Once upon a time...
Year 1980
Hello World
Born on a December afternoon under the sign of the Metal Monkey and Sagittarius. That same year: the Gotthard road tunnel opened, the first solar aircraft took off – and Pac-Man conquered the world.
Year 1988
DISCOVERING GUYBRUSH THREEPWOOD
Thanks to a Commodore 64 with 64 KB RAM, I stepped into the digital world early on: dot matrix printers, floppy disks, and the mind-bending LucasArts adventures: “Look behind you, a three-headed monkey!”
Year 1996
TRAINING WITH IMPACT @ ABB
My four-year apprenticeship as an electronics technician – combined with vocational school – was a defining phase. It laid the foundation for my passion for technology and design.
Year 1998
MY FIRST WEBSITE
For a small industrial company, I built my first website – entirely made with HTML tables, blinking text, and a classic visitor counter. Pure HTML 3.2 nostalgia.
PATH TO ENGINEERING
I studied Communication & Computer Science at ZHAW. Back then, there were no ECTS points or bachelor's degrees – instead, I earned the title Dipl. Ing. FH in Communication & Informatics.
Year 2000
Year 2004
FIRST CHAPTER IN INDUSTRY
At VR AG, I gained nearly a decade of experience as a Software Engineer – contributing to countless ICT projects and mentoring apprentices along the way.
Year 2006
CMS à la carte
I developed a CMS using PHP and MySQL for mute.ch. With no solid CMS options available at the time, I created both the frontend and backend myself.
Year 2010
AROUND THE WORLD
Six months in Asia and Australia changed everything. I returned grounded and inspired – never before had I grown and learned as much.
«Travel broadens the mind and clears away our prejudices»
Oscar Wilde (1854 – 1900)
Year 2014
HCD INSIDE CORPORATE GIANT Swisscom
As a Software Engineer and Business Consultant at Swisscom’s banking division, I entered the world of large corporations. Surprisingly modern: Swisscom truly lives Human-Centered Design.
Year 2016
MAS IN HUMAN-CENTERED DESIGN
The interdisciplinary MAS in HCI Design at the University of Rapperswil opened up new perspectives. I was instantly captivated by the intersection of psychology, technology, and design.
Year 2017
eat fritschi Startup
A passion project born during my MAS thesis using Design Thinking. With support from Swisscom’s Kickbox Innovation Program, we built the idea further. COVID eventually put it on hold – but it’s not off the table.
Explore the eat fritschi story
Year 2018
UX in Action @ Swisscom
I shifted into UX full-time, taking responsibility for the user experience of Swisscom’s mobile, internet, and TV subscriptions. A highly dynamic, formative phase. My key areas:
- E-commerce flow optimization
- Information architecture & interaction design
- Qualitative & quantitative research
- Conversion rate & A/B testing
- UX Writing, Prototyping, UI & Microanimations
- Building and scaling the Figma-based Design System
- Leading projects and training teams
Year 2021
Senior UX Designer @ Migros
My Migros journey started with redesigning the customer account. Later, I was given the opportunity to build something bigger: a comprehensive Multibrand Design System (MDX), built on design tokens and web components.
My roles:
- Design System Lead
- UX Designer
- Figma Tool Owner (Migros-wide)
- Deputy Head of Digital Experience Design
- M-Grow Plus Talent Program participant
Responsibilities include:
- Leading design system architecture
- Running large-scale UX projects
- Prototyping, research, UI & UX writing
Year 2025
Best of Swiss Web AWARD
In April 2025, we proudly received the Bronze Award in Innovation at the Best of Swiss Web Award Night. Competing against high-budget, polished web projects, our complex, hard-to-explain design system stood out – a remarkable recognition.
Year 2025
PROMOTION TO PRODUCT DESIGN LEAD
In 2025, I officially stepped into the role of Product Design Lead at Migros. I took over direct leadership of two UX designers and assumed technical responsibility in the agile development team – acting as Product Owner (PO) and Product Manager (PM) for the group-wide Design System.
EXPLORE MY PROJECTS
HOME
MY STORY
MY PROJECTS
CONTACT ME
Once upon a time...
Year 1980
Hello World
Born on a December afternoon under the sign of the Metal Monkey and Sagittarius. That same year: the Gotthard road tunnel opened, the first solar aircraft took off – and Pac-Man conquered the world.
Year 1988
DISCOVERING GUYBRUSH THREEPWOOD
Thanks to a Commodore 64 with 64 KB RAM, I stepped into the digital world early on: dot matrix printers, floppy disks, and the mind-bending LucasArts adventures: “Look behind you, a three-headed monkey!”
Year 1996
TRAINING WITH IMPACT @ ABB
My four-year apprenticeship as an electronics technician – combined with vocational school – was a defining phase. It laid the foundation for my passion for technology and design.
Year 1998
MY FIRST WEBSITE
For a small industrial company, I built my first website – entirely made with HTML tables, blinking text, and a classic visitor counter. Pure HTML 3.2 nostalgia.
Year 2000
PATH TO ENGINEERING
I studied Communication & Computer Science at ZHAW. Back then, there were no ECTS points or bachelor's degrees – instead, I earned the title Dipl. Ing. FH in Communication & Informatics.
Year 2004
FIRST CHAPTER IN INDUSTRY
At VR AG, I gained nearly a decade of experience as a Software Engineer – contributing to countless ICT projects and mentoring apprentices along the way.
Year 2006
CMS à la carte
I developed a CMS using PHP and MySQL for mute.ch. With no solid CMS options available at the time, I created both the frontend and backend myself.
Year 2010
AROUND THE WORLD
Six months in Asia and Australia changed everything. I returned grounded and inspired – never before had I grown and learned as much.
«Travel broadens the mind and clears away our prejudices»
Oscar Wilde (1854 – 1900)
Year 2014
HCD INSIDE CORPORATE GIANT Swisscom
As a Software Engineer and Business Consultant at Swisscom’s banking division, I entered the world of large corporations. Surprisingly modern: Swisscom truly lives Human-Centered Design.
Year 2016
MAS IN HUMAN-CENTERED DESIGN
The interdisciplinary MAS in HCI Design at the University of Rapperswil opened up new perspectives. I was instantly captivated by the intersection of psychology, technology, and design.
Year 2017
eat fritschi Startup
A passion project born during my MAS thesis using Design Thinking. With support from Swisscom’s Kickbox Innovation Program, we built the idea further. COVID eventually put it on hold – but it’s not off the table.
Explore the eat fritschi story
Year 2018
UX in Action @ Swisscom
I shifted into UX full-time, taking responsibility for the user experience of Swisscom’s mobile, internet, and TV subscriptions. A highly dynamic, formative phase. My key areas:
- E-commerce flow optimization
- Information architecture & interaction design
- Qualitative & quantitative research
- Conversion rate & A/B testing
- UX Writing, Prototyping, UI & Microanimations
- Building and scaling the Figma-based Design System
- Leading projects and training teams
Year 2021
Senior UX Designer @ Migros
My Migros journey started with redesigning the customer account. Later, I was given the opportunity to build something bigger: a comprehensive Multibrand Design System (MDX), built on design tokens and web components.
My roles:
- Design System Lead
- UX Designer
- Figma Tool Owner (Migros-wide)
- Deputy Head of Digital Experience Design
- M-Grow Plus Talent Program participant
Responsibilities include:
- Leading design system architecture
- Running large-scale UX projects
- Prototyping, research, UI & UX writing
Year 2025
Best of Swiss Web AWARD
In April 2025, we proudly received the Bronze Award in Innovation at the Best of Swiss Web Award Night. Competing against high-budget, polished web projects, our complex, hard-to-explain design system stood out – a remarkable recognition.
Year 2025
PROMOTION TO PRODUCT DESIGN LEAD
In 2025, I officially stepped into the role of Product Design Lead at Migros. I took over direct leadership of two UX designers and assumed technical responsibility in the agile development team – acting as Product Owner (PO) and Product Manager (PM) for the group-wide Design System.
EXPLORE MY PROJECTS