I’m Anja, a digital product designer who sees things through, from concepts to results. I help teams make sense of messy problems, ask the right questions, and move fast toward clear, simple, and honest solutions. Lately I've worked on B2B growth and design systems, and I'm also curious about consumer products and marketing design—where clarity meets creativity.
If your team’s facing a complex problem, I’m in. Constraints invite sharper thinking and better decisions. I thrive in the early chaos, when it’s all about asking the hard questions and aligning on where we’re going and how to get there. I lead with trust, take ownership, and move quickly—design, ship, learn.
I'm here to help users do what they came to do—and get out of their way. Sometimes the best design is the one no one notices. Behind the scenes, I improve design systems so the team can ship quality work with consistency and speed.
I approach problems with curiosity, share work early and often, and look for input from different perspectives. I listen carefully, say what I think, and believe the best feedback is frequent, honest, and kind.
Vainu provides company data to B2B sales & marketing teams—it's a sales-led company where I drive implementation of product automation and self-serve UX to support adoption of product-led growth. This includes designing experiences around new usage-based pricing and the company’s first free plan. I also help set up internal systems such as user analytics, user access and email automation. At the same time, I collaborate with designers and developers to improve usability across the product and standardize the design system so our small, lean team can quickly ship new features and UX improvements.
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Originally championed by engineering trailblazers, Grafana's observability software now also serves beginners & hobbyists. I led design in the growth team and partnered with stakeholders across the company to ship product experiments aiming to meet evolving user needs. This effort boosted user activation by 22% and free-to-paid conversions by 50% while unlocking future product opportunities. Before that, I designed experiences for complex use cases, such as integrating Grafana’s web app with Amazon cloud services and managing user and API access. Along the way, I maintained and updated the design system to ensure a consistent user experience across the product.
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Aiven helps developers build cloud infrastructure with open-source services. Collaborating with a growth marketer and teams across the company, I led a project to kickstart product experimentation. We prioritized hypotheses to test, set up the tech, and designed user flows. As a result, the company successfully launched its first product experiment and adopted tools and processes required to continue testing product ideas.
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Perk is a bold clothing brand known for no-nonsense, quality products, and they wanted their online store to reflect that. Applying behavioral design principles, I optimized landing pages, cart, and checkout for conversions. On landing pages, I sharpened messaging and restructured content to highlight the brand essence and build credibility. In cart and checkout, I focused on improving usability and reducing the number of steps in the process.
Osiguranik is an insurance marketplace in Serbia that offers policies from various providers. They aim to bring transparency to the world of insurance and help customers make informed decisions by enabling people to compare policies before purchase and supporting policyholders through the process of filing claims. Working closely with the client and my team at a design agency, I led the redesign of their visual identity and marketplace, aiming to reflect the brand's positioning as a trusted advisor for a younger audience.
Bebbo is a mobile app for new parents, offering expert advice and tools to track babies’ health and growth. A UNICEF-supported helpline in Serbia launched the app to expand from reactive to preventive support for new parents. Over the years, Bebbo evolved to reach 14 countries and exceed 1 million downloads. My team at a boutique agency designed the first live version of the app, collaborating closely with the client's domain experts. I led the design process and established a design system to support future iterations.
I'm based in Helsinki and work with companies around the globe. I do my best work with scrappy, energetic teams that move fast but protect time for deep work. If that sounds like you, I’d love to hear what you're building.
