Goran Babarogic
Verified Expert in Design
Designer
Novi Sad, Vojvodina, Serbia
Toptal member since August 1, 2022
Goran is a versatile product designer with 12 years of experience in the design industry, offering a unique blend of skills and expertise. With a strong foundation in UI/UX design, front-end development, business analysis, and project management, Goran excels at orchestrating successful projects from inception to completion.
Portfolio
CRM Tool for Insurance Company
Global Insurance Company
Work Experience
Design Director
Digital Product Design Agency
- Established and operated a product, UX, UI, and development consultancy for seven years.
- Led UI/UX design and front-end development projects for diverse clients, delivering visually appealing and user-friendly digital interfaces.
- Conducted comprehensive user research, including interviews and usability testing, to gather insights and drive design decisions.
- Created wireframes, interactive prototypes, and high-fidelity UI designs, implementing them through front-end development using HTML, CSS, and JavaScript.
- Collaborated closely with clients, stakeholders, and development teams throughout the design and development process, providing seamless integration of design and code.
- Translated business goals and user needs into effective design solutions, ensuring alignment between design and development efforts.
- Applied design thinking methodologies to solve complex problems and enhance user experiences, leveraging front-end development skills to bring designs to life.
- Presented design concepts and technical implementations to clients, effectively communicating design strategies and justifying design decisions.
- Ensured project timelines and budgets were met, delivering high-quality products that met client expectations and user needs.
- Excelled in performing in-depth UX audits for a wide range of products and websites, contributing valuable insights to enhance user experiences.
Design Lead
HOOT APP INC.
- Led the design of Hoot’s multi-tiered canopy system, introducing Anchor, Pop-up, and Social Canopies with scalable rules for access, moderation, and emergency activation, enabling real-time communication across physical locations.
- Designed the core user experience for real-time, location-based interactions, enabling people to share updates only when they were physically present and building trust through verified participation.
- Orchestrated collaborative discovery sessions across product, business, and engineering stakeholders, shaping Hoot’s identity system with avatars, Feathers (verification), and Wingspan (credibility score), balancing anonymity with trust.
- Introduced the concept and interaction model for Hoot AI Buddy, a contextual assistant that enables non-local canopy exploration, user onboarding, and dynamic experience personalization.
- Mapped and visualized the emotional journeys and behavior loops for primary personas, influencing MVP priorities and reducing onboarding friction through empathy-driven UX planning.
- Delivered wireframes, UX flows, and concept validation for direct messaging and trending content threads, aligning social interaction mechanics with Reddit-style reputation models and real-time urgency of chat app.
UI/UX Designer
Colgate-Palmolive
- Worked on an AI-powered innovation platform in the consumer goods sector. Designed web application interfaces, ensuring a seamless user experience and maintaining consistency with the existing design system.
- Developed interactive prototypes for rapid user testing, enabling stakeholders to validate key design decisions and accelerating the product development cycle by 30%.
- Expanded the generative AI product by designing and integrating new features, enhancing user interactions, and improving decision-making workflows.
Product Designer
Prix Ltd.
- Led UX/UI design for the Group Quotation tool, collaborating with product managers and front-end engineers to enhance the group booking experience for hotel partners. This included refining the user experience to streamline the group booking process.
- Implemented an in-app collaboration and notification system for the groups and planning sections of the platform, enhancing team communication and supporting decision-making for revenue management teams in the hospitality industry.
- Designed and implemented KPI metrics, such as expandable profitability metrics, providing hotels with detailed insights into group revenue and incremental profit.
- Added intuitive design elements to highlight essential financial metrics like exclusive and inclusive VAT, aiding hotel partners in informed decision-making.
- Conducted user research and usability testing with hotel partners, gathering critical feedback to refine and optimize product features.
- Developed and refined UI components using the Ant Design system.
Product Designer
Comet ML, Inc.
- Redesigned the navigation system for Comet ML's platform, enhancing user experience by streamlining access to key features and improving overall usability.
- Led a comprehensive onboarding revamp for new users, incorporating user feedback and testing to create an intuitive, engaging introduction to Comet ML's tools and capabilities.
- Conducted in-depth user interviews and testing sessions, identifying and addressing key UX challenges, significantly increasing the discoverability and usability of advanced features in the Comet ML platform.
Product Designer
American Kidney Fund Inc.
- Executed a comprehensive UX audit, identifying and rectifying pain points and increasing user satisfaction.
- Crafted user personas and mapped user journeys, leading to a reduction in onboarding time and a boost in task completion rates.
- Developed a visually appealing and intuitive UI design in Figma, leading to a decrease in user errors and an increase in overall engagement.
Marketing Designer
https://bitbo.io/
- Optimized conversion rates. Enhanced landing page design resulted in an increase in user engagement, converting more visitors into active users within the 1st month.
- Streamlined the user journey. Implemented intuitive information architecture, reducing bounce rates and improving user satisfaction through a seamless experience accessing real-time Bitcoin metrics.
- Boosted credibility. Incorporated user testimonials and trust signals, leading to an increase in user trust perception, positively impacting the project's credibility within the Bitcoin community.
UX Designer
Tunic & Co
- Conducted user research to identify friction points in P2P transfers; implemented email/phone input, potentially reducing user errors by 25%.
- Designed and tested the Tunic consent form, achieving an increase in user understanding and a boost in completion rates.
- Analyzed transaction data feedback, iteratively improving fraud detection algorithms, resulting in a reduction in false positives.
Lead Product Designer (via Toptal)
Omnisafe GmbH
- Led the UI/UX design team at Omnisafe, a German insurance company, as a product designer and UI/UX department leader.
- Orchestrated stakeholder communication and collaboration with developers to ensure seamless project progress.
- Spearheaded the creation of a scalable design system, optimizing design efficiency and consistency.
- Designed and conceptualized an internal CRM tool within a demanding 9-month timeframe.
- Positioned the CRM tool for future market expansion, targeting external insurance companies for potential adoption.
Product Designer
Geonode
- Orchestrated and managed the design department, ensuring that the project was executed with precision.
- Created a consistent design system for both the dashboard and web to ease future upgrading.
- Collaborated closely with the product department to deliver exceptional outcomes and seamless user experiences.
- Facilitated design sprints to ideate and develop cutting-edge solutions for our clients.
- Worked closely with the development department on implementation.
UX/UI Designer
Reeske Inc
- Worked with key stakeholders to create innovative insurance proposals for customers, where stacking two or three smaller policies creates big differences in comparison to one big policy.
- Contributed to the benefits such as saving as much as 40%, more flexibility, and more security for the future. The goal was to work on UI and present those benefits in UX friendly way on the proposal page.
- Created designs for the landing page and result/proposal page.
Lead UI/UX Designer
Truely
- Collaborated with the key stakeholders on creating a platform that processed user reviews from various sources and separated the fake from the real ones.
- Conducted regular user testing, resulting in continuous improvements to our product.
- Created a process for monitoring user experience outcomes and metrics to improve the product further.
- Developed and implemented a comprehensive design system to improve the user experience.
- Collaborated closely with developers to ensure seamless integration of design and functionality.
- Mentored and led a team of junior designers, fostering their growth and development.
Co-founder
Branding
- Co-founded Brandingmag, an independent publisher shaping the global dialogue on branding and culture.
- Led the establishment and management of teams, overseeing operations from inception to growth.
- Served as the creative director, driving the creative vision and ensuring brand integrity across all platforms.
Education
Bachelor's Degree in Web Design
Higher Education Technical School of Professional Studies - Novi Sad, Serbia
Bachelor's Degree in Graphic Engineering and Design
Faculty of Technical Sciences, University of Novi Sad - Novi Sad, Serbia
Certifications
Product Psychology Masterclass
Growth.Design
Advanced Front-end Development
Smart School
PHP and MySQL
Smart School
AngularJS
Smart School
Skills
Tools
Adobe Creative Suite, Figma Component Library, Miro, Google Analytics, Figma Make, Claude, Stripe Checkout, Jira, Slack, FullStory
Languages
HTML, CSS, JavaScript
Platforms
Figma, Android, Web, Mobile, iOS, WordPress
Industry Expertise
Marketing, Insurance, Life Insurance, Hospitality, Healthcare
Other
Framer, Notion, Web Design, UX Design, UX Research, Product Design, User Experience (UX), User Interface (UI), Usability Testing, Information Architecture (IA), User Research, Design Sprints, Prototyping, UI Design, Financial UX, Mobile Banking, Personal Finance Management, User Personas, Digital Product Design, User Flows, Dashboard Design, Web Dashboards, Design Systems, User Testing, Client Interviews, User Interviews, Landing Pages, Optimization, UX Leadership, Team Leadership, Quantitative Analysis, Checkout, Mobile UX, Web Usability, UX Wireframes, iOS UI Design, Dashboards, Web App Design, Web App UI, Web App UX, CRM Design, eCommerce, Mobile App Design, High-fidelity Prototypes, MVP Design, Data Visualization, User Journeys, UX Audits, UX Strategy, Fintech, Crypto, Startup Consulting, Landing Page Design, Responsive Web Design (RWD), Conversion Rate Optimization (CRO), Interaction Design (IxD), B2B, UX Flows, B2C, Business to Business (B2B), Customer Journey, Mobile UI, Apps, UI Branding, Wireframing, Design Leadership, SaaS Design, eCommerce UI, Web UX, Web UI, High-fidelity Mockups, UX Review, A/B Testing, Low-fidelity Mockups, Low-fidelity Prototypes, Mockups, Mobile UI Design, Mobile Design, Mobile App UI, Mobile UX Design, Template Design, Web Template Design, User Journey Maps, Onboarding, Audits, Websites, Web UI Design, Web UX Design, Research, Mobile Prototypes, UI Components, Design Thinking, Complex Web Systems, Workflow, SaaS, Forms, Responsive Web Apps, User Stories, Product Consultant, Consulting, UX Principles, Design Guidelines, Team Management, Rapid Prototyping, Mobile Apps, User-centered Design (UCD), Style Guides, Layout, User Scenarios, Strategy, Design Consultation, Product Discovery, Personas, Brand Design, Design Validation, App Design, Discovery, Interactive Prototypes, Rapid Interactive Prototyping, Responsive Design, Layout Design, Cryptocurrency, Artificial Intelligence (AI), Design Workshops, UI Audits, Modular Design, AI Design, Visual Design, Communication, Customer Relationship Management (CRM), Remote User Testing, Complex Application User Interfaces (UI), User Workflows, Software as a Service (SaaS), Atomic Design, Design Production, Branding, Mortgages, Website Redesign, Lean UX, Usability, Typography, Color Palettes, Brand Guidelines, Lean Startups, Enterprise Resource Planning (ERP), Information Systems, Financial Systems, Quality Auditing, Admin Panels, Design Strategy, Accessibility, Storybook, User Validation, Mobile-first Design, Reports, Stakeholder Engagement, Market Research, Reviews, User Onboarding, Enterprise, Web Applications, UI Pattern Library, Cross-functional Collaboration, Real Estate Web Design, User Experience Design, Data-informed Visual Design, Business to Consumer (B2C), Website Design, Conversational Design, Conversational UX, Conversational Interfaces, Conversational UI, Conversational AI, Qualitative Research, Feature Analysis, Information Design, Tailwind UI, Fintech Design, UX Testing, Data-heavy Design, Android App Design, iOS App Design, Responsive UI, Systems Design, Jitter, UI Animation, Web Animation, Pitch Decks, Presentation Design, Component Libraries, Visual Brand Guidelines, Visual Identity, AI-powered Product Design, Human-centered Design (HCD), Creative Design, AI Chatbots, AI Prompts, Agentic AI, Agentic Frameworks, Chatbots, Internal Apps, Chatbot Conversation Design, Large Language Models (LLMs), Component Design, Social Networks, ClickUp, Web Development, Front-end Development, Finance, UI Engineering, Tailwind CSS, Bootstrap, Startups, Early-stage Startups, Gamification, Delivery, Proxies, Content Management Systems (CMS), Usability Guidelines, Journey Mapping, Workshop Facilitation, Discovery Workshops, Animation, System Design, Workshops, Stakeholder Interviews, Conversion Rate, Conversion, UI Prototyping, UX Engineering, Travel Design, User Psychology, Agile, Stakeholder Management, Marketing Design, Product Management, Web3, Enterprise SaaS, Big Data, Artificial Intelligence as a Service (AIaaS), Generative Artificial Intelligence (GenAI), Desktop App Design, Enterprise Design, Front-end, ChatGPT, React, Voice UI Design, Leaderboards, SEO Audits, Travel, Online Payments, User Behavior, Administration, Mental Model, Visualization, Charts, Enterprise Application Design, Creative Direction, Heap, Web Application Design, Location-aware Technology, Location Tracking, Behavioral Design, Risk Management, AI Risk Management, Product Owner, Project Management
Experience
- Website Design - 16 years
- UI Design - 15 years
- Product Design - 10 years
- Design Systems - 8 years
- Figma - 7 years
- Software as a Service (SaaS) - 6 years
- Design Strategy - 6 years
- Conversational AI - 3 years
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