UX/UI Design Lead (m/f/d)

📍 Job Overview

Job Title: UX/UI Design Lead (m/f/d)

Company: Birkenstock

Location: München, Germany

Job Type: Full-Time

Category: UX/UI Design Leadership

Date Posted: September 01, 2026

Experience Level: 10+ Years

Remote Status: On-site

🚀 Role Summary

• Lead the end-to-end UX/UI design process for Birkenstock's digital products and e-commerce experiences, encompassing discovery, concept validation, wireframing, user flows, prototyping, and high-fidelity design.

• Champion a customer-centric design culture by advocating for user needs and translating customer insights into measurable product improvements and seamless user journeys through user research and onsite analyses.

• Own and evolve the BIRKENSTOCK design system, component library, UI standards, and reusable design patterns to ensure consistency, scalability, accessibility, and usability across all platforms and regions.

• Act as the primary UX/UI expert, guiding team members, prioritizing projects, and fostering a high-performing, feedback-driven design culture through collaboration and knowledge sharing.

📝 Enhancement Note: This role is positioned as a Lead within the UX/UI Design function, indicating significant responsibility for strategic direction, team mentorship, and ownership of design systems and processes. The emphasis on e-commerce and digital products suggests a strong focus on customer journey optimization and conversion.

📈 Primary Responsibilities

• Spearhead the complete UX/UI design lifecycle for Birkenstock's digital platforms and e-commerce initiatives, from initial user research and concept validation to the delivery of wireframes, user flows, prototypes, and polished high-fidelity designs.

• Conduct and support comprehensive user research activities, including usability testing, surveys, card sorting, and onsite analyses, to gather actionable customer insights that drive product enhancements and optimize user journeys.

• Champion user advocacy by integrating customer needs into every stage of the product development lifecycle, working collaboratively with Product Managers, Development, and QA teams to align design solutions with business objectives and technical constraints.

• Maintain and continuously develop the BIRKENSTOCK design system, ensuring its integrity, scalability, accessibility, and usability across all digital touchpoints and international markets.

• Drive quality assurance for UX and UI implementation, upholding design governance and best practices to ensure a consistent and high-quality user experience.

• Serve as the central UX/UI expert, providing guidance, mentorship, and constructive feedback to design team members, and effectively prioritizing projects and workload.

• Proactively identify opportunities to enhance the customer experience by staying abreast of UX, UI, accessibility, and emerging technology trends, including the responsible integration of AI in design processes.

• Foster a collaborative and feedback-driven design culture, promoting knowledge sharing and continuous improvement within the team.

📝 Enhancement Note: The responsibilities highlight a blend of strategic leadership, hands-on design execution, and team enablement, typical of a Lead role. The explicit mention of AI integration suggests a forward-thinking approach to design processes and efficiency.

🎓 Skills & Qualifications

Education: While specific educational requirements are not detailed, a Bachelor's or Master's degree in Design, Human-Computer Interaction, Computer Science, or a related field is typically expected for this level of role.

Experience: 8+ years of professional experience in UX/UI Design, including demonstrated experience in a Senior, Lead, or comparable leadership position.

Required Skills:

• Proven expertise across the full product design lifecycle, from discovery and research to high-fidelity design and implementation.

• Strong portfolio showcasing customer-centric digital product design and complex user journey creation, ideally within e-commerce, retail, fashion, or lifestyle sectors.

• Advanced proficiency in User Research methodologies, Usability Testing, Interaction Design, Information Architecture, Visual Design, Design Systems, Accessibility standards, and Design Thinking.

• Mastery of Figma and other modern design and prototyping tools.

• Experience working within Agile product development environments, utilizing tools like Jira and Confluence for collaboration and project management.

• Demonstrated experience in coaching, mentoring, and supporting junior designers, fostering a collaborative team culture.

• Excellent stakeholder management, communication, and cross-functional collaboration skills, with the ability to articulate design rationale and strategic recommendations.

• A detail-oriented, hands-on problem-solver with a continuous improvement mindset and adaptability in fast-paced environments. Preferred Skills:

• German language skills are a significant advantage.

• Experience in managing and evolving comprehensive design systems and UI governance frameworks.

• Familiarity with scalable UI frameworks and maintaining design guidelines and knowledge bases.

• Openness and experience with leveraging AI tools to enhance design research, ideation, content creation, and workflow optimization.

📝 Enhancement Note: The requirement for a strong portfolio specifically in e-commerce, retail, fashion, or lifestyle environments is crucial. Proficiency in Figma and Agile tools is a hard requirement, emphasizing the need for candidates to be current with industry-standard tools and methodologies.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• A comprehensive portfolio that vividly demonstrates expertise across the entire product design lifecycle, from initial concept and user research to final high-fidelity designs and implemented solutions.

• Case studies highlighting the design of customer-centric digital products and complex user journeys, with a preference for e-commerce, retail, fashion, or lifestyle contexts.

• Clear articulation of the problem statement, the user research conducted, the design process followed, the rationale behind design decisions, and the measurable impact of the solutions.

• Examples showcasing proficiency in User Research, Usability Testing, Interaction Design, Information Architecture, Visual Design, Design Systems, and Accessibility.

• Demonstrations of advanced Figma skills and the ability to create interactive prototypes. Process Documentation:

• Evidence of experience in owning and evolving design systems, component libraries, and UI standards, ensuring consistency, scalability, and accessibility.

• Examples of how user insights and research findings were translated into tangible product improvements and optimized user journeys.

• Documentation or case studies illustrating collaboration with Product Managers, Development, and QA teams to align design with business goals and technical constraints.

• Understanding and application of design governance, usability principles, and accessibility standards in practice.

📝 Enhancement Note: The portfolio is critical for this role. Candidates must be prepared to present detailed case studies that not only showcase design execution but also demonstrate strategic thinking, user advocacy, and the ability to drive measurable business outcomes through design. The emphasis on design systems and governance is a key differentiator.

💵 Compensation & Benefits

Salary Range: Based on industry benchmarks for a UX/UI Design Lead with 10+ years of experience in Munich, Germany, the estimated annual salary range is €75,000 - €100,000. This range accounts for the specific experience level, leadership responsibilities, and the cost of living in Munich. The final salary will depend on the candidate's specific qualifications, experience, and interview performance.

Benefits:

• Dynamic work environment conducive to innovation and creativity.

• Significant design freedom, allowing for impactful contributions and strategic input.

• Authentic and open corporate culture that values collaboration and transparency.

• Excellent development opportunities for professional growth and skill advancement.

• Potential for international exposure within a global brand.

Working Hours: 40 hours per week, typical for a full-time role in Germany. While the role is on-site, there may be flexibility regarding daily start and end times, subject to team and business needs.

📝 Enhancement Note: The salary estimate is based on typical compensation for senior design leadership roles in major German cities like Munich, considering the specialized skills and experience required. Benefits are drawn directly from the provided "WE OFFER" section, contextualized for a design professional.

🎯 Team & Company Context

🏢 Company Culture

Industry: Footwear and Fashion Retail. Birkenstock is a globally recognized brand with a deep heritage in shoemaking dating back to 1774, known for its comfort and quality. The company operates within a competitive global market, increasingly focused on digital presence and customer experience.

Company Size: Approximately 7,100 employees worldwide, with significant operations in Germany and international sales offices. This indicates a substantial, established organization with a global reach, offering both stability and opportunities for impact.

Founded: 1774. The company's long history imbues it with a strong sense of tradition and craftsmanship, which is likely balanced with a modern approach to digital innovation.

Team Structure:

• The UX/UI Design Lead will likely be part of a broader Digital Product or E-commerce team.

• This team will comprise Product Managers, Developers (front-end and back-end), QA testers, and potentially other designers or researchers.

• The Lead will report to a Director or Head of Digital Product/E-commerce, overseeing a small team of designers or acting as the sole design lead for specific product areas. Methodology:

• Data-Driven Design: Emphasis on user research, usability testing, and analytics to inform design decisions and measure impact.

• Agile Development: Collaboration within sprints, continuous integration of feedback, and iterative design improvements.

• Design System Management: Structured approach to creating and maintaining a consistent and scalable visual language and component library.

• Customer-Centricity: A core value focused on understanding and meeting customer needs throughout their digital journey.

Company Website: https://careers.birkenstock-group.com/us/en

📝 Enhancement Note: Birkenstock's long history suggests a company that values heritage and quality, while its global presence and focus on digital products indicate a commitment to modernizing and expanding its reach. The size of the company implies structured processes but also potential for significant influence for a lead role.

📈 Career & Growth Analysis

Operations Career Level: This role represents a senior leadership position within the UX/UI Design discipline. It's a "Lead" role, signifying ownership, strategic input, and mentorship responsibilities. It’s a critical juncture for designers looking to move beyond individual contribution into shaping design direction and team development.

Reporting Structure: The UX/UI Design Lead will likely report to a Director or Head of Digital Product, E-commerce, or a similar senior digital leadership role. They will be responsible for guiding and mentoring other designers on the team, fostering a collaborative and high-performing design unit.

Operations Impact: The UX/UI Design Lead will have a direct and significant impact on Birkenstock's digital revenue streams by optimizing the e-commerce experience, improving conversion rates, enhancing customer satisfaction, and ensuring brand consistency across all digital touchpoints. Their work directly influences customer perception and loyalty.

Growth Opportunities:

• Leadership Advancement: Potential to grow into a Head of UX/UI Design or Director of Product role, managing larger teams and broader product portfolios.

• Strategic Influence: Opportunity to shape the long-term digital product strategy and design vision for a globally recognized brand.

• Skill Specialization: Deepen expertise in areas such as design systems, accessibility, AI in design, or specific e-commerce UX challenges.

• Cross-Functional Leadership: Develop stronger strategic partnerships with Product Management, Engineering, Marketing, and other key departments.

📝 Enhancement Note: This role is positioned as a key leadership opportunity, offering a clear path for career advancement within a well-established global brand. The emphasis on impact through customer experience optimization is a strong draw for ambitious design leaders.

🌐 Work Environment

Office Type: The role is described as "On-site," indicating a traditional office-based work environment. This suggests a collaborative setting where in-person interaction, brainstorming, and team cohesion are prioritized.

Office Location(s): The primary office location is München (Munich), Germany. Munich is a major European hub known for its vibrant tech and design scene, offering excellent amenities and a high quality of life.

Workspace Context:

• Collaborative Environment: Expect a workspace designed to foster interaction, with meeting rooms, common areas, and potentially open-plan desk arrangements that encourage spontaneous collaboration with Product Managers, Developers, and other team members.

• Tools & Technology: Access to modern design tools (Figma), collaboration platforms (Jira, Confluence), and potentially advanced hardware to support design work.

• Team Interaction: Regular opportunities for direct interaction with the design team, product teams, and stakeholders across various departments, facilitating knowledge sharing and aligned decision-making.

Work Schedule: The standard working hours are 40 hours per week. While on-site, the company culture is described as "dynamic" and offering "design freedom," suggesting a results-oriented approach where productivity and impact are valued, potentially allowing for some flexibility in daily schedules as long as responsibilities are met.

📝 Enhancement Note: The on-site requirement in Munich suggests a preference for a highly collaborative and integrated design process. Candidates should be prepared for a structured office environment that facilitates close teamwork and stakeholder engagement.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A review of CV and portfolio to assess qualifications and experience.

• Hiring Manager Interview: Discussion of experience, leadership style, and alignment with company culture.

• Design Challenge/Case Study Presentation: Candidates will likely be asked to present their portfolio, focusing on specific case studies that demonstrate their problem-solving approach, design process, and impact. This may involve a practical design exercise or a deep dive into a past project.

• Team/Stakeholder Interviews: Meetings with Product Managers, Developers, and potentially other designers to assess collaboration skills and technical fit.

• Final Interview: Potentially with a senior leader (e.g., Head of Digital) to discuss strategic vision and overall fit.

Portfolio Review Tips:

• Curate Strategically: Select 3-5 of your strongest, most relevant projects that showcase leadership, end-to-end design process, e-commerce experience, and measurable impact.

• Tell a Story: For each case study, clearly articulate the problem, your role, the process (research, ideation, design, testing), your specific contributions, the challenges faced, and the outcomes (quantifiable results are key).

• Highlight Leadership: Demonstrate how you've mentored designers, managed design systems, influenced product strategy, and collaborated effectively with cross-functional teams.

• Showcase Tools: Clearly indicate the tools and methodologies used, with a strong emphasis on Figma, user research, and Agile practices.

• Accessibility & Design Systems: Ensure your portfolio includes examples that highlight your expertise in these critical areas.

Challenge Preparation:

• Anticipate UX/UI Problems: Be prepared to discuss how you would approach common UX challenges in e-commerce, such as improving conversion rates, optimizing checkout flows, or enhancing product discovery.

• Design System Thinking: Understand how to build, maintain, and scale a design system for a global brand.

• AI Integration: Think about how AI can be responsibly integrated into design workflows to enhance efficiency and user experience, and be ready to discuss specific examples.

• Stakeholder Communication: Practice articulating design rationale clearly and persuasively, and be ready to defend your design decisions with data and user insights.

📝 Enhancement Note: The interview process is expected to be rigorous, with a strong emphasis on portfolio presentation and practical application of UX/UI principles in an e-commerce context. Candidates should prepare to discuss their leadership capabilities and strategic thinking regarding design systems and AI integration.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: Essential for all aspects of UX/UI design, including wireframing, prototyping, and high-fidelity visual design. Advanced proficiency is expected.

• Prototyping Tools: While Figma is primary, familiarity with other prototyping tools may be beneficial.

• User Research Tools: Experience with platforms for surveys, usability testing, and user interviews (e.g., UserTesting.com, SurveyMonkey, Lookback, Maze).

Analytics & Reporting:

• Web Analytics Platforms: Familiarity with tools like Google Analytics, Adobe Analytics, or similar for understanding user behavior and measuring the impact of design changes.

• Data Visualization Tools: Experience with tools that can help interpret and present user data and design performance metrics.

CRM & Automation:

• Jira & Confluence: Crucial for Agile project management, bug tracking, and documentation, facilitating seamless collaboration with development and product teams.

• Design System Management Tools: While Figma often serves this purpose, understanding of specialized design system platforms or processes might be relevant.

📝 Enhancement Note: Proficiency in Figma and Agile collaboration tools (Jira, Confluence) is a non-negotiable requirement. The role also implies a need to work with analytics to measure design impact, so familiarity with web analytics platforms is highly advantageous.

👥 Team Culture & Values

Operations Values:

• Customer-Centricity: A fundamental value that guides all design decisions, ensuring that user needs and satisfaction are at the forefront of product development.

• Quality & Craftsmanship: Reflecting the Birkenstock heritage, this value emphasizes attention to detail, high standards, and the creation of well-crafted, durable digital experiences.

• Collaboration & Openness: An emphasis on teamwork, transparent communication, and a willingness to share feedback and ideas across departments.

• Innovation & Continuous Improvement: A forward-thinking approach that encourages exploring new technologies (like AI), modern design practices, and a constant drive to enhance user experiences and team efficiency.

Collaboration Style:

• Cross-Functional Integration: The Lead will work closely with Product Management, Engineering, QA, and potentially Marketing teams, requiring strong communication and the ability to translate design concepts into actionable requirements.

• Feedback-Driven: The team culture is described as "feedback-driven," meaning that constructive criticism and iterative improvements are welcomed and encouraged as part of the design process.

• Mentorship & Knowledge Sharing: The Lead is expected to foster an environment where designers can learn from each other and grow, actively sharing expertise and best practices.

📝 Enhancement Note: The company culture values a blend of traditional quality with modern digital innovation. Candidates should demonstrate an understanding of how to balance user needs with business objectives within a collaborative, feedback-oriented environment.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Global Consistency with Local Needs: Ensuring the design system and user experience are consistent across diverse international markets while accommodating regional preferences and regulations.

• Integrating AI Responsibly: Identifying and implementing AI tools and techniques that genuinely enhance the design process and customer experience without compromising user privacy or ethical standards.

• Driving Design Adoption: Championing design best practices and the adoption of the design system across various product teams and stakeholders who may have different priorities or levels of design understanding.

• Managing Evolving E-commerce Trends: Staying ahead of rapid changes in e-commerce technology, user expectations, and competitive landscapes to ensure Birkenstock's digital presence remains cutting-edge.

Learning & Development Opportunities:

• Advanced Design Leadership: Opportunities to hone strategic thinking, team management, and cross-functional leadership skills.

• Emerging Technology Exploration: Hands-on experience with integrating AI and other new technologies into design workflows.

• Global Brand Exposure: Working on a globally recognized brand provides exposure to international market dynamics and diverse user bases.

• Design System Evolution: Leading the growth and refinement of a comprehensive design system for a large-scale e-commerce platform.

📝 Enhancement Note: The challenges presented are typical for a lead role in a global e-commerce environment, particularly with the integration of new technologies like AI. The growth opportunities are substantial for someone looking to make a significant impact and advance their career in design leadership.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you led the design of a complex e-commerce user journey. What was the problem, your process, and the measurable outcome?" (Focus on end-to-end process, user research, and impact metrics.)

• "How would you approach evolving and scaling the BIRKENSTOCK design system to accommodate new product lines or regional variations?" (Highlight your understanding of design system principles, governance, and scalability.)

• "What are your thoughts on integrating AI into the UX/UI design process for a brand like Birkenstock? What opportunities and challenges do you foresee?" (Prepare specific examples of AI applications in research, ideation, or workflow optimization, and discuss ethical considerations.) Company & Culture Questions:

• "How do you foster a customer-centric design culture within a team and across departments?" (Emphasize user advocacy, research integration, and cross-functional collaboration.)

• "How do you balance the need for design consistency with the flexibility required for innovation and individual project needs?" (Discuss your approach to design governance and empowering designers.)

• "What aspects of Birkenstock's brand and digital presence appeal to you, and how do you see your role contributing to its future?" (Research the company's current digital footprint and articulate your vision.) Portfolio Presentation Strategy:

• Structure Your Narrative: For each case study, clearly define the problem, your role and responsibilities, the design process undertaken, key decisions and rationale, user testing/feedback, and the final outcomes (quantified where possible).

• Emphasize Leadership: Explicitly call out instances where you mentored designers, managed stakeholders, or drove strategic design initiatives.

• Showcase Design System Expertise: Dedicate a segment to explaining your approach to design systems, including their creation, maintenance, and impact on consistency and efficiency.

• Be Prepared for Deep Dives: Anticipate detailed questions about your design choices, problem-solving techniques, and the tools/methodologies you employed.

📝 Enhancement Note: Interview preparation should focus on demonstrating leadership, strategic thinking, a deep understanding of e-commerce UX, and a forward-looking perspective on design technologies like AI. Your portfolio presentation is a critical component.

📌 Application Steps

To apply for this UX/UI Design Lead position:

• Submit your application through the provided link on the Birkenstock careers website.

• Curate Your Portfolio: Select 3-5 of your most impactful UX/UI projects, specifically highlighting e-commerce, retail, or fashion experience. Ensure each case study details the problem, your process, your specific contributions, and measurable results. Pay special attention to showcasing your leadership, design system management, and user research capabilities.

• Optimize Your Resume: Tailor your resume to emphasize your 8+ years of experience, leadership roles, proficiency in Figma and Agile tools, and accomplishments in customer-centric design, conversion optimization, and design system development. Use keywords from the job description.

• Prepare Your Presentation: Practice walking through your portfolio case studies, focusing on clear storytelling, articulating design rationale, and demonstrating your strategic thinking and problem-solving skills. Be ready to discuss your approach to mentoring and cross-functional collaboration.

• Research Birkenstock: Familiarize yourself with Birkenstock's brand, current digital presence (website, app if applicable), and recent news. Understand their commitment to quality and heritage, and consider how your design philosophy aligns with these values.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.