Senior Product Designer (UX/UI) & Team Lead

Led product and brand evolution from MVP to successful exit in a highly regulated digital health space. Built and managed a lean, multidisciplinary design function supporting product, content, marketing and sales initiatives.

• Built and led a two-person design team, hiring and mentoring a junior designer to intermediate level within 12 months via structured weekly 1:1s and quarterly reviews — ensuring full team productivity and consistent design quality across initiatives.
• Improved internal workflows by adapting design and product processes to shifting business needs and regulatory constraints — enabling consistent delivery despite lean resources.
• Created and maintained a modular, multi-purpose Design System adopted across product, marketing, and content — reducing ad hoc design requests by ~30–40% and halving asset production times for internal teams.
• Enabled marketing and content teams with editable templates and self-serve assets in Figma and Google Docs — boosting autonomy and reducing dependency on direct design support.
• Co-led target group and market research, including monthly user interviews and a foundational market study — directly informing product prioritization, feature design, and brand repositioning.
• Managed collaboration with one branding agency and multiple healthcare stakeholders, leading to a complete CI and tone-of-voice overhaul — driving higher user adoption and contributing to a +1.1 increase in app store rating.
• Spearheaded the rollout of the new CI and design language, including implementation across product UI, business materials (e.g. letters, business cards), and internal tools — improving cross-functional alignment and brand consistency.
• Designed and launched key product features end-to-end, such as onboarding flows, dashboards, therapy modules, health questionnaires, and data visualizations — contributing to a +36% increase in weekly active users and estimated +30–40% onboarding completion rate uplift.
• Partnered with product leadership to improve UX flows — increasing therapy adherence by an estimated 30%, based on qualitative feedback and usage data benchmarks.
• Designed high-impact marketing and sales assets, including web/email visuals, digital ads, fair booth merchandise, and print brochures — contributing to a 2× increase in installs and a ~35% reduction in CAC.
• Developed off-app communication materials for patients and healthcare providers — streamlining prescription and reimbursement processes and strengthening B2B sales conversations.

Redesigned the core Wefox insurance app based on an adjusted brand positioning and established a scalable design system to reflect the company’s new premium positioning across digital and offline brand touchpoints.

• Transformed the app’s UX and visual design, leading a complete redesign of 6+ core screens including the homepage, insurance overview, and detail views — improving clarity, trust, and service perception in under 3 months.
• Established a design system and CI manual from scratch, used by 2 internal designers and multiple external partners, enabling consistent product and brand communication across print, web, and digital.
• Redesigned and standardized 30–50 app icons into a coherent visual system with sharp outlines and accent colors, aligning the UI with the brand’s premium positioning.
• Introduced Sketch as the primary design tool and created the company’s first internal design function — replacing an outsourced developer-led design workflow and significantly increasing design quality and speed.
• Redesigned the marketing website, extending the product from a mobile-only experience to include a desktop web interface; delivered 6+ key templates including logged-in user dashboards.
• Mentored and developed a Junior Designer, providing daily syncs and weekly feedback — boosting confidence, design consistency, and delivery speed within weeks.
• Analyzed app architecture and UX of 3–4 key competitors, identifying opportunities to differentiate with a more user-centric and emotionally resonant design approach.
• Collaborated on high-impact marketing campaigns, contributing visual and conceptual input to 4 print ad campaigns, 10 email marketing campaigns and 1 TV commercial aired across 4 channels (including 1 prime-time spot), aligning all assets with the new brand and product vision.
• Developed 3+ merchandise items (including flyers, stickers, promo gear) and supported marketing in translating product benefits to physical and digital formats.
• Improved accessibility and clarity by introducing a more logical information hierarchy and grouping elements for better scannability and task completion — especially critical for insurance uploads and account overviews.

Delivered end-to-end design for various pharma and SMB clients across print, digital and motion — owning branding, editorial, illustration & information visualizations including production oversight while managing various projects independently.

• Led 15+ cross-channel pharma and healthcare design projects across branding, editorial, digital, print, motion, and merchandise — ensuring consistency and regulatory compliance.
• Created 6 large-scale medical coaching binders (100–200 pages each) for Berlin-Chemie’s sales team; reused over 4+ years by 100+ field reps and selectively updated for new product rollouts.
• Designed 200+ branded print assets for pharmaceutical sales, including patient info sheets, tabbed binders, and document separators used in medical practices and conferences.
• Produced 10+ book covers and 8 full book layouts for a small Berlin-based publisher, from concept to prepress, covering both fiction and professional topics.
• Delivered corporate identity packages for 4+ SMBs, including logos, stationery and brand guidelines; 2 engagements included simple websites and led to long-term client relationships.
• Visualized pharmaceutical production processes for factory operator Mibe through scalable vector illustrations used in internal and external B2B communications.
• Handled 10+ editorial design projects, including children’s books and pharma promotional materials, focusing on layout clarity and publication-ready quality.
• Designed and animated annual review slide decks for Berlin-Chemie’s internal events; presentations reached 50+ executives and regional teams to highlight company milestones.
• Managed 2+ client projects per month, often as the sole designer — owning the entire creative pipeline from ideation and client interaction to final production and delivery.
• Maintained asset libraries and technical equipment, ensuring production efficiency and consistent quality across all output formats.