Summary
Overview
Work History
Education
Skills
Languages
Timeline
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Pavle Lučić

Pavle Lučić

Belgrade

Summary

Senior UI/UX Designer with 13+ years of experience creating user-centered digital products. Skilled in UX research, wireframing, prototyping, visual design, and building scalable design systems. Proven track record working with global teams and leading design efforts from concept to delivery.

Overview

18
18
years of professional experience

Work History

Senior UI/UX Designer

Toptal
03.2021 - Current
  • Worked as a senior designer for multiple Toptal clients across industries including fintech, SaaS, e-commerce, healthcare, and education
  • Embedded into client teams to lead UX strategy, interface design, and product ideation from discovery to delivery
  • Conducted user research through stakeholder interviews, surveys, and usability testing to identify pain points and inform product direction
  • Created UX deliverables including user personas, journey maps, task flows, site maps, and information architecture
  • Designed wireframes and high-fidelity prototypes in Figma, with strong emphasis on accessibility, responsiveness, and design systems
  • Led branding efforts for new startups by designing logos, color systems, typography, and visual identities aligned with business goals
  • Prototyped complex UI interactions and animations to communicate design intent and validate early concepts
  • Collaborated with product managers, developers, and QA in Agile/Scrum environments, using Notion, Jira, Slack, and Trello
  • Delivered complete design documentation and developer-ready assets with consistent spacing, behavior rules, and naming conventions
  • Maintained client communication, presented design rationale, and adjusted based on real-time feedback and analytics

Lead UX Designer

Hotovo
02.2022 - 06.2025
  • Lead UX designer embedded in cross-functional product teams, designing platforms for clients in AI, telecom, and industrial automation industries
  • Designed core user experiences for: A call center software platform used by thousands of support agents across Europe, A water treatment monitoring system with complex IoT dashboards and maintenance scheduling, An internal AI model management tool used by machine learning engineers to monitor performance and retrain models
  • Conducted in-depth UX discovery through stakeholder interviews, technical workshops, and field research to understand industry-specific needs
  • Created wireframes, user flows, and high-fidelity prototypes in Figma, tailored to different user types including technicians, operators, and admins
  • Developed component-based design systems from scratch in Figma
  • Led usability testing sessions with real users, synthesized findings, and iterated based on friction points and feature gaps
  • Worked closely with developers and product owners using Jira, Slack, and Notion, ensuring clear specs and fast handoff
  • Mentored junior designers and introduced scalable processes for feedback, QA, and design documentation
  • Advocated for accessibility, responsive design, and real-world constraints (e.g., mobile in-field use, poor connectivity scenarios)
  • Delivered UX aligned with business KPIs including increased feature adoption, reduced onboarding time, and improved task completion accuracy

Senior UI/UX Designer & UI Developer

Legalcom Group
04.2019 - 01.2022
  • Led UI/UX and frontend efforts for a portfolio of legal tech and SaaS platforms, serving law firms and internal business operations
  • Designed responsive web applications for contract management, document automation, and compliance dashboards tailored to legal professionals
  • Created and maintained multiple brand identities and style guides across the company's product ecosystem, ensuring visual consistency and professionalism
  • Developed scalable design systems in Figma, integrated into development via Storybook, with comprehensive documentation for engineers
  • Produced marketing and branding assets including landing pages, digital campaigns, motion graphics, and illustrations for B2B legal audiences
  • Built and maintained a network of WordPress-based websites for different legal subsidiaries, optimizing for SEO and conversion performance
  • Conducted usability testing sessions and internal UX audits to identify friction in onboarding, navigation, and form-heavy workflows
  • Implemented iterative improvements based on A/B testing, user feedback, and product analytics
  • Collaborated with product managers, copywriters, and frontend engineers to align UX direction with product-market fit and business goals
  • Delivered HTML/CSS prototypes, conducted browser testing, and supported dev handoff with well-documented specifications
  • Managed design task boards, assigned and reviewed deliverables from junior team members, and introduced feedback rituals to improve creative output

Senior UI/UX Designer & UI Developer

ActivityFan Ltd
12.2016 - 11.2019
  • Designed and developed web and mobile interfaces for an online travel and activity booking platform serving both B2B (tour providers) and B2C (end users)
  • Created UX flows, wireframes, and high-fidelity prototypes for search, booking, checkout, vendor dashboards, and calendar management tools
  • Designed the core UX of two distinct portals: A customer-facing portal for discovering and booking experiences, An organizer-facing dashboard for event creation, schedule management, and analytics
  • Built functional HTML/CSS prototypes to test booking interactions and reduce drop-off at checkout
  • Developed reusable UI components and organized them into a structured design system using Figma and Sketch
  • Designed and deployed email newsletters, product update emails, and promotional campaigns with a focus on conversion
  • Produced complete sets of marketing assets, including banners, landing pages, app store visuals, and presentation decks
  • Led the creation of brand-aligned visuals, including custom icons, illustrations, and infographics for both app and marketing use
  • Supported branding efforts by refining logos, color palettes, typography, and image direction for different segments (adventurers, corporate clients, families)
  • Edited and repurposed video content for promotional use, platform walkthroughs, and vendor training using Premiere Pro
  • Collaborated across teams to align product UX with seasonal marketing campaigns and SEO-focused landing strategies
  • Suggested key UX improvements based on behavioral analytics and customer feedback, helping reduce friction in booking and onboarding flows

Visual Designer

TomTom
01.2019 - 04.2019
  • Contributed to the design of navigation software interfaces used in partnership with major car manufacturers across Europe and Asia
  • Created pixel-perfect UI layouts, visual assets, and responsive components for in-car and mobile navigation apps
  • Participated in the development and maintenance of design systems, including icon libraries, typography scales, color systems, and layout rules used by multiple product teams
  • Collaborated closely with UX researchers and product teams during design sprints to translate complex navigation scenarios into intuitive UI patterns
  • Worked directly with engineers to ensure accurate asset delivery, alignment with design specs, and smooth handoff using Zeplin and Sketch
  • Participated in product workshops, heuristic reviews, and cross-team feedback sessions to align user needs with technical feasibility
  • Adapted designs for embedded systems and smaller screens, taking into account driving scenarios, glanceability, and limited touch interaction windows
  • Supported localization efforts for multilingual interfaces, accounting for layout constraints and right-to-left formatting
  • Helped refine prototyping standards and reusable UI elements, ensuring visual and functional consistency across TomTom's product ecosystem

Senior UI/UX Designer & UI Developer

YourBourse
10.2017 - 11.2018
  • Designed and developed end-to-end UI/UX for a fintech SaaS platform, supporting real-time trading data, account analytics, and liquidity management
  • Built user-friendly dashboards and admin tools for brokers and analysts, focused on clarity, accessibility, and real-time interaction
  • Created wireframes, high-fidelity mockups, and clickable prototypes using Figma, Adobe XD, and InVision, mapping workflows for multi-role users
  • Delivered frontend code for core interfaces using HTML5, CSS3, SASS, and vanilla JavaScript, ensuring pixel-perfect accuracy to design
  • Developed and maintained a component-based UI kit and documented design system for consistent product evolution

Web Designer & Founder

Dynamint
12.2013 - 12.2017
  • Company Overview: Founded and ran a small domestic design agency focused on delivering custom web design and branding solutions to Serbian businesses.
  • Founded and ran Dynamint, a small domestic design agency focused on delivering custom web design and branding solutions to Serbian businesses
  • Designed and developed static HTML websites, WordPress themes, and dynamic CMS-powered platforms for clients across industries including retail, legal, healthcare, and education
  • Built custom WordPress themes from scratch, and customized existing themes for performance, SEO, and visual consistency
  • Created complete brand identity packages including logos, color palettes, typography systems, and brand manuals
  • Managed Google Ads campaigns, including search network setup, creative ad copy, and budget optimization for client lead generation
  • Implemented on-page SEO optimization, structured metadata, sitemaps, and analytics integrations (GA, GTM) to improve search rankings
  • Provided ongoing website maintenance, content updates, and bug fixing for long-term clients
  • Developed pixel-perfect responsive layouts using HTML5, CSS3, and basic JavaScript, ensuring compatibility across devices and browsers
  • Designed visual assets for marketing campaigns - including banners, social media graphics, and print-ready flyers
  • Delivered 1-on-1 training for clients on how to manage their WordPress websites, update content, and maintain basic SEO hygiene
  • Operated all aspects of the business - from sales and client onboarding to design execution and delivery - building strong client relationships through personal consultation and quality execution
  • Founded and ran a small domestic design agency focused on delivering custom web design and branding solutions to Serbian businesses.

Web Designer & UI Developer/Video Editor

VCAdoo
09.2016 - 11.2016
  • Designed and developed a company website and internal web app UI
  • Created static and interactive graphics, infographics, and onboarding visuals
  • Designed and edited animated videos using After Effects and Premiere Pro
  • Supported branding efforts with consistent, responsive digital assets

Web Designer & UI Developer

Latest Casino Bonuses
06.2016 - 09.2016
  • Designed and developed UI components for a casino and game review platform, targeting both casual players and affiliate partners
  • Created responsive layouts and content blocks for casino reviews, game breakdowns, bonus offers, and player ratings using HTML5, CSS3, and jQuery
  • Built functional interactive prototypes for category navigation, game filtering, and user rating systems
  • Designed branded email newsletters promoting new bonuses, site updates, and affiliate offers using responsive templates
  • Produced promotional assets, banners, and landing pages for seasonal campaigns and partner-sponsored events
  • Collaborated with content teams to design structured layouts for long-form game reviews, ensuring readability and engagement across desktop and mobile
  • Created icons, micro-illustrations, and promotional graphics tailored to the online gaming and casino audience
  • Worked with affiliate marketing tools, including tracking pixel implementation and A/B-tested CTAs for partner click-through optimization
  • Supported SEO and conversion efforts by designing fast-loading, mobile-friendly visual content aligned with high-traffic keywords
  • Ensured visual consistency across all casino categories, game types, and promotional areas by maintaining a style guide and reusable UI kit

Web Designer

Societe Generale Bank of Serbia
12.2015 - 06.2016
  • Designed and developed responsive websites, landing pages, and campaign microsites for the bank's primary marketing channels
  • Contributed to the design and maintenance of the bank's main corporate website, ensuring alignment with brand guidelines and accessibility standards
  • Created digital assets for seasonal promotions, online banking tools, and service pages - optimized for both desktop and mobile experiences
  • Designed and implemented landing pages for credit card applications, savings calculators, loan offers, and other high-conversion funnels
  • Collaborated with developers to ensure seamless integration of UI designs using HTML/CSS, and provided QA feedback on layout fidelity
  • Participated in cross-functional workshops with product, marketing, and legal teams to align messaging, visuals, and compliance
  • Created banners, hero visuals, and product illustrations for use across web, email, and ATM interfaces
  • Supported early-stage design exploration for the bank's mobile app features, contributing UX ideas and interface patterns
  • Handled integration of tracking pixels, campaign UTM codes, and Google Analytics tags for performance tracking and analysis
  • Delivered clean, consistent, and on-brand designs for both static and interactive content - adhering to both internal guidelines and industry best practices
  • Worked under tight banking compliance and data privacy constraints, ensuring visuals and flows followed proper approval workflows

Card Officer

Societe Generale Bank of Serbia
07.2007 - 12.2015
  • Authorized card transactions for business and retail clients
  • Monitored fraud, blocked suspicious cards, and activated new accounts
  • Created financial reports and ATM monitoring dashboards
  • Provided ongoing card-related support for 100+ branches across the country

Education

Bachelor's Degree - Executive Management

Megatrend University
01.2011

Economic Technician -

First School of Economics
01.2007

Skills

  • Figma
  • Adobe XD
  • Sketch
  • InVision
  • Zeplin
  • Adobe Illustrator
  • Adobe Photoshop
  • Adobe After Effects
  • Adobe Premiere Pro
  • Affinity Designer
  • Lottie
  • Framer
  • Balsamiq
  • Miro
  • Canva
  • User Interface Design (UI)
  • User Experience Design (UX)
  • Responsive Web Design
  • Web App Design
  • Mobile App Design (iOS & Android)
  • Component Libraries
  • Design Systems
  • Atomic Design
  • Accessibility (WCAG standards)
  • UX Audits
  • Microinteractions & UI Animation
  • Prototyping & Interaction Design
  • Visual Hierarchy & Layout
  • UX Research & Strategy
  • User Research
  • User Interviews
  • Surveys & Feedback Collection
  • Heuristic Evaluation
  • Usability Testing
  • Persona Development
  • Journey Mapping
  • User Flows & Task Flows
  • Wireframing
  • Information Architecture
  • A/B Testing
  • Competitive & Market Analysis
  • Brand Identity Design
  • Logo Design
  • Typography Systems
  • Color Theory & Application
  • Brand Style Guides
  • Icon Design
  • Custom Illustrations
  • Infographics
  • Print Design
  • Motion Graphics for Web & Social
  • HTML5
  • CSS3/SCSS
  • JavaScript (basic)
  • WordPress
  • Webflow
  • Mailchimp
  • PSD to HTML
  • Git (basic)
  • Storybook
  • Zeroheight
  • Jira
  • Trello
  • Asana
  • Notion
  • Slack
  • Google Workspace
  • Confluence
  • ClickUp
  • Mondaycom
  • Google Analytics
  • Google Tag Manager
  • Hotjar
  • Maze
  • SEO (on-page optimization)
  • CRO (Conversion Rate Optimization)
  • UX Metrics & KPIs
  • User research
  • Information architecture
  • Prototyping
  • Design systems
  • Usability testing
  • Stakeholder collaboration
  • Agile methodologies
  • Branding strategy
  • Responsive design
  • Visual design
  • Accessibility standards
  • Problem solving
  • Team leadership
  • Figma expertise
  • Client communication
  • HTML and CSS
  • User personas
  • Heuristic evaluation
  • Content strategy
  • Interaction design

Languages

Serbian
First Language
English
Proficient (C2)
C2

Timeline

Lead UX Designer

Hotovo
02.2022 - 06.2025

Senior UI/UX Designer

Toptal
03.2021 - Current

Senior UI/UX Designer & UI Developer

Legalcom Group
04.2019 - 01.2022

Visual Designer

TomTom
01.2019 - 04.2019

Senior UI/UX Designer & UI Developer

YourBourse
10.2017 - 11.2018

Senior UI/UX Designer & UI Developer

ActivityFan Ltd
12.2016 - 11.2019

Web Designer & UI Developer/Video Editor

VCAdoo
09.2016 - 11.2016

Web Designer & UI Developer

Latest Casino Bonuses
06.2016 - 09.2016

Web Designer

Societe Generale Bank of Serbia
12.2015 - 06.2016

Web Designer & Founder

Dynamint
12.2013 - 12.2017

Card Officer

Societe Generale Bank of Serbia
07.2007 - 12.2015

Bachelor's Degree - Executive Management

Megatrend University

Economic Technician -

First School of Economics

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Pavle Lučić