Armand knows insurance like a baker knows bread. For over a decade, he's helped French and Portuguese families relocate to Switzerland, making sense of car insurance, retirement transfers, and that famously complex Swiss tax system. But when it came to his own digital presence, Armand was lost — no website, no visibility, no leads. He relied entirely on word of mouth, and it just wasn't enough anymore. It was also a first for me: my first full-scale French project, working entirely in a language I was still learning. With no brand to start from and a tight budget, I knew I had to make every decision count. So, I began where I always do — with the user.
Three different lives. One shared need: peace of mind.
To design a site that connects, I had to understand the people Armand serves — not just their insurance needs, but their life transitions. I created three personas to guide the process:
Julien, 28, a fast-moving software engineer starting a job in Geneva. He wants clear steps and quick results.
Sophie, 38, moving her family from Lyon. She needs support, clarity, and reassurance.
Jean-Claude, 62, a retired banker relocating to Montreux. Tech-shy but financially sharp, he values trust and simplicity.
These profiles shaped everything — from structure to tone — helping us design with empathy and precision.
Insurance can feel cold. Bureaucratic. Confusing. Armand isn't any of these things—and neither is his website.
From the calm, confident logo to a clean, neutral palette, every element was built around trust. Each persona guided key design choices:
For Jean-Claude, simple, reassuring headlines and easy-to-find contact details.
For Julien, prominent, repeated CTAs ("Réservez une consultation gratuite") for fast action.
For Sophie, approachable, family-oriented language on essential pages like Assurance Vie and Assurance Santé.
The result: a welcoming site that feels as human and reliable as Armand himself.
Designing, coding, and deploying — in French, from scratch.
After finalizing the structure, I moved into lo-fi wireframes to test flow and messaging. These were shared and discussed with Armand in short, focused sessions — always keeping the personas in mind.
Once approved, I created the high-fidelity designs and developed the website using a CMS that allows future flexibility. I also made sure the layout worked well on both desktop and mobile — critical for someone like Julien who's constantly on the go.
I implemented a lightweight lead capture system, embedded Armand's calendly link for booking, and included subtle animations for a modern touch — without overwhelming more traditional users like Jean-Claude.
From invisible online to proud and visible — with leads already rolling in.
In its first month alone, the site brought in 12 new leads, without any paid promotion. For Armand, this meant finally having a professional online presence he could confidently share.
Now, we're turning our focus to SEO and a targeted promotion campaign, growing his reach while keeping trust front and center.
I started by hosting a stakeholder meeting to understand Armand's goals and vision for the website. Next, I performed detailed market research and crafted initial user personas to define our audience clearly.
To deepen my insights, I interviewed five French nationals relocating to Switzerland—precisely Armand's target clients.
These interviews uncovered critical motivations and obstacles: a strong desire for personalized guidance, the necessity for clear and straight forward information amid overwhelming paperwork, and the importance of trust and reassurance in insurance decisions.
With this rich data, I mapped targeted user flows and developed a comprehensive sitemap, ensuring every UX/UI decision was firmly rooted in real user needs.
I interviewed Armand to clarify his vision, business objectives, and expectations, setting a strong foundation for the entire project.
By performing user research, I gathered valuable insights directly from potential users, which shaped my understanding of their pain points, motivations, and how the product could best serve them.
After initially understanding Armand's clients through stakeholder insights, I conducted in-depth interviews with five representative users from his target audience. These interviews provided valuable data on their motivations and pain points, directly shaping the development of accurate and effective user personas.
Based on insights gathered directly from user interviews, I crafted detailed personas reflecting the actual goals, motivations, and pain points of Armand's clients. These personas served as practical references, guiding precise design and content decisions throughout the project.
I defined clear, logical paths that users would follow to achieve their goals quickly and intuitively, optimizing the site's usability and effectiveness.
I structured a comprehensive sitemap to ensure intuitive navigation, clear content hierarchy, and easy access to critical information for all user types.
Book a first session or inquire about possible collaborations
+33 0760-29-39-91
tomer@rozedesign.com
