Twenty years in product, research and design.

Strategic leadership

• Partner with the Head of Product, the Director Product Management and the CPTO on OKRs and Strategic Initiatives.
• Lead the shift from project-based delivery to a product-led model with team ownership, continuous discovery and OKRs.

Case study: the operating model at Conrad Electronic

Business impact

• Delivered three of the ten initiatives: cart declutter at €5M, vertical filters at €3.8M and a cookie banner redesign at €1.65M in first-year EU revenue impact.
• Proved the business case for the company-wide website transformation with the homepage redesign, approved as a strategic 2026 initiative.
• Improved the product detail page on three separate counts, each tested on its own: the technical view, the information hierarchy and the delivery cut-off time.

Case study: product design at Conrad Electronic

Research operations

• Built the operating layer that sits under every study: a consented participant pool, the GDPR frame agreed once with legal, the recruiting and scheduling templates teams send out, and a shared research calendar per product team, so a session gets booked without anyone brokering it.
• Established a company-wide insights repository in Dovetail, open to all employees, with more than 300 interviews processed through it.
• Trained and mentored product managers and product designers to run research themselves, to a certain degree.

Case study: product discovery at Conrad Electronic

Strategic research

• Led several research initiatives that set the baseline for company-level decisions, none of them announced.

Design system and AI

• Secured executive sponsorship and budget for the Fuse Design System, then delivered its design foundation: 35 components on shadcn-vue, with a component workshop and CI/CD in place.
• Replaced the brand’s licensed print typeface with Inter and a hand-drawn icon set with one icon library, removing a recurring licence cost and giving seven product teams the same foundations.
• Authored the rollout plan for the CTO covering architecture, staffing and contribution governance.
• Built an AI-assisted workflow connecting Figma to Claude Code, enabling controlled, reviewable design system changes.

Case study: Fuse, the design system at Conrad Electronic

Nearly all engagements are under NDA.

Sessions cover portfolio work, research practice and the questions that come with a first leadership role: what to delegate, how to set a craft standard, and what to do about the work you no longer do yourself.

Strategic leadership

• Partnered with the C-suite on product strategy, as the Chief Growth Officer’s first key hire into a group that had no research function and no route from a customer to a decision.
• Shaped the team around three disciplines across 3 European locations: product designers, product researchers and a design system designer.
• Led the company-wide transformation from project-based to product-led delivery, including the OKR adoption that tied research and design to measurable business outcomes.

Case study: the operating model at FTI Group

Business impact

• Built the group design system on Figma, Next.js and Radix UI, and ran it as its product owner.
• Established end-to-end design standards across 4 brands: sonnenklar.tv, fti.de, fti.at and 5vorflug.de.

Case study: Sunscreen, the design system at FTI Group

Case study: product design at FTI Group

Research operations

• Built a group-wide insights repository in Dovetail, centralizing customer knowledge across 10 product teams.
• Established a recruitment pipeline of more than 3,000 participants with full GDPR compliance, which cut the spend on external recruiters.
• Implemented a Voice of the Customer platform group-wide and developed an organization-wide persona framework from mixed-method research.

Case study: product discovery at FTI Group

Strategic leadership

• Reported to an executive board member. With that board member and the Head of Product, led the shift toward a product-led organization.
• In the company’s holacracy the disciplinary line runs separately from the work itself, so mine reached beyond the people I worked with daily: frontend engineers and agile coaches as well as designers and researchers.
• Shaped user-centered structures and processes inside the company’s holacracy, so customer, user and commercial needs were weighed in the same decision, not one after another.

Research and design foundations

• Established a customer insights repository and the practice around it, so evidence had one place to live.
• Led the creation of the design system, extended with web component technology so a later change of framework would not take the component layer with it.

Craft standard and hiring

• Wrote an in-depth competency model for the Product Designer role, which gave hiring, feedback and promotion the same definition of the job.
• Rebuilt the hiring process around the model, so an offer became a decision the group could defend instead of a preference the last interviewer held.
• Introduced Leapsome with Talent & Partner, so development conversations had a cadence and a record.

Strategic leadership

• Worked both sides of the marketplace at once: the candidates applying and the recruiters paying, whose interests only overlap some of the time.
• Hired the team, one person per discipline, which is small enough that every decision had an owner and no decision had a committee.
• Wrote and communicated the product roadmap, vision and mission, so both sides were being built toward the same thing.
• Introduced the design system behind the shortened time to market, which also made the signup and application rebuilds cheap enough to run back to back.

Measurement

• Built product KPI dashboards with the Director of Data and Analytics, so the organization could see what each release moved.

Building a product from a greenfield start

• Built the Insurance-Center as a new product in a start-up setting inside the company, with a greenfield approach and no legacy to carry.
• Led the automation and analysis of contract recommendations, turning what the data showed into actions the business could price.

Product and user experience

• Developed concepts across car, personal liability, legal expenses, household contents and residential building insurance, and across travel, credit, banking, the native mobile app, the homepage and the newsletter.

Research and tooling

• Ran end-to-end research and built a local usability lab with eye-tracking hardware and software, so tests ran in-house and no longer had to be commissioned.
• Introduced Zeplin, Sketch, Visual Website Optimizer, Piwik and Qliksense, which shortened the path from a decision to a measured result.

Craft

• Created a new brand identity and a design system on the Foundation framework, which gave every platform one visual language in place of a per-channel interpretation.
• Produced wireframes, mock-ups, prototypes and responsive concepts for mobile web, native apps, tablet and desktop.

Research

• Ran and moderated usability tests, and shared the findings across the organization so they reached the decisions they were meant to inform.