Information Architecture for Swisscom’s Sales & eCommerce Journeys
Comprehensive design processes.
From October 2017 to May 2023, I oversaw the CX, UX, and UI of sales and eCommerce journeys at Swisscom. This allowed me to gain extensive knowledge in agile software development, conversion rate optimization, A/B testing, usability testing, and analytics.
I was the lead designer/UX Architect for these customer journeys for about three of these years.
Usability Testing
While working at Swisscom, I had the privilege of leading frequent usability tests. This required me to design prototypes and conduct interviews on a regular basis. My insightful observations were utilized to enhance the user experience at Swisscom. Upon analyzing the data, I shared my findings with stakeholders and suggested practical solutions to improve usability. By collaborating across disciplines, we were able to achieve significant enhancements over time.
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.
CRO (conversion rate optimization)
Our team analyzed customer data with product managers and analytics, using data-driven strategies to improve the customer experience. We continuously strive for excellence in enhancing our users' 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.