Decisions start to hold.
Many voices, little shared direction. I make options and their consequences visible. Then the team can decide.
Context · ASFINAG · around 80 specialist users, 40–60 in the programUX Leadership · Enterprise Products · Hamburg
Clarity for
complex products.
My job: aligning users, business, delivery, and engineering. A decision only counts for me once it survives the way from workshop into the sprint.
Selected impact
10+years of UX
4h → 7mevidenced impact
8 hireshelped build the XD practice
UX Lead · Complex delivery9.5/10 CSAT · SiedleDesign systems · Workflow modernizationHamburg · 2026
01 — Impact, not a service catalogue
What changes through my work.
Methods are a means to an end. What matters is what really changes afterwards — in the product and in the team.
Complex workflows become understandable.
Domain logic is allowed to be complex. Using it is not. I sort the workflows and build a path people can follow.
Proof · Siedle · 4 hrs → 7 min · 9.5/10 CSATUX holds up in implementation.
A beautiful screen helps briefly. Components, clear rules, and a good design system hold up even while delivery keeps running.
Context · E.ON · around 15,000 daily users (later communicated publicly by E.ON Grid Solutions)Teams carry quality forward.
My goal: teams can continue without me. With methods and routines that work in everyday delivery (not just in the workshop).
Context · City of Munich · 45,148 employees (as of 31 December 2025)02 — Selected work
Proof, not promises.
I can tell you a lot. What actually happened in the projects is more interesting.
01Siedle · Smart Home2024–2025
Complex planning,
radically shortened.
Four hours of configuration were not an interface problem alone. The whole workflow had to be sorted again. A design system and a configurator held it together.
- Role
- Design Lead
- Outcome
- 4 hrs → 7 min
- Evidence
- 9.5/10 CSAT
Measured outcome
Observed change02ASFINAG · Infrastructure2025–present
UX quality that holds
in critical delivery.
Many specialist users, delivery in flight, critical workflows. My job there: make decisions clear enough that UX and frontend don't keep starting over.
- Role
- UX Lead
- Context
- Critical infrastructure
- Impact
- Fewer design loops
Brands and programs I've worked with:
Portrait 02 / Hamburg03 — How I lead
Clarity is a leadership tool.
01
Understand first. Then simplify.
Hiding complexity behind something pretty gets you nowhere. So first make visible what actually belongs together.
02
Show the reasons, not just the screens.
When the team understands why, a design decision becomes a shared decision.
03
I don't want to be needed permanently.
Good leadership leaves behind a system the team can move forward with on its own.
Where I come from
Ten years of advertising taught me to land a message in three seconds. Ten years of UX taught me to earn the next ten minutes.
04 — Contact
Complex product?
Unclear decisions?
If you're working on a product with a few too many open questions right now: let's talk.