Decibel) are a powerful tool to uncover real user issues.
- I learned how valuable it is to leverage familiar interaction patterns (like Google Maps input) as UX best practices.
- I learned that mobile-first thinking not only improves screen usability, but also simplifies the overall UX logic.
Phase 1: Research
Problem Areas
- The interface was built solely for desktop – no mobile optimization
- The content structure didn’t match user expectations
- The address input field was error-prone and rigid (e.g. no mapping for abbreviations like “Str.”)
Phase 2: Concept & Prototyping
Implemented Improvements
- Mobile First – The redesigned flow is optimized for mobile use
- Clear structure & simplified wording – better orientation and reduced cognitive load
- Smart single-line address input – Users can enter addresses freely, like in Google Maps – regardless of format or order
Behind the scenes, a smart mapping system handles abbreviations, synonyms, and multilingual inputs automatically.
Phase 3: Testing & Delivery
Validation & Launch
The updated flows were validated through A/B testing. Additional backend optimizations supported the overall process.
Outcome: All measures combined led to a strong double-digit increase in conversion rate for the move process.
BACK TO MY PROJECTS
NEXT PROJECT