Dr. Kathrin Risom is a Senior Lead Manager of digital Product Development and Marketing inside of SixtX, where she focuses on designing integrated customer experiences along all product and marketing related touchpoints. Prior to joining Sixt, Dr. Risom worked as a researcher and gained her PhD at the interface of marketing and technology. Her doctoral thesis addresses new and shared mobility solutions and empirically investigates how products and business models develop and how they affect current consumer behavior and future consumer needs. Simultaneously, she worked as a freelancer and was involved in several consultancy projects focusing on consumer research and usability in the context of digital products.