Regional Design for the USA, India and China

At the beginning of my time at Bosch, I was already involved in international design projects, including work for the North American market. Among other responsibilities, I contributed to the design update of the Bosch Wall Oven series, with the goal of transferring the new global design language to the region while adapting the brand presence to the specific expectations of North American consumers.

Later - as Global Design Lead for the Laundry Care category at Bosch - I was also responsible for developing regional design strategies and product lines tailored to the cultural, functional, and aesthetic requirements of different markets.

In close collaboration with an OEM partner, I led the design development of a dedicated top-loading washing machine range for the Indian market, which was successfully launched and established locally.

For the Chinese market, I developed a front-loading product range based on the new global Bosch design archetype. By combining a consistent global brand language with region-specific user needs and market requirements, this product line was successfully introduced and strengthened Bosch’s presence in the local market.