The Company is best known for its iconic Swiss Army Knife, but behind the scenes, its global digital ecosystem supports far more: eCommerce platforms, service portals, and brand storytelling websites.
As a Senior UX Researcher, I supported cross-functional initiatives that spanned product, marketing, engineering, and service. My role focused on elevating UX maturity, integrating research into decision-making, and driving measurable impact across platforms.
The Company was undergoing a strategic shift: transitioning from a monolithic commerce system to a composable architecture, launching new digital platforms, and increasing eCommerce performance, all while staying compliant with accessibility standards and enhancing the user experience globally.
To address these challenges, I led a research-led transformation strategy built around these pillars:
I embedded mixed-method research across all web properties to identify pain points and surface quick wins.
I collaborated with Ecom team, Development, and Marketing to turn research insights into business value.
I acted as the point of escalation for digital accessibility issues and embedded WCAG compliance into team processes.
Platform-First Thinking: I ensured the design system evolved with development needs during the SAP CC migration, supporting new platforms like Community Online, B2B, and Brand Guidelines.
Conducted behaviour analysis using ContentSquare and usability tests on product subcategories.
Discovered key friction in personalisation workflows → led to feature adjustments.
Mapped end-to-end user journey for the Repair Service website.
Uncovered internal inefficiencies and mismatches between frontend and backend flows.
Created a service blueprint to inform process changes. See more here
Partnered with dev and content teams during the move from SAP CC to a headless setup.
Ensured UX consistency through documentation and design system evolution.
Balanced flexibility with branding requirements for new launches.
Introduced a roadmap to align with WCAG Level AA standards.
Monitored and measured accessibility scores over time.
Developed internal research frameworks using GA4, ContentSquare, and Salesforce AI.
Delivered insights to Product and Sales teams to guide content and feature decisions.
Supported seasonal and brand campaigns through audience research and testing.
This work laid the foundation for a more user-centred, accessible, and scalable digital experience. From increased sales and reduced support costs to platform enablement and accessibility gains, UX research became an essential lever for business success at the Company
The most valuable lesson? Scaling UX research is not just about tools or methods—it’s about building trust and embedding insights into the heart of decision-making. By staying close to both the user and the business, we created solutions that worked for both.
