Germany

Hello, I’m Astrid!

At first, I intended to be an Art Director in glitzy advertising and went to design school, fully motivated to become just that. One thing lead to another, many years went by, I moved countries a few times and suddenly I was a fully-fledged Interaction Designer without ever planning to become one.

After working for over 23 years in the design field, I am a well-rounded Strategic Designer. I design positive interactions with an organisation's external customer base. Various forms of communication and consumer data help me to create meaningful customer experiences. I make sure that systems, interfaces, processes are human friendly, emotive, engaging, clear, on-brand – and usable.

Because of my love for design I am also passionate about helping organisations and teams improve the way they work creatively: to introduce human-centred innovation processes, coach people, build teams and develop a creative work culture that sparks creativity, connection and flow – so people can fulfil their full potential.

Today I lead a diverse team of Strategic Design Consultants at SAP’s co-innovation space “AppHaus” in Berlin, working together with large enterprises on their challenges to digital transformation.

On a personal level, I am extremely passionate about the issue of equity for women in the creative industries, especially in tech and design. It’s shocking to me that this is even still an issue. Technology is shaping our world currently, and with so few women working in this field we’re creating a technology revolution designed primarily BY and FOR men. I’d like to make people aware this bias exists – many are still in denial – and encourage women and men to act towards a gender equal world.