Designing Confidence
Simplifying one of Switzerland's most complex digital decision journeys.
The Challenge
Choosing the right health insurance in Switzerland is inherently complex. Users must compare insurance models, deductibles, supplementary coverage, and personal circumstances, 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.
Turning insurance complexity into confident digital decisions.
My Contribution
As Lead UX Architect, I worked in close collaboration with the multidisciplinary team at DEPT® to define and lead the end-to-end UX architecture for Visana's Premium Calculator. I was responsible for the information architecture, end-to-end user journeys, interaction model, and scalable interaction patterns—transforming a highly complex insurance process into an intuitive, guided digital experience. Working closely with DEPT's Product and Design teams, I helped shape the product from concept through design, ensuring a consistent, mobile-first experience that balanced user needs, business goals, and technical feasibility.
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
Outcome
The resulting experience enables customers to independently compare insurance models, understand complex coverage options, calculate premiums, and complete the process with confidence—bringing the simplicity of modern e-commerce interactions to one of Switzerland's most complex digital service journeys.
