bet365
Dec 2023 – Present
Product Design Lead, Payments
Leading three design teams at one of the world’s largest online gambling companies. bet365 serves 120M+ customers in over 20 languages; my teams own deposits, withdrawals and currency.
- 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 and its sister app, Spaces. Hornet is a global social and dating app with 100M+ users across 150+ countries. I owned its design end to end.
- 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, plus 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 and the paywall from scratch, including the full purchase logic and flow. The paywall triggers at moments of peak user intent and was A/B-tested 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.
Alterset d.o.o.
Nov 2018 – Feb 2021
Senior UI/UX Designer, sole designer
Belgrade, Serbia
One designer for a company running development teams in Serbia, Ireland, Slovenia, the US and Australia, across every client project.
- OXygean (Apr 2019 – Mar 2020, Dublin): a social network for students, built from HR psychology for Next Generation, a Dublin HR firm. As the sole designer on a Belgrade–Dublin team, I owned the brand identity, UX architecture, flows and UI of the entire app, grounded in shadowing the HR team’s assessments and in testing with students at Trinity College Dublin. The app reached 1M+ users shortly before the team completed the project.
- MojeDelo.com (Nov 2018 – May 2019, Ljubljana): UX and UI for Slovenia’s leading job platform, with around 400,000 visits a month. One swipe replaced a multi-step application, and the design system is still in use on web, iOS and Android.
Gecko Solutions d.o.o.
Feb 2011 – Oct 2014
Senior UI/UX Designer and Team Lead, leading two junior designers
Belgrade, Serbia
Betting, banking and social: the three industries that define my career started here.
- Online gambling and betting interfaces for Milenijum, Lavovi, GTI+, SuperTipp24, Elbet and Bingo.
- A banking app for Barclays, later turned into a white-label template sold to other banks, and interfaces for several banks delivered within a single month, in the early days of mobile banking.
- Undecided, one of eight social apps I have designed: short-form video in the vein of Vine.
mySkin Inc.
Nov 2014 – Oct 2018
Lead UI/UX Designer
Belgrade, Serbia
Lead designer for all digital products of a US medtech startup behind the dermograph skin imaging device, including mySkin.com, a social beauty platform connecting people with similar skin.
- BEST, a tablet app for skin cancer screening, and SkinScan, an app for early melanoma detection that won a design innovation award from Microsoft and Nokia.
- Tested the dermograph on-site with surgeons at a skin cancer clinic, and ran live user testing, A/B tests and surveys.
