Transparent LED screens in shop window communication

With a focus on eye-catching shop window communication, Swisscom creates an eye-catching experience with transparent LED screens. Installed directly in the shop window, the transparent LED screen impresses with its visual appeal and still allows a view into the shop. 

This tailor-made solution attracts attention and captivates potential customers with dynamic, perfectly coordinated content.

Traditional look redesigned

Innovations and optimisations are continuously tested and introduced in the shops. This iterative approach supports the dynamic development of the shop concept.

For example, digital chalkboards have been implemented. The classic analogue chalkboards are being replaced by e-ink screens. The iconic blackboard remains visually unchanged. Content is now maintained centrally in the CMS and updated in seconds instead of being laboriously designed by hand. All shops benefit from efficient content updating and identical quality in board design.

The intelligent distribution of customer enquiries to specifically trained agents at the right time not only increases customer satisfaction, but also balances the workload of employees.

A decisive factor in agent performance (monitoring) is the rapid triage of waiting customers in the virtual queue. People from the control centre monitor the incoming requests and can adjust the skills of their agents directly from the agent performance widget depending on the customer's needs.

There are predefined, standardised dashboards for each business unit. Team leaders, intraday and line managers also have the option of personally configuring individual dashboards using widgets.

One such widget is the Switzerland map widget, which visualises the regional distribution of incoming calls. All calls are sent to an AI model according to their regional origin, which then makes a prediction for each individual canton in the various intervals for defined topic clusters. The colours show the current hit rate of the predictions and change the colours in the spectrum.

Clarity and Structure in Complex Processes


While Conextrade’s previous systems were reliable, growing complexity led to fragmented structures that became increasingly difficult to navigate. Identifying errors was a time-consuming process, and new employees struggled to grasp workflows due to the extensive process knowledge required.

The new solution by jls fosters transparency and clarity. Built on the Swisscom Design System (SDX), it features a frontend-focused interface with clear workflows and customizable options. Errors can now be identified quickly and efficiently minimized thanks to the new dashboard and targeted validation prompts.

A Scalable Foundation for the Future


The solution is built on Angular, a framework known for its stability and scalability, providing a robust foundation for seamless system integration. Instead of getting lost in the complexities of a Rubik’s Cube, we strategically connected the systems to work efficiently and smoothly.

Through close collaboration with Conextrade’s backend team, we ensured full integration, enabling optimal communication between systems. The modular structure of the platform, including its frontend components, allows for future scalability, making it quick to adapt and expand as new requirements emerge.

Companies possess enormous amounts of knowledge. However, in day-to-day operations, finding this information is time-consuming, forcing employees to rely on external AI tools. This creates a tension between efficiency and control. The Swiss AI Assistant transforms the way employees work with information.

Instead of manually searching through documents, compiling content, and using knowledge only on an ad hoc basis, the solution enables direct interaction with internal company documents, quick answers to specific questions, and rapid processing of content. As a result, companies achieve more efficient processes and better utilization of existing data. Corporate knowledge thus becomes systematically accessible and usable.

The key difference between the Swiss AI Assistant and international solutions lies in its data strategy: data processing and storage take place exclusively within Switzerland at Swisscom’s data centers. This ensures the highest data protection standards and compliance, as well as protection against the CLOUD Act. At the same time, there is a clear separation between corporate data and model development, as company data is not used to train the language model.

The solution is designed for SMEs and large enterprises and can be implemented across all levels of an organization. Organizations with high security requirements, in particular, can rely on this solution. Additionally, integration with internal company systems is possible.

jls was commissioned to lead the project and develop the application’s front end. The implementation took place in close collaboration with Swisscom.

Focus and Collaboration Were Crucial
A crucial aspect of this project was the speed of implementation. The product was delivered within 6 months instead of the usual 9–12 months. This was made possible by close collaboration between front-end and back-end development teams and the client, Swisscom. Clear structures, close coordination, and focused implementation led to the successful completion of the project. This demonstrated that a goal-oriented project setup and pragmatic collaboration work.

Swisscom itself describes the assistant as “the smart productivity boost for your business.” Real added value is created only when AI can work with existing data, is integrated into processes, and remains under the company’s control.

The Swiss AI Assistant can be securely accessed via Swisscom Login, and custom branding is available. Anyone who wants to see the potential and other benefits for themselves can test the assistant for free for one month.