First, a few vital stats: tell us where you’re from, your career background, and your path to design.
I was born in Bosnia and Herzegovina, but I’ve lived in London for the past 26 years. I left my home country because of the war. I made my life here, went to college, learned a language, got a BA Hons degree, and built a career within the media industry.
A passion for print, design, and media has always been there, right from when I was learning graphic design back home.
While working in the UK, I’ve been very fortunate to work with some amazing art directors. Actually, my first work experience was at the Sunday Times Magazine, so it feels a bit like I’ve come full circle, working at News UK. I’ve worked in the media environment ever since those early days in my career.
Tell us what you do without using the words ‘design’ or ‘designer’.
Through conducting and using comprehensive research and analysis, I create informed user-focused experiences for products across all platforms.
Take us through a typical workday.
I love to start my day early – this allows me to organise myself before I start working. I like to be prepared for the meetings I have that day.
The specifics of the day really depend on what I’m working on. For example, some days I’ll be doing user testing, and other days I’m analysing the findings. We also hold workshops and design sessions that I’m regularly involved in. Each day is different and fun, always learning something new and being challenged.
Who or what inspires you as a designer?
Quite simply, life. Everything around me, including people’s stories and their experiences, inspires me.
Show us your workspace setup
It’s fantastic…I have two screens, a massive desk, an office chair and a TV In front of me. I love watching the news.
Tools or apps you couldn’t live without?
My phone, Facebook and Facebook Messenger. All my family and relatives live abroad so these apps allow us to keep in touch.
What would you say are the main challenges of what you’re working on at the moment?
Testing is obviously critical to what we do, but it can be pretty challenging at times to find users to test whatever we might be working on.
Tell us a fun fact about yourself (or even a claim to fame)…
I’m mentioned in the book, Jet Blast and The Hand of Fate, by John Ackroyd, who was a bit of a design engineer extraordinaire! He designed and built Thrust 2, a jet-propelled car that broke the world land speed record at 633.468mph in 1983. I know his brother who I raced for at the Goodwood Festival of Speed – he wrote about this in his book.