Good design makes a product understandable.
Dieter Rams

My name is Sebastian and I’m a UX/UI designer from Berlin/Germany. I believe the core of good design is turning something complex into something people instantly understand and use effortlessly.

After completing my Industrial Design studies in Magdeburg, where I was born, I began my career as an Industrial and UI Designer at UID in Ludwigsburg. During that time, I worked on over 30 projects across various industries, including medical, enterprise, industrial, consumer and automotive.

In 2012, I moved to Berlin and joined Useeds (now Diffferent), where I worked as a UI Designer for clients such as Mobile.de, Cortal Consors and BNP Paribas Cardif. In 2014, I took the opportunity to further develop professionally and transitioned into UX design by joining Wooga, a company well known for its casual mobile games. It felt like coming full circle. I was back to creating concepts, just like I had done during my industrial design studies in Magdeburg. As a UX Designer, I was responsible for the entire UX process, including research, interaction design, visual design, prototyping and testing.

In the years that followed, I deepened and expanded my expertise in UX design, continuously developing my skills in shaping digital solutions while working as a Senior UX Designer at Caresyntax, IBM iX, and Verivox, where I led UX design projects and mentored junior designers. In September 2025 I joined Idana AG as a product designer.

As a freelance artist I have participated in various exhibitions and art events.

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My Design Process

For me, it’s never the solution that comes first, but the problem. I start by trying to understand the initial situation. Who are the users, what is the actual user need, what data and hypotheses already exist, and where are the biggest uncertainties?

Discovery
In the discovery phase, I use everything available to me in terms of user research and competitive analysis. Whatever is missing gets filled in depending on time and budget. I have conversations with stakeholders from product management and development to build a shared understanding of the problem and sharpen assumptions, rather than jumping to solutions too quickly that don’t solve the problem or aren’t sustainable enough.

Design
Building on that, I develop rough concepts, sometimes even starting with pen and paper. Depending on complexity, I create user journey maps and a basic information architecture to structure complexity, before working out concrete interactions in wireframes or, if available, mature designs based on a design system. Using simple prototypes, I make early solutions tangible, both for myself and as a basis for discussion with colleagues. Decisions between ideal UX, business impact, and technical feasibility are often made together with the team.

Validation
I validate more advanced solutions through methods such as usability tests with real users, or faster methods like cognitive walkthroughs, AI-guided user tests, or A/B tests, to gather both quantitative and qualitative feedback before solutions go into development. I use AI tools like Claude in the design process specifically as a sparring partner or source of inspiration to reach insights faster. Design decisions, however, are still made by the team or by me. The result is not a random outcome, but an intuitive and sustainable user experience.

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How I Use AI

Over the last years, I have been integrating AI as a supportive tool throughout the entire design process, from early research to final component creation.

Research
In the research phase, I use AI to analyze and summarize data from interviews, usability tests, and user feedback. I also use tools like Claude to conduct trend and market research, quickly surfacing relevant industry developments, as well as to support the creation of personas, user journeys, and surveys.

Analysis
In UX reviews of existing designs, AI plays a valuable role by helping me identify usability and accessibility issues by cross-referencing designs against established heuristics and accessibility guidelines. It also supports me in analyzing and summarizing review findings, turning observations into clear, actionable insights, and structuring stakeholder presentations so that these findings can be communicated effectively to different audiences.

Design
In the actual design phase, I use AI as a creative sparring partner during ideation, to explore design patterns and generate alternative solutions I might not have considered otherwise. This also extends to visual design exploration, where AI tools like Figma Make allow me to test multiple directions quickly. For prototyping, I use Claude Design or Figma Make to create tangible click-dummies at different levels of fidelity. I also use Claude Design to refine implemented screens, since AI isn’t always able to carry over components from a design system 1:1. Additionally, I use AI in creating components for a design system.

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Professional Experience

Freelance Artist (sebastianbash.com)
2002 – Present

Product Designer | Idana AG
September 2025 – present

Analysis & Conceptualization

• Conducted usability and visual design analyses of Idana’s products (Patient App, Desktop App, Customer Portal, Aufklärung Pro, Editor), including derivation of concrete optimization recommendations
• Analyzed user feedback and derived and prioritized usability optimization measures
• Analyzed the Idana website, including competitive analysis, to develop optimization recommendations
• Planned and designed usability tests for various Idana products

Design System, Visual & Interaction Design

• Conceived, created, and maintained a design system for the systematic advancement of usability and visual design across all Idana products
• Developed a new, unified visual design for all Idana products
• Revised the interaction design across all products to ensure a consistent user experience throughout the entire product landscape

Product Development & Implementation

• Revised all core functions of the Desktop App, Customer Portal, Editor, and Aufklärung Pro with regard to usability, interaction, and UI design
• Continuously conceived and designed new features
• Created an interactive prototype to visualize a concept for a web-based SaaS application unifying all Idana products into a single application

Quality Assurance

• Ensured design quality through regular validation of newly implemented features

User Research & Collaboration

• Conducted on-site visits to medical practices to gain insights into the everyday use of Idana products across different user groups
• Regularly presented work results to the team

Senior UX Designer | Verivox GmbH
October 2024 – March 2025

• Leading UX design for Verivox App
• Responsible for research, conceptualization, prototyping
• Accessibility Task Force member

Senior UX Designer | IBM iX
April 2021 – September 2024

• Leading UX design projects in the health insurance industry
• Responsible for research, conceptualization, prototyping, and usability testing
• Mentoring and supervision of junior designers
• Continuous optimization and development of design processes
• Acquired knowledge in accessibility, generative AI and sustainability through regular training

Senior UX Designer | Caresyntax GmbH
January 2017 – March 2021

• Responsible for UX design and team leadership
• Further development and enhancement of main products qvident and CX Prime
• Creation of wireframes, prototypes, and design specifications
• Planning, execution, and analysis of usability tests and surveys
• Initiation and management of redesign processes
• Conducting design workshops

Senior UX/UI Designer | Wooga GmbH
August 2014 – December 2016

• UX design lead for mobile games (football manager and farming game)
• Responsible for user research, interaction design, prototyping, and testing
• Organization and facilitation of design workshops and monthly design talks

Senior UI Designer | Useeds GmbH (now Diffferent)
July 2012 – July 2014

• Design and maintenance of websites, apps, and icons for clients such as mobile.de, Consors Bank, and Cardif
• Close collaboration with on-site development teams
• Mentoring of junior designers, project leadership and organization of weekly design meetings

UI Designer | UID GmbH
November 2007 – June 2012

• Visual and industrial design for software and hardware projects (e.g., Bosch, Media Markt)
• Deputy team leader, project and sub-project management, mentorship of apprentices
• Facilitation of internal workshops (sketching, presenting)

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Skills

UX
Research, Competitive analysis, Journey mapping, Information architecture, Interaction design, Usability testing, Design evaluation, Accessibility, Design thinking

UI
UI design, UI animations, Icon design, Design System, 3-D-modelling, Video and image editing

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Tools & Software

UX/UI: Figma, Sketch, Adobe XD, Flinto, Illustrator, Photoshop, Premiere Pro, After Effects
AI (LLM): Claude, Claude Design, Figma AI
AI (Gen AI): Adobe Firefly, Sora, Midjourney
Co-Creation: Confluence, Jira, Click-Up, Mural, Miro
Office: Power Point, Keynote, Word, Excel
Drawing: Pen & Paper, Procreate (iPad Pro)
3D Modeling: Rhino, Cinema 4D, V-Ray, Blender