About me. What I can put into words.
I’m a product designer who thinks in systems and builds with intent. Over the years, I’ve worked across teams, languages, and cultures—always aiming to simplify the complex and design with purpose. I care deeply about how things work, how they’re built, and how they make people feel.
With 25+ years of experience, I’ve grown to cover a wide range of skills. It’s true—I’ve been part of the design industry since 1999.
But I don’t believe it’s just about what you know.
It’s about how you share it.
I’m a warm, collaborative person with a “we can do this” attitude. I love sharing what I know, but I’m equally driven by curiosity and the desire to keep learning and adapting. I enjoy working in teams and, yes, I have a bit of an OCD streak—everything needs to be organized. I’m okay with creative chaos on my desk, but never in files and structures.
How I Approach Design
Every project begins with questions, not pixels. I try to understand what we’re solving—and for whom—before anything else. My process adapts to context, but there’s always a clear thread: listen, map, simplify, validate.
I often refer to my process as a series of diamonds—not just the double-diamond model, but a flexible framework of zooming out and narrowing in, as many times as needed. I wrote about this in more detail here. It’s not about sticking to a rigid method; it’s about staying curious, clear, and collaborative.
I believe in designing with real components, not just abstract concepts. That’s why I created WP Tailwind Hero — to bridge the gap between beautiful interfaces and practical, production-ready code. Building with TailwindCSS (Winden) and WordPress, I focused on making a toolset that saves time for others while maintaining a consistent, scalable design language.
How I Think
Design isn’t just how things look—it’s how they work, how they feel, and how they guide. Over the years, I’ve learned that following a few simple principles can make all the difference.
Here are four UX laws I return to often—quiet rules that help users feel more confident, faster, and at home.
Jakob’s Law
Users spend most of their time on other sites.
I respect existing mental models. Familiar patterns reduce friction, help users feel at home faster, and boost adoption.
Hick’s Law
The time it takes to make a decision increases with the number of choices.
Every screen should have a clear purpose. I simplify where possible—fewer choices, faster actions, better outcomes.
Fitts’s Law
The time to acquire a target depends on distance and size.
I design for ease of movement, especially on mobile. Buttons, menus, and hit areas all follow spatial logic for speed and flow.
Peak-End Rule
People remember the peak and end of an experience most.
I design emotional moments—whether it’s a smooth onboarding, a rewarding confirmation, or a tiny interaction detail that makes people smile.
Systems, Tokens
& Feedback Loops
Design systems are more than shared components—they’re shared understanding. I use design tokens to build systems that are portable, scalable, and easy to maintain across platforms and teams. They bring structure to color, spacing, and typography decisions, and they keep design aligned with code.
But systems are only as good as the feedback they’re built on. I regularly use Hotjar and other analytics tools to observe real user behavior—where they hesitate, where they click, where they give up. These insights ground the work in reality and help shape better decisions. I treat feedback not as validation, but as direction.
The last 8 years in Sweden
I currently live and work in Sweden as an Art Director and Product Designer at one of the largest hotel chains in Scandinavia, with over 280 hotels. I’m leading the design of both the mobile app and the e-commerce website.
2018
Since I joined, our app’s rating has increased from 2.3 to 4.6—a result of thoughtful UX, continuous iteration, and strong collaboration between design and development.
2019
our e-commerce platform was nominated as the best in the Scandinavian market.
In 2020
our e-commerce platform was nominated again, as the best in the Scandinavian market.
In 2021
A tutorial I created using my product was adopted as the official way to integrate GSAP animations with WordPress.
In 2022
WebdesignerDepot.com featured my product as one of the most exciting new tools for designers.
Before Sweden, life in Serbia.
Before moving to Sweden in 2016, I spent five years freelancing from Serbia—working primarily with Swiss clients on high-impact digital projects.
One of my most rewarding collaborations was with Swisscom, Switzerland’s largest telecom provider. I worked closely with their teams on everything from user research and wireframing to final production. My work focused on homepage banners, microsites, and modular advertising layouts—designed to be flexible and fast to deploy, while still delivering a premium feel aligned with their brand identity. Working across multiple teams and languages taught me how to simplify complexity and communicate design clearly, regardless of geography.
I also contributed to SRF’s (Swiss national broadcaster) digital presence by designing broadcast modules for their coverage of the Sochi Winter Olympics—a project that required balancing tight timelines with accessibility and performance across devices.
Other notable work includes:
- Finance systems Six Payments and Helsana
- Admin panels for container-tracking loggers and medical device automation
- Lead designer at Razor Agency in Belgrade, handling art direction for Knorr events in Ireland
My first big step into the agency world came in 2003 at Publicis Groupe in Belgrade. There, I adapted global Coca-Cola campaigns for the local market and worked on high-visibility advertising for VIP, one of the leading telecom brands in the Balkans.
And it all started back in 1999, in small design studios in the town where I was born—where I fell in love with design and the possibilities it opened up.
Beyond Office Work: WordPress and Community
Outside my day job, I’m active in the WordPress community. As a team lead, I helped develop one of the most advanced code editors for WordPress. I regularly post creative snippets and share practical solutions that help others grow and learn.
As developer
Maintaining personal projects helps me grow in different directions—whether it’s exploring new tools, building better workflows, or sharing knowledge in more creative ways.
