Design leadership that builds teams, ships craft, and scales from zero.
I'm Andi Beka — Director of Product Design based in Berlin. 13 years designing complex B2B SaaS products, building design functions from scratch, and integrating AI into how design teams operate. German-speaking. Player-coach.
Selected Work
All case studies →allyz by Allianz
Shipped a fragmented, multi-region B2C travel app on a fixed date — while building the design infrastructure from zero.
itemzz — Zero to One
Self-initiated, self-funded modular home operations platform — conceived, validated, pivoted on data, and shipped independently alongside a full-time leadership role.
B2B2C Integration Patterns — Modular Claims System
Designing a fully configurable claims system across 20+ global insurance partners — modular, white-label, and built to scale.
Recent Writing
All articles →In the New Self-Service Economy, UI/UX & AI are Eating CX.
The old Trinity Marketing<>UX<>CX is dead. Welcome the new integrated Quartet: AI<>UX<>SSX<>HX. The old customer experience trinity is collapsing. Here's what's replacing it and why designers who don't adapt will be left behind.
From Delight to Trust: Designing Products for Uncertain Times
In good times, we design for delight. In uncertain times, we design for trust. What that shift actually demands from product design.