I am deeply passionate about understanding the user in-depth and, based on real-world insights, designing a product/service that engages and provides meaningful value to the user while also being a good business case.
I have extensive experience leading early-stage business strategy development and research, including real-world anthropological fieldwork, interviews, creating personas, facilitating design sprints and building user journeys, user flows and prototypes from scratch.
My passion for gathering deep real-world insights has led me to spend days with demotivated office staff at Hilton Worldwide in the US, clean restrooms with ISS World Services staff in Israel, and learn a lesson when presenting an HP data center maintenance worker in the UK with gamification mock-ups—he looked tired at the mock-up, then at me, and said, "So are you gonna give me a bloody gold star for doing my work?"
One of my key strengths is 'connecting the dots' during the design process, and I am often the driving force in fostering the actual idea for the concrete concept and solution. My extensive work with large organisations has honed my ability to worked closely with diverse teams from C-suite to marketing to operations, ensuring stakeholder buy-in - and that user insights are still at the heart of the design decisions.
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On this portfolio site you can check out some of the ventures I have been part of building and managing as well as a few selected projects I have led. Work in progress…
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