Simplifying one of Switzerland's most complex digital decision journeys.
Visana needed to transform one of Switzerland's most complex decision journeys into an intuitive digital self service experience.
Choosing the right health insurance requires people to compare insurance models, deductibles, supplementary coverage, and personal circumstances while navigating a highly regulated system, often without expert guidance.
The challenge was to transform this complexity into an intuitive self service experience that enables users to confidently compare options, calculate premiums, and complete their application entirely online. The experience had to reduce uncertainty while helping users make informed decisions based on their individual needs. Switzerland's insurance system requires people to balance different insurance models and franchise options, making clarity and guidance essential.
My Contribution
As Lead UX Architect, I was responsible for shaping the overall experience architecture of the pilot wallet.
I designed the information architecture, user journeys, onboarding flows, and interaction patterns across the complete credential lifecycle, from receiving and managing digital credentials to securely presenting them in real world situations.
Working closely with designers, developers, security specialists, and government stakeholders, I translated complex technical and regulatory requirements into intuitive experiences that felt trustworthy, accessible, and inclusive. Continuous prototyping and user validation helped refine the experience and informed design decisions throughout the project.
Outcome
The resulting experience enables customers to independently compare insurance models, understand complex coverage options, calculate premiums, and complete the application process with confidence.
By reducing complexity through clear guidance and familiar interaction patterns, the experience brings the simplicity of modern ecommerce journeys to one of Switzerland's most demanding digital service experiences.
Design Principles
Reduce cognitive load
Progressive disclosure
Guide instead of overwhelm
Clear orientation throughout the journey
Mobile first by design
Familiar interaction patterns to increase confidence
Transparency and trust in every decision
