
Jascha Goltermann
Design Leader & Strategist
Currently leading AI and Search Design at Booking.com, driving innovation through strategies with global impact-
12+
Years in UX
Working in UX since 2012, from web design to the era of AI
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8+
Years of leadership
Across a spectrum of roles, from Lead Designer to Head of UX
20B+Visits impacted
Creating experiences used by millions of people every day
500M+Unique users reached
Crafting for audiences in 40+ languages across 220+ countries
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1700%
UX org growth in scale-up
Scaled and matured teams through high-growth stages
200+Designers
mentoredSupporting UX talent on ADPList and beyond
40+Designers
recruitedBuilding teams across design, research and content
10+0-to-1 product launches
Thriving in the challenge of turning bold ideas into reality
3Market-leading platforms built
In diverse ventures from e-commerce to SaaS
0Shortcuts
on qualityBecause design quality is not at odds with scale or speed
Focus Areas
Currently driving impact through design leadership, team empowerment, and UX innovation
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Creating Value Through Leadership
I’ve led UX teams that create transformative experiences that empower millions of users.
My approach centers on clear vision, collaboration, and empathy, ensuring designs meet real user needs and drive lasting impact.
View Case Studies -
Empowering Leadership at All Levels
I’ve guided both ICs and managers, fostering their growth and empowering them to succeed.
I build cultures rooted in empathy, openness, and collaboration that drive success and foster thriving teams.
View Leadership Values -
Passionately Shaping AI & Design
I love contributing to the evolving conversation on AI and design via conferences, events and articles.
By bridging practical insights with visionary perspectives, I help define the role of UX in the era of AI-empowered products.
View Articles
Selected Work
A short selection of projects that demonstrate my approach to leadership and the impact of my work
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Redefining Travel with AI
I led the UX workstream for Booking.com’s first Generative AI product by guiding a dedicated team with a clear, strategic vision.
This case study shows how leadership combined with a user-first approach delivers intuitive, value-driven experiences.
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Transforming Search at Booking.com
I drove a transformative vision for Search at Booking.com by steering cross-functional teams to reimagine how users discover and plan their trips.
This case study highlights how strategic leadership can evolve fragmented experiences into a unified system.
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Using GenAI to empower users to filter for anything
I led the UX team behind Smart Filters, guiding our effort to seamlessly integrate GenAI into Booking.com’s search experience.
This case study illustrates how focused leadership and innovative thinking can leverage AI to address long-standing user needs.
In progress Watch preview -
Building Design Leadership Communities
I initiated and led internal Design Leadership communities, creating spaces that elevate the craft of design management.
This case study shows how fostering leadership connections at scale can drive meaningful organizational change..
In progress
Leadership Values
These principles guide how I lead teams, shape strategy, and deliver impactful results
Elevate Design’s Strategic Impact
Design needs to co-drive business strategy, not just execution.
By leveraging design thinking as a strategic tool in early decision-making, I position design as a partner to identify business opportunities and shape the product direction.
Champion Design Excellence
High standards of craft can be established at scale.
By defining what excellence looks like and building mechanisms to achieve it, I create the foundation for teams to push boundaries while achieving consistently high quality.
Lead Through Empowerment
Impact multiplies when others are empowered to lead.
By creating opportunities for growth and enabling individuals to take ownership, I leverage the cascading effect of mentorship and leadership that strengthens the entire org.
Foster Open Design Practices
Great design emerges through iteration and critique.
By building environments where sharing work early is the norm and feedback flows freely across levels and teams, I empower the best ideas to win regardless of their source.
Deliver Measurable Impact
User value and business growth reinforce each other.
By connecting the value of delightful experiences to measurable outcomes, teams see their tangible impact and become invested in driving business success.
Lead With Strategic Vision
Compelling visions inspire teams and align toward shared goals.
By aligning teams around ambitious but achievable goals, I connect inspiring future states to concrete metrics that demonstrate value for users and the business.
Transform Complexity Into Clarity
The mark of great design is making the complex feel simple.
By guiding teams to break down intricate challenges, I enable elegant solutions that are intuitive and delightful regardless of their technical complexity.
Build Without Boundaries
Great solutions transcend organizational boundaries.
By fostering collaboration across crafts, teams and departments, I ensure organizational structures never limit the ability to create the right solution.
Champion Continuous Learning
Innovation thrives in environments that embrace exploration.
By fostering environments where unplanned outcomes are seen as learning opportunities, I build cultures where teams confidently push boundaries.
Grow Organizational Maturity
Impact scales through systematic processes.
By transforming individual best practices into scalable processes, I foster cultures that enable teams to achieve more while maintaining consistently high quality.
Thoughts
Trying my best to share insights and reflections on design, leadership, and UX innovation
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