PRODUCT MANAGER · PRODUCT OWNER · UX
I turn messy customer problems into clear product decisions and measurable outcomes.
My greatest strength is problem solving. I combine customer insight, product analytics, UX and commercial thinking to understand what is really getting in the way, decide what matters most, and turn ambiguity into products that work.
Alisa ČehProduct · UX · Growth
13 years
digital product
digital product
Data → decision
→ outcome
→ outcome
Selected impact
Numbers first. Screens second.
Selected product work
Six projects that show how I solve problems.
Different products, different constraints, same strength: finding the real problem, making the trade-off, and proving whether the solution worked.
01roadsurfer · Growth
Solving an underused protection offer by putting the decision where intent is highest.
Analysed upgrade behaviour, moved the decision into mandatory online check-in, and led UX changes that made the highest-value option easier to understand and choose.
3× · 90%+ customer-initiated upgrades ↗02roadsurfer · Experiment
Building a flexible AI self-service experience customers actually recognise and use.
Led the move to an in-house n8n solution and shaped the experience around authentication, contextual prompts and a more recognisable AI interaction.
2.5× chatbot engagement ↗03homepoet · ecommerce
Solving the marketplace challenge behind a modern furniture ecommerce experience.
Led the product direction behind a full website rebrush, stronger dealer discovery and a state-of-the-art ecommerce foundation.
+47% online sales ↗04roadsurfer · Claims
Turning the customer account’s most complex problem into a structured claims product.
Led discovery across Customer Support, CX and Finance and shaped a guided customer flow plus a backoffice workflow for review, approval and payout.
92% customer-created claims ↗05Telefónica · Product
Turning a technically complex eSIM activation into a simple customer flow.
My first product management project: gathering requirements, aligning departments and Apple, and guiding the solution from technical constraints to a focused activation experience.
500k+ eSIM installations ↗06roadsurfer · CX
Preventing avoidable camper damage by making difficult vehicle functions easier to understand.
Led the technical implementation of final-check UX improvements and supported the content team with concise, task-focused content guidelines.
−49% damages / booking ↗PM-relevant experience
Product management didn't start with my job title.
My titles have changed from UX to project management to product ownership. The common thread has not: I solve customer and business problems, align people around a direction, and turn the solution into something measurable.
10/2024 — present
Product Owner · roadsurfer
Own customer account and post-booking product strategy across growth, self-service and customer journeys. 3× protection upsell · 2.5× chatbot engagement · −49% damages per booking.
05/2023 — 09/2024
Product Owner · Europa Möbel-Verbund
Owned product strategy and roadmap for homepoet.de, balancing customer needs, commercial priorities, technology and a network of 450+ furniture dealers. Delivered +47% online sales through conversion and optimisation initiatives.
06/2022 — 11/2022
UX Designer · roadsurfer
Led a pilot to digitise camper pick-up and return journeys, achieving 93.4% feature approval across 15 real customers.
09/2019 — 05/2022
UX Manager · BIRKENSTOCK Digital
Owned UX strategy across 30+ countries and 6+ teams, managed the creative backlog and supported 50+ feature releases. A checkout redesign improved usability by 14%.
07/2018 — 08/2019
Project Manager / UX Expert · Telefónica Germany
Owned the web-based customer account serving 22M+ O2 and Blau customers, helped digitise 7% of customer service requests, and led the eSIM web launch with 500k+ installations.
01/2018 — 06/2018
Freelancer · Alisa Ceh Design
Designed, built and launched 7+ websites and consulted 11+ clients on digital strategy, product and design decisions.
08/2013 — 12/2017
UX/UI Designer · TheAppGuys
Designed and partially developed 10+ apps and 5+ websites, and delivered an app that reached 1,000+ App Store downloads.
How I work
I start by solving the right problem.
Start with the customer
I look past the first symptom to understand the underlying customer problem, using research, behaviour and UX signals to find where the real friction sits.
Make the trade-off
Most product problems have competing answers. I make the trade-offs explicit, define a solvable problem, and create a clear priority the team can execute against.
Ship, then measure
I treat shipping as a test of the solution. I define the signal upfront, measure what changed, and use the result to decide what to do next.
Use AI as leverage
I use AI where it improves the problem-solving loop: synthesising information, challenging assumptions, preparing product work and reducing repetitive execution overhead.
A little more about me
A problem solver who can move between customer, business and delivery.
I started in digital design and UX, moved through project management into product ownership, and now work across strategy, discovery, analytics, experimentation and delivery. That breadth is especially useful when the problem is not neatly defined: I can move between customer behaviour, business goals, interface decisions and delivery constraints without losing the thread.
I’m especially interested in B2C problems where customer value and business value can reinforce each other: growth, self-service, customer accounts, ecommerce and complex journeys.
PSPO IScrum.org certified · 2023
13 yearsdigital product & UX
ecommercegrowth & conversion
Post-bookingcustomer experience
Open to Product Management opportunities
Let's solve something worth solving.
I’m interested in Product Manager / Product Owner roles where I can take an ambiguous problem, bring structure to it, and turn the solution into measurable customer and business impact.