Contact

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

  • 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

  • 1700%

    UX org growth in scale-up

    Scaled and matured teams through high-growth stages

  • 200+

    Designers
    mentored

    Supporting UX talent on ADPList and beyond

  • 40+

    Designers
    recruited

    Building teams across design, research and content

  • 10+

    0-to-1 product launches

    Thriving in the challenge of turning bold ideas into reality

  • 3

    Market-leading platforms built

    In diverse ventures from e-commerce to SaaS

  • 0

    Shortcuts
    on quality

    Because design quality is not at odds with scale or speed

Focus Areas

Currently driving impact through design leadership, team empowerment, and UX innovation

  • 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.

  • 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.

  • 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.

Selected Work

A short selection of projects that demonstrate my approach to leadership and the impact of my work

  • 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.

  • 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

Thoughts

Trying my best to share insights and reflections on design, leadership, and UX innovation

  • Pranav Pathak Product Director - AI @ Booking.com

    I’ve had the pleasure of working closely with Jascha on several AI-driven initiatives, and I can confidently say he is one of the most visionary and strategic design leaders I’ve encountered.

    Jascha has the rare ability to bridge the gap between AI technologies and real user needs, ensuring that innovation doesn’t just dazzle but delivers genuine value.

    What sets Jascha apart is his relentless focus on making AI intuitive and human-centric. His depth of domain knowledge in AI and machine learning is matched by his commitment to solving meaningful problems in simple, elegant ways.