bet365
Dec 2023 – Present
Product Design Lead
Leading three design teams in Payments at one of the world’s largest online gambling companies. bet365 serves 120M+ customers in over 20 languages. My teams own the deposits, withdrawals and currency experience: how people move real money, in real time, across dozens of currencies and jurisdictions.
It is one of the most constrained design spaces in product. Every screen sits at the intersection of regulation, fraud prevention, banking rails and user trust, where a single point of friction can cost a transaction, and a single point of confusion can cost a customer’s confidence.
- Redesigned the multi-currency payment logic and UX end to end, growing multi-currency activity by 20%.
- Brought AI into how the teams work from day one: AI-assisted analytics, working prototypes built with AI coding tools, and AI-supported planning and organization of work.
- Lead the teams end to end: people management, hiring, performance reviews, design critique, strategy, prioritization and roadmap.
- Mentor and grow designers, teaching them to treat every decision as a hypothesis worth testing.
Hornet
Mar 2021 – Nov 2023
Senior Product Designer
New UX, design system and monetization for one of the world’s leading LGBTQ+ apps, Hornet, and its sister app, Spaces. Hornet is a global social and dating app for gay, bi, trans and queer men, with 100M+ users across 150+ countries. Spaces is its sister app for the wider LGBTQ+ community.
I owned Hornet’s design end to end: the full UX, a new design system, and the monetization behind it. On Spaces, I led UX and guided a junior designer through the UI.
- Hornet: new UX, UI and design system, adopted company-wide and still in production through multiple later design teams.
- Designed Honey, the in-app virtual currency: the full earn-and-spend economy behind Live, purchases and premium features, built from hundreds of screens down to the final logic.
- Designed the purchase-motivation layer around it: rewards for daily activity, streaks, gifting to creators in Live, and time-limited store offers.
- Designed the in-app store from scratch, including the full purchase logic and flow.
- Designed Hornet’s paywall from scratch, triggered at moments of peak user intent, and A/B-tested variants with an external monetization partner to optimize conversion.
- Built a new ad system, pay-per-click and pay-per-view, that drove 27% ad revenue growth.
- Spaces: led UX and designed the core UI elements, then mentored a junior designer through the UI, turning the project into hands-on training.
Alterset d.o.o.
Nov 2018 – Feb 2021
Senior UI/UX Designer, sole designer
Belgrade, Serbia
One designer for a company running projects in five countries. Alterset ran multiple development teams in parallel across Serbia, Ireland, Slovenia, the US and Australia. I joined on contract to design UI; within months I took on UX as well and was hired full-time as the company’s sole designer, working across every client project, plus Alterset’s own brand and website.
Client projects
- OXygean: a social network for students, built with a Dublin HR firm (below).
- MojeDelo.com: UX and UI for Slovenia’s leading job platform (below).
- PlayChat: a widget that generated personalized photo albums for groups.
- EnCap33: brand and digital design for Society Brands, which acquires, grows and resells Amazon businesses.
For Alterset itself
- Designed Alterset’s own website and brand identity.
OX (OXygean)
Apr 2019 – Mar 2020
Senior Product Designer
Dublin, County Dublin, Ireland
A LinkedIn for students, built from HR psychology, not a template. Client project via Alterset, for Next Generation, a Dublin HR firm whose clients include Google and Meta. OXygean turned soft-skills development into a social network: students built their profiles through psych tests, questionnaires and expert video content, while companies used it to discover talent.
As the sole designer on a Belgrade–Dublin team, I owned the full creative and logical layer of the product, working closely with the product manager and the Dublin HR team to turn their assessment expertise into product logic that did not exist yet.
Research
- Shadowed the HR team’s candidate assessments to ground the app’s logic in how they actually evaluate people.
- Tested the app with students at Trinity College Dublin.
Delivered
- Brand identity: logo, typography, visual language.
- UX architecture, app flows and wireframing.
- UI design for the entire app.
- Worked directly with developers to validate what was technically feasible.
Impact
- The app reached 1M+ users shortly before the team completed the project.
MojeDelo.com
Nov 2018 – May 2019
Senior UX Designer
Ljubljana, Slovenia
The full UX and UI of Slovenia’s leading job platform. Client project via Alterset. MojeDelo.com, founded in 2004, is Slovenia’s leading job portal and a local counterpart to LinkedIn, with around 400,000 visits a month in a country of two million people. It also runs Slovenia’s biggest job fair.
I was hired to design the UI, then took on the UX as well and reworked the experience end to end. The in-house designer continued the product on my UX and design system, still in use today on web, iOS and Android.
Behavioral design
- Swipe-based job matching: one gesture replaces a multi-step application.
- Swipe left saves instead of rejecting, so users never close a door and keep coming back.
- A gesture people already knew from dating apps, so there was nothing to learn.
Delivered
- UX architecture, UI and the design system adopted by the in-house team.
- The full process, from personas and flows to prototypes, user testing and feedback-driven iterations.
- Client consulting and guidance for the teams building the UI.
mySkin Inc.
Nov 2014 – Oct 2018
Lead UI/UX Designer
Belgrade, Serbia
Lead designer on the world’s first transdermal skin analysis system. mySkin was a US medtech startup ($14.9M raised) behind the dermograph, a skin imaging device used by luxury spas and skincare brands worldwide, and mySkin.com, a social beauty platform connecting people with similar skin. I led design for all digital products, alongside industrial, packaging and brand designers, from spa devices to clinical screening tools.
Products
- BEST (Basic Examination of Skin Tumors): tablet app for skin cancer screening.
- SkinScan: mySkin’s first app, built for Windows Phone, for early melanoma detection.
- Dermograph: new UI for the spa device, plus its logo, brand identity and website.
- mySkin.com and the iPhone app: ongoing design of the social platform.
Research and testing
- Tested the dermograph on-site with surgeons at a skin cancer clinic.
- Worked with MIT students and Belgrade’s Faculty of Mechanical Engineering on device prototypes.
- Ran live user testing, A/B tests and surveys, and built the first design prototypes.
Recognition and launches
- Design innovation award from Microsoft and Nokia for the SkinScan app.
- Product videos for mySkin’s TechCrunch presentations.
- Kickstarter campaign video for ScanZ, mySkin’s acne-tracking device.
- Brand identity for social channels, with the marketing team.
LINK group
Oct 2016 – Feb 2017
Autodesk Maya Instructor, online course
Belgrade, Serbia
A 3D course taken by 4,000+ beginners. I created a complete beginner course in Autodesk Maya for LINKgroup’s e-learning platform, which serves students from over 120 countries.
- Wrote the full curriculum and course materials.
- Recorded and produced every video lesson.
- Turned complex 3D workflows into clear, step-by-step lessons: the same skill I use with design teams today, making complex systems learnable.
Gecko Solutions d.o.o.
Feb 2011 – Oct 2014
Senior UI/UX Designer and Team Lead
Belgrade, Serbia
Betting, banking, social: the three industries that define my career started here. At Gecko Solutions, a Belgrade software company with engineering teams and clients across six countries, I led two junior designers. More than a decade before bet365 Payments, this is where I started designing interfaces where people move real money.
Betting
- Online gambling and betting interfaces for Milenijum, Lavovi, GTI+, SuperTipp24, Elbet and Bingo.
Banking
- A banking app for Barclays, later turned into a white-label template sold to other banks.
- Interfaces for several banks delivered within a single month, in the early days of mobile banking.
Social
- Undecided, one of eight social apps I have designed: short-form video, in the vein of Vine.
Brands and campaigns
- Apps for Michelin, AVG, the European Union and Lafantana.
- An employee widget for IDEA, a major retail chain.
- Nikon’s YouTube channel page.
- Websites, logos, brand identities, Google Ads banners and video presentations.
Fonlider D.O.O.
Jan 2010 – Jan 2011
Game Designer, UI/UX, 2D and 3D
Belgrade, Serbia
One designer. 180,000 players. Still live in 11 languages. Coloniam is a real-world strategy simulation: players join one of four superpowers, build cities, run economies, hold elections and wage war together. I was brought in after a first design attempt was dropped, and restarted the design from zero. As the sole designer, I owned:
- Game logic and mechanics, co-designed with the scenario writer.
- UX: player flows, progression and city-building rules.
- UI: every screen, from the city and world map to battles.
- 2D and 3D: all graphics, models and in-game assets.
This is where I first designed for behavior: progression, in-game economies and the loops that keep players coming back.
Impact
- Acquired by an Austrian gaming company.
- Still live today on web, Google Play and Steam.
- The world, the superpowers and the game logic I helped design remain the core of the game.
Mode Media Corporation (formerly Glam Media)
Feb 2008 – Jan 2010
Digital Media Designer
Tens of millions of visitors a month, and every page had to earn a second of their attention. Glam Media grew from a fashion and lifestyle blog network into comScore’s #1 online network for women and one of the 11 largest US web properties: 72M monthly US visitors, 160M globally, across 1,400+ publisher sites (2010). Working remotely from Belgrade for the California-based team, I designed across formats and channels:
- Websites and visual identities for sites across the network.
- Promotional materials, banners, newsletters and illustration, with the marketing team.
- Motion graphics, video editing and photo retouching.
