Information Architecture Experts in Germany

• Goal: Development and optimization of loyalty and CRM measures for a leading e-commerce platform
• Solution: Identification of promising users, increase in engagement, and long-term retention to drive revenue growth
• Definition of local CRM direct communication for specific segments
• Translation of research insights into actionable recommendations
• Planning and implementation of CRM campaigns in close collaboration with marketing and product teams
• Identification of optimization potential in direct communication
• Collaboration with external agencies on creative solutions, prototyping, and UAT
• Measurement and reporting of key KPIs

• Identified operational improvement opportunities together with production, engineering and management teams.
• Prioritized use cases according to measurable operational value rather than technology availability.
• Developed solutions around production performance, OEE, quality, traceability, reporting and process transparency.
• Translated operational requirements into required machine data, interfaces, information models and application requirements.
• Defined target architectures and integration approaches for heterogeneous brownfield production environments.
• Moved prioritized use cases from workshop and concept stages into concrete implementation projects.
• Coordinated manufacturing, OT, IT and technology stakeholders during implementation.
• Established reusable approaches to scale successful solutions beyond individual machines or pilot areas.

• Managed marketing, content and communications projects with six-figure budgets for a regional telecommunications and IT service provider
• Developed and managed content and video formats from concept to production, including shoot planning
• Led and coordinated social media managers, creative teams as well as external agencies and service providers
• Conceptualized, developed and optimized campaign landing pages throughout the entire lifecycle
• Managed collaboration between departments, management and external partners
• Ensured consistent brand communication as well as timely and high-quality delivery of all projects

• Leading UX for a Property Management System, an all-in-one solution for vacation rental agencies and tourism regions, covering marketing and rental of holiday apartments and houses
• UX audits, conception, and implementation of UX strategy with a focus on regulatory, security, and user-centered requirements
• Advising C-level stakeholders on UX strategy and design best practices
• Planning and conducting research with agencies and property owners
• Design system strategy and definition of UX architecture

Designing AI-native digital products by combining product strategy, UX research, interaction design, software engineering, and modern AI workflows. Leading projects from discovery to implementation while integrating AI throughout the entire product development lifecycle.

Key responsibilities

• → Product discovery, stakeholder workshops, Jobs-to-be-Done and user research
• → User journey mapping, information architecture and interaction design
• → Wireframes, high-fidelity UI, prototypes and scalable design systems in Figma and Penpot
• → AI-assisted interface generation and rapid concept exploration using Figma AI, Figma Make and generative design workflows
• → Design-to-code workflows with AI-supported frontend generation and engineering collaboration
• → Building accessible interfaces following WCAG 2.2 and enterprise design standards
• → Usability testing, iterative validation and KPI-driven product optimization
• → Development of AI knowledge systems, MCP-powered design workflows and human-in-the-loop review processes
• → Close collaboration with engineering teams to ensure production-ready implementation

• Designed role-based delivery assignment workflows, switchable between own fleet and partner carriers, with traceable status chains from „pending“ to „in delivery.“
• Designed AI-assisted route optimization, where dispatchers review drive-time-optimized route suggestions as drafts and apply them in one click.
• Designed a central planning interface for delivery and route management, bringing table view, map view, and route composition into a single workflow.
• Built interactive prototypes to align new product features early with stakeholders and engineering.

Key methods: AI-assisted Product Design, Workflow Design, Role-Based Workflows, Dashboard Design, Interaction Design, Prototyping, Logistics/Operations UX, Stakeholder Collaboration

• Designing UX for a B2B AI SaaS platform covering the full software development lifecycle, including an orchestration transparency panel showing users which AI model is active at each stage, reducing AI opacity and building user trust in multi-model workflows.

• Vacancy cover during extensive personnel changes and ongoing professionalization and digitization initiatives
• Leadership and stabilization of the marketing team and improvements of marketing organization, processes and infrastructure
• Development of team roles, working methods and internal collaboration
• Establishment of digital marketing structures, CRM and marketing operations initiatives
• Introduction of AI-driven workflows for content and knowledge management
• Sharpening of positioning in the business units OEM and Aesthetics
• Management of strategic projects such as Microsoft Dynamics Customer Insights implementation and international brand protection projects
• Team stabilization despite extensive personnel changes
• More efficient marketing processes and reduced operational complexity
• Foundation laid for further digitization and growth initiatives

• Analysis and structuring of complex service processes
• Development of customer journeys, user journeys, and service blueprints
• Moderation of workshops for requirements definition
• Derivation of an MVP with stakeholders
• Clear basis for decision-making
• Reduction of uncertainty in early project phases

Strategic Marketing / New Customer Acquisition (B2B):

• Market and competition analysis: Identified competitors, developed evaluation grids, sketched provider landscape with potential customers, competitors and partners
• Concept for a cross-media, personalized multi-touch campaign
• Developed the multi-touch strategy in different variants with several stages, defined touchpoints, target companies and target people, developed the ideal customer profile and contact ideas
• Designed all individual measures: developed concepts for letters, postcards, landing pages, emails, phone calls and downloads
• Visualized the logic of the contact sequences (flowchart)
• Described the distinction from "account-based marketing"
• Implementation planning: Researched providers for packaging, shipping and landing page software, negotiated terms, recommended tools and partners

Social Media Marketing:

• Target categorization, definition and recommendation for action
• Review and selection of channels
• Concept for channel management
• Developed an 11-week editorial plan (Instagram & LinkedIn)
• Created, implemented and published image and video posts
• Campaign launch, ongoing monitoring and optimization

Search Engine Optimization (SEO):

• Website audit with indexing check
• Ranking, backlink, traffic and competition analysis
• Analyzed search and user behavior
• Consulting on SEO risks during relaunches with domain changes
• Keyword research and recommendations for action

Founded and have led userdoo since 2023. UX strategy, hands-on product design and professional guidance for small design teams. Collaboration with Product Owners and development teams; design systems, prototyping, user testing and AI-supported design-to-code workflows.

Among other projects:

ZEISS Vision Care – UX Strategy, Conceptualization and Design

Myopia Management

Conceptualization and design of a tool for myopia management. Different specialist concepts and device-dependent processes were brought together into a consistent overall workflow. The focus was on making the tool easy to use across different device types and throughout their use in the process.

Digital Optician Workflow

Professional UX leadership in redesigning digital processes for the entire optician visit. Structuring the user experience around patients, visits, examinations and consultations. Responsibility for the conceptual direction and hands-on design of key workflows.

Mentoring junior designers and supporting designers moving into new lead roles. Individual sessions on DesignOps, strategic questions and professional leadership.

B2C Eyewear Shop for India

Conceptualization and UX/UI design of a complete e-commerce shop for eyewear. Designing the B2C buying experience while considering the requirements of the Indian market. Close collaboration with the project team and local market; reviewing and evolving concepts based on market feedback and feedback from tests conducted locally.

poolinq – UX for New Inventory Management Software

Building the UX from the ground up: structuring product requirements, developing key user flows and translating them into a coherent user experience. The focus is on inventory management, document processing and recording incoming and outgoing goods. Designing AI-supported document recognition and assignment so users can understand and review the results. Close collaboration with the product and development teams.

FerniLoy – Digital Companion for the Furniture Trade

UX conceptualization and prototyping for a digital sales and product companion. Building a multibrand design system that represents different brands on a shared foundation. Connecting design tokens, components and variants in Figma with Flutter and Widgetbook. Aligning user flows, the design system and implementation with the product and development teams.

TYCT – UX and Design System for a B2B Portal

Information architecture and interaction concepts for data-rich workspaces with complex status workflows. Clearly structuring information, responsibilities and next steps on list, detail and editing pages. Building a design system with reusable components, states and page types. Professional leadership of the design team and close coordination with the Lead Developer.

Independent product design practice supporting startups and growing companies with enterprise SaaS, workflow architecture, product strategy, and AI-enabled product development.

• Deliver end-to-end product design for digital products, websites, and SaaS platforms, combining product thinking, UX, visual design, and implementation.
• Apply AI throughout the product lifecycle—from research, synthesis, information architecture, and prototyping to development, SEO, and content strategy.
• Design and build production-ready digital products using AI-assisted workflows, enabling significantly faster iteration and delivery.
• Advise founders and businesses on product positioning, UX strategy, and digital transformation.

• Freelance consulting for startups, fintechs, SMEs, banks, financial service providers, and established companies on strategic, organizational, and technological topics; focus on analysis, structuring, execution readiness, and stakeholder communication.
• Gathering, structuring, and prioritizing business requirements; translating business goals into actionable IT, process, data, and documentation requirements.
• Designing and improving digital platforms, user journeys, portal structures, information architecture, and data-driven product/content structures; strong fit for customer portals, partner portals, and B2B2C application journeys.
• Analyzing user, reach, search, and platform data to derive product, content, and platform decisions; structuring decision bases for management and delivery teams.
• Using Jira, Confluence, Excel, analytics, and automation tools; working in agile and hybrid delivery environments.

July 2024 - June 2025

• Accessibility expert in the field of UI/UX design, WCAG testing, and consulting for the Accessibility Strengthening Act
• Creation of an internal accessibility guide

Oskar Oldorf (project lead): "I had the pleasure of working with Patricia for over a year on a project focused on ensuring digital accessibility for the online presence of a company in the financial services sector. During that time, I got to know her as a dedicated, detail-oriented, and highly skilled colleague.

Patricia was responsible for independently conducting gap analyses and worked directly and efficiently with key stakeholders. Her role centered on assessing compliance with the BFSG and providing strategic guidance to editorial teams on creating accessible content.

What I particularly appreciated about Patricia was her ability to think beyond the status quo and bring fresh perspectives to the table. She combines strong subject matter expertise with a keen eye for detail and a structured, thorough approach. Her input often sparked valuable discussions and helped us move our work forward in meaningful ways.

I can wholeheartedly recommend Patricia—especially for roles where precision, strategic thinking, and a high standard of quality are essential."