⏤ 001 / Index
Structure, clarity and refined product craft.
I'm Biljana Kovacic Banicevic, a Stockholm-based product designer focused on acquisition, growth and checkout experiences. I partner with teams to transform complex user journeys into scalable products that improve adoption, conversion and engagement through thoughtful systems, clear UX and meticulous execution.
⏤ 002 / Context
+32%
Voucher usage increase after redesigning voucher discovery and redemption.
+25–30%
Weekly engagement increase through behavioural design and gamified progress loops.
+18%
Add-to-cart lift after refining key product detail page interactions.
⏤ 003 / Work
Selected work across systems, conversion and craft.
From product architecture and systems work, to conversion and UX clarity, to behavioural design, to UI craft — each case study sits on a different point of the senior product design surface.
01 — Systems & architecture
Voucher Centre
Reframing a fragmented promotions surface as a single, scalable product — connecting discoverability, sharing and activation across markets, and turning vouchers from a tactical lever into a structural part of the commerce experience.
+32%
voucher usage
Oriflame · Checkout·20250→1Systems thinkingProduct architectureGlobal commerceRead case study
03 — Behaviour & engagement
Virtual Business Coach
A behavioural product surface translating scattered guidance into clear targets, feedback and progression — moving users from passive tracking to goal-oriented action through structured motivation.
+25–30%
weekly engagement
Oriflame · Business App / Growth·2022 — 2023Behavioural designEngagement loopsGamification0→1Read case study
04 — UI craft & polish
PDP Redesign
Years of layered features had blurred the PDP's hierarchy. A precise, UI-led refinement of typography, spacing and component behaviour brought back a calmer, more confident decision-making surface.
+18%
add-to-cart rate
Oriflame · Growth·2023 — 2024UI craftDesign systemsE-commerceRead case study
⏤ 004 / Kind words
Biljana is a rare designer who understands that successful products live at the intersection of user empathy and business objectives.
Digital Product Owner, Oriflame
She solves flows and user journeys with clarity, speed and a deep understanding of user needs, even in complex situations.
Head of Design, Oriflame
⏤ 005 / Note
I'm drawn to the quieter parts of a product — the architecture beneath a feature, the validation rules in a form, the spacing of a single component.
The work that doesn't announce itself, but decides whether the rest of the product feels obvious or not.