Over 10 years of experience delivering data-driven, user-centered solutions that drive business growth.
Originally from Belgrade, Serbia, I've been passionate about design since I was 18. My journey began with winning logos and web contests on 99designs.com, which ignited my love for creating meaningful digital experiences. As a self-taught designer, I transitioned from branding and graphic design to fully immersing myself in UI/UX.
Over the past decade, my career has been a mix of freelancing and corporate roles. In the first half, I collaborated with clients and agencies worldwide - from the USA and UK to Singapore, China, and across Europe - delivering innovative projects across various industries.
In the second half of my career, I transitioned to working in dynamic company environments, spending a year in China with an e-commerce brand, two years remotely for the UK's hyperfast broadband provider, Hyperoptic, and now embarking on my latest adventure in Dubai with Rapid Global Growth, where I lead design for Puffy, one of the best-selling luxury mattress brands in the USA.
Experience
Jan 2024 – Present
Rapid Global Growth - Puffy.com
Senior UI/UX Designer · Dubai, United Arab Emirates · On-site
Lead design initiatives for Puffy, one of the fastest-growing luxury mattress brands in the USA, focusing on user engagement and conversion optimization. Delivering innovative design solutions that enhance performance across high-impact projects.
Nov 2021 - Jan 2024
Hyperoptic - Hyperfast Broadband Provider
User Experience Designer · London / Belgrade · Remote / Hybrid
Led UX initiatives for broadband provider Hyperoptic in the UK, focusing on enhancing customer journey experiences. Drove UX audits, research, and design improvements, increasing customer satisfaction and streamlining the onboarding process.
Aug 2020 - Nov 2021
Freelance
UI/UX & Product Designer | Remote
Focusing on a diverse range of UI/UX projects, including fitness apps, e-commerce platform, and finance stock website. Led end-to-end design solutions, adapting to various industries and ensuring user-centered, intuitive designs. This period of freelancing allowed me to expand my portfolio with impactful projects before transitioning to a full-time role with Hyperoptic.
April 2019 – August 2020
Astrum World
UI/UX & Visual Designer · Shenzhen, China · On-site
Creating visual design, prototypes for mobile and web applications, collaborating with the design team, stakeholders, product owners and developers in an agile environment.
Feb 2012 - Feb 2019
Freelance
UI/UX & Visual Designer | Remote
Collaborated with diverse clients and agencies over the past 12 years to design user-centered websites, mobile apps, and digital products across various industries. Delivered full-cycle design solutions from concept to execution.
My Approach
I believe that great design is fundamentally about problem-solving. Whether it's diving into the core needs of a business as a freelancer or pushing the boundaries in a corporate environment, I always aim to exceed expectations and deliver impactful results. I’m driven by success and the positive impact my designs have on both users and businesses.
Throughout my career, I’ve consistently gone beyond my core responsibilities to make meaningful contributions. At Hyperoptic, I conducted UX audits and proactively recommended improvements during stakeholder meetings, resulting in enhanced customer journeys, increased satisfaction, and streamlined onboarding processes.
In my current role at RGG in Dubai, the fast-paced, agile environment has enabled me to lead the end-to-end design process for MyHouz, a real estate platform, and take on the complete redesign of Puffy.com where I've built a comprehensive design system, optimized the user journey, and implemented data-driven strategies that reduced cart abandonment, boosted conversions and other significant improvements in both user engagement and revenue growth.
Skills and Tools
UX Design
User Interface Design, Wireframing, Interactive Prototyping, Visual Design, Product Strategy, User-Centered Design, Interaction Design, Information Architecture, MVP Development, Responsive Design, User Flows, Design Systems.
User Research
A/B Testing, Usability Testing, User Interviews, Persona Development, Quantitative and Qualitative Research, Competitive Analysis, User Journey Mapping, Survey Design, Survey Analysis.
Design Software & Analytcs
Figma, Adobe XD, Adobe Illustrator, Adobe Photoshop, InVision, Framer, Unbounce.
FullStory, Userlytics, Hotjar, Google Analytics, Optimizely, GetFeedback.
AI Tools & Collaboration
ChatGPT, Claude, Midjourney, Flux, DALL·E. | Asana, Jira, Trello, Slack, Confluence.
Outside of Work
Away from the screen, I'm someone who values a balanced, healthy and adventurous life.
I'm passionate about sports, especially basketball since I played when I was young. Sports and gym keep me active, and I also like watching football, MMA, and boxing.
Traveling is a big part of my life. I love exploring new places, experiencing different cultures, and have even lived in a few countries along the way. When I'm at home, I like to unwind with video games or get lost in a good sci-fi movie or TV show. I'm also into music and enjoy going to festivals when I can.
I'm pretty excited about AI, too. I've been using tools like GPT since they came out, and I think they're going to play a big role in how we live and work. It's fascinating to see how technology keeps evolving, and I'm eager to see what's next.
I'm always excited to connect with like-minded professionals and explore new opportunities. Feel free to reach out if you'd like to discuss design, AI, or even challenge me to a game of basketball or chess!
2024 Dejan Velimirovic. All right reserved.