Product experience designer, built for brands that think in systems, not just screens.
10 years of design experience. 4+ years embedded in Shopify eCommerce. I work at the intersection of brand clarity, UX strategy, and AI-augmented workflows, helping brands that are serious about conversion get there faster.
Redesigning the purchase experience for a luxury brand, translating high-end positioning into visual trust signals and a hierarchy that converts without compromising the brand
Brand-led UX redesign for a performance e-bike company. Aligning product discovery with brand positioning in a category where trust is earned through clarity.
Solving complex seasonal catalog navigation through visual hierarchy and structural UX, making a wide assortment feel considered, not overwhelming.
Balancing performance storytelling with direct paths to purchase for one of the fastest-growing e-bike brands in the world.
Redesigning a technically dense product catalog into a navigable, decision-supporting experience for a specialized audience.
Reimagining user journeys for educators,a product design challenge where clarity, trust, and reduced friction matter more than decoration.
Dense information, multiple options, and technical details turned into clear experiences that guide users from curiosity to confidence.
High-consideration purchase design: helping users build confidence through visual hierarchy, structured information, and product configurator UX.
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Senior UX/UI designer and creative lead with 10 years of experience, including 4+ years in high-performance ecommerce at a leading Shopify Platinum Partner.
Trained as an architect, I think in systems before screens. I approach design strategically, balancing business goals, brand logic, and user needs before opening a design file.
I work independently at a senior level, owning briefs, making decisions, and delivering without hand-holding, while also working effectively across teams.
My practice is AI-augmented, using AI across ideation, UX auditing, copy direction, and visual production to move faster without compromising the thinking behind the work.
My experience spans ecommerce conversion, digital products, brand systems, and complex information architecture. I design digital experiences that are clear, credible, usable, and built to scale.
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Senior Creative Lead — Praella LLC, Chicago, US · 2021–Present
Head of Creative — Festa Systems Ltd, Huddersfield, UK · 2020–2021
Independent Projects — Freelance Designer, Various · Ongoing
Architect — Entasis d.o.o., Zenica, Bosnia · 2009–2020
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UX & Product Design: End-to-end experience design for digital products and storefronts. From architecture and flows to high-fidelity UI, built to hand off and ship.
Experience Strategy: Translating business goals and brand positioning into design decisions. I work at the brief, not just the brief's output.
Conversion Design: Full-funnel redesigns grounded in user behavior, hierarchy, and brand trust - not just aesthetics.
Design Systems: Scalable component libraries built for real team use. Documented, structured, and actually maintainable.
Creative Direction & AI-Augmented Workflows — Senior creative lead for projects that need speed without sacrificing quality. AI-native process, human judgment at the wheel.