Lead Service Designer, Lufthansa Group Digital Hanger

Daniel Hoffman is a seasoned experience strategist with 15+ years of connecting customer insights with business impact. From driving customer-centric transformation at Lufthansa Group Digital Hangar to pioneering agile service design at ING, Daniel blends deep expertise in service design, journey management, and innovation. With roots in social media strategy and a passion for embedding design thinking into organizations, he’s on a mission to help teams see through the eyes of their customers—and act on it.