Redesigning the Swissquote Signup Journey for a More Consistent Customer Experience

To enhance the consistency of a key product, Swissquote's design team — Switzerland's largest online bank — engaged Telono to rethink a registration journey that had been shaped over time by multiple teams with sometimes divergent objectives. Through a workshop bringing together stakeholders around a customer journey map, the goal was to build a common vision, identify inconsistencies, and prioritize concrete improvements, from short-term to long-term.

Client

Sector

Finance

Services

Workshops & co-creation

Our Approach

Aligning the workshop's scope and success criteria from the outset

The goals of this initial phase were to define the workshop's objective, avoid blind spots, and ensure actionable decisions for all teams. With over five teams spread between Gland and Zurich, the first step was to establish a common framework — including the scope of the journey to be analyzed, the workshop methodology, success indicators, and the level of involvement for each department.

The registration journey printed on 20 meters to reveal inconsistencies

Before the workshop, we tested the registration journey and structured the end-to-end experience in a physical format designed to facilitate collaboration. The journey was printed in A0, spanning over 20 meters, to make the steps, touchpoints, and dependencies visible at a glance. This medium allowed us to work on concrete and objective elements.

When a journey is shaped by multiple teams, friction rarely arises from the screens themselves, but from the implicit and contradictory objectives hidden behind each adjustment.

A problem-focused workshop to build a shared understanding of the journey

The workshop began with identifying problems and inconsistencies throughout the registration journey. The format quickly engaged participants: in half a day, they went through the entire experience, fostering cross-functional collaboration between departments that rarely interact daily. The result: a common understanding of the friction points — and especially their causes.

Moving from observations to solutions, then to prioritization

Next, we consolidated the learnings and organized the subsequent work around the solutions proposed by the teams. Once the pain points were articulated, we structured and prioritized them according to their importance and impact, on a short-term → long-term scale. This prioritization provided clear direction for priority corrections and topics requiring a more strategic decision.