Portfolio
Nikola Petrović, Growth Product Designer
I set up the analytics, find where users drop off, design the fix, ship it with engineering and measure the result.
-
+36%
new users reaching home, onboarding cut from 8 steps to 3
The Lysts -
2 years
designing an enterprise AI security platform
AIceberg -
Lead of 12
designers, as Design Team Lead
Cinnamon
My role
Result
The LystsConsumer mobile app · Onboarding and activation
I removed email and password signup
Problem
People downloaded the app but never reached the moment it became useful. Onboarding had 8 steps, including an SMS code that often failed.
What I did
- Set up Amplitude tracking and read the onboarding funnel
- Found where new users dropped off
- Redesigned onboarding: Google/Apple sign-in, username only, everything else later
- Agreed a 20% target and a kill rule with the team before launch
- Shipped it with engineering and measured the result
Key decision
We deferred profile setup and accepted less data at signup to get people to value faster, with a kill rule if it backfired.
My role
Result
The LystsConsumer mobile app · Engagement
Why I ruined the homepage to increase engagement
Problem
The home screen tried to do everything, so new users didn't see the core loop.
What I did
- Read the engagement data and session behaviour
- Split the home into a focused feed and a separate Explore
- Shipped it and tracked engagement time per session
Key decision
Fewer features on the home screen, so new users see the core loop first.
AIcebergB2B SaaS · AI · Complex workflows
Designing an enterprise AI security platform
My role
Problem
Enterprises needed to test and monitor the security of their AI agents inside strict approval processes.
What I did
- Designed every page, flow and dashboard for almost two years
- Designed a visual workflow editor that connects AI agents to tools like SAP
- Built security checks, approvals and consents into the flows
- Tested dashboard iterations with clients together with the product owner
- Handed off and synced closely with the dev team through delivery
Key decision
Security approvals built into the workflow, not as a separate step that slows people down.
My role
Protection Dogs WorldwideE-commerce · Analytics implementation
Finding out how visitors actually converted
Problem
The team had a website and Google Analytics but no view of how visitors became leads.
What I did
- Audited the existing analytics setup
- Defined the events worth tracking
- Set up events and funnels through Google Tag Manager, plus Microsoft Clarity
- Made the full path from first visit to lead to customer visible
Key decision
Event tracking and Clarity the team owns, instead of paid agency reports.
Result
For the first time, the team could see the full path from first visit to customer, and where people dropped off.
UI craft
Bival DentalA calm, modern site for a dental clinic: clear treatments, easy booking.
View the project →
How I use AI
Prototyping: I build working prototypes in Claude Code to test flows with the team before final UI.
Data: I use AI to clean and reconcile messy event and campaign data; days of cleanup became hours at The Lysts. No raw personal data goes into an AI tool.
Shipping: this site was built and shipped with Claude Code, from staging to production.
Team lead at Cinnamon
My role
I managed 12 designers across client projects: performance against defined seniority levels, training plans and promotions. I led the redesign of Notion's knowledge base for one of Notion's teams, helped win the project, and ran two A/B tests against the live version.
About
I'm Nikola, a Growth Product Designer from Belgrade with 9+ years in design and front-end development. I co-founded Hilbert Space (now Bordi) and Nncord, and led a design team of 12.
NTI Award 2019 finalist (6th of 140) · Google Launchpad 2019 · Lecturer, IT Winter Camp 2018 · Amplitude Academy training 2026
Download CV for the full experienceWant the full story behind any of these? I'm happy to walk you through it on a call.
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