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 trip from workshop to 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
What changes through my work.
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 they still use after the workshop.
Context · City of Munich · 45,148 employees (as of 31 December 2025)02 — Selected work
Two projects, up close.
With numbers where there are numbers. With observations where there are not.
01Siedle · Smart Home2023–2024
Complex planning,
radically shortened.
Four hours of configuration on average. We re-sorted the whole workflow, and a design system and a configurator hold 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.
A tolling platform modernized while it keeps running, and around 80 specialist users. 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 belongs together.
02
The why behind every screen.
When the team understands why, a design decision becomes a shared decision.
03
A prototype beats a discussion round.
A clickable flow ends opinion loops faster than any slide.
Where I come from
Eight 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.