Ecosystems
Strategies for Ecosystems
Kristina joined as Design Lead with cross-organizational access, entering a fragmented, multi-product ecosystem developed by independent squads. Through design services and research, she defined an ecosystem strategy and shared product vision—aligning teams around common principles, reducing duplicated efforts, improving delivery efficiency, and establishing scalable foundations for consistent growth across the portfolio.
2025
Rakbank
AI powered products
AI Design Lead
2020
Siemens Gamesa
Employee experience
Design Lead
Research & Service Design
Kristina led research and stakeholder workshops, and, using Service Design methods like service blueprints, brought together insights from across teams. She mapped existing processes and interactions, identified opportunities for improvement, and translated findings into actionable recommendations for product and change management teams.
1
Strategy & Vision
After engaging with business stakeholders to understand their vision and needs, Kristina developed a strategy that defined the overarching vision, sets clear goals, and establishes measurable metrics—each directly tied to the problems and opportunities identified.
2
Architecture
Kristina defined the architecture of the product ecosystem through diagrams and structured definitions, enabling alignment across teams, supporting informed discussions, and driving coordinated planning and scalable development.
3
Products
Product & Feature Strategies
Products often lacked clear strategies, with unclear vision, undefined goals, and feature requests emerging ad hoc without prior research or planning. To bring order to this chaos, Kristina developed several product strategies that guided teams beyond mere epics and feature definitions.
She also trained team members to adopt agile methodologies and follow standardized processes, ensuring strategy translated into effective execution.
2025
Rakbank
KMS
AI Design Lead
2024
Lawa
Lawalist
Foudner & Design Head
2021
Siemens Gamesa
ProductConfig
Design Lead
Business & User Goals
Defines product and design strategy in close partnership with founders and leadership teams, translating business objectives into clear product direction. Connects customer insight, market opportunity, and organizational capability to shape roadmaps, guide investment decisions, and support long-term growth.
1
Vision & Product Goals
Builds and leads multidisciplinary design teams, creating environments where people can do their best work. Establishes clear expectations, growth paths, and operating rhythms, while mentoring and strengthening collaboration across product, engineering, and marketing — including in distributed and remote settings.
2
Roadmap Planning & Prioritization of Epics, Features & User Stories
Embeds research into product development, combining qualitative and quantitative methods to inform strategy and reduce risk. Champions evidence-based decision-making, turning insights into actionable direction that aligns teams and validates product bets.
3
Holistic UX
UX Strategies
As Lead, Kristina drove a set of foundational UX strategies focused on building organizational design maturity, aligning fragmented product efforts, and creating cohesive end-to-end experiences across channels. Her work centered on establishing shared vision, principles, and processes—embedding research into product development, scaling design systems, strengthening DesignOps, and fostering cross-functional collaboration. These strategies enabled teams to move from isolated execution toward holistic experience thinking, supporting consistent delivery, stronger brand coherence, and sustainable product growth.
2023 & 2024
Seqera
UX
Design lead and team manager
Strategy & Vision
Defined a shared UX vision and ecosystem strategy to align fragmented teams around common experience principles, customer journeys, and product goals—shifting delivery from siloed execution to holistic experience design.
1
Objectives, Key Results, & Performance Metrics
Established UX-driven OKRs connecting business objectives with user outcomes, creating clear priorities across research, design systems, content, and product development while increasing organizational design maturity. Introduced measurable UX success criteria through usability frameworks, design system adoption, and engagement metrics—improving delivery efficiency, consistency across touchpoints, and overall product experience quality.
2
Team
Built a centralized UX function with embedded collaboration across product, engineering, and marketing, defining roles, processes, and operating models to scale design impact across multiple products.
3
Brands
Brand Strategies
Led end-to-end brand strategy across multiple rebranding initiatives—covering company, individual products, product suites, and a unified AI persona. Work began with aligning user insights and business expectations into clear strategy, vision, and brand architecture, followed by development of cohesive visual, verbal, and audio identities to ensure consistency, scalability, and strong ecosystem recognition.
2025
Rakbank
AI persona
AI Design Lead
2024
Lawa
Lawalist
Founder & Design Head
2023
Seqera
Entire Company
Design Lead
2021
Siemens Gamesa
Product Suite
UX Architect
Research & Workshops
Facilitated research and stakeholder workshops to align teams around shared goals, uncover insights, and co-create direction. These sessions often surfaced highly creative ideas—especially during company rebranding—while acknowledging that meaningful alignment and transformation require time and iteration.
1
Vision & Plan
Defined clear vision while translating it into practical plans—essential in corporate environments with many rules, stakeholders, and contributors. Balanced ambition with feasibility by aligning teams around shared direction, structured roadmaps, and realistic execution paths.
2
Brand Architecture
Designed clear brand architecture to support organizations with multiple products, services, and even events—creating structure across complex ecosystems while ensuring consistency, scalability, and recognizable experience patterns across all touchpoints.
3
Guidelines & Templates
Led a cross-functional execution of the brand strategy, where clear guidelines and scalable templates became key enablers of success—aligning stakeholders, accelerating adoption, and supporting a smooth transition to the new brand while ensuring consistency across all touchpoints.
4