About Me

As a teenager, I collected journals about technology and phones.
Not to use them, but to understand what they said about people.

Phones were rotating, sliding, folding. Each one told a story. Your phone was a choice about your identity and personal brand. I've been chasing the answer to this question ever since: How does technology reflect who we are?

Years later, I studied architecture, and I started a digital art project called Emotional Maps. The design process was turning people's memories of cities into visual designs.

Each map was shaped entirely by someone's story. Through this project, I learned to stop assuming and start listening.

See the maps here See the maps here Maps Instagram Maps Instagram

That insight shaped my work in startups. At Pattern Brands, I designed across 7 e-commerce sites (23% conversion increase, 8% reduction in cart abandonment, faster development through a unified design system).

My PhD research took that same approach to AI: systematic research, analyzed countless academic papers, surveyed 345 users across 46 countries, and audited 10+ AI tools across 6 interface types, to understand adoption patterns.

Now I design AI interfaces that build trust. Understanding what drives growth, what users actually need versus what they say they want, and finding the shortest path between an insight and a solution that works.

Now I'm designing AI tool interfaces and new usage patterns.

Because here we are again, a new technology is changing how we communicate, learn, and work.

Just like those diverse phones I collected as a teenager.
And just like then, I'm asking the same question:
How do we make this technology feel personal?
How do we design it so people trust it, use it, and make it their own? 

I work with Series A-B AI startups where impressive technology isn't translating to user adoption. If that sounds familiar, let's talk.

It all starts with emotions

In our products, we take customers on an emotional journey. Let's make it a positive one!

I'm fascinated by the role emotions play in our decision-making processes (around 80% of decisions are emotional) and how they shape our interactions with products. I'm on a mission to uncover the nuances of this emotional landscape.

There are 3 perception levels, and while designing your website I carefully consider each of them.

Emotional design is a design approach to create products that deliver positive experiences for users. It contains 3 perception levels: Visceral (formed in 5 seconds), Behavioral (pleasure of usability) and Reflective (thinking and calculating).

Never forget who we are designing for - humans. We are all beings led first by our instincts and sensations. Our emotions affect: attention, memory, engagement, and generate additional meaning of the product.

First perception level

Visceral

Sensation and feeling formed in first 5 seconds of using and seeing the product.

Second perception level

Behavioral

Pleasure of achieving user set goals while using the product.

Third perception level

Reflective

Thinking about pros and cons-after they saw, felt, and used the product.

Bookshelf

Design Books That
Shaped My Thinking

I’m a firm believer in continuous learning, and some of my favorite books, about design and more, that have shaped my work approach.

Off the clock

You'll find me hiking the mountains of Montenegro, experimenting with new recipes, reading a book, or planning my next adventure.

I've visited 40+ countries and lived in four: Montenegro, Portugal, Estonia, and now Italy.

📖 Currently reading: Empire of AI by Karen Hao.

✨ Looking forward to: Concert of Paul McCartney in Paris.

🎧 Always listening: Mumford and Sons

Based in L'Aquila, Italy. Working with teams worldwide. 🌍