Product Designer / Design Lead

AI made everyone a designer Someone still has to ask why

I start with why a product exists, and who it’s for

About me

I've spent over a decade designing digital products, and these days I lead and mentor the teams that build them.

My background's actually in marketing & communication, which is a roundabout way of saying I care as much about why a product exists as how it looks. I'm at home in the craft — interfaces, flows, all the fiddly details — but the part I enjoy most is taking a product that already works and finding the version that works better.

Beyond the pixels, it's about people:
Keeping a team pointed the same way, holding the quality bar, and making the reasoning behind a decision legible to everyone from the PM to the engineer.

p.s. In my free time I travel, ride my motorcycle, snowboard & play video games.

Selected work

Skills & Expertise

While I love creating from scratch, I'm just as interested in improving what exists — taking a product, understanding how people actually use it, and finding simple ways to make it clearer, smoother, more useful.

p.s. Less “jack of all trades, master of none” — more master of a few, dangerous with the rest. Design, management, and other wizardry that'd make Dumbledore raise an eyebrow.

  • Design leadership

    Hiring, mentoring and growing design teams — and holding the quality bar so they can do their best work.

  • Strategy & validation

    Deciding what gets built and why, working it through with stakeholders and product owners rather than in isolation, then pressure-testing those calls against real users before they turn into code. The goal's always the same: improve the right thing, not just ship faster.

  • End-to-end interface design

    From the first rough concept to polished, accessible interfaces across web and mobile.

  • Design systems

    Component libraries and SDKs that encode the judgment calls, so teams ship consistently at scale.

  • AI in the workflow

    Folding AI into the day-to-day: faster exploration, more directions to react to, less time lost to busywork. A tool that speeds up the thinking — never a stand-in for it.

  • Cross-team communication

    Sitting where design, product and engineering meet, and keeping all three speaking the same language, so good decisions don't get lost in translation on the way to being built.

Tools

  • Figma
  • FigJam
  • Octopus.do
  • Jira
  • Confluence
  • Claude
  • Midjourney
  • Higgsfield
  • Rapid prototyping

Languages

  • Croatian: Native
  • English: Fluent (C2)
  • German: Intermediate (B1/B2)

Experience

Work Experience

LinkedIn ↗

  1. Four of them LLC

    Oct 2022 – Today

    Product Designer

    Lead design across SB Entwicklung's IhreApotheken.de platform and the wider sb-e.de suite — mobile app, the pharmacy admin suite (BEP), white-label sites & apps, apotheke.com. Still hands-on across the board: mentoring designers, guiding design quality, and planning strategy and priorities with stakeholders and product owners. Keep product, dev and marketing pulling the same direction, with a steady focus on adoption and conversion.

  2. Three of them Ltd

    Mar 2020 – Oct 2022

    Design Team Lead

    Led design for IhreApotheken.de and the broader sb-e.de portfolio — mobile app, the pharmacy admin suite (BEP), white-label products, apotheke.com. Built and mentored the design team, and tied design decisions to business strategy and real user needs. Grew usage and conversion across web and mobile.

  3. Moberg (Alva)

    May 2018 – May 2020

    Senior UI/UX Designer (Founding Designer)

    Founding designer on Netgíró, Iceland's leading buy-now-pay-later platform — online and in-store payments, deferred and split, with a heavy focus on security and merchant integration. Also designed and optimised Alva Capital's Inkasso and Heimkaup products.

  4. MonkeyFort

    May 2018 – Today

    Founder & Product Designer

    My own studio. Product and UI/UX design for direct clients across industries, plus the occasional brand or consulting project. The independent thread that's kept running alongside every full-time role since.

  5. Toptal

    Feb 2018 – Today

    Senior UI/UX Designer

    Freelance work across industries — chat apps, project-tracking tools, fintech — for web and mobile, with international teams of devs, PMs and client stakeholders, all through Toptal's network. Ongoing since 2018.

  6. Snowfall AB

    Feb 2016 – May 2018

    Senior UI/UX Designer

    Worked on MTR Express (web & mobile ticketing for Swedish rail), Panasonic Avionics (in-flight Wi-Fi purchase portals), Lucy (a travel-buddy app for flights, hotels and itineraries), and E24 (back-office and train admin — live tracking, ticketing, occupancy, mapping).

  7. Freelance

    Jan 2013 – May 2018

    Graphic & UI/UX Design

    Where it started — freelance graphic design and early UI/UX work for clients across industries. The years that built the craft everything since is standing on.