Information Architecture for Swisscom’s Sales & eCommerce Journeys
From October 2017 to May 2023, I was responsible for the CX, UX, and UI of Swisscom's sales and eCommerce customer journeys. I gained extensive expertise in agile software development, conversion rate optimization, A/B testing, usability testing, and analytics.
I was the Design Lead and UX Architect for about three years, shaping customer journeys to enhance usability and business impact.
Below is an overview of my key responsibilities during this time. Check out my other swisscom project to explore some of the UIs I designed during that time.
Usability Testing
At Swisscom, I had the privilege of participating in frequent usability tests, designing prototypes, and conducting user interviews to gather valuable insights. My findings directly contributed to enhancing the user experience, as I analyzed data, shared key takeaways with stakeholders, and proposed actionable solutions to improve usability. Through cross-functional collaboration, we achieved long-term improvements that optimized the overall customer journey.
Design Systems Library
As a member of the design team, I created a highly innovative prototype structure using the Figma component libraries. My design was based on the digital style guide from Swisscom and included various states of modules commonly used on Swisscom’s websites. Using Figma's variant and properties functionality, I assembled clickable user flows for these modules. This structure significantly improved the efficiency of the design team and proved highly beneficial for our developers, who only had to work with a limited number of up-to-date prototypes.
A/B-Testing & CRO
Our team collaborated with product managers and analysts to analyze customer data and develop data-driven strategies that enhanced the user experience. We worked to refine and elevate the customer journey through continuous iteration and optimization, ensuring a seamless and impactful digital experience.
The team :)
Last but certainly not least, my time at Swisscom introduced me to a remarkable group of colleagues who have not only inspired me but also become lifelong friends. We prioritized the exchange of valuable and honest feedback, we offered support during stressful times, and after finishing a big project, we celebrated our successes.