I'm Dragana.
6 years in operationally complex industries: retail, manufacturing, consumer electronics - designing B2B tools and B2C experiences. Research-led. Outcome-driven. Designing with AI in the loop.
Scroll to see my work
SELECTED WORK/
Real problems. Shipped solutions.
01 / IKEA
IKEA • B2B enterprise
Lifted high-quality submissions 181% YoY across IKEA's store network, turning a compliance tool into a valuable learning tool
2023-2025 • Product strategy • Product design
38,4%
validation time
27,6%
Adoption
I led the design strategy for Vetlanda, co-creating the product roadmap with stakeholders and the team to define its long-term direction.
02 / ELKJØP
ELKJØP Nordic • B2C enterprise
Turned the highest-cost support channel into self-service, cut 110K calls across 4 markets
2021-2023 • Product strategy • Product design
11,4 MNOK
Cost saved
24,1%
Answering rate
I led the design strategy for Vetlanda, co-creating the product roadmap with stakeholders and the team to define its long-term direction.
03 / ALFA LAVAL
Alfa Laval • B2B enterprise
Preventing costly breakdowns: how discovery-led design drove a 32,8% completion rate for AI diagnostic tool
2020-2021 • Product design
32,8%
Completion rate
I led the design strategy for Vetlanda, co-creating the product roadmap with stakeholders and the team to define its long-term direction.
About Dragana/
From 0 → 1, I own the product design process: from
getting stakeholder alignment, to making the calls
with engineering, to shipping.
I bring a business lens to design decisions - from
prioritising work that reduces risk, accelerates
delivery and moves the metrics in the right direction.
latest experience/
IKEa
senior Product Designer
via tretton37 · 2023-2025
Led end-to-end design process and product roadmap for an internal B2B tool for multi-market teams across IKEA's global store network to improve store-level KPIs.
38,4% validation time reduced
27,6% increased adoption
Co-shaped roadmap · Rolled out IKEA design system
ELKJØP
Nordic
Nordic
senior Product Designer
via tretton37 · 2021-2023
Led end-to-end design of B2C self-service tools that moved Elkjøp customers from phone queues to digital flows.
11,4 MNOK cost saved
24,1% increased answering rate
Established the team's discovery process
Alfa Laval
Product Designer
via tretton37 · 2020-2021
Designed a B2B troubleshooting platform for heat exchangers in Alfa Laval's web shop.
+32,8% increased completion rate
Brought design thinking to the leadership team
tretton37
Senior Product Designer
2020-2025
Placed with the clients above across e-commerce and industrial equipment sectors in enterprise and scale-ups. Designed an internal app for knowledge sharing, mentored junior designers, led technical interviews that shaped the hiring bar.
Internal product work
Hiring panel
Mentorship
My services
What else can I help you with?
01
Branding
Visual identity
Brand strategy
User & Product Alignment
Brand strategy
User & Product Alignment
A strong brand helps your website perform better, builds trust, and creates meaningful connections with your customers. It drives engagement, strengthens brand loyalty, and supports business growth by making every touchpoint a strategic advantage.
02
Web & Product Design
Information Architecture
Prototyping
Conversion & Business focus
Prototyping
Conversion & Business focus
Good web design goes beyond aesthetics - it’s about creating an experience that feels effortless. By combining clear structure, interactive prototypes, and conversion-focused design, I create experiences that delight users while driving measurable results for your brand.
03
Webflow Development
Custom Webflow Builds
Responsive Design
CMS & Dynamic Content
SEO & Optimised Performance
Responsive Design
CMS & Dynamic Content
SEO & Optimised Performance
I build fully customised websites that reflect your brand’s style and meet your business goals. From easy-to-manage CMS content to dynamic, interactive features, I create sites that give you or your team control and flexibility.
View case study
Testimonials/
Dragana is great with clients, empathetic with users, and highly skilled in logical reasoning and research.
Lukas De Ridder, Design Manager
From day one, she demonstrated a deep understanding of business goals and turned those into high-quality designs.
Whether it’s conducting user research with short deadline or taking care of a quick ad-hoc task from a business stakeholder, Dragana approaches every challenge with creativity and care.
Per Simonsson, Product Owner
She quickly stood out with her keen eye for detail and her product-quality-first approach that consistently improved the outcomes of our work.
Her work was always delivered on time, with great quality, and her ability to balance creativity with practicality made a real difference in our project.
Matej Hočevar, Lead Software Engineer
