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 products and features were originally shaped around internal structures rather than customer mental models, resulting in fragmented journeys and inconsistent experiences.

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. At the same time, UI and interface design have been part of almost everything I do: from designing individual features and interaction patterns to guiding the native implementation of a substantial catalog of charging-related functions across multiple brand apps. This means working at both system and interface level to ensure experiences remain coherent, accessible, and consistent at scale.

My work also extends into the evolution of Volkswagen’s mobile design language – exploring how new concepts, visual principles, hierarchy, and interaction patterns translate into interfaces while remaining compatible with existing systems and familiar to customers.

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

Across this work, the goal is consistent: turning a complex product and organizational landscape into experiences that feel simple, coherent, and distinctly Volkswagen – from overarching product structures down to the details of an individual interface.

Designing in Regulated Healthcare Environments

Before moving in-house, I spent three years at Fjord (now part of Accenture Song), leading product and service design programs with a strong focus on MedTech and healthcare.

For Fresenius Medical Care, I led UX/UI design for a cloud-based dialysis platform piloted in India – working closely with clinical staff, developers, and global stakeholders. The work combined research in hospitals and dialysis clinics with hands-on interaction and interface design, translating complex clinical workflows, safety considerations, and market-specific requirements into an experience that could work reliably in day-to-day treatment.

In a parallel workstream, I led the design team establishing a global design system and governance model. We developed a shared design language, principles, reusable components and interaction patterns, while creating the structures needed to support adoption and evolution across different products, therapy areas, and usage contexts – from patient homes to clinical environments.

The result was a successfully launched clinical pilot and a globally endorsed design framework, supported by an internal governance structure. Together, they created a foundation for more coherent digital experiences across Fresenius Medical Care’s product ecosystem.

A Multidisciplinary Foundation

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

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

This breadth shaped the versatility that defines my work today – the ability to move across disciplines, connect brand, product, and experience, and bring both a systems perspective and strong design craft to complex challenges.

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