Ivana Bekvalac
Product Designer | UX/UI | Design Systems
Salary / Daily rate
Belgrade, Serbia
Freelance, open to permanent contract
Can come onsite
Skills
Languages
About me
Intro
Product Designer with 3+ years specializing in Web3/blockchain interfaces and 10+ years in UX/UI design. Expert in translating complex technical concepts into user-friendly experiences for dApps, NFT platforms, and DeFi solutions. I create end-to-end digital products that drive adoption and innovation in decentralized ecosystems.
Work experience
Design Generalist | Product Designer
FreelanceFreelance
Oct 2021 - Present
5 years 1 month
As a multidisciplinary designer in the Web3 industry, I blend UX/UI, product, and generalist design expertise to create intuitive, engaging, and accessible experiences for decentralized platforms. My work spans the entire product lifecycle—from user research and journey mapping to high-fidelity UI, branding, and design system development—enabling seamless interactions with dApps, NFT platforms, wallets, and blockchain-based services. I’m passionate about bridging the gap between complex blockchain technology and real user needs, ensuring trust, security, and usability in every solution. My collaborative approach allows me to partner effectively with developers, product managers, and community teams to deliver end-to-end digital experiences that drive adoption and innovation in crypto, DeFi, and NFTs. Core competencies: UX Research & Usability Testing Wireframing, Prototyping & High-Fidelity UI Design Product Discovery & User Journey Mapping Design Systems & Visual Identity Cross-Functional Project Leadership Translating technical concepts into clear, user-friendly interfaces Staying ahead of Web3 and blockchain trends I thrive on solving unique design challenges in the decentralized world, making Web3 technology accessible to all users.
IT Consultant | Product Owner | Design Generalist
PRODYNA
Sep 2017 - Oct 2021
4 years 2 months
With a career foundation in quality assurance and requirements engineering, I’ve developed a keen eye for detail, robust analytical skills, and a strong understanding of how products are built, tested, and improved. My hands-on experience in QA taught me the importance of reliable systems, meticulous testing, and clear documentation, while my time as a requirements engineer honed my ability to translate user needs and business objectives into actionable, technical specifications. Evolving into a Product Owner and Designer Generalist, I now leverage this technical background to bridge the gap between users, business, and development teams. I thrive on taking a holistic approach—balancing usability, feasibility, and value—to shape products from vision to launch and beyond. I’m passionate about driving continuous improvement, aligning cross-functional teams, and ensuring that every feature delivers real value. Core competencies: Product Ownership & Agile Delivery Requirements Gathering & User Stories UX/UI Design & Prototyping Cross-Functional Collaboration Problem Solving & Process Optimization QA & User Acceptance Testing My goal is to create products that are not only functional and reliable, but also intuitive and delightful to use.
MyTrendyPhone
Oct 2010 - Aug 2017
6 years 11 months
Customer Service Project Lead | Growth Strategist | UX Researcher | E-Commerce Specialist
May 2013 - Aug 2017
4 years 4 months
As an e-commerce professional with a strong foundation in customer support leadership, I specialize in turning real customer insights into growth-focused, user-centric solutions. My experience as a Customer Service Team Lead taught me the importance of seamless user journeys, clear communication, and agile, cross-functional teamwork in delivering high-value digital experiences. Transitioning into growth strategy, project leadership, and UX research, I leverage my understanding of the full e-commerce funnel—from acquisition and conversion to retention and loyalty. I thrive at the intersection of customer empathy, data analysis, and business impact, using qualitative and quantitative research to pinpoint friction points and unlock new opportunities for product and revenue growth. Key strengths include leading multi-disciplinary projects, journey mapping, usability testing, and transforming customer feedback into actionable product improvements. I am skilled in collaborating with product, marketing, and tech teams to deliver results that align with both user needs and business goals. Core competencies: Turning Customer Insights into Revenue-Driving Solutions E-Commerce Growth Strategy UX Research & Usability Testing Customer Journey Optimization Cross-Functional Project Leadership Data Analysis & Insight-Driven Solutions Agile Methodologies Passionate about driving innovation in the e-commerce space and building digital products that users truly love.
Customer Service Specialist / Team Lead
Oct 2010 - May 2013
2 years 8 months
I lead and mentor a team of customer service professionals, driving exceptional customer experiences through effective communication, problem-solving, and continuous process improvement. I handle escalated customer issues, ensuring timely and satisfactory resolutions while developing and implementing team objectives and performance standards. Core Responsibilities: - Leading, coaching, and developing a high-performing customer service team. - Managing complex and escalated customer inquiries to achieve timely and positive outcomes. - Setting and monitoring team objectives, performance metrics, and standards. - Conducting regular performance evaluations and providing constructive feedback. - Streamlining processes to enhance operational efficiency and customer satisfaction. - Utilizing analytics and reporting tools to identify trends, track performance, and inform decision-making. Key Skills: - Team Leadership & Development - Exceptional Communication & Interpersonal Abilities - Conflict Resolution & Problem Solving - Proficiency in CRM Platforms and Customer Service Tools - Data-Driven Decision Making & Continuous Improvement Passionate about delivering outstanding customer experiences and fostering team growth.
Education
Scrum.org
Professional Scrum Master I