Digital Onboarding in Record Time – The Cumulus Credit Card
The reinvention of Switzerland's most successful credit card: How a radically simple 3-minute onboarding turned a legal migration hurdle into a digital success story.
Digital Onboarding in Record Time – The Cumulus Credit Card
The reinvention of Switzerland's most successful credit card: How a radically simple 3-minute onboarding turned a legal migration hurdle into a digital success story.
Digital Onboarding in Record Time – The Cumulus Credit Card
The reinvention of Switzerland's most successful credit card: How a radically simple 3-minute onboarding turned a legal migration hurdle into a digital success story.
Starting Point: Migration Challenges
In mid-2022, the Migros Group made one of its most far-reaching strategic decisions in finance: the acquisition of the renowned Cumulus credit card by Migros Bank. The fundamental challenge? An automatic transfer of the existing customer base was legally impossible. To retain around 850,000 cardholders within its ecosystem, they had to be actively convinced to reapply.
Starting Point: Migration Challenges
In mid-2022, the Migros Group made one of its most far-reaching strategic decisions in finance: the acquisition of the renowned Cumulus credit card by Migros Bank. The fundamental challenge? An automatic transfer of the existing customer base was legally impossible. To retain around 850,000 cardholders within its ecosystem, they had to be actively convinced to reapply.
Starting Point: Migration Challenges
In mid-2022, the Migros Group made one of its most far-reaching strategic decisions in finance: the acquisition of the renowned Cumulus credit card by Migros Bank. The fundamental challenge? An automatic transfer of the existing customer base was legally impossible. To retain around 850,000 cardholders within its ecosystem, they had to be actively convinced to reapply.
MY ROLE: STRATEGY MEETS EXECUTION
Digital Design Lead
Strategic management of the design vision and ensuring a consistent user journey across all touchpoints of the Migros and Viseca ecosystem.
UX Specialist (Onboarding)
Concept and optimization of the “3-minute onboarding” to minimize dropout rates during creditworthiness and identity verification.
Hands-on UI Design & UX Writing
Detailed design and visual development of the integrated help section and accompanying digital communication media.
MY ROLE: STRATEGY MEETS EXECUTION
Digital Design Lead
Strategic management of the design vision and ensuring a consistent user journey across all touchpoints of the Migros and Viseca ecosystem.
UX Specialist (Onboarding)
Concept and optimization of the “3-minute onboarding” to minimize dropout rates during creditworthiness and identity verification.
Hands-on UI Design & UX Writing
Detailed design and visual development of the integrated help section and accompanying digital communication media.
MY ROLE: STRATEGY MEETS EXECUTION
Digital Design Lead
Strategic management of the design vision and ensuring a consistent user journey across all touchpoints of the Migros and Viseca ecosystem.
UX Specialist (Onboarding)
Concept and optimization of the “3-minute onboarding” to minimize dropout rates during creditworthiness and identity verification.
Hands-on UI Design & UX Writing
Detailed design and visual development of the integrated help section and accompanying digital communication media.
Complexity on Many Levels
The migration of Switzerland's third-largest credit card portfolio from the previous issuer Cembra to Migros Bank was driven by high strategic interests. Revenues were to be fully generated within the own ecosystem. The biggest hurdle was legal: since customer data remained the property of the previous bank, an automatic switch was excluded. For 850,000 customers, this meant: anyone wanting to continue using the card had to apply completely anew – including identity and credit checks. In a market where every additional form hurdle costs customers, developing a radically simplified application process via the one app or web was business-critical.
Complexity on Many Levels
The migration of Switzerland's third-largest credit card portfolio from the previous issuer Cembra to Migros Bank was driven by high strategic interests. Revenues were to be fully generated within the own ecosystem. The biggest hurdle was legal: since customer data remained the property of the previous bank, an automatic switch was excluded. For 850,000 customers, this meant: anyone wanting to continue using the card had to apply completely anew – including identity and credit checks. In a market where every additional form hurdle costs customers, developing a radically simplified application process via the one app or web was business-critical.
Complexity on Many Levels
The migration of Switzerland's third-largest credit card portfolio from the previous issuer Cembra to Migros Bank was driven by high strategic interests. Revenues were to be fully generated within the own ecosystem. The biggest hurdle was legal: since customer data remained the property of the previous bank, an automatic switch was excluded. For 850,000 customers, this meant: anyone wanting to continue using the card had to apply completely anew – including identity and credit checks. In a market where every additional form hurdle costs customers, developing a radically simplified application process via the one app or web was business-critical.
APPROACH: Design Thinking and Collaboration
Interdisciplinary Workshops
Close co-creation sessions and brainstorming between Migros, Migros Bank, and technology partner Viseca.
Design Thinking & Iteration
Rapid prototyping of application flows, followed by in-depth user testing in collaboration with usability experts (Die Ergonomen).
Ongoing Optimization
Continuous refinement of form fields, copywriting, and visual user guidance until a perfectly smooth, accessible “core flow” was achieved.
APPROACH: Design Thinking and Collaboration
Interdisciplinary Workshops
Close co-creation sessions and brainstorming between Migros, Migros Bank, and technology partner Viseca.
Design Thinking & Iteration
Rapid prototyping of application flows, followed by in-depth user testing in collaboration with usability experts (Die Ergonomen).
Ongoing Optimization
Continuous refinement of form fields, copywriting, and visual user guidance until a perfectly smooth, accessible “core flow” was achieved.
APPROACH: Design Thinking and Collaboration
Interdisciplinary Workshops
Close co-creation sessions and brainstorming between Migros, Migros Bank, and technology partner Viseca.
Design Thinking & Iteration
Rapid prototyping of application flows, followed by in-depth user testing in collaboration with usability experts (Die Ergonomen).
Ongoing Optimization
Continuous refinement of form fields, copywriting, and visual user guidance until a perfectly smooth, accessible “core flow” was achieved.
Design: Switzerland's Fastest Credit Card Onboarding
The visual and functional design was consistently aimed at removing barriers: identification and application review are fully digital and in real time. Unique in Switzerland: after just a few minutes, the new Cumulus credit card is ready to use directly in the one app – even before the physical card arrives by mail. A clear, assisting interface intuitively guides the user through the necessary regulatory questions and immediately addresses uncertainties with an integrated, contextual help section.
Design: Switzerland's Fastest Credit Card Onboarding
The visual and functional design was consistently aimed at removing barriers: identification and application review are fully digital and in real time. Unique in Switzerland: after just a few minutes, the new Cumulus credit card is ready to use directly in the one app – even before the physical card arrives by mail. A clear, assisting interface intuitively guides the user through the necessary regulatory questions and immediately addresses uncertainties with an integrated, contextual help section.
Design: Switzerland's Fastest Credit Card Onboarding
The visual and functional design was consistently aimed at removing barriers: identification and application review are fully digital and in real time. Unique in Switzerland: after just a few minutes, the new Cumulus credit card is ready to use directly in the one app – even before the physical card arrives by mail. A clear, assisting interface intuitively guides the user through the necessary regulatory questions and immediately addresses uncertainties with an integrated, contextual help section.
Achievements & Impact
The launch became one of the most successful milestones in Migros Bank's history and set new standards in digital banking: Customer Record: Thanks to the successful credit card launch, Migros Bank surpassed 1 million customers for the first time in its history (a growth of over 26% in the launch year). Overwhelming Digital Rate: The optimized UX had direct impact – 93% of all applications were processed purely digitally. Only 7% of customers still used the traditional paper method. Swiss Record Time: The fastest fully digital credit card application including identity verification and custom card design was completed in a record time of just 3 minutes and 33 seconds. Sustainable Growth: The credit card business established itself as a strong growth driver and significantly contributed to the bank's sustainable increase in business revenue in the following years.
Achievements & Impact
The launch became one of the most successful milestones in Migros Bank's history and set new standards in digital banking: Customer Record: Thanks to the successful credit card launch, Migros Bank surpassed 1 million customers for the first time in its history (a growth of over 26% in the launch year). Overwhelming Digital Rate: The optimized UX had direct impact – 93% of all applications were processed purely digitally. Only 7% of customers still used the traditional paper method. Swiss Record Time: The fastest fully digital credit card application including identity verification and custom card design was completed in a record time of just 3 minutes and 33 seconds. Sustainable Growth: The credit card business established itself as a strong growth driver and significantly contributed to the bank's sustainable increase in business revenue in the following years.
Achievements & Impact
The launch became one of the most successful milestones in Migros Bank's history and set new standards in digital banking: Customer Record: Thanks to the successful credit card launch, Migros Bank surpassed 1 million customers for the first time in its history (a growth of over 26% in the launch year). Overwhelming Digital Rate: The optimized UX had direct impact – 93% of all applications were processed purely digitally. Only 7% of customers still used the traditional paper method. Swiss Record Time: The fastest fully digital credit card application including identity verification and custom card design was completed in a record time of just 3 minutes and 33 seconds. Sustainable Growth: The credit card business established itself as a strong growth driver and significantly contributed to the bank's sustainable increase in business revenue in the following years.
© 2026 Thomas Wild - Made with Stitch AI, Figma & Framer
© 2026 Thomas Wild - Made with Stitch AI, Figma & Framer
© 2026 Thomas Wild - Made with Stitch AI, Figma & Framer