Redesign of the Swisscom Wi-Fi box product page – Conversion boost of +600%
Complete redesign of the WLAN box page for Swisscom with a focus on customer benefits and conversion – Result: +600% sales, price increase, temporary sell-out.
Ergebnisse
+600 % Conversion Rate: Significant increase for both WLAN box products
Price adjustment due to high demand: Sales success necessitated a price increase
Temporary sell-out: Stock levels exceeded all forecasts
Internal top feedback: Very positive feedback from stakeholders and management
Vorher
Nachher
Swisscom
JAHR
2022
MY ROLE
UX/UI Designer, UX Writer, Stakeholder Manager, Project Manager
TEAM
Produkt Manager
Externe Agentur
TOOLS
Figma
METHODEN
heuristic evaluation
SEO analysis
UX Writing
Prototyping
Situation
Swisscom aimed to significantly increase online sales with the new WLAN-Box 3.
Outdated product page: The old page was not user-oriented and did not address central customer needs.
New product, new opportunities: With the more powerful WLAN-Box 3, a clear online focus was to be established.
My area of responsibility: Development of concept, design structure, and content in close coordination with product management.
Challenge
The existing page did not communicate benefits and applications convincingly – internal silos further hindered.
Missing Benefit Communication: The advantages and the specific area of application of the WLAN box were not clearly presented.
Silo Thinking in the Team: The specialist department and the online team have been working more alongside each other than together.
High Expectations for Conversion Increase: The project was under pressure to succeed due to the product launch.
Lösung
Reconceptualization of the page based on clear customer insights and true co-creation.
Heuristic evaluation as a basis: Systematic analysis of the old page to identify all weaknesses.
Focus on clear user benefits presentation: Use cases, advantages, and purchase incentives were at the center of the new UX.
Close collaboration with product management and agency: Clear briefings, open discussions, and focus on a common goal.
Learnings
Break down silos and enhance true co-creation from the very beginning.
Recognize the value of collaboration: True co-creation with product management and specialist departments leads to better results.
View the specialist department as a partner: Instead of positioning yourself as an online expert, consciously integrate different perspectives.
Promote open communication: Continuous dialogue creates more efficient work processes and stronger, user-centered solutions.
