product · ux · ui · learning
A product designer's notebook.
Anyone can generate it now. Knowing what to keep is the job.

Selected work
Selected work · featured
A Fairytale Gone Wrong
Once upon a time, the biggest bank in the country asked design agencies for redesigned task flows. We showed up with three fully designed apps.

More work
Gley.tv: Fixing the funnel that leaked 9 out of 10 signups
Macedonia's first streaming platform had traffic but no subscribers. I redesigned the website end to end: the old registration page was a page 9 in 10 visitors abandoned on sight, the new one was validated in 19 usability sessions and built to be finished, not fled.

They asked for a facelift. Their members got a website that works.
ISOS, Macedonia's institute for certified accountants, had budget for a visual refresh and nothing more. I used that constraint as a lens: every visual decision also had to remove a point of friction. The biggest one: replacing their PDF member directories with searchable tables.
One partner instead of five: repositioning Intertec as a full-service agency
Intertec's clients were burning money coordinating separate agencies for IT, design, and marketing. I led the design of the website that repositioned them as the single partner for all of it, and shipped it on deadline after a start that nearly derailed the project.
In other words
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I left the margins in on purpose.
The notebook is the point: the thinking, the killed ideas, the judgment calls left in the margins.
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