Websites & Applications

My experience in advertising agencies


UX Designer / Creative


4 to 11


Axure, Adobe CS, Pixie, Balsamiq, Gliffy



Working in the advertising industry can be very rewarding but also comes with a lot of challenges. Each project has its own expectations, requirements, and goals. Before you start analyzing customer needs you to have to understand the goals of the client and verify whether client goals and customer needs are congruent and bear potential synergies. User Experience Design is the swiss army knife for every digital service provider. It's their job to make sure that goals and expectations have an impactful momentum when they meet. I measure UX on how well a product is able to cover the expectations of clients and their customer needs.


Besides the business-driven UX methodology, often derived from valuable real customer insights, there also the more classic product-usability perspective that is also crucial for the success of a web application.


Over the years I've learned how to successfully embed UX Design and constantly evolving usability in my products. My classic sparring partners to improve conversion rates are sign-up forms, one-pagers with a single call-to-action, and store checkout pages. 

Seasonal & Local Food App (WiP)


A personal pilot for a progressive web app:

  • Ideation through to live operation

  • Provide information about seasonal and local products

  • Promote a healthier and tastier food experience



The goal of this project is to provide an interactive guide for local food that is currently in season. The most important advantage of eating seasonally is the health benefits. Seasonal eating includes eating fresh fruits and vegetables that haven't been processed or transported long distances. Processing foods include things such as tinning, blanching and dehydrating foods to enhance their lifespan. Simplicity and intuitive usage was the main goal.

Set Up - location
List view - 3cols
Detail - INFO



With a simple user flow in mind, the whole process is pretty straightforward. The application displays a list of produce that are currently in season. The list view can be changed (grid to list), depending on the user's preferences. The circular shape for each produce item leaves room for feature scaling, like additional markers and promotions (year-round / sales / local highlight). Toning down the overall UI and reducing colors helps to focus on the items itself easier. By using mobile patterns and a strong contrast it is not necessary to promote any additional Call-to-Actions.


Detail - INFO



Displaying data of each produce in a comparable and entertaining way comes with some sacrifices:

  • Find a unified and flexible scale for visualized data

  • Avoid fluff and focus on relevant data

  • Keep it readable and useful (honest data) 

Another typical UX question is still to be solved for the long run: "Why should the user care and use the product on a regular base?"


There are answers and features for these challenges in the pipeline:

  • Local shopping lists/promotions

  • Personalized produce filters (allergies, food preferences, notification system to provide additional information about seasonal events)


At the moment the project is in early development and helps me to ramp up my HTML/React capabilities along with API management.

List - view switch
List 4col
List 1col
List - filter up
List - filter up search
List - search results


Stewie Industrial Award #3rd Place


  • Award-winning product search & filter

  • Highly modular content system

  • Automatic Content Aggregators



I was in charge of leading the conceptual phase (UX Design & Architecture) for the corporate website relaunch and I focussed my work on four main UX topics:


  • Products filter and display

  • Multifaceted Search

  • Content Relationship Management (CRM)

  • Responsive behavior


The main goal for the website was to generate leads and display an easy to access product catalog on a fully responsive platform. The product search was the key hub and we spent a lot of research and prototyping to get it right. The chosen solution was a top anchored multifilter live system over the old nested category catalog.


We increased click-through rates up to 70% and dynamic product pages displayed all related information (related contacts, documents, blogs, etc.) automatically on one site. The solution made Semikron's product catalog more accessible than any of its competitors, even on mobile devices.

Sales professionals were able to use the website instead of in-house solutions for their consultations.

Wireframe - sample
Start screen
Product filter - set
Product filter - tile view
Search results


UX Designer / mellowmessage GmbH



Semikron is an independent manufacturer of power semiconductor components. Their highly diverse and complex product portfolio is a challenge not unique to Semikron, but also common amongst competitors like Texas Instruments, Infineon and NXP. All web pages shared similar accessibility issues and were lacking in context. Huge bulky filter panels with unresponsive and aged interfaces made it a challenging for customers and sales professionals to find what they were looking for.

INFORM Software

CRM is now Content Relationship Management


  • High focus on different customer groups

  • User flows were designed based on actual needs

  • Content items are linked semantically


UX Designer / mellowmessage GmbH





Inform Software Corporation designs and develops intelligent planning and decision-making software. Its application areas include logistics, aviation resource management, and fraud prevention in payments processing and insurance industries. The relaunch of INFORM's corporate website was a big and very exciting challenge. The main goal of the project was to provide clear and quick access to all services and outline interdependencies without confusing the customers. 


We spent much time in preliminary interviews and researching to gather insights about the products and customer expectations. User flows helped us to identify short-cuts and shaped the information architecture on structure and content. When we set up and discussed the sitemap with the client, we figured out that we need a more flexible and scalable approach to maintain the content.


In order to achieve a fast and highly flexible content structure, we implemented a newly developed "CRM" (content relationship management) system:


  1. Define content items and link them with semantic data (e.g. tags)

  2. Responsive containers populated with corresponding content

  3. Smart templates knew how to render each content item and display accordingly


In this project, the scope of my UX work also incorporated technical information architecture on the CMS itself. This involved building a system of maintenance to ensure longevity and efficient data management. Specifically creating a system to aggregate and display related content on each page. Multiple content aggregators were automatically populated with related content, making the website much more consistent.  Auto-populated content items:

  • Contacts

  • Blog article

  • Products

  • Downloads

  • Jobs

  • Media (Images / Video)

  • Events

  • Software solutions

  • References

  • etc...


Visual Solution Gate
Quick finder
Search feature - index


Google Mobile Agency Awards - Top 10 Shortlist


  • Build with lean UX methods

  • Short development cycle

  • Fully responsive


UX Designer / Project Manager / mellowmessage GmbH



VEM, one of the largest manufacturer of electrical machinery in Germany, is a diversified independent supplier to the following sectors: mechanical engineering, plant construction, the chemical, oil and gas industries, energy and environmental engineering, wind power plant construction, transport engineering, steelworks, and rolling mills to name a few.

I was lead in relaunching VEM's fully responsive corporate website. Based on the success of the project, I was asked to establish a dedicated UX unit within the company.



I mention this project in my portfolio because I am proud of how we developed it. I started working as a Digital Project Manager specializing in usability concepts and digital innovations. We had no dedicated UX Designer and usually, design work was split between the Visual Artists and the Project Manager. The whole development process was also based on a waterfall process.

The client’s highest priority was an upcoming convention which was also the ideal launch date of their new corporate website. The very tight schedule was not feasible with the old waterfall process. Too many approvals and handover loops would block us from just delivering in time.

Our small team of roughly eight people finally defined a groundbreaking change within the company. Instead of separated units with similar specializations (Developers, Visual Designers, Content Managers, marketing), we grouped all related people in one location. I worked closely with the client, Front-End developers, and Art Direction. We limited documentation to a minimum and relied on update logs with several columns for each unit.

Instead of a preconception phase with the entire project documentation, we went straight for development and defined action items and deliverables for each unit. Dependencies were documented on a time graph to make sure we got our focus right. It was a mixture of Kanban and Scrum project management techniques.

Involving the client on multiple layers at the same time helped them to understand the dependencies and often hidden layers of web development.



  1. Feature catalog + Milestones

  2.  Wireframe + Moodboard + Techstack

  3. Prototype / Clickdummy + UI Mockup

  4. Quality Assurance version

  5. Global version



Honorable Mentions

Additional web projects


UX Designer / Web Developer / UI Designer