i was 14.

pulling apart websites in dreamweaver. messing around in photoshop cs3, just trying to edit photos. none of it felt serious.

then those late-night hacks started to matter. i built my biology teacher’s website on joomla to save my grade. i designed the school yearbook in indesign. kept launching random side projects to test what works.

none of it was planned. but every small win made one thing obvious: i love building products.

later i studied computer science. fell in love with algorithms, then programming, then product. curiosity turned into an obsession with behavioral design. how products engage and retain people. magic!

in my final year i turned an ios course project into my first startup: goody.ba. a gamified loyalty app with scratch cards, coins, prizes. what started as “let’s see if this works” scaled to 60,000 mau and 100+ business partners.

that was my crash course in building, launching, and scaling. i went on to earn a master’s in computer science. my thesis was on gamification and loyalty programs.

after goody, i kept chasing what i enjoy most: building products. i worked with yc startups, european scale-ups, and u.s. teams. new problems, new playbooks, same obsession with real impact.

good design should feel simple. not because it’s simple on the surface, but because someone wrestled with the chaos behind it.

i don’t design for novelty. i design for impact. the kind of changes that quietly improve someone’s day and push the business forward.

people describe me as structured. principled. but to me, i think i’m just passionate. passionate about beautiful products.

people are amazing. and i often get inspired by them, because a great idea can come from anyone, at any time. that’s why collaboration is key. pm’s, uxr’s, engineers, and leadership, i see myself as a connector. someone who helps the team turn those sparks of inspiration into better decisions together.

teaching has always been a constant thread in my life.

i spent eight years as a teaching assistant at sarajevo school of science and technology.

i've also mentored over 100 designers and engineers. helping them sharpen their craft and grow their confidence.

mentorship isn’t just me giving back. it’s also how i refine my own thinking.

outside of work, i channel the same energy into play.

the rhythm of a tennis rally. the strategy of padel. the freedom of snowboarding.

the taste of a new restaurant with the right glass of wine. the quiet joy of an art museum on a sunday.

spontaneous trips: croatian islands, a quick trip to paris, or just wandering london.

and of course, the drama of an el clásico... hala madrid!