Ruby Bacanovic, Designer in Los Angeles, CA, United States
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Ruby Bacanovic

Verified Expert  in Design


Los Angeles, CA, United States
Toptal Member Since
October 19, 2016

Detail-oriented brand and digital designer with over a decade of experience working with teams and companies of all sizes, Ruby is passionate about building simple and thoughtful design solutions with functionality at its core. Ruby has won several awards throughout their career and helped build and launch products that millions of people use daily (Elevate, Balance, and Marco Polo). Notable clients include Magnolia, Google, REI, Irvine Company, Choice Hotels, TechCrunch, and This Saves Lives.


Work Experience

Founder | Senior Brand and Digital Designer

2016 - PRESENT
  • Increased the This Saves Lives' conversion rate by redesigning the web store and improving the core UI/UX shopping experience.
  • Spearheaded the website redesign and development that improved the visibility of an award-winning, specialist high-end construction company in London, UK.
  • Led the website redesign for Avalanche blockchain's fastest smart contracts platform in the blockchain industry.
  • Led the redesign of the 2Betties Shopify website, which increased the conversion rate and improved the core UI/UX shopping experience.
  • Led the UI/UX design and research, identified problems, proposed improvements, and developed new features for the Marco Polo app.
  • Spearheaded brand development and designed a responsive eCommerce website for a medical marijuana directory and discovery startup from the US.
  • Led the redesign of the Juiced Bikes web store experience and improved the core UI/UX shopping experience.
  • Led the design and development of the website, developed the brand identity and guidelines, and designed the social media and print materials for Mikasa Studio, a vacation rental company.
  • Won several web awards, two times featured in interaction, two times featured in graphic design (Best of Behance), featured in Los Logos 8 book, and LogoLounge 12 book.
Technologies: InVision, Zeplin, Principle, Adobe Photoshop, Adobe Illustrator, Sketch, Figma

Senior UI/Visual Designer

2023 - 2023
  • Worked on establishing the design system and reusable site blocks, components, style guides, and responsive components.
  • Created responsive layouts and designs for the PetPlate Shopify website, subscription flows, and promotional pages.
  • Collaborated with UX designers, art directors, developers, and project managers to create outstanding design solutions and processes.
Technologies: Figma, Web, Web Design, User Interface (UI), UI Design, UX Design, Design Systems, Responsive Web Design (RWD), Responsive UI, Digital Design, Visual Design

Senior Product Designer

2017 - 2021
Elevate Labs
  • Led UX/UI for both iOS and Android platforms, web design, marketing, visual, and brand identity design for Balance meditation app.
  • Designed and shipped features that increased retention, number of subscribers, ratings, and user satisfaction in Balance and Elevate apps.
  • Worked closely with the marketing team on designing and shipping successful promotional campaigns that increased downloads, revenue, and daily active user numbers.
  • Identified and resolved flaws, conducted user research, analysis, and A/B testing, and developed new ideas on how the UX/UI experience could be improved.
  • Collaborated with design, engineering, content, marketing, and data teams to implement new features, A/B testing, marketing campaigns, and process improvements.
  • Developed extensive brand guidelines, social media, and marketing templates that built the social following for Balance (from 100 to 17,000+ followers).
  • Collaborated and managed day-to-day work with external contractors on website development, illustration creating, and other app visuals.
  • Won Google's Best App of 2021, Communication Arts Award of Excellence, three times MUX Awards, and received three features by Apple in the App Store, including the App of the Day for Balance app.
  • Received over 1 million downloads, more than 30,0000 reviews, 4.9 ratings on Apple's App Store, bringing the Balance app among one of the highest-rated meditation apps.
Technologies: Looker, Zeplin, Principle, InVision, Adobe Illustrator, Adobe Photoshop, Sketch

Digital Designer

2015 - 2016
  • Led redesign and development of the employee and employer pages.
  • Proposed and implemented new features and UX/UI improvements across the web platform and dashboards.
  • Led redesign of multiple user-facing features and pages like job boards, candidate profiles, messages, talent wizard, pricing, and client landing.
  • Collaborated closely with product managers, designers, developers, and marketing teams to implement new web features, testing, and marketing campaigns.
Technologies: Principle, Adobe CC, Sketch

UX/UI Designer

2014 - 2016
  • Led UX/UI design of Stephen Hawking’s Snapshots of Universe iOS app and received a feature in Apple’s App Store.
  • Redesigned the UX/UI of the Ministry of Sound iOS and Android app.
  • Proposed UX/UI improvements and new ideas for the Choice Hotels, TechCrunch, Farmigo, Flaviar, and Gannett news apps.
  • Developed UX/UI and visual design for the UI kits that received over 80,000 downloads and two features in Best of Behance: Interaction.
  • Collaborated with project managers, designers, developers, and key stakeholders on the implementation of new features, testing, and process improvements.
Technologies: Principle, Zeplin, InVision, Adobe CC, Sketch

Graphic Designer

2014 - 2014
  • Completed all kinds of graphic design and digital design tasks.
  • Worked on websites, apps, icon designs, and print materials, among others.
  • Contributed to the creation and design of the Facebook campaign for their studio.
Technologies: Sketch, Adobe CC
2012 - 2012

Adobe Certified Prepress Operator in Graphic Design

Algebra Open University - Zagreb, Croatia

2010 - 2012

Undergraduate Coursework in Information Design

Zagreb University of Applied Sciences - Zagreb, Croatia


Adobe Prepress Operator: Illustrator, Photoshop, InDesign, Acrobat



Adobe Photoshop, Adobe Illustrator, InVision, Sketch, Adobe, Photoshop CC, Adobe CC, Adobe Experience Design (XD), Google Slides, Microsoft PowerPoint, Shopify Plus, Adobe Creative Suite, Zeplin, Looker, Figma, Slack, Jira, Asana, Principle, Google Docs, Adobe InDesign


Visual Design Language, HTML


iOS, Adobe Suite, Mobile, Web, iWatch, Android, Shopify

Industry Expertise

Marketing, Retail & Wholesale, Travel & Leisure, Fashion


User Interface (UI), App Design, Web Design, Branding, Product Design, Logo Design, Print Design, Digital Design, User Experience (UX), Visual Identity, Brand Design, Identity Design, Corporate Identity, Brand Identity, eCommerce Web Design, Print, Print Media, Creative Direction, Mobile UI Design, Brochure Design, UI Design, Visual Design, Small Business Design, Pitch Decks, Responsive Web Design (RWD), Landing Page Design, Graphic Design, Design, Landing Pages, Typography, Color Palettes, Prototyping, User Onboarding, Responsive Web Apps, Web UX Design, Banner Design, Printing Materials, Layout Design, Mobile Design, Mobile App Design, Mobile UI, Digital Brand Identity, Web Pages, Advertisement Design, SaaS, User Testing, User-centered Design (UCD), Communication, UI Guidelines, Shopify Theme, Shopify Customizations, User Research, User Flows, Wireframing, Packaging, Banner Ads, Digital, eCommerce Design, eCommerce, Social Media Design, Marketing Design, Shopify Design, eCommerce UI, eCommerce UX, Digital Ad Design, Digital Marketing Design, Presentations, Digital Marketing, A/B Testing, Social Media, Email Marketing, Ads, Digital Advertising, Ad Design, Collateral Design, Presentation Design, PowerPoint Design, Email Design, Email Templates, B2C, Artwork, Conversion Rate, Web App Design, Conversion Rate Optimization (CRO), Healthcare Services, Rebranding, Brand Ecosystems, System Design, User Journeys, Product Strategy, UX Wireframes, Email Sales, Print Ads, Promotional Leaflets & Flyers, Social Media Covers, Travel Design, Paid Advertising, Social Ad Design, Fintech, Google Material Design, Newsletter Design, Usability Testing, Design Leadership, Accessibility, UX Research, Material Design, iOS UI Design, UX Design, UIKit, Website Redesign, Websites, Responsive, iOS App Design, App UI, Mobile App UI, Store Design, Identity, Web Shops, Web UI, Logotype, Minimal UI, Minimalism, Brand Development, Web UI Design, Brand Positioning, Brand Books, Design Guidelines, Brand Guidelines, Social Media Kits, Shops, Shopping, Web UX, Creative Design, Art Direction, Style Guides, Property Management, Rentals, Residential Real Estate, Design Systems, Web Layout, Marketplace Design, Cannabis, Medical Cannabis, Android App Design, Adobe Acrobat Pro, Editorial Design, B2B, Responsive UI

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