I work with teams at moments of uncertainty.

When the product is complex, the stakeholders disagree, or nobody is sure what to build next. That's where I do my best work. Not by having all the answers, but by asking the right questions and making the path forward visible.

I started as a graphic designer in Serbia, spent years doing client work across Europe, and gradually moved upstream. From pixels to wireframes, from wireframes to strategy, from strategy to building the tools and systems that shape how design decisions get made.

Today I call myself a design engineer - because the most interesting problems sit at the intersection of design thinking, AI capability, and ethical judgment. I design with AI, build tools to evaluate it, and push back on the parts of it that most people wave through.

Over 10 years I've worked across B2B SaaS, biotech, fintech, eCommerce, and social impact. I've redesigned biotech platforms, improved conversion funnels, built design systems from scratch, and spent five years volunteering for an organization that searches for missing children. That last one shaped how I think about design ethics more than anything else.

I run an AI Lab where I test LLMs on real design tasks, not demos. I built my own benchmarking tool to evaluate models before trusting them with work that affects real people. The goal is making harm harder and less normalized. That principle guides everything I do.