Zwetana Penova,
Service & Product Design




I am building a circle of competance with focus on digital health and patient centricity. Out team is working on setting up and exploring design systems, which bring the advantages of new technologies strait to the patient and helps to create faster and safer healing process.

2018 - 2022

I was in lead of the service- and product design circle, building and mentoring the team eight service and product designers through their professional development. As a project lead and product owner I was able to support clients from different industries like health, public sector and consumer goods.

Independet Consultant


Consulting various clients with focus on digitalisation and agility like:- Concept, user research, prototyping, process moderation of knowledge management and exchange platform for German School Academy, Berlin- Developing form the scratch curriculum, context and learning materials for five days agile & design thinking course for XDi-Institute, Cologne - Concept and organisation of four days Start-Up Journey in Berlin with focus on organisational design and agile culture for Daimler Stuttgart

Co-Founder lernox gUG


Web-based free to use mash-up application curating free learning materials for German as a foreign language. The aim of the project: to provide the refugees and their helpers with engaging learning materials. The project was supported by Heidenhof Stiftung, Stiftung Bildung, German Federal Ministry of Familiy, Google Impact et. al.Main roles as a CEO and Product Owner:

  • Product’s idea and concept, building the team- Partnerships and fundraising- User Research and requirements management

Head of Design Lab


Implementing human centred product developing and agile production in the publishing house. Building the team of five designers with focus on digital educational systems. Main tasks during this period:

  • Product Owner online-shop and informational systems
  • Project lead for user research activities around early stage digital products- Designing and conducting usability tests- Internal workshops with focus on human-centred design, agile product development

Head of Product Branding


Developing and managing cross-medial brand identities für different publishers under the umbrella of Cornelsen publishers.

Creative Director


Creative Direction for print- and digital communication and exhibition design for clients like: Vitra Design Museum, Minister of Foreign Affairs, Bauhaus University Weimar , etc.

Digital Designer


Supporting artists in residence at Centre for Art and Media Technology, creating interactive spaces, animations, exhibition designs and communication artefacts.

Lectures and talks

I enjoy a lot, to be part of the academic or professional exchange. Here is a shot seleciton of my lecturing and talks experience


Design Thinking advanced, Hochschule für Technik und Wirtschaft Berlin


Co-creation in design praxis, Universität Lüneburg


Design-Management, Hochschule für Technik und Wirtschaft Berlin


Future Skills for Design, Panel discussion University at Design Schwäbisch Gmund


Service Design for Hiring Experience, Workshop at TechRec Conference Berlin


Global Women at Data Science, SAP and Standfort University, Berlin


Prototyping in User Research, Next Conference Hamburg

Side Projects

Behind my comercial projects, I am supporting NGOs with a side projects like


Volunteering for “Die Sputniks e.V.” to support Ukrainiens refugees with children with special needs: organizing accomodaiton and support in Germany, evacuation from the Ukraine.


Supporting Hippo AI foundation as a strategic designer in spreading the idea of data solidarity among companies and goverments.


As a founder of lernox gUG I supported various initiatives and projects on bringing the OER-movement to Germany and creating digital learning experience.


I co-founded a “Karussel e.V, organisaiton supporting billingual familys in Berlin.