Giving insured customers immediate visibility over their 3rd pillar in an insurance provider’s customer area
Our Approach
A simple challenge: understand and act independently
The 3rd pillaroften remains in the background until a life project, a tax question orconcerns about the markets bring it back into focus. We framed the missionaround concrete product decisions: which information must be accessible withinseconds, which explanations reduce uncertainty, and which actions must bepossible without breaking the journey. Objective: an integration that is usefulfrom the first use, not just “one more contract” in the app.
Two languages, one shared need for reassurance
To avoid blindspots, we interviewed 20 people holding life insurance with our client, equallysplit between French-speaking and German-speaking participants. The interviewshelped identify the cues that reassure, the terms that create confusion and themoments when help is needed. This foundation strengthens the coherence of theexperience across languages, with highly convergent expectations around theclarity of figures and the simplicity of actions.
Insured customers mainly take an interest in their3rd pillar when the topic becomes urgent again: the content must thereforereassure first, then enable action.
Starting from current usages to improve real usefulness
We started fromexisting practices in customer areas: what customers consult, what they avoidand what triggers an action. We then explored realistic situations: checkingone’s situation, tracking evolution, finding a document, adjusting acontribution, estimating an impact. This work highlighted the mainexpectations: clarity, continuity and direct access to key figures.
Quantified prioritisation to frame the first version
To translatefeedback into decisions, we ran a prioritisation workshop using a fictionalallocation of CHF 100 across features. This constraint forces choices andhighlights the must-haves: key figures, time-based visualisation, documents andcontinuity of access through the existing login. We then translated thesesignals into UX recommendations and a build order for a first version that isgenuinely useful, before progressively enriching the space with more advancedfeatures.
Prioritisation converges around three objectives:understand + retrieve + track, before advanced features. Trust is built step bystep.
Key Benefits
A functional scope that is useful from the first version
A scope focused on the essentials: key figures, evolution, documents and simple access. Result: a first version that answers urgent questions without friction.
A coherent experience in French and German
Cross-language FR/DE insights to guide wording, cues and journeys. Result: consistent understanding and continuity of use in the customer area.
Decisions made easier through evidence
The fictional CHF 100 allocation objectified the must-haves and implementation order. Result: faster, shared decisions without endless debates.
