2018 - 2022

Enterprise Design System Architecture & UX Team Leadership for Germany's largest fish and seafood supplier

Website
Figma
Visitors
250k
Basline CVR
4%
NPS
55
Turnover
450 Mio. €

Challenge

Establishing comprehensive UX function from ground up for Germany's largest seafood supplier with 1,900 employees. The complex B2B/B2C ecosystem spanning e-commerce, corporate communications, and customer service lacked systematic design approach and cohesive user experience strategy across multiple stakeholder groups and business units.


Organizational & System Challenges:

  • Building UX team and establishing design-driven culture in traditional industry
  • Creating unified design language across fragmented B2B/B2C touchpoints
  • Designing scalable systems supporting complex product hierarchies and user workflows
  • Harmonizing corporate design between business units and customer-facing platforms
  • Establishing design processes and methodologies for cross-functional collaboration
  • Advocating for user-centered design in stakeholder-heavy enterprise environment

Solution

Established and led dedicated UX team focused on crafting cohesive, scalable user experiences while building systematic design methodology that prioritizes usability and strengthens brand identity across all enterprise touchpoints.


My UX Leadership Strategy:

  • Team Building & Culture: Recruited and developed UX team, establishing design thinking methodologies and user-centered culture
  • Enterprise Design System: Architected comprehensive component library supporting both B2B complexity and B2C accessibility
  • Stakeholder Advocacy: Navigated complex organizational structures while advocating for design integrity and user needs
  • Process Innovation: Implemented systematic design sprints, user research frameworks, and iterative validation processes
  • Cross-functional Integration: Collaborated with business development, engineering, and marketing teams to align design with strategic objectives
  • Brand Harmonization: Created unified visual language strengthening brand identity across corporate and customer touchpoints

Impact

Successfully established UX as core business function, created scalable design foundation enabling rapid feature development, and demonstrated measurable improvements in user satisfaction and business KPIs. Built sustainable design culture supporting enterprise growth and digital transformation.

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Organizational Transformation Results:

  • Established UX team from zero to full design function supporting 1,900+ employees
  • Created unified design system serving complex B2B/B2C user needs
  • Implemented user-centered design processes adopted across business units
  • Strengthened brand identity while improving usability and user satisfaction
  • Built foundation for scalable digital experiences supporting enterprise growth