Ana Šolić

Design Lead

Zagreb, Croatia.

About

I’m a design and strategy leader shaping cross-platform product ecosystems that drive human impact and business growth. With 12+ years of experience, I create cohesive experiences and align organizations around a shared vision by approaching design process holistically — from research, to product design, brand and communication.

I’ve been shaping impactful digital experiences for B2C and B2B companies across the US, Europe, and MENA region, contributing to shipping 10+ native mobile products, and 20+ web platforms and complex CMS applications.

Currently, I’m focused on product and design strategy, team leadership, and design management — building the structures, processes, and cultures that enable world-class teams to thrive.

Experience

Endava

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Design Lead and Product Strategist • Senior Product Designer

Zagreb, Croatia

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Summary

Led product design and strategy on a project that helps people who struggle with substance abuse and mental health. Overseeing the full product ecosystem, including native mobile apps, web applications, and CMS platforms. Responsible for setting the overall design vision, managing and prioritizing work based on business goals and user needs, and driving alignment between business stakeholders, Scrum teams, and end users. I implemented a career development framework for the company design team with a goal to foster professional growth and maintain high engagement. This included planning, budgeting, and managing initiatives that support personal and professional development.

Highlights

By delivering high-quality design outcomes and impactful user experience, we achieved 4x MAU growth over three years since launch, reaching over 500k people with tools and resources to combat substance abuse (85% of members who engage with programs accessible in the app report staying sober after 3 months).

Elevated the role of design within the project, securing stakeholder buy-in for new initiatives and scaling the team from one designer to three product designers and a motion designer.

Designed and implemented a career development framework that accelerated feedback cycles, increasing sessions from once to twice a year and providing team members more opportunities to track progress and growth.

Five Agency (acquired by Endava)

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Senior Product Designer

Zagreb, Croatia

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Summary

Led and strategized memorable user experiences for digital products, collaborated on-site with US-based clients in discovery workshops, contributing to product conceptualization and strategic direction. Managed and mentored a small team of junior and mid-level product designers through 1:1s, career development, and KPI tracking.

Highlights

Involved in end-to-end product design on high-impact native mobile and web app projects, including Rosetta Stone (5.8x revenue growth), and Supermajority (4x higher acquisition campaign conversions).

Within one year as team lead, every designer on my team earned a promotion, with two successfully advancing into senior roles — reflecting a strong focus on mentorship, growth, and team development.

Shaped the design team’s social content strategy and delivered design lectures at internal and external events to showcase team culture and delivery excellence, supporting talent attraction during a period of growth from 20 to 40 designers.

Supported efforts in successful pitches that secured new clients for the agency.

Bellabeat

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Lead Designer

Zagreb, Croatia

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Summary

Served as the lead designer in a fast-paced startup environment, responsible for ideation, oversight, and delivery of comprehensive design strategies across the entire product ecosystem. Led end-to-end design for the mobile app, e-commerce website, brand identity, and all marketing initiatives — ensuring a consistent and impactful customer experience across all touchpoints.

Highlights

Drove planning and project management for a creative team of three designers and a copywriter, ensuring smooth workflows, clear priorities, and timely delivery of high-quality work.

Conducted in-depth research and analysis of website and mobile application key metrics, providing actionable insights to optimize user behavior and design effectiveness.

Established art direction and comprehensive guidelines for the app's video content production, ensuring brand consistency and high-quality visual output.

Untitled Studio

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Web Designer

Zagreb, Croatia

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Summary

Designed and maintained responsive websites for a diverse external client portfolio, enhancing online presence, driving sales, and strengthening digital marketing capabilities in e-commerce space.

Organ Vida International Photography Festival

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Head of Photo and Video Production

Zagreb, Croatia

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Summary

Directed photo and video production teams, overseeing multi-channel content creation and delivery for a prominent international photography festival.

Love, Ana Design Studio

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Brand and Product Designer

Zagreb, Croatia

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Summary

Executed diverse in-house and external client projects, contributing to product design, branding, packaging, and comprehensive marketing collateral development.

Freelance

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Multidisciplinary Designer

Zagreb, Croatia

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Education

University of Zagreb, School of Design

Zagreb, Croatia
MA Product Design

University of Zagreb, School of Design

Zagreb, Croatia
BA Product Design

Skills

Leadership & Project Management

Team Leadership, Project Coordination, Content Strategy, Stakeholder Management, Cross-functional Collaboration.

Design Expertise

Product Strategy, User Research, User Interviews, Usability Testing, Prototyping, Branding, Animation, Design Systems, Art Direction, Content Strategy.

Projects

Rosetta Stone — Building the fluency and confidence to speak new languages

Rosetta Stone — Building the fluency and confidence to speak new languages

Summary

Using a data-driven approach in each product iteration, we conducted extensive experimentation and A/B testing with tools like Amplitude and Braze, gaining insights into user behavior and key drop-offs — driving a 5.8x revenue increase, 200% growth in signups, and a 67% increase in active users.

Newform — Making free recovery support accessible to everyone

Newform — Making free recovery support accessible to everyone

Summary

Led the redesign of a complex mobile app (previously The Phoenix). By introducing a new design system and branding, we accelerated development by 4 months (2x faster). Managed a team of two product designers and a motion designer to deliver a cohesive, high-quality experience while maintaining a 4.9 App Store rating.