Jun 2024 – Sep 2025 · 1 yr 3 mos · Hybrid

• EF Language is the largest division of EF Education First, a global provider of immersive education experiences. I was hired to build the experience design function from the ground up – driving product cohesion, conversion, and customer-centricity.
• Built and scaled a 7-person design team, fostering a culture of ownership, curiosity, and experimentation – boosting delivery speed and cross-functional collaboration.
• Defined and embedded a user-centred design strategy across journeys, improving conversion, reducing bounce rates, and increasing time on page.
• Championed a research-led process by setting up qualitative and quantitative research practices to inform product and marketing decisions.
• Led roadmap workshops with business and product stakeholders to align user needs with commercial goals.
• Co-owned the evolution of the design system with developers, enabling consistency and scalability across teams.
• Conducted and presented trend research to senior leadership, helping guide innovation priorities.

Oct 2022 – Jun 2024 · 1 yr 8 mos · Hybrid

• Initially hired to bring a customer-centric mindset to EF Language's digital efforts, I focused on embedding design into product and marketing processes – laying the groundwork for the team and strategy I later scaled as Director.
• Introduced a data-informed, iterative design approach across digital journeys – influencing how design was positioned within the organisation.
• Initiated foundational research and usability practices to strengthen product decisions, leading to significant conversion increase.
• Built early design processes and mentored junior designers, while collaborating closely with product, engineering, and analytics teams.
• Gained trust and visibility across business units, paving the way for a formalised design function.

Sep 2022 – Dec 2023 · 1 yr 3 mos · Zurich, Switzerland

• Served on the advisory board during a pivotal phase leading up to the successful sale of the agency. Supported the founders with strategic input on positioning, service design, and growth direction.
• Advised leadership on company focus, market differentiation, and team structure ahead of acquisition.
• Acted as a sparring partner on design-led strategy, drawing on prior hands-on experience with the agency.
• Contributed to shaping narratives used in investor discussions and potential buyer engagements.

Nov 2020 – Sep 2022 · 1 yr 10 mos · Zurich, Switzerland

• Brought on as Creative Lead and Board Member to shape the design direction and innovation positioning of the agency. Partnered directly with founders and clients to drive product vision and market strategy. Innohack was a Zurich-based market research company running market tests for FMCG brands. The boutique agency was sold successfully to Huggy Studio.
• Led strategic design work for Victorinox, Implenia and Emmi – from early user insight to value proposition design.
• Facilitated co-creation sprints and validation workshops to align stakeholders and accelerate concept development.
• Contributed to shaping Innohack’s market positioning, brand narrative, and digital presence.
• Supported business development by crafting compelling case stories and helping pitch new accounts.

Nov 2020 – Mar 2021 · 4 mos

• Kept on to lead key aspects of FREITAG’s next online store experience, contributing to the redesign of the website and enhancement of user experience across channels.
• Co-led UX design for the e-commerce website relaunch – simplifying navigation, improving product discovery, and increasing engagement.
• Developed service design blueprints and conducted user tests and stakeholder interviews to inform omnichannel experience improvements.

Jun 2019 – Oct 2020 · 1 yr 4 mos

• Focused on enhancing FREITAG’s service design and retail experience by shaping customer journeys, enabling innovation, and aligning cross-functional teams.
• Created new retail experiences aligned with the “more than a store” strategy – transforming physical locations into immersive brand environments.
• Designed and optimised the registration and warranty process for FREITAG products, including the exploration of RFID-based tracking and identification solutions.
• Conducted user testing and stakeholder interviews to inform service design decisions and prioritise improvements across key touchpoints.
• Developed service design blueprints and co-facilitated ideation workshops to align internal teams and drive cross-channel innovation.

Jul 2016 – Jun 2019 · 2 yrs 11 mos

• Owned the global bag portfolio for FREITAG’s core product category – balancing brand, business, and user needs to drive growth and relevance in a competitive, sustainability-driven market.
• Managed lifecycle planning for key products – from portfolio strategy and pricing to launch and phase-out – improving margin and sell-through across regions.
• Led the development of new bag collections, from insight and concept through to production and campaign activation.
• Initiated and led the changemaker initiative, resulting in a collection of seven forward-thinking, purpose-driven bags.
• Collaborated with marketing and retail teams to shape product narratives and ensure cohesive seasonal storytelling across channels.
• Analysed performance and user feedback to inform continuous improvements and align future product pipeline with customer expectations.

Jun 2019 – Oct 2020 · 1 yr 4 mos · Zürich Area, Switzerland

• Self-initiated a series of immersive cocktail experiences that combined storytelling, sensory design, and hospitality to explore brand-building through rituals and atmosphere.
• Conceptualised, designed, and hosted curated cocktail events – crafting drink menus, visual identity, and guest experience from end to end.
• Designed each experience around a narrative theme, using sensory triggers (taste, sound, scent, lighting) to immerse guests and spark connection.
• Applied service design principles to map the guest journey – from initial touchpoint to lasting impression.
• Developed a strong local following and deepened understanding of how emotional design drives engagement and brand memory.

Mar 2015 – Mar 2016 · 1 yr · London, Großbritannien

• Designed bespoke glassware and barware for high-end hospitality clients, with a focus on storytelling through form and material.
• Developed signature drinks trolleys and glassware collections for brands including The Savoy Hotel, Absolut Elyx, and Glenfiddich.
• Translated brand identity and rituals into functional design – enhancing the theatre of serving and elevating the guest experience.
• Collaborated closely with craftsmen and fabricators to prototype and refine premium-quality pieces.
• Delivered iconic product designs that blended tradition, luxury, and contemporary form.

Dec 2014 – May 2015 · 5 mos · London, Großbritannien

• Contributed to the design and development of furniture and exhibition pieces for a contemporary British furniture brand known for its bold forms and material focus.
• Designed key exhibition pieces showcased at Clerkenwell Design Week – supporting brand visibility and positioning within the UK design scene.
• Worked closely with the founder on material exploration, form development, and production preparation.
• Created prototypes and visual assets to communicate design intent to manufacturers and partners.
• Helped refine the product story and design language to align with James UK's distinct aesthetic.

Nov 2011 – Aug 2014 · 2 yrs 9 mos · Zürich und Umgebung, Schweiz

• Founded a high-end accessories brand focused on crafted minimalism and Swiss-made quality – overseeing everything from concept to market.
• Led the design and development of premium leather goods, managing the full product lifecycle from initial sketch to production for over six seasonal collections.
• Built the brand identity and visual language, ensuring consistency across packaging, web, and communications.
• Managed sourcing and partnerships with Swiss and European manufacturers to ensure quality and sustainability.
• Oversaw marketing, PR, and sales efforts – including the design of campaign materials and direct-to-consumer strategy.
• Gained recognition in the Swiss design scene, with Mugon featured in curated boutiques and design publications.

Mar 2009 – Aug 2014 · 5 yrs 5 mos · Zürich und Umgebung, Schweiz

• Worked across inclusive product and interior design projects with a focus on craft, local manufacturing, and social impact – while also shaping the company's own identity.
• Designed and developed the product line for jaund, a brand produced in collaboration with a sheltered workshop – combining thoughtful aesthetics with inclusive production.
• Created the brand identity for Swissmade Ltd., including visual language, tone of voice, and positioning across physical and digital touchpoints.
• Designed bespoke furniture and interiors, including a polo shop in St. Moritz and a themed music hotel on an island.
• Collaborated closely with joiners, fabricators, and social enterprise teams to bring concepts to life – ensuring feasibility and coherence from vision to execution.
• Balanced storytelling, usability, and craftsmanship to deliver human-centred design solutions.

Oct 2008 – Jan 2009 · 3 mos · Bangkok Metropolitan Area, Thailand · On-site

• Joined a multidisciplinary design consultancy in Bangkok to contribute to international concept development and design research.
• Conducted in-depth user and market research to support the development of a refrigerator concept for Toshiba – which went on to win a Red Dot Design Award.
• Co-developed product concepts, focusing on future-oriented domestic appliances for the Asian market.
• Supported design validation through user testing and scenario-based concept exploration.

Jun 2007 – Aug 2007 · 2 mos · Lucerne, Switzerland

• Completed a design internship at Process, a Swiss design studio known for spatial and industrial design with a strategic edge.
• Focused on developing modular shop-in-shop concepts for T-Mobile – translating brand and commercial needs into scalable retail formats.
• Supported design prototyping and visualisation for client presentations and internal development.