01
Define the task
Win new customers, qualify enquiries, enable reservations, sell events or give existing customers a digital service they can use themselves.
Christian Echternacht
Websites · Customer Journeys · AI
I build websites that solve a real business task.
They win new customers, turn interest into bookings and enquiries, or help existing customers get things done. I design the complete journey, use AI to deliver it faster and make its impact measurable.
“A website is not a presentation. It is part of a business process.”
The Website Process
From first contact to the action that matters.
Every project begins with the task the website needs to solve. I clarify who will use it, where they come from, what they need and what should happen next.
02
Understand the real entry point
Google, Google Maps, Instagram, advertising, QR codes, referrals and direct B2B contacts determine the content, journey and balance between mobile and desktop.
03
Build the complete journey
Positioning, content, user journeys, design, technical delivery and connections to existing systems are developed as one coherent process.
04
Measure and improve
Campaign links, trackable QR codes and defined conversion actions show which entry points work and where users drop out.
Experience
Build it, deliver it, see it through.
These projects address very different digital tasks. What connects them is that every website or platform is part of a wider customer or operational process.
01
Digital platforms for large user groups
Deutsche Bank
- Starting point
- Digital services for an international bank had to work clearly for very different users while meeting demanding organisational and technical requirements.
- Responsibility
- Through my agency, I worked with Deutsche Bank’s corporate headquarters in Frankfurt for around 20 years. We led concept development, user journeys and design in close collaboration with business units and technology partners.
- Delivery
- The relationship began with Deutsche Bank University, a global online learning platform for more than 100,000 employees at the time. We later played a leading role over many years in shaping the user journeys, interactions and interface of online banking for customers.
- Outcome
- The initial project grew into a working relationship lasting around 20 years, translating complex requirements into clear and dependable digital services.
02
Mobile guest journeys through to enquiry
Fisch-Borke
Visit website- Starting point
- A restaurant website needed to give people clear answers on the move. Event enquiries also required detail and several decisions before a useful conversation could begin.
- Responsibility
- Concept and delivery of the mobile guest journey from initial information to reservation or enquiry.
- Delivery
- The website, reservation guidance and a multi-step event enquiry were designed as one coherent process.
- Outcome
- Guests can find the relevant information quickly on mobile and move directly to the right action.
03
Turning bilingual offers into enquiries
Studio Jans Echternacht
Visit website- Starting point
- A varied workshop portfolio needed to speak to private guests and teams and work naturally in both German and English.
- Responsibility
- Positioning, content architecture, design and technical delivery of the digital presence.
- Delivery
- Bilingual journeys organise art workshops, team events and mobile formats and guide each audience towards the right enquiry.
- Outcome
- The formats are presented clearly and can be enquired about directly in either German or English.
04
Connecting secure customer and operational processes
Car Owners Club
Visit website- Starting point
- Booking, vehicle handover, maintenance and administration could not remain a collection of disconnected tools and routines.
- Responsibility
- Concept and delivery of the operational digitisation, from understanding the workflows to a usable system.
- Delivery
- Core activities were structured in one secure workspace and made accessible for day-to-day operations.
- Outcome
- A connected digital workspace now represents the club’s essential workflows.
05
Connecting business model, brand and market
ECF Farmsystems
Visit website- Starting point
- An aquaponics idea needed to become a product, a distinct brand and a cross-disciplinary business at the same time.
- Responsibility
- Co-founder, responsible for strategy, marketing and sales.
- Delivery
- The business model, positioning, digital presence and route to market were developed alongside the technical operation and connected from the outset.
- Outcome
- Technical development, the business model, the brand and its route to market were brought together in one company.
Since the mid-1990sDigital practice
Founded an internet agency and kept building through successive waves of technology.
Around 20 yearsDeutsche Bank
Digital platforms and online banking for an international financial institution.
Across EuropeClients in several countries
Websites and digital customer journeys for businesses and organisations across Europe.
Idea to operationsEnd-to-end ownership
From the first question through concept and delivery to a live digital system.
Where I fit
Every sector asks something different of a website.
The business process changes. My task remains the same: connect the entry point, content, function and desired action into one clear digital journey. I bring direct experience in financial services and restaurants. Hospitality, film and media are deliberate next transfer fields.
Companies • Financial Services • Research
Complex propositions need a clear digital journey.
In B2B, financial services and research, websites need to explain complex propositions, create new relationships and guide users safely through applications, portals or secure areas.
Around 20 years of work with Deutsche Bank gave me direct experience of complex digital platforms, large user groups and demanding expectations around clarity, consistency and trust. At ECF Farmsystems, I also helped connect a specialist idea with its business model, brand and market.
Where I could contribute
- 01make B2B propositions and specialist knowledge clear for different audiences
- 02design acquisition, digital applications and qualified enquiries as complete journeys
- 03connect customer portals and secure areas to existing systems and operations
- 04measure adoption and conversion, then improve each digital journey deliberately
Hospitality · Restaurants
Guests do not experience systems. They experience whether everything feels easy and whether someone is there when it matters.
Many guests arrive through Google Maps, search, social media or QR codes. On mobile, they need to understand the offer quickly and know how to reserve, enquire or make direct contact.
I bring direct experience in digital guest journeys from the restaurant sector. Hospitality is a transfer field for me. I connect mobile websites, reservations, guest communication and internal systems into one measurable journey.
Where I could contribute
- 01design mobile entry points from Google Maps, search, social media and QR codes
- 02connect reservations, events, enquiries and guest communication into one clear journey
- 03measure entry points and conversion actions, then improve the journey using the evidence
- 04connect existing PMS, CRM, POS and task systems where they add value
Film · Media · Production
Technology is changing production. What still matters is whether a story moves people.
Digital presences need to communicate projects, stories and capabilities clearly. Partners, teams and productions also need secure spaces where information, assets, versions and decisions remain connected.
Film and media are a deliberate next field for me. They are not part of my current sector track record. I bring experience in building clear websites, digital systems and workflows, and can test new AI tools together with the specialists who will use them.
Where I could contribute
- 01position and build digital presences for studios, productions and individual projects
- 02structure project communication and secure partner areas clearly
- 03connect approvals, feedback, assets and versions through transparent workflows
- 04test new AI tools with specialists and integrate applications that prove useful
About
Experience has not made me more cautious. It has made me faster.
I have been building websites and digital systems since the mid-1990s. I have co-founded businesses, led projects and stayed with ideas until people could actually use them. Today, I work with clients across Europe on business models, websites and digital customer journeys.
That experience helps me identify the important questions early and move quickly into delivery. I use AI where it improves concept development, implementation or optimisation while keeping the business model, people and accountability in view.
Ways of working together
Develop solutions together that work in practice.
I am interested in work with real responsibility, room to shape the outcome and a clear path into delivery.
Long-term role
Join an organisation and develop its websites, digital customer journeys and practical use of AI over time.
Interim or transformation mandate
Focus a critical initiative, create early results and leave behind the structure for continued progress.
Selected projects
Take a website or digital customer journey from the first question to a working solution.
Contact
The role may not exist yet. The challenge probably does.
If you need someone who understands websites as parts of measurable customer journeys and uses AI pragmatically, I would be glad to discuss the challenge.