Ruven R.
Strategic Design Leader | Enabling Companies to Create Exceptional Products, Ventures & Teams
Experience
Aug 2020 - Present
5 years 4 monthsBerlin, Germany
Product Design Principal / Digital Transformation Consultant / Strategic Designer
Freelance
- Lead strategic and operational design initiatives for consultancies, agencies, and enterprise clients focusing on design maturity, customer experience transformation, and global product expansion.
- Zooplus (via Etribes): Led strategic design and digital transformation of Zooplus’ shift from a D2C model to a scalable multi-seller marketplace. Defined end-to-end strategy, aligned cross-functional teams, and facilitated C-level decision-making. Delivered a modular MVP and experience framework (HEART), enabling a successful pilot launch and projected +15-20% revenue growth.
- Zooplus (via Etribes): Led design and experience strategy for a subscription-based Autoshipment feature to increase CLTV and repeat purchases. Defined value proposition and integrated experience framework, ensured seamless coexistence with loyalty programs. Collaborated with product, CRM, and loyalty teams, and validated usability, trust, and adoption through behavioral research and testing.
- FMCG Brand (Confidential): Coached head of design and empowered design team by establishing DesignOps, facilitating vision and strategy workshops, and driving execution. Challenged the status quo, aligned design initiatives with business goals, and implemented scalable frameworks to improve efficiency, collaboration, and innovation culture.
Mar 2017 - Aug 2020
3 years 6 monthsBerlin, Germany
Senior UX Consultant
Freelance
- Delivered UX strategy, service design, and experience consulting for mid- to large-scale digital products and transformation programs across finance, mobility, and retail.
- ETL Tax B2B Software Relaunch: Led complete redesign and UX of ETL Tax’s B2B platform, improving workflow efficiency, usability, and scalability for tax professionals across the DACH region.
- Commerzbank B2B Portal: Co-led relaunch of the B2B section of Commerzbank’s online portal for corporate clients, optimizing workflows, enhancing usability, and strengthening the digital experience for business users.
- Mercedes-Benz.com & Volkswagen WeShare: Co-led global digital initiatives, defining UX strategy, onboarding flows, and MVP delivery to enhance user experience across web and mobile channels.
Jan 2014 - Dec 2017
4 yearsBerlin, Germany
Senior UX Designer
SapientRazorfish
- Led high-impact UX and design initiatives for global brands across e-commerce, mobility, telecom, and logistics.
- Swarovski: Led global e-commerce relaunch and a cross-functional UX team, defining end-to-end experience and product architecture. Improved conversion and retention through a unified design system and scalable modular framework.
- McDonald’s Germany: Directed all digital experience and campaign initiatives, including app, websites, and loyalty programs. Increased engagement and loyalty participation through cohesive, data-driven design.
- Audi.com: Led global relaunch of Audi’s digital brand presence, driving UX strategy and responsive design across markets. Strengthened brand consistency and UX quality worldwide.
Jan 2005 - Dec 2014
10 yearsExperience Design & Creative Roles
Various Agencies & Freelance (M&C Saatchi, DDB, Scholz & Volkmer, JvM, CB.e, webguerillas)
- Held multiple creative and experience design positions, contributing to award-winning digital campaigns and UX/CX work for major brands in automotive, FMCG, and technology sectors.
Summary
Strategic Design Leader with 18+ years of experience driving digital transformation, scaling design organizations, and creating impactful customer experiences across industries. Proven success in building cross-functional teams, defining operating models, and leading end-to-end design strategies that deliver measurable business outcomes. Trusted consultant for leading corporations and start-ups - bridging strategic vision, design excellence, and organizational growth.
Languages
German
NativeEnglish
AdvancedEducation
Oct 2001 - Jun 2005
Winona State University
Bachelor of Arts · Mass Communication - Advertising · Winona, United States
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