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Anja Petrović

Product design for startups

linkedin.com/in/anjapetrovicanja.designhi@anja.design

Core competencies

Product-led growth · Product strategy · Product design · AI-powered development · Agentic workflows

Experience

Freelance
Sep 2025 - Present · 1 yr 2 mos
Helsinki, Finland
Product designer
Dec 2025 - Present · 11 mos

Shaping strategy, designing, and shipping code with AI to help startups grow:

a complete redesign, product-market fit input, and a map of UX opportunities

  • shipped a complete redesign of a B2B2C web & mobile app for a social impact startup
  • helped an early AI startup find product-market fit with input on AI workflows and product strategy
  • mapped out strategic product and UX opportunities for a growing data startup
Builder, event host & mentor
Sep 2025 - Present · 1 yr 2 mos

Building with AI, hosting coworking events, and mentoring designers

  • Building apps and agents with AI
  • Hosting coworking events in Helsinki
  • Mentoring designers around the globe
Vainu
Aug 2022 - Jun 2025 · 2 yrs 11 mos
Helsinki, Finland
Lead product designer & PM
Dec 2023 - Jun 2025 · 1 yr 7 mos

Led design strategy, product-led growth, and cross-team collaboration:

shorter time to value for 10k users, a free plan, AI foundations, and analytics

  • reduced time to value for 10k users by replacing calls and emails with a few in-app clicks
  • laid foundations for AI features by automating internal tooling
  • unlocked engagement & retention by shipping a free plan
  • set up product analytics from scratch
Senior product designer
Aug 2022 - Nov 2023 · 1 yr 4 mos

Led strategic projects from zero:

usage-based pricing bringing €100k in 6 months, AI-powered search, and mentoring

  • launched usage-based pricing while bringing €100k in net new revenue in 6 months
  • shipped AI-powered search that anticipates user needs
  • built shared product clarity between commercial and tech teams
  • turned scattered design efforts into a unified approach by mentoring 2 designers
Grafana Labs
Jun 2021 - Aug 2022 · 1 yr 3 mos
Helsinki, Finland
Product designer, Growth
Sep 2021 - Aug 2022 · 1 yr

Led design in the growth team and drove SaaS adoption among self-serve users:

boosted activation by 22% and paid conversions by 50%

  • spearheaded cross-functional projects with company leaders
  • opened revenue streams by introducing enterprise features to self-serve users
  • shipped experiments and features that boosted activation by 22% and paid conversions by 50%
Product designer, Grafana Cloud
Jun 2021 - Sep 2021 · 4 mos

Scaled the company's SaaS product:

enterprise access control, AWS integrations, and a standardized design system

  • launched a new access control system for enterprise customers
  • shipped plug-and-play AWS integrations for self-serve users
  • improved UX and team efficiency by standardizing the design system
UX designer, Growth
Aiven
Dec 2020 - Mar 2021 · 4 mos
Helsinki, Finland

Boosted product growth for a B2B SaaS startup:

launched product experimentation, from the 1st experiment to playbooks

  • led a cross-functional project to launch product experimentation
  • boosted user activation by shipping the company's 1st product experiment
  • equipped the team with experimentation infrastructure and playbooks
UX designer
Freelance
Apr 2020 - Nov 2020 · 8 mos
Helsinki, Finland

Worked with clients from the US, Australia, and Finland:

a design system for a B2B website, higher conversions, and nonprofit strategy

  • scaled a B2B marketing website with a design system and landing page templates
  • grew conversions for a clothing marketplace by sharpening messaging and reducing checkout friction
  • advised health and climate nonprofits on strategic ways to grow their impact
UX designer
Alpha Design
Feb 2019 - Aug 2019 · 7 mos
Belgrade, Serbia

At a boutique agency, worked with international and local clients:

UNICEF's parenting app, an insurance marketplace overhaul, and SaaS use cases

  • designed UNICEF's parenting app that later reached 14 countries and 1m downloads
  • overhauled a growing insurance marketplace's brand and website
  • scaled a US startup's workflow automation SaaS to support new use cases
Freelance
Jan 2014 - Jan 2019 · 5 yrs 1 mo
UX designer
Sep 2017 - Jan 2019 · 1 yr 5 mos
Belgrade, Serbia

Went into UX as a freelancer, working with clients from the US, Serbia, and Portugal:

retention for an HR platform, an SEO app prototype, and websites for nonprofits

  • boosted retention for an enterprise HR platform by improving usability at key drop-off points
  • helped an early startup validate product-market fit by prototyping their SEO app from zero
  • grew leads for early nonprofits by designing and coding custom WordPress websites
Digital creative
Jan 2014 - Aug 2017 · 3 yrs 8 mos
Vienna, Copenhagen, Madrid, Belgrade

Worked with clients from Serbia, Denmark, Austria, and the US:

graphic design team lead, photography, social media, and performance art

  • led a graphic design team and designed a range of digital & print material
  • photographed products and events
  • marketed brands on social media
  • produced performance art