Experience Lead
Extensive experience and proven success in enterprise settings
Olgu Günal
Human-centered. Strategy-driven.
With a lifelong passion for pixels and interaction design, my journey began with a deep-rooted enthusiasm for the digital world. My foundation in media sciences and anthropogeography allowed me to explore the intricate connections between people, place, and technology. This background naturally evolved into a career in User Experience Design and Human-Machine Interaction.
Over the years, I’ve developed a strong ability to connect strategic thinking with scalable design practice. As User Experience Lead and Product Owner User Experience Services at Mobiliar, I’m responsible for establishing user-centered design as a company-wide standard. Together with a cross-functional team, we’ve built a modular design system, embedded UX across 15+ agile product lines, and enabled impact at scale – serving over 2.3 million customers and more than 6,000 employees daily.
I believe in drawing from solid methodology, design expertise, and technological understanding – but above all, in bringing together the right people and perspectives to achieve shared goals. My multicultural background and personal development have shaped how I intuitively approach problems with a multi-perspective mindset. That’s why I’m excited about the opportunity to contribute to an environment where excellence, impact, and innovation are at the core – and where UX is both a craft and a catalyst for meaningful change.
Industry Evaluator
Long-standing jury member of the Best of Swiss Web Awards
Agile Expertise
Driving cross-functional alignment
Community
Co-creator of the “Experience in Swiss Enterprises” format
Work Experience
2015 - Now
User Experience Lead & Product Owner
La Mobilière Insurance (Bern)
Summary:
-
UX Vision: Definition and execution of an organization-wide UX strategy across platforms and products
-
People Leadership: Leading and scaling cross-functional UX and product teams
-
Craft Excellence: Design system ownership, concept integrity, and interface quality
-
Collaboration: Deep alignment with engineering, product, brand, and business units
-
Scale: Delivery across a 6,000+ FTE organization and a 2.3M customer base
User Experience Lead
As UX Lead, I am responsible for shaping, scaling, and embedding a cross-organizational UX discipline. I lead interdisciplinary teams, define scalable standards, and develop the strategic UX vision across all channels, customer segments (B2C, B2B, B2E), and digital platforms. My focus lies in quality, governance, scalability, and organizational impact.
Building & Institutionalizing the UX Discipline – Established a central UX organization based on a role-specific, agile “Hub & Spoke” model. Implemented user-centered methods, standards, and governance across all teams and units.
- I was responsible to establish UX as an enterprise-wide discipline, which is reflected in achieving UX maturity level 5 and embedding UCD in all product areas, by shaping methods, roles, and processes across more than 15 Agile Release Trains (with over 1’500 Members).
- I actively shaped and grew the UX team, which is evidenced by scaling from 3 to 20+ cross-functional UX experts (incl. Google Developer Experts) and increased organizational visibility, by leading targeted hiring, coaching, and role integration efforts.
More results
-
We laid the foundation for strategically impactful UX work,
which can be seen in the integration of UX objectives into OKRs and strategic programs, by communicating the value of UX through measurable impact, planning reliability, and reduced delivery risk. -
We were able to embed UCD in product development with business and tech stakeholders, which is reflected in its presence in goals, KPIs, and team roadmaps, by enabling teams to define and prioritize user-driven outcomes.
Strategic UX Vision & Execution – Developed and operationalized a comprehensive, scalable UX vision aligned with Mobiliar’s brand and business strategy. Responsible for cross-channel experience across all touchpoints.
-
I co-created and implemented an enterprise-wide UX vision which is reflected in 92% design system adoption and the unification of the digital product landscape, by aligning principles, interaction patterns, and visual language across teams and touchpoints.
- We as a discipline reinforced data-informed decision-making in UX, which is evident in 100+ iterated projects and continuous KPI-driven optimization, by embedding user KPIs, research insights, and analytics into experience planning and prioritization.
More results
-
My team and I enabled end-to-end consistency across the experience layer, which can be measured by seamless cross-channel journeys and interface coherence across 100% of key journey touchpoints, by mapping journeys and use cases and translating them into scalable experience standards.
- My team and I established a scalable design infrastructure, which led to pattern reusability and cross-team convergence, by implementing a modular, context-aware design system with technical frameworks, toolings, tailored coaching and guidelines.
User-Centered Design & Digital Optimization – Led the UX for customer- and employee-facing digital products. Anchored iterative, analytics and insight-driven design in product development.
-
We significantly increased conversion across key digital journeys, which is reflected in a 43% increase in online leads and 24% more direct sales after the website relaunch, by integrating business objectives and user needs into a multi-perspective UX concept and iteratively refining it (read case study).
-
With support from our product teams we maintained high user satisfaction across digital channels, which is evident in 4.8-star App Store and 4.5-star Google Play ratings and over 200’000+ downloads, by continuously optimizing features through analytics, user feedback, and UX research.
More results
-
As part of the core project team I contributed to an award-winning digital user experience, which was recognized with the Best of Swiss Web Silver Award 2025 (User Experience category), by aligning content, interaction, and technology across complete journeys and customer scenarios.
-
We as a discipline enabled the successful translation of a trusted analog brand into digital channels, which is reflected in consistent engagement despite a traditional brand core, by transforming values, tone, and expectations into meaningful digital interactions and UI patterns.
Thought Leadership & Innovation – Drove innovation in digital customer experience, including AI integration, new product development, and venture spin-offs.
-
We helped shape Mobiliar’s digital brand identity,
which is reflected in 78% brand affinity (Most Trusted Brand 2023) and a top reputation in the sector (GfK Business Reflector), by translating brand principles into digital interaction models in close collaboration with brand, UX, and tech stakeholders. -
I contributed to developing systems-driven, AI-powered UX solutions, demonstrated by significant E2E efficiency gains and real-world use cases (e.g., the first ai-driven claim registration for customers and employees), by bridging research, design, and implementation in collaboration with the Mobiliar Lab at ETH Zurich.
More results
- I expanded the UX footprint in digital ventures and new business models, which is evidenced by the successful market growth of spin-offs like Buildigo, by supporting UX strategy, brand integration, and decision-making from early-stage to scaling.
- I enabled data-driven innovation decisions with my team, which is reflected in the structured integration of research and market insights into product and strategy, by applying lean UX, MVP validation, and exploratory design approaches.
Change Management & UX Upskilling – Enabled organization-wide UX literacy and empowered stakeholders through systematic onboarding and learning paths.
- My team and I scaled UX knowledge and capability across the organization, which is evidenced by over 100 employees trained annually and more than 50 active UX ambassadors, by creating and implementing role-specific onboarding, training, and coaching programs.
- I enabled cross-functional teams to apply user-centered methods independently, which is reflected in increased UCD adoption and growing UX demand in product areas, by equipping business, tech, and management stakeholders with practical tools, templates, and structured guidance.
More results
- UX is positioned as an integrative force between disciplines,
which is visible in aligned interfaces with product, development, data, and legal teams, by coordinating UX processes, responsibilities, and decision points across functions. - I contributed to the professionalization of the Swiss UX community, which is demonstrated by co-founding the national exchange format “Experience in Large Enterprises”, by facilitating interdisciplinary knowledge sharing beyond organizational boundaries.
Product Owner User Experience Services
As Product Owner for UX Experience Services, I lead strategic and operational UX product ownership in a SAFe environment. I coordinate shared services, align UX and technology, and ensure experience objectives are embedded into product roadmaps & strategy, architecture, and delivery flows.
Strategic UX Product Leadership & Roadmapping – Scoped, planned, and drove UX roadmaps for high-impact digital services. Ensured alignment across all critical touchpoints and business domains.
- UX is embedded into strategic product roadmaps,
which is reflected in consistent experience coverage across all core products and services, by translating UCD objectives into epics, features, and implementation steps and owning them across teams. -
I aligned user-centered design with strategic company goals —measurable through the high integration of UX roles and insights into enterprise-wide OKR processes — by collaborating with business and leadership to prioritize and embed experience objectives.
More results
-
The impact of good and the risks of poor UX is visible at the product level, which resulted in increased acceptance of UX resources and better-informed management decisions, by quantifying effects on satisfaction, rework, delivery cost, and business value.
-
We systematically brought the user voice into product strategy, which is reflected in user-driven roadmaps and validated product decisions, by integrating qualitative and quantitative insights into cross-functional planning processes.
Business Impact & Scalable Experiences – Accountable for UX solutions with high scalability and daily usage by employees and customers.
- My team is responsible for user-centered solutions at scale, which is reflected in high daily usage by over 2.3 million customers and more than 6,000 employees, by coordinating cross-channel experience design for key portals and applications.
-
We achieved improved operational efficiency across core processes, which is measurable through ~870,000 digitally supported insurance claims per year, by designing end-to-end journeys, analyzing user needs, and optimizing digital flows.
More results
- UX contributions to business success is visible, which is evidenced by a Net Promoter Score of 85% and a customer satisfaction rating of 4.87 out of 5, by linking UX measures to user and business KPIs and feeding them back into product strategy.
- My team and I helped shape external UX success indicators, which is reflected in repeated awards such as the Reader’s Digest “Most Trusted Brand”, by strengthening trust, relevance, and consistency in the digital experience landscape.
Cross-functional Collaboration & Stakeholder Alignment – Represented UX in strategic decision-making and ensured alignment across business, tech, and product units.
- I systematically established UX as a cross-cutting discipline in product development, which is reflected in consistent UX representation across 50+ product teams (local, nearshore, offshore), by implementing central UCD roadmaps, aligned role models, and cross-functional decision formats.
- I was responsible for making cross-functional collaboration scalable, which is evidenced by established interfaces with product, engineering, business, and legal teams, by introducing journey- and scenario-based coordination and well-defined handoffs and alignment structures.
More results
- We enabled shared ownership of UX initiatives, which is reflected in aligned roadmaps, joint outcomes, and reduced coordination overhead, by preparing and facilitating multi-perspective decisions using clear methods and shared terminology.
-
We connected UX knowledge and responsibility across teams, which led to stronger concept reusability and coherent decision flows, by organizing recurring review formats, design exchanges, and strategic UX alignment sessions.
Operational Excellence & UX Service Management – Scalable User Experiences & Business Impact
-
We measurably improved design efficiency across the organization, which is reflected in a 1.5x increase in speed with consistently high output quality, by standardizing methods, documentation, and communication across cross-functional teams.
-
Our design system significantly increased reusability of UX components, which is evident in 92% design system adherence and 90%+ component reuse in new solutions, by implementing scalable patterns, modular UI building blocks, and centralized libraries.
More results
-
Reduced time-to-productivity and time-to-value, which is demonstrated by onboarding time dropping from ~1 month to immediate readiness and faster release cycles, by aligning UX processes, toolchains, and handoff protocols with delivery teams
-
I created transparency and control in the UX delivery process, which can be seen in more predictable planning, stronger collaboration with engineering, and measurable progress, by defining roadmaps, maturity levels, and quality criteria as part of the delivery framework.
2013 - 2014
Senior Interaction Designer
Crealogix AG (Zurich) & Roche Diagnostics (Rotkreuz)
Summary:
- Part of the Human Interaction Design Team at Crealogix & external UX specialist at Roche Diagnostics (Rotkreuz).
- Interaction design, user research, testing, and prototyping for client-facing and employee-facing software and hardware.
- UX concept development for the B2B platform of Roche Diagnostics and cross-project development of the design system.
- Conceptual work for Crealogix’s e-banking and e-learning platforms.
- Documentation of concepts and creation of design guidelines.
bis 2013
2009 - 2013
CAMAG (Muttenz)
User Experience Designer
2008 - 2011
University of Basel
Webmaster & IT Administrator at the Department of History
2009 - 2010
University of Basel
Project Assistant – Merian Plan 3D Research Project
2008
University of Basel
Tutor – Computer Science
2007 - 2008
O.S.I.S.A
Developer & IT Expert
2001 - 2008
Freelancer
Webdesigner
Additional Qualifications and Competencies
Additional Information
Education
2010 - 2014
University of Basel
Mediasciences and Geosciences
2007 - 2009
University of Basel
Mediasciences and Geosciences
2006 - 2007
University of Zurich
Economics
2001 - 2005
Gymnasium Liestal
Business and Law
Languages
English
Advanced Proficiency (C1 - C2)
German
Native Speaker
Turkish
Native Speaker
French
Basic Knowledge (A2 - B1)
Hobbies and Interests
Creation
Photography, videography, design, interior decoration, and DIY projects
Technology & Society
The intersection of technology and society, net culture, web technologies, hardware and software development, game design, and historical and societal contexts