German Telekom multisite UX strategy

Deutsche Telekom is one of the world’s leading integrated telecommunications companies, with some 248 million mobile customers, 26 million fixed-network lines, and 22 million broadband lines.

As Head of UX Design for i-d media I was in charge of design, maintenance and social media activities on several Telekom sites.

Multi-site architecture

I created this multisite nested UI system architecture, preceding the then-emerging atomic design model. It shows a UX/UI sysem that could be implemented on three sites and then be reskinned.

Template System

Modular approaches in UX always pay off heavily in terms of massive savings in time and ressources. It allows a rubics-cube kind of flexible modularity when exchanging elements on 3 levels that allow hundreds of page variations.

Module strategy

Budget and ressources never allow to implement all desired features. UX can help in creating a multi-phase release plan to select and choreograph feature releases based on user experience necessity.

Social media strategy

To enlarge the user base of the “Wir” (German for “We”) groups, a social media platform with blogs, I developed a multisite campaign using gamification elements to drive traffic to the sites and nudge visitors into registering for a free blog.

Processes and Pages

The most crucial process with every product or service is the sign-up, giving companies that vital opportunity to turn a prospect into a lead, even if no purchase was made. To nail all details and uncover mistakes, I use visual page representations during the wireframing process stage.

Page choreography lays out a sales strategy on the page and creates a vertical user journey funnel towards a desired CTA.


Design sketches for an update of the community start page. I see them as visual UX/UI wireframes.