Strategic clarity
Clarifying the offer, priorities, structure and direction so teams can make better decisions.
About Ajda · Digital Experience Strategist
I connect strategy, design and technology to make complex digital work feel clear.
In practice, that spans visual identities and print as well as websites and digital products. Not because every project needs every discipline, but because understanding the whole picture helps me find the right solution.
Where it started
Design has never felt separate from technology to me.
I grew up around Greco d.o.o., my family’s software company, where software development was part of everyday conversation. It taught me early on that good digital work is made of more than screens: there are business systems, constraints, people and client relationships behind every visible outcome.
While studying, I began working with small and medium-sized businesses. Today, a project often starts with one focused need — a website or product redesign, for example — and grows into a longer partnership connecting direction, experience, communication and optimisation. This is reflected in my work with Fontana, where I connect print and digital communication.
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I’ve never believed that good digital products are created by one discipline alone. The most meaningful work happens when strategy, design, technology and communication are connected — and that’s exactly where I enjoy working.
The breadth of my practice is not about offering everything. It is about seeing the connection between what an organisation promises, how people understand it and what their digital experience actually enables them to do.
How I think
Before I design a solution, I look for the right question.
- 01
Understand before designing
People, context, constraints and the real problem matter more than the first fast answer.
- 02
Clarity creates trust
When the offer, content and user journey make sense, choosing becomes easier.
- 03
Design is a system, not a screen
Every touchpoint should support the same intention — from information and interface to identity and delivery.
- 04
Measure what matters
After launch, I observe, learn and focus improvement where it can make a genuine difference.
- 05
Stay beyond launch
The best partnerships begin when a first solution can unlock the next, better decision.
How the practice evolved
From shaping individual things to connecting whole ecosystems.
Early on
Growing up around software and IT
A view of technology through development, business systems and the people who rely on them.
First projects
Working with small and medium-sized businesses
Early work brought communication, graphic design and real business needs together.
Next
UX, interfaces and digital products
Visual communication expanded into structure, user journeys and product thinking.
Today
Digital strategy, visibility and partnership
Today, I bring together design, digital strategy, SEO, analytics and technology to create connected solutions. When a project calls for additional expertise, I collaborate with trusted specialists.
What I bring
Three layers of one more connected outcome.
Digital experiences
Designing websites, products and systems that make value easier to understand and easier to use.
Visibility & communication
Connecting identity, content, SEO, GEO and communication so the right people can find and choose you.
Continuous learning
Professional courses & certifications
Curiosity needs structure, too.
Across 25+ professional courses and certifications, I continue to deepen my practice in UX, product design, accessibility and design systems. User research, analytics, SEO and AI and emerging technologies are part of the same curiosity: understanding how digital products are made, used and improved. Interaction Design Foundation remains an important part of that journey — not as a badge, but as a discipline I keep testing in the work itself.
- UX & product design
- Accessibility & design systems
- Research & analytics
- SEO, AI & emerging technology
View all certifications+
Away from the screen
Observation, patience and making.
Outside work, I’m drawn to things that require observation, patience and making — from cooking and growing herbs to sewing and restoring old objects. I’m also a mum and a devoted dog person, currently accompanied by a miniature poodle who brings a different kind of structure to every day.
Working together
Work that spans different scales and contexts.
From small and medium-sized businesses to larger organisations, software, finance, healthcare and professional services — always with the aim of making what matters easier to understand, use and trust.
In clients’ words
A good process leaves a mark on the collaboration, too.
“Ajda brought well-established industry best practices in UX and graphic design to Blocksi. Thanks to her deep understanding of graphic design, sense of user experience and creative mind, Blocksi has made a breakthrough in marketing and product design.”
FuadBlocksi
“I have worked with Ajda on several projects. She is one of the most creative and diligent people I have had the opportunity to work with.”
JernejMotiviti
“Ajda is dedicated to excellence and perfection and that reflects in here work. She is always ready to help and proactive when problems arise, this leads to results that are border on art. Working with Ajda has always been a pleasure and I am looking forward on working with here on many more projects!”
Zvonimir Cvetko DamnjanovićDetective and Security Agency
“Ajda is a great professional, enthusiastic and always happy to help with new ideas or suggestions for improvement. I highly recommend Ajda for her professionalism and great attitude.”
RuiU-find
Background
A little more about me.
Experience
18+ years
in digital design & technologyFrom UI/UX and product design to websites, digital transformation and long-term digital partnerships.Education
BSc Interactive Graphic Communication
Faculty of Electrical Engineering and Computer Science · University of MariborThesis focused on usability and social media.Languages
Slovenian, English, Croatian, German
Native Slovenian, professional spoken and written English, basic German.Based in
Maribor, Slovenia
Working remotely and internationally.Available for remote and hybrid collaboration.Next step
Let’s make the complex feel clear.
Tell me what you are trying to improve, launch or bring into focus.