Mapping German and Swiss broker workflows to uncover inconsistencies and opportunities for a more aligned product experience.
The Distribution Experience Portal supported brokers in managing leads, but the journey differed significantly between Germany and Switzerland.
Working with Product Managers and UX Researchers, I participated in broker interviews to understand how each market worked and where the existing product supported—or complicated—their workflows.
The goal was not to redesign immediately, but to understand why the journeys differed before defining future improvements.
I mapped the German and Swiss lead journeys separately, documenting each step and connecting it to the screens brokers were actually using.
This made it possible to compare not only the high-level flows, but also how similar tasks were handled differently inside the product.
Bringing both journeys together revealed inconsistencies in how similar stages were handled across markets.
We compared how brokers qualified potential customers and whether contact had already been arranged.
The closing process differed significantly between countries and required further investigation before a shared solution could be defined.
The final stages followed different workflows, highlighting where country-specific requirements needed to be better understood.
The comparison created a clearer view of where the two journeys were aligned, where they diverged and which differences were driven by market-specific requirements.
The analysis identified opportunities across:
– Lead management
– Deal creation
– Deal closing
– Cross-market consistency
Due to the project timeframe, the work focused on understanding the journeys and identifying opportunities rather than implementing final solutions.
The project produced a structured comparison of the German and Swiss lead journeys, highlighting inconsistencies, pain points and opportunities for future improvements.
More importantly, it gave the product team a clearer foundation for deciding where greater consistency would benefit users and where market-specific differences needed to remain.
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