Swisscom Kids Mobile – UX and concept for a new children's offer
Concept, design & implementation of the kids' mobile portfolio including the order page. Successful redesign with above-average conversion & additional sales.
Ergebnisse
Conversion rate more than doubled: >1 % conversion rate (instead of 0.5 %)
15 % of orders via MySecurity app: Strong share through the app channel
Significantly sold above plan: Sales targets clearly exceeded
Swisscom
JAHR
2023
MY ROLE
UX/UI Designer, Publisher, Online Project Manager, UX Researcher & Writer
TEAM
Brand Manager
Marketing Manager
Produkt Manager
Content Manager/Publisher
SEO Manager
TOOLS
Adobe Experience Manager
Adobe Analytics
Figma
Testing Time
FigJam
METHODEN
User Interviews
Usability Testing
Workshop Moderation
UX Writing
Prototyping
Co-Creation Sessions
Remote Testing
SEO analysis
Situation
Swisscom is planning a new mobile offer specifically for children aged 7–16 years.
Market introduction of a new product: Introduction of a mobile offer including smartwatch subscriptions for children.
Goal: Creation of a new offer page focusing on user-friendliness and sales strength.
Technical limitations: Implementation within an existing, limited CMS.
Challenge
The CMS limitations complicated the implementation of a flexible and user-centered tariff presentation.
Limited design options: Many design and UX ideas could not be technically implemented directly.
High demands on user guidance: The tariff overview had to be particularly clear, intuitive, and convincing.
Resource bottlenecks in the project team: Many team members were heavily involved in other projects simultaneously.
Lösung
Despite limitations, a flexible, sales-effective kids' hub page was created through creative solutions.
Development of a flexible product table: Configurable subscription for smartphones and smartwatches directly on the page.
Iterative optimization: Regular user tests and content workshops ensured comprehensibility and conversion.
Successful launch: The project became one of the most successful product launches in the mobile sector at Swisscom.
Learnings
Profound learnings about responsibility, self-organization, and healthy boundaries.
Self-organization as a key factor: I have experienced how positively projects develop when I proactively take on planning, organization, and prioritization myself. A structured approach and clear, personal processes help maintain oversight and control, even under challenging conditions.
The importance of teamwork and open communication: Collaboration with the project, product, and marketing stakeholders was consistently positive – characterized by openness, commitment, and mutual respect. The coworking sessions were particularly effective, accelerating coordination and preventing misunderstandings early on.
Recognizing and communicating boundaries: Although I had a lot of support, I often acted as a 'one-man army' – from UX design to UX writing to implementation. I have learned to address early when resources are insufficient and to actively demand additional support instead of silently accepting the burden.
Clearly delegating responsibility: In the future, I want to hold leaders even more accountable when it comes to providing resources or prioritizing tasks. Clear expectations and transparent communication help create realistic working conditions.
Maintaining quality while acting more sustainably: My high standards for quality were a significant driver of the project's success. At the same time, I have recognized that sustainable working methods – with healthily set boundaries – lead to better results in the long run.
