Designing a digital experience that transforms cloud storage into a story about trust and memories.
Swisscom needed to launch myCloud in a market dominated by established global services such as Dropbox and Google Photos.
Rather than competing on storage capacity or technical features, the challenge was to communicate why people should trust a Swiss cloud with their most valuable memories. The experience needed to make security, privacy, and automatic backup feel personal, emotional, and relevant while introducing an entirely new digital service.
My Contribution
As Lead UX Architect, I defined the overall experience vision, storytelling approach, and customer journey for the myCloud launch.
Instead of designing around files and storage, we designed around memories and the emotional moments people want to protect. I developed the information architecture, user journey, and narrative structure, guiding visitors through the complete experience while making the product benefits tangible through storytelling rather than technical explanation.
Alongside the experience strategy, I led the art direction, creating a visual language inspired by the Swiss landscape. Cinematic full screen video, motion, and immersive interactions communicated Swissness, trust, and security while positioning myCloud as a distinctly Swiss alternative to international cloud providers.
Outcome
The microsite introduced myCloud through an emotional customer journey rather than a traditional product presentation.
Visitors experienced how memories are automatically protected, organised, and available across devices, turning cloud storage into something personal rather than technical. The experience successfully differentiated Swisscom from international competitors by focusing on trust, privacy, and Swiss quality instead of technical specifications.
Design Principles
Design for memories, not files
Build trust through storytelling
Make technology emotionally meaningful
Communicate security without technical complexity
Guide users through one coherent narrative
Create one seamless experience across every device
Key Design Decisions
Rather than presenting features, the experience followed four protagonists on their journey through Switzerland.
Every interaction demonstrated a real life use case, from automatically backing up photos while travelling to effortlessly accessing memories at home. Storytelling, animation, and immersive video transformed cloud storage into a relatable experience, helping visitors understand the value of automatic backup, secure storage, and Swiss data privacy without relying on technical language
Key Outcome
2+
Minutes Average time on site.
2+
Continued to the myCloud service.
The project demonstrated how storytelling can differentiate digital services in highly competitive markets.
By shifting the conversation from storage to memories, the experience built trust in Swisscom's new cloud offering and successfully positioned myCloud as a secure Swiss alternative to global providers such as Dropbox and Google Photos. Visitors spent more than two minutes exploring the experience, and around 80% continued to the myCloud service, demonstrating the effectiveness of an emotionally driven customer journey.