Hi, I'm Anja

Product designer focused on SaaS growth. In our noisy world, I'm excited about tools that unblock people's path to clarity, focus, and a peace of mind.

A journey of discovery

Why do we feel the urge to create? What makes us enjoy or dislike things others have created? And how do we stay inspired to create in a world packed with stuff?

Curious about these questions, I explored fields from landscape architecture and urban planning to photography, journalism, and graphic design. In each endeavor, I was excited to learn how people think, feel, and behave. Looking to bring these passions together, five years ago I stepped into the world of user experience design. With a growing interest in business, I became passionate about things like growth, marketing, and product strategy.

SaaS growth and onboarding

Most of my energy these days goes into understanding journeys, goals, and struggles of individuals and small teams using SaaS products. I've recently transitioned from contracting with Grafana Labs to working at Vainu, a Helsinki-based sales & marketing intelligence startup.

Across cultures and landscapes

Originally from a small town in Serbia, I lived in Arkansas (yep), Brussels, Vienna, Copenhagen, and Madrid. Just before the pandemic, I moved to Helsinki. 2020 was a strange time to be new in town, but the peaceful life in Finland has since been incredibly rewarding.

What I've been up to

Summer is here. I'm reading Range. Painting. Learning martial arts. Watching my nephew learn to crawl walk. Enjoying the sun. Binging on Downton Abbey (for the 2nd time) and loving Maggie Smith.


Side projects & learning experiments

Visit playground


Mockup of user onboarding

A new user’s guide to value

Read case study
Mobile mockup of baby app

Tracking baby’s health and growth

Read case study
Mobile and desktop mockups of insurance ecommerce website

Transparent insurance with a dash of delight

Read case study