With no clear strategic direction for myBaloise portal, I initiated a discovery initiative to identify opportunities, define priorities and guide the next phase of development. Customer feedback and usage data pointed to the need for a unified experience across touchpoints.
Strategic Product Designer as project lead. Responsibilities included data analysis, user research, design and stakeholder management.
A prioritised set of recommendations and a proposed vision for myBaloise, shared findings with successor Designer and the incoming Head of Front Portal Solutions at Helvetia Baloise.
Discovery & Problem Definition
Conducted user research and business analysis to identify customer needs and behaviour, business processes and technical constraints.
Synthesis & Recommendations
Synthesis: consolidated findings from user interviews, survey, CSAT feedback and score, login analytics and customer service data into prioritised strategic recommendations.
Proposed vision: enable customers to independently complete their insurance concern, regardless of age, concern or channel.
Proposed mission: an integrated portal that guides users actively through their concern with simple language, intuitive processes and personalised support.
Proof of Concept & Design
Focused on user task: "I want to find my contract information"
Designed within backend limitation:
keeping contract overview and details on the same page to reduce navigation depth and enable fast implementation
restructuring contract page with current data available.
Left: BW prototype with navigation depth vs. navigation width Right: insurance card component collapsed/expanded
Before: Contract overview is optimised for desktop After: Mobile-first approach recycling document card component, clear contract overview, improved information architecture of contract details.
Figma, FigJam, Hotjar, Google Analytics, Splunk
Linn 2025