Andrea Goebel

Andrea Goebel is Executive Design Director and Practice Lead for Experience Design at IBM iX, where she leads multidisciplinary design teams across Germany, Austria, and Croatia. With a background spanning user experience, service design, and strategic design consulting, she helps organizations across industries turn complex challenges into meaningful products, services, and experiences that create value for both businesses and the people they serve. Throughout her career, Andrea has built teams, shaped design capabilities, and championed design as a driver of transformation. Today, she explores how AI is reshaping the experiences we create and the way design teams work, and what this means for the future role of design.