One Postal Service – One Experience

The Swiss Post


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The Swiss Post
Customer since
July 2019


prototypes created




content pages, reducing the number of pages by 37%


team members from Unic

Faster to the Goal

The Swiss Post had two aims – facilitating access to digital services and raising awareness of their products. This could only be achieved by taking a holistic approach. We analyzed user data and tested the existing websites. This enabled us to learn directly from users early on.A new microsite framework closes the gap in the customer journey between marketing initiatives and services on the Swiss Post’s website. At the same time, the microsites provided a space to test and develop the new design. We carried out several pilot projects to evaluate the marketing, automation, information architecture and search potential. This laid the foundation for redesigning the Swiss Post’s website.


The Swiss Post’s New Website – Removing Redundancies

We redesigned the website based on the foundation we had laid. We greatly simplified access to the services provided by the Swiss Post by redesigning the navigation bar and developing a new page structure. For example, the Swiss Post no longer bases its approach on the two target groups of business customers and personal customers and instead it specifically looks at customers’ needs.There are many products that both target groups require. Sometimes, a business customer just wants to send one parcel at a time. Or a personal customer might want to send 300 invitations to a wedding. And is the carpenter with an apprentice a business customer or “still” a personal customer? By merging both of these product areas, the Swiss Post was able to eliminate considerable redundancies in content. Users are quickly guided to the content they are looking for.

Human-Centered Design at Swiss Post


Multifunctional & Smart Search

A core element of the new website is the prominent, multifunctional search tool. User research and tests have shown that most users visit the website to track their parcels. The new full-text search kills two birds with one stone. It recognizes tracking numbers and automatically redirects users to the tracking page.To meet the search requirements, we evaluated Coveo for Sitecore and fully implemented the functionality.


Compare Products & Prices at a Glance

The Swiss Post offers a wide range of products with names that are sometimes difficult to understand. For example, while parcels have product names like Economy, Priority, Urgent, Express Mond, Sameday etc., customers only tend to know what the destination is and whether the parcel should get there quickly or cheaply. We closed this gap with new overview pages that can be used to compare products in terms of price and specific content. Users can come to a decision on the overview page without having to read and compare several pages of detailed information.

Customers Can Find the Content They Are Looking for Immediately

The new website brings the content directly to the user. By clicking on the new navigation bar, customers can see prices and terms for the most popular products and can easily compare them.The most relevant products are displayed on the overview pages and have a clear call to action. Users can easily access the various applications (for example, online services like Webstamp) and get on with what they need to do. The user guidance system supports users throughout the process, increasing conversion. Users can find more specific products and services and less-sought-out information by scrolling down the page.


Digital Branding with a Pattern Library

Working closely with the Swiss Post, we built a UX pattern library. This is a collection of user interface elements that are used multiple times. The library documents these modules and defines how they behave, what they look like and how they are used. As the Swiss Post has a particularly high number of web applications, it is crucial that the modules have a standardized design and can be reused for various applications. The pattern library forms the basis of a consistent and recognizable brand experience.

More about the corporate design system


Informing Customers: Newsletters & Transactional Emails

Emails are a key element of postal services. They inform users about processes in the postal system (e.g. when receiving post). We were involved early on in designing the processes for notifying customers by email and creating ways of accessing the website from these emails. Redesigning newsletters and email templates is a key part of ensuring the user experience is consistent and seamless.

Sitecore 9 & Marketing Automation

While further developing the website, we upgraded to Sitecore 9. This meant updating the .NET framework with all its dependencies, such as interfaces, integration work, extension of the Sitecore interface specific to the Swiss Post and outsourcing of the marketing automation engine to xConnect’s microservices.

More about Sitecore

Unic has always challenged us and encouraged us to take bold steps. What we designed as a team was not an evolution but something new entirely.

Roger Grüring
Head of Channels & User Experience, Swiss Post

Our Services for Swiss Post

User Experience

Don’t leave your customers standing out in the rain. Offer them an impressive user experience which will convince them to try your offer.

Learn more:User Experience

Responsive Web Design

With Responsive Web Design, we will provide you with future-oriented solutions that operate independently from the screen size.

Learn more: Responsive Web Design

User Research

Do you know your customers? Do you know their needs, why they are on your website and what they want to do there? With our User Research you will find not only the answers to these questions. This tool is also a condition for you to offer true added value to your customers on your website.

Learn more: User Research


A good user experience is our passion. We put the user with his needs in the centre of our Web projects. Our objective involves readily comprehensible and easily operated websites.

Learn more:Usability

Frontend Development

Our frontend engineers develop a accessible, performant and responsive frontend for your user interface.

Learn more:Frontend Development

Software Development and IT-Architecture

Software development has been one of Unic's core competencies for over 20 years. We develop a solution tailored to your needs for your company's digital presence. Please contact us!

Learn more:Software Development and IT-Architecture

More articles about Swiss Post

Carmen CandinasDecember 2022

Content Sprints: Focused Optimisation of Websites

How to use Scrum in your content team: Content sprints are a valuable method for optimizing web content in a targeted manner.

Content Sprints: Focused Optimisation of Websites

Carmen Candinas


Cléa FierzOctober 2021

Unic & Swiss Post – 20 Years of Shared Web History

For more than 20 years now, we have been supporting Swiss Post in all their digital endeavours. So far, we have implemented four relaunch projects and around 400 other projects for Swiss Post. And our journey continues.

Unic & Swiss Post – 20 Years of Shared Web History

Cléa Fierz

Dorian MinnigApril 2020

How Illustrations Are Developed

How were the illustrations for the relaunch of created? Our UX designer Dorian Minnig, who was responsible for the illustrations, explains the rules.

How Illustrations Are Developed

Dorian Minnig

Cléa FierzMarch 2020

“People Were Surprised That We Would Make Such a Big Change”

How to create a easy website that meets the needs of users and is even nominated for the Master of Swiss Web 2020? Roger Grüring and Silvan Bolli talk about the inner workings of a large-scale project.

“People Were Surprised That We Would Make Such a Big Change”

Cléa Fierz

Contact for your Digital Solution

Book an appointment

Are you keen to talk about your next project? We will be happy exchange ideas with you: Melanie Klühe, Stefanie Berger, Stephan Handschin and Philippe Surber (clockwise).

Melanie Kluhe
Stefanie Berger
Philippe Surber
Stephan Handschin

Contact for your Digital Solution with Unic

Book an appointment

Are you keen too discuss your digital tasks with us? We would be happy to exchange ideas with you: Jörg Nölke and Gerrit Taaks (from left to right).

Gerrit Taaks