Good B2B design is mostly the work nobody sees — the structure, the restraint, the decisions that keep the product from collapsing under its own weight.

I'm a Senior Product Designer based in Croatia, focused on B2B SaaS. Eight years in design, the last four focused on product.

Since 2022, I've worked full-time inside B2B product teams and, more recently, through Aura Design Studio — an independent practice serving scaling SaaS companies, regulated MedTech consultancies, and AgriTech platforms.

The work is usually the same underneath: information architecture that's grown beyond its original structure, workflows users are routing around instead of through, design systems that were built for v1 but are now carrying v4.

I use AI tools throughout my process now — for research synthesis, prototyping, and design system maintenance — but I treat them as method, not positioning. The work still comes down to human judgment. The tools just get me there faster.