I work on complex B2B platforms where the obvious solution usually isn’t. Most of my time goes into figuring out messy workflows, designing for multiple user roles, and making powerful tools feel simple enough that people actually use them.
About
I'm Jelena, a Senior Product Designer based in Zagreb, Croatia. For the past 7+ years I've been designing B2B tools and consumer apps in sports tech, security, document management, and SaaS. Some were startups figuring things out, others were bigger companies with established products.
I always start by talking to the people who'll actually use the thing. I care about the craft (type, spacing, interaction quality), but I care more about whether the product actually solves the problem it's supposed to solve.
I'm open to new opportunities right now. If you want the full work history, it's on my LinkedIn.
How I can help
Most of the work I do falls into one of three categories, depending on where you are with your product.
Background
Kind words
"Jelena worked on a recent project for me related to cutting edge UI and UX design. I appreciated her ideas, leadership and can-do attitude to deliver the result on time and on budget. I highly recommend Jelena for her skills, work ethic and attitude."
"Jelena is a delightful person to have around. We worked together on a CRM application where she was a lead designer. Her ideas and presented solutions made the app not only functionally great, but very attractive to users. I especially admire proactivity as her strong attribute. Her approach to work pushes other people to produce more and brings a lot of positivity into the team."
"Jelena is a dedicated, passionate and committed UX professional. She possesses a strategic user-focussed design mindset with excellent communication skills. Laser focussed on delivering delightful user experiences, Jelena would be a valuable addition to any team and I hope to have the opportunity to collaborate again in the future."
Selected work
Redesigned a multi-channel CMS used by 12 professional sports clubs. The old system was organized by content type, but creators think in teams. I flipped that around.
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This SDK had a 70% failure rate. I ran two rounds of usability testing with 10 participants to find out why, then redesigned the scanning flow so it actually worked.
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The booking flow demanded exact dates, but people planning camping trips are flexible. Most searches returned zero results. I redesigned it around how people actually plan trips.
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Guards walk tours in basements and garages with no signal. Managers need to know tours are happening. I designed a web dashboard for managers and an offline-first Android app for guards.
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See how wallpaper looks on your wall before buying it. The AR tech worked, but nobody could figure out the scanning. I redesigned the onboarding from scratch.
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People were googling prayers instead of opening the app they'd already downloaded. I interviewed 13 users and designed something simpler around their daily routines.
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