FABIAN MAXIMILIAN LENZ
Digital Experience Leadership
I am a senior UX and digital product leader with 20+ years of experience in shaping, scaling and leading customer-centered organizations in complex enterprise environments.
MY EXPERIENCE
20
years
Digital Design
17
years
Product Management
15
years
User Experience
LEADERSHIP & WORKING PRINCIPLES
Outcome and impact over output
I measure success by the difference a product makes for people – not by how much stories were implemented.
Solving real problems over shipping features
I aim to create products that address real needs – not just features that look good or fill a backlog.
Collaboration and professionalism over ego and silos
I thrive in environments where cross-functional collaboration, quality and shared ownership matter more than individual agendas.
Continuous learning over fixed expertise
With over 20 years of experience, I stay curious and open – because good design is never finished.
Clarity and empathy over assumptions and opinions
I design with empathy, evidence, and real user understanding – not based on guesswork or personal preferences.
I work at the intersection of user needs, product strategy, organizational design and business objectives, helping companies move from isolated UX or product initiatives toward mature, outcome-oriented operating models. My focus is not on disciplines in isolation, but on how UX, product, technology, and business need to work together to create sustainable impact.
MY WORK EXPERIENCE
04/2022 - PRESENT
USER EXPERIENCE LEAD
HUK-COBURG
- Leading the UX/UI chapter (22 people) of the Digital Services department.
- Responsible for User Experience and User Interface Design for various digital platforms of the brands HUK-COBURG, HUK24 and VRK.
- Building and maintaining the multi brand design system “Shield”
- Managing and developing a team of highly skilled UX and UI professionals with different backgrounds and specializations.
- Creating a holistic and group-wide UX strategy that truly puts the customer at the center of all measures and initiatives.
- Development and implementation of relevant UX metrics to continuously measure all actions and optimizations.
- Continuous development and increase of the UX maturity level of the organization.
05/2021 - 03/2022
Head of Digital Products
asambeauty
- Building the digital product team consisting of product owners, CX & UX professionals, web analysts, conversion optimizers and SEO specialists.
- Optimizing the use of Scrum, the collaboration within the team and the general processes.
- Introducing the human-centered product development and design process.
- Design and implementation of new products as well as ongoing optimization of existing products based on user insights, data analysis and further research activities.
- Developing product strategies as well as corresponding product roadmaps and planning and tracking the implementation.
03/2018 - 04/2021
Head of User Experience
Hoffmann Group
- Taking over the general responsibility for User Experience within the company.
- Coordinating all UX related activities, managing stakeholders and service providers.
- Defining requirements, developing concepts and supervising the implementation of cross-platfor products.
- Challenging the current state - always having optimum solutions in mind.
- Introducing UX methods and processes for the development of different digital products.
- Consulting, leading and inspiring colleagues.
- Implementing a company-wide design component library.
- Hands-on designing the User Experience of various applications and digital services.
06/2015 - 02/2018
User Experience Manager
MediaMarktSaturn
- Conception of new features and functions based on the atomic design approach.
- Development of the pattern library.
- Ongoing optimization of processes and collaboration between the UX designers of all customer domains.
- Planning a mobile test lab and conducting different user tests.
- Leading the UX team.
- Developing product strategies, concepts, wireframes, prototypes and designs for responsive web applications, Smart TV apps and native applications on Android and iOS.
09/2011 - 05/2015
CEO
lenzwiefrühling
07/2010 - 08/2011
Manager Customer Portal
Kabel Deutschland
08/2008 - 06/2010
Head of Portal Management
mediaprint infoverlag GmbH
01/2008 - 07/2008
Visual Desiger
FriendScout24
09/2005 - 12/2007
Digital Media Designer
AMAN Media GmbH
Throughout my career, I have built and led large UX and product-related teams, developed group-wide strategies, introduced scalable design systems and established governance and operating models that enable clarity, consistency and effective decision-making at scale. I am particularly experienced in environments characterized by high complexity, multiple brands or platforms and strong regulatory or organizational constraints.
CERTIFICATES & TRAINING
CPUX-F
Certified Professional for User Experience - Foundation Level
CPUX-M
Certified Professional for User Experience - Essentials in UX and HCD Management
Certified Usability Engineer
Web Accessibility
WAI0.1x: Introduction to Web Accessibility
Digital Accessibility
A4Q Certified Professional Digital Accessibility
CSM
Certified ScrumMaster®
PSPO 1
Professional Scrum Product Owner™ I
PSU 1
Professional Scrum™ with User Experience I
PAL 1
Professional Agile Leadership™ I
PPDV
Professional Product Discovery and Validation™
I support organizations in anchoring user experience and product thinking as strategic capabilities - not as methods or phases, but as integral parts of leadership, structure and culture. This includes defining clear responsibilities, aligning stakeholders at executive level and introducing measurable outcomes to guide decisions and continuous improvement.
Leaders and senior stakeholders value me as a sparring partner who translates customer-centered thinking into strategic and operational decisions, bridges gaps between disciplines and helps organizations navigate transformation with clarity, professionalism and empathy.
Senior UX and digital product leader helping organizations build customer-centered operating models that drive clarity, alignment and measurable impact across UX, product and business.