Eric Götz — Brand-, Product- & UX-Design and related business development

Work

Eric's creative portfolio, demonstrating his design thinking process and its outcomes.

End-to-End — Research to Delivery

• Canarycation2026↓

  Role

  Student

  Year

  2026

  Disciplines

  Brand DesignBusiness DevelopmentProduct DesignUX Design

  Tools

  CanvaClaudeFigmaLovable

  Creating and validating a social business model for sustainable tourism in the Canary Islands as M.Sc. thesis project in the Venturing Lab at Tomorrow University, answering the research question if tourism can directly fund local island life.

  Problem

  The Canary Islands set new records in visitor numbers (18M+ in 2025) and tourism revenue (€23.2bn in 2025) each year, with tourism being the main economic driver, while local residents work under bad conditions for minimum wages, being left behind, unable to afford the rising costs of living.

  Solution

  Designing a 3-sided social platform

  Travellers

  Buy the Island Card

  • →Up to 50% of card revenue flows into local community fund
  • →Partner map in the web app shows participating local businesses
  • →Visit venue, scan QR and present Island Card, staff approves discount manually

  Businesses

  Grant discounts, gain traffic

  • →Join platform, support the social mission
  • →No costs, no tech setup, discounts get applied manually in existing payment system
  • →Advertisement on platform possible for fee

  Canarycation

  Island Card · Platform · Community Fund

  Residents

  Submit support inquiries

  • →Submit support inquiries (e.g. for rent or rent deposits)
  • →Benefit from local community projects in housing, culture and education

  Canarycation

  Island Card · Platform · Community Fund

  Travellers

  Buy the Island Card

  • →Up to 50% of card revenue flows into local community fund
  • →Partner map in the web app shows participating local businesses
  • →Visit venue, scan QR and present Island Card, staff approves discount manually

  Businesses

  Grant discounts, gain traffic

  • →Join platform, support the social mission
  • →No costs, no tech setup, discounts get applied manually in existing payment system
  • →Advertisement on platform possible for fee

  Residents

  Submit support inquiries

  • →Submit support inquiries (e.g. for rent or rent deposits)
  • →Benefit from local community projects in housing, culture and education

  • 1

    Island Card

    offered at three price tiers dependent on trip duration, providing discounts at local shops for travellers, while up to 50% of card revenue flows into a community fund to support local island life in housing, culture and education.

  • 3

    Hypotheses

    to prove in three validation stages: interviews, surveys, lean market experiment.

    • H1 — Travellers' willingness to pay for an island card to receive discounts in local shops and support local life
    • H2 — Local businesses' willingness to provide discounts
    • H3 — Local residents' willingness to submit support inquiries

  • 5

    Interviews

    semi-structured, with locals across four islands, identifying core problems around low incomes (€1,700 average gross monthly salary) and rising costs of living (€1,200 average monthly rent).

  • 60

    Participants

    across three surveys designed for three different customer segments: tourists, businesses and locals.

• SunExpress Airlines2023–2026↓

  Role

  UX Specialist (incl. Project- & Team-Lead)

  Year

  2023–2026

  Disciplines

  Product DesignUX Design

  Tools

  FigmaUmbracoWordPress

  Creating and establishing a fully scalable design system and leading its governance team at a renowned multi-market airline joint venture by Lufthansa and Turkish Airlines, aligning all digital touchpoints through centralized design processes, directing web and mobile app designs based on research insights.

  Problem

  The airline had several digital touchpoints (web, app, mail, kiosks, etc.) which were not aligned in design and mostly outdated, based on business metrics rather than user needs.

  Solution

  A full-circle UX Re-Design Project, “re-thinking the way flights are getting booked” from scratch, creating an innovative and consistent experience across digital touchpoints, based on empathy for the customer.

  Opportunities

  • →How might we celebrate SunExpress and its emotional legacy digitally?
  • →How might we leverage peer-to-peer inspiration to guide decision-making?
  • →How might we increase comfort and convenience around data entry?
  • →How might we support self-organization among group travelers? (see example)
  • →How might we design for both independence and reassurance?
  • →How might we digitally support travelers during the airport experience?

  Example

  A collaborative booking tool that allows one user to initiate a group trip and invite others to enter their own passenger details, select extras and split costs. Includes deadline setting, WhatsApp sharing and real-time status tracking of group members’ inputs.

  • 17M

    users/year

    on the B2C platform, keeping the conversion rate stable, steadily reducing errors, friction and time-to-task with new design approaches.

  • 1

    Design System

    created on the basis of a CX framework, established from qualitative and quantitative market-, business- and user research insights.

  • 1

    Design Team

    led and organized, including the establishment of centralized design processes, deriving from a six-figure UX Re-Design Project.

  • 2

    main digital touchpoints

    as pilot projects (web and mobile app) for applying new UX patterns and UI Design with new design system, optimizing the overall information architecture according to users needs.

• Veréluna2023–2025↓

  Role

  Founder & CEO

  Year

  2023–2025

  Disciplines

  Brand DesignBusiness DevelopmentProduct DesignUX Design

  Tools

  AmazonCanvaKlaviyoShopify

  Creating and establishing a sustainable lifestyle brand with a convertible pet in cabin cork travel bag made in Portugal, fulfilling IATA air travel requirements while providing maximum pet comfort and flexible usability.

  Problem

  Many airlines allow passengers to travel with their pets (cats and dogs) in the airplane cabin, storing them within a bag under their front seat, following very strict conditions. Yet there is no bag available that fully complies with all necessary requirements. Most bags exceed required measures on at least one side and then are too short on the other sides, leaving out potential space for the animal. Furthermore, most available bags are typically made of polyester in China, not considering a rising consumer need for sustainable products.

  Solution

  A sustainable bag that makes full use of given measures, providing pet comfort while complying with all requirements.

  • 100%

    Made in Portugal

    manufactured with sustainable cork leather and washable cotton inlays. Convertible for maximum travel comfort.

  • 55 × 40 × 23 cm

    IATA measures for cabin bags and requirement for pet-in-cabin underseat air travel.

  • 4

    sides

    with nets so pets can see and breathe freely, another important requirement for pet air travel.

  • 2

    digital experiences

    buying in the brand's online shop and on Amazon.
• shoretee2020–2023↓

  Role

  Founder & CEO

  Year

  2020–2023

  Disciplines

  Brand DesignBusiness DevelopmentProduct DesignUX Design

  Tools

  AmazonCanvaKlaviyoShopify

  Creating and establishing a renowned lifestyle brand with two Hard Iced Tea beverage products, inspired by the City of Miami and its Art Deco Design.

  Problem

  Hard Iced Tea and Hard Seltzer products are on the rise in the U.S., especially among younger consumers, yet there is no comparable product available in Germany and other European Markets, mainly due to regional tax regulations.

  Solution

  Hard Iced Tea made of a natural fruit wine basis and natural aromas, making the product competitively viable in Germany.

  • 250,000+

    cans sold

    including a nation-wide product launch with ALDI in Germany.

  • 3

    sales channels

    across at least three countries (DE, ES, DK), including retail, convenience and e-commerce.

  • 3

    marketing channels

    including online ads on Google, Meta and TikTok, POS and events.

  • 2

    digital experiences

    buying in the brand's online shop and on Amazon.

About

Eric is a multidisciplinary artist and designer with a strong background in business. With creativity and empathy being the core skills that always shape his unique perspective, he'll establish a vision and drive it.

His growth mindset has brought him across the globe, with working experiences in Frankfurt am Main, Miami and Barcelona. For now he's operating remotely from the Canary Islands. Eric is fluent in German, English and Spanish.

And always accompanied by music.