Scaling Experience Across a Multi-Brand Ecosystem

Designing within the Volkswagen Group means operating across multiple brands, legacy structures, technical constraints, and rapidly evolving business models. Many charging products were originally structured around internal logic rather than customer mental models.

A core part of my work has been reshaping this foundation: simplifying information architecture, redefining entry points, and aligning feature development around real user needs. This includes guiding the native implementation of a substantial catalog of charging-related features into the core brand app – ensuring consistency, accessibility, and performance at scale.

In parallel, I define the product vision and UX roadmap for mobile service and repair functions. By identifying unmet needs, clarifying value propositions, and aligning stakeholders across business and engineering, I help create shared direction in areas where complexity can easily dilute focus.

This work has led to a simplified product structure, stronger feature adoption, and a clearer strategic direction for Volkswagen’s mobile services — positioning the app as a central touchpoint in the evolving ownership experience.

Designing in Regulated Healthcare Environments

Before moving in-house, I spent three years at Fjord (Accenture Song) leading service and product design programs in MedTech and healthcare.

For Fresenius Medical Care, I led UX/UI efforts for a cloud-based dialysis platform piloted in India – working closely with clinical staff, developers, and global stakeholders. The work required deep research in hospitals and dialysis clinics as well as understanding the complex market specific business requirements – grounding decisions in real-world workflows rather than assumptions.

In another work stream, I led a design team tasked with establishing a global design system and governance model – creating shared principles, reusable components, and structures that enabled long-term consistency across product lines and multiple touch-points at home and in clinics.

The outcome was a successfully launched clinical pilot, a globally endorsed design framework, and a scalable foundation built to shape product development across Fresenius Medical Care’s digital ecosystem.

A Multidisciplinary Foundation

The decade before that was shaped by agency and consulting work across automotive, finance, retail, and non-profit sectors.

As a senior interaction and visual designer, I contributed to digital products, brand experiences, innovation ventures, and service concepts for organizations including BMW Group, MAN, Deutsche Bahn, Lufthansa, Deutsche Bank, and Credit Suisse.

This breadth built the strategic versatility that defines my work today – the ability to connect brand, product, and service into coherent systems, and to create direction in complex organizational environments.

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