My journey into the world of digital projects started when I was just a kid. Some of my earliest memories, around when I was 13 or 14, involve trying to recreate websites in Dreamweaver. I was totally fascinated by how code could bring ideas to life. Even back then, I spent hours making sure the pages I designed looked better than the ones I was trying to copy. By the time I was 15, I landed my first role as an admin on a Persian website called Iranproud, which was kind of like a social network for Iranians living outside of Iran, with about 100,000 users. I can’t quite remember how I ended up getting that role, but I do remember spending heaps of time on the site, managing music albums and creating movie covers and banners. That was also when I started messing around with Photoshop CS3.

This early dabbling led me to start freelancing, making websites and doing graphic design. It was a natural step for me, given my growing interest in how digital spaces are created and curated.

Fast forward to 2012, I decided to take my passion a bit more seriously and started studying computer science. This was a big move, aimed at deepening my understanding of the technical side of digital creation while still feeding my creative side. By the time I reached my final year in 2016, all these experiences had prepared me to take on a bigger challenge. That's when I developed Goody.ba, an app that was all about bringing some fun into everyday activities through gamification. Users could scratch digital cards to win gifts and discounts. It was a unique idea that caught on quickly and became quite popular in Bosnia and Herzegovina.

Goody.ba was an app that used gamification to allow users to scratch digital cards and win various gifts and exclusive discounts. Because of good product design and its unique scratch component, it attracted numerous users and witnessed huge growth and earned extreme popularity in Bosnia and Herzegovina.

Even though Goody was successful at its time, we were not able to raise any funding in Bosnia (mainly due to a lack of investors and venture capital). This resulted in me taking one step back to reflect on my mistakes, and understand what it is I am passionate about. Because, to be honest, I hated running a startup but loved building products that users enjoy using and that provide value.

Failing was not easy, anyone who has launched a startup knows that letting go of your idea and product feels like letting go of your baby.

After reflecting on my past, I tried to understand what it is I loved the most. I was really lucky to launch a startup in Sarajevo because due to its size and small population and Goody's success, I would receive random feedback about the app in different cafes and bars. People would stop me to talk about their frustrations or things they loved or a prize they'd won. To be honest, I had no idea that gathering all this feedback, or talking with users and looking at data was considered user research or UX, I would just do it because I truly enjoyed it.

I hold a Master's degree in Computer Science, specializing in Big Data. After nearly a decade in the industry, I believe in the nuanced power of product design. True mastery lies in the ability to discern when to move with deliberate caution and when to embrace agility and speed. It's about knowing the perfect moments to engage other stakeholders and peers, making the design process a collaborative and enriched journey.

In design, the pace is not one-size-fits-all but should be meticulously calibrated to each project's unique needs. Growth is not merely about speed but about smart, strategic moves. My commitment to excellence is unwavering, with a zero-tolerance policy for mediocrity.

The excitement of initiating a new project, diving deep into its design challenges, and discovering potential growth opportunities remains unparalleled. I champion designs that stand out for their simplicity and clarity, focusing intently on the essential questions. My approach to design is a harmonious blend of problem-solving, visual creativity, and strategic growth planning.