Fabian M. Lenz

Head of Digital Products

asambeauty GmbH


I am a passionate Product Lead & Design Manager with more than 15 years of experience in the conception and development of digital products, taking into account business requirements, technical possibilities, user needs as well as the experience of the users before, during and after the usage of a product.


Head of Digital Products
05/2021 - present | BHI Beauty & Health Investment Group | asambeauty | Munich

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.

Head of User Experience
12/2018 - 04/2021 | Hoffmann Group | Munich

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-platform products. Development of a company-wide and cross-platform design system for all digital products and services. Challenging the current state - always having optimum solutions in mind.

UX Designer Digital Services / PO Pattern Library
03/2018 - 11/2018 | Hoffmann Group | Munich

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.

UX Expert
09/2017 - 02/2018 | MediaMarktSaturn | MediaMarktSaturn Retail Concepts | Munich

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.

UX Manager
06/2015 - 08/2017 | MediaMarktSaturn | JUKE! Entertainment | Ingolstadt

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.

CEO / Head of UX
09/2011 - 05/2015 | lenzwiefrühling | Augsburg

Developing the experience of responsive web and mobile applications for companies from different business areas. Consulting clients, planning projects, motivating workmates and presenting great results.

Manager Customer Portal
07/2010 - 08/2011 | Kabel Deutschland | Munich

Optimizing the customer portal, its services and functions and the experience for the users. Being the design lead for the customer portal relaunch. Conducting different user tests for new portal features.

Head of Portal Management
03/2010 - 07/2010 | mediaprint infoverlag | Mering

Leading the group web team, designing and developing different portal solutions and applications.

Teamlead Online
08/2008 - 02/2010 | mediaprint infoverlag | Mering

Managing the companies web department, designing and developing new products, eCommerce websites and other online services.

Visual Designer
01/2008 - 08/2008 | FriendScout24 | Munich

Managing the design team, creating new visions and experiences for the web portal and doing my bit in the web relaunch project.

Digital Media Designer
09/2005 - 01/2008 | AMAN Media | Odelzhausen

Designing different websites and web applications, performing front end development and leading projects for customers from different industries.

I combine empathy, science & creativity to create engaging and joyful experiences, that trigger a measurable change in the user behavior and drive business results!

Design Management
Design Strategy
Design Leadership
Design Systems
UX & UI Design
Product Leadership
User Research
Customer Experience
Workshop Facilitation
eCommerce Management
Human-Centered Design
Conversion Rate Optimization
Product Management
Customer Research
Product Strategy
Agile Coaching
Digital Product Development
Product Ownership