Lone Jensen

As the DX Lead for Ancillaries at Lufthansa Group, Lone leads an 8-person team of designers, researchers, and writers across one of the most far-reaching parts of the traveller journey. Ancillary revenue now makes up around 16% of global airline revenue, reaching €135 billion in 2025, and Lone's team designs this experience across five of the group's airline brands. It spans legacy tech stacks and regulatory regimes, from pricing transparency to accessibility law. Her work sits at the seams of a fragmented system, a patchwork of owners, channels, and constraints, while travellers expect it all to feel like one single, coherent experience.

Alongside this, Lone drives DX strategy for the Ancillaries, including a Learning Engine built on experience intelligence and a consistency strategy aimed at bringing coherence across brands and touchpoints.

With 10 years of experience designing for B2B and enterprise environments, and in UX leadership and strategy since 2019, Lone has worked across regulated and complex industries, including energy management, ecommerce, and education. That range has shaped how she thinks about high-stakes design: it's not just about usability, it's about legal defensibility, safety, and trust, all at once.

Lone is a service designer and leader with a deep interest in people. Alongside her design background, she has trained in coaching, psychology, and mindful leadership, and brings that thinking both to how she designs complex systems and how she leads the teams navigating them.

She holds an MSc in Digital Design from Aarhus University, Denmark.