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I'm a product-minded design leader working at the intersection of product strategy, design systems, and emerging technologies like AI. I specialize in building scalable foundations that help companies move faster, reduce technical debt, and deliver better experiences across complex ecosystems.

As a founding designer in multiple startups, I’ve learned how to tie design decisions directly to business outcomes.

I also teach designers and product teams how to connect research, vision, and execution — turning user insights into prototypes in weeks, not months.

When I’m not working, you’ll find me hiking 🏔️, cycling 🚴‍♀️, or exploring the woods with my dog, Pixel 🦮. I also share what I learn through educational content at thedesignsystem.guide.

I'm a product-minded design leader working at the intersection of product strategy, design systems, and emerging technologies like AI. I specialize in building scalable foundations that help companies move faster, reduce technical debt, and deliver better experiences across complex ecosystems.

As a founding designer in multiple startups, I’ve learned how to tie design decisions directly to business outcomes.

I also teach designers and product teams how to connect research, vision, and execution — turning user insights into prototypes in weeks, not months.

When I’m not working, you’ll find me hiking 🏔️, cycling 🚴‍♀️, or exploring the woods with my dog, Pixel 🦮. I also share what I learn through educational content at thedesignsystem.guide.

What I believe in

What I believe in

Prioritize user experience.
UX > pretty designs.

Prioritize user experience.
UX > pretty designs.

Do, then learn.
You figure it out by doing. Again and again.

Do, then learn.
You figure it out by doing. Again and again.

Start simple.
Strong foundations make everything easier later.

Start simple.
Strong foundations make everything easier later.

Design is everything.
It’s not just how it looks — it’s how it works, feels, and helps.

Design is everything.
It’s not just how it looks — it’s how it works, feels, and helps.

Talk less, test more.
Ideas are cheap. Actions show what matters.

Talk less, test more.
Ideas are cheap. Actions show what matters.

Don't fear AI.
Try it. Tweak it. Make it work for you.

Don't fear AI.
Try it. Tweak it. Make it work for you.

Lectures

Faculty of Economics, University of Ljubljana

Guest Lecturer: User Experience and AI in Marketing

May 2025

Faculty of Economics, University of Ljubljana

Guest Lecturer: User Experience and AI in Marketing

May 2025

Faculty of Economics, University of Ljubljana

Guest Lecturer: User Experience and AI in Marketing

May 2025

Faculty of Social Sciences, University of Ljubljana

Guest lecturer for Interactive Technology Design

2022 - 2025

Faculty of Social Sciences, University of Ljubljana

Guest lecturer for Interactive Technology Design

2022 - 2025

Faculty of Social Sciences, University of Ljubljana

Guest lecturer for Interactive Technology Design

2022 - 2025

Faculty for Economics, University of Ljubljana

Strategic Decisions in Design for Higher ROI

April 2023

Faculty for Economics, University of Ljubljana

Strategic Decisions in Design for Higher ROI

April 2023

Faculty for Economics, University of Ljubljana

Strategic Decisions in Design for Higher ROI

April 2023

Faculty of Computer and Information Science, University of Ljubljana

Connecting business and design

October 2022

Faculty of Computer and Information Science, University of Ljubljana

Connecting business and design

October 2022

Faculty of Computer and Information Science, University of Ljubljana

Connecting business and design

October 2022

Faculty for Economics, University of Ljubljana

User Experience in Marketing

April 2022

Faculty for Economics, University of Ljubljana

User Experience in Marketing

April 2022

Faculty for Economics, University of Ljubljana

User Experience in Marketing

April 2022

Cotrugli Business School

User Experience Design and Blockchain apps

2018

Cotrugli Business School

User Experience Design and Blockchain apps

2018

Cotrugli Business School

User Experience Design and Blockchain apps

2018

Talks

Talks

Into Design Systems Conference

Strategic insights

May 2025

UPCOMING

Into Design Systems Conference

Strategic insights

May 2025

UPCOMING

Into Design Systems Conference

Strategic insights

May 2025

DesignFao

WORKSHOP: How to name design tokens

May 2024

DesignFao

WORKSHOP: How to name design tokens

May 2024

DesignFao

WORKSHOP: How to name design tokens

May 2024

DesignFao

R(E)volution of Design Systems

October 2023

DesignFao

R(E)volution of Design Systems

October 2023

DesignFao

R(E)volution of Design Systems

October 2023

DMS - Društvo Marketing Slovenije

How to setup a Design System

October 2021

DMS - Društvo Marketing Slovenije

How to setup a Design System

October 2021

DMS - Društvo Marketing Slovenije

How to setup a Design System

October 2021

WEBSI Conference

Implementing Design Strategy

2021

WEBSI Conference

Implementing Design Strategy

2021

WEBSI Conference

Implementing Design Strategy

2021

NLB Bank

The importance of User Experience Design in Banking world

2021

NLB Bank

The importance of User Experience Design in Banking world

2021

NLB Bank

The importance of User Experience Design in Banking world

2021

CSS Meetup

User Experience Design in Fintech

2017

CSS Meetup

User Experience Design in Fintech

2017

CSS Meetup

User Experience Design in Fintech

2017

Webcamp

Self friendly vs User Friendly

2017

Webcamp

Self friendly vs User Friendly

2017

Webcamp

Self friendly vs User Friendly

2017

Product Tank

Design in Product world

2017

Product Tank

Design in Product world

2017

Product Tank

Design in Product world

2017

Startup müsli

UX+UI=boljši ROI

2016

Startup müsli

UX+UI=boljši ROI

2016

Startup müsli

UX+UI=boljši ROI

2016

UX Laussane

Mastering UX – Workshop

2016

UX Laussane

Mastering UX – Workshop

2016

UX Laussane

Mastering UX – Workshop

2016

Selected clients

Let's connect

My projects

Let's connect

My projects

Let's connect

My projects