Biljana Kovačić Baničević

Product Designer · Stockholm

Product Design Stories

Real problems. Thoughtful solutions.

A collection of product design stories from my work across growth, checkout, acquisition and digital product experiences — showing how I approach different problems, make decisions and turn complexity into usable solutions.

Selected Design Stories

01

Voucher Centre

Making vouchers easier to discover, understand and use across the shopping journey.

  • Ownership
  • Research
  • Experimentation
  • Growth
+32%
voucher usage
+22%
orders using vouchers
−27%
support contacts
02

Address Form Redesign

Redesigning a complex global address experience to reduce friction and improve registration completion across markets.

  • Systems Thinking
  • Global Scale
  • Conversion
  • Trade-offs
+14%
Registration completion
03

Scaling the PDP

Building a scalable PDP system for complex product states and purchase flows.

  • Systems Thinking
  • Experimentation
  • Conversion
  • Trade-offs
+18%
add-to-cart
−22%
PDP drop-off
04

Virtual Business Coach

Turning business performance data and targets into clear, actionable guidance for Oriflame users.

  • AI / 0→1
  • Ambiguity
  • Ownership
≈25–30%
increase in weekly engagement
05

Simplifying the checkout experience

Reducing friction across checkout, payment and delivery flows while handling complex user scenarios across mobile and desktop.

  • Checkout
  • Conversion
  • Interaction Design
  • Edge Cases
+9%
checkout completion
−15%
checkout abandonment
−11%
payment-step drop-off
06

Simplifying Registration

Turning a complex, rule-heavy registration journey into a simpler, adaptable flow.

  • Systems Thinking
  • Registration
  • Complex Flows
  • Trade-offs
21% → 14%
registration drop-off
07

Designing for scale

Building reusable commerce patterns within Oriflame's global design ecosystem.

  • Systems Thinking
  • Scale
  • Cross-functional
  • Trade-offs
~80%
of Checkout components designed
08

Lifecycle Communications

Designing a scalable communication system across critical customer moments.

  • Content / Communication
  • Systems Thinking
  • Scale
  • Ownership
31
transactional email scenarios mapped
09

Search & Navigation

Redesigning product discovery across search, navigation and category architecture.

  • Research
  • Data
  • Information Architecture
4
usability test scenarios
10

Learning Center

When a well-designed solution solved the wrong problem.

  • Failure
  • Research
  • Ambiguity
  • Trade-offs
Revised learning model focused on relevance and guidance