UX, or user experience, is the foundation of every good design. It determines how a person feels while using a product, system or service, and whether they will keep using it.
Digital and spatial solutions are worth only as much as people use them. I design them so that users find them easily, come to love them and happily return.
Jana Stoić, landscape architect and UX/UI designer from Zagreb. I am interested in working on digital solutions for parks, trails and walking paths. More about me
UX, or user experience, is the foundation of every good design. It determines how a person feels while using a product, system or service, and whether they will keep using it.
Two delivered projects, a usability study of an existing app, an app concept for communication between tour operator staff and guests, and a conceptual visual identity for the tourist destination Dalmatia–Šibenik.
01 · Delivered
Folk me up
Brand design, digital identity and web, from idea to market
Brand design
UX/UI
UX writing
Design system
Web
A new brand inspired by the folk tradition of Prigorje began with no identity, visual direction or digital presence. I took part in shaping the brand strategy and created the visual identity with folk-costume motifs and a relaxed, slightly playful tone of voice tailored to the international market.
The goal was to make tradition fun and approachable: something people experience through story, humour and an outing in Zagreb, not a museum exhibit. Alongside the identity and a design system in Figma, I built a website with online booking for the Folk me up experience.
The number of visitors and the interest in collaborations are slowly growing, and we keep developing the brand and adapting it to our target users, in an agile way: we change things and check what works.
Multilingual website for a cultural and artistic society
Web design
UX/UI
Content structure
Micro-animations
Basic SEO
The society, with more than 130 members, had an outdated, cluttered site with no English version. I built a clear multilingual site where information about the society and its activities is easy to find.
I created traditional embroidery motifs that are added as a background texture, along with mini animations. The structure of the content and headings is prepared for better search visibility.
Testing an existing app and a user flow that solves finding trails
Research
User testing
User flow
Accessibility
Motivation
Working in the field as a guest representative for a tour operator, I learned about the resort and researched what it offered, so I used the destination's app. It was cluttered and of little use to walkers, while the cycling routes were much clearer.
Testing
I ran a small study: five participants of different ages and backgrounds, none of whom had used the app before, were asked to find the Walk of Lyrics trail in it.
1/5participants found the trail, and only with my help
Search did not work for them, trails cannot be searched by name, and the interactive map is hard to navigate when you arrive at a resort for the first time.
Solution
I designed a new hiking trail search and mid-fidelity prototypes of user flows. The video shows one user flow: finding a trail according to personal preferences. The flow shows the choice being filtered by difficulty, starting point, what is on the trail and accessibility. Breadcrumbs and a progress bar make orientation easier.
VideoWatch the video on YouTube↗Phone with the Ischgl app: transition from the intro to the home screen. Hover over the image (on a phone, just scroll) to play the transition, and click to open the full user flow video.
User flow in ten screens: the user selects Trails, All trails, Filter, the place (Ischgl), the difficulty level (easy) and the starting point in Ischgl (the gondola mid station), and finally chooses Walk of Lyrics. Tapping the trail name opens the trail information screen, followed by a zoom to the trail's starting point on the map. Buttons the user presses are marked in grey.
5/5Prototype testing: participants found the trail in the new user flows
I am happy to send the full study on request. Write to me
This is a small check with a small sample and does not cover every possible user flow. It indicates a direction, not conclusive proof.
The name and logo of the Ischgl app belong to their owners. The study was neither commissioned nor approved by Ischgl; I undertook it on my own initiative.
04 · Concept
Pocket Rep
Concept for an app for communication between tour operator representatives and guests on a ski trip
User research
User flow concept
Prototype
Working in the field as a guest representative for a tour operator, I noticed the same problem every day: communication ran through WhatsApp groups where important information gets lost, and representatives keep repeating the same messages. Guests receive a pile of information that half of them do not read because it does not concern them, and it is not tailored to the individual, so personality and, in the end, quality of service are lost.
I designed an app in which guests choose their interests on arrival and receive only the notifications relevant to them, with QR code sign-in, a crisis protocol, surveys and message templates. This creates a more personal approach to every guest, faster interaction and replies, and a better user experience overall.
The video shows one user flow. I am happy to send the full study on request.
Ski Tours is a fictional brand. The concept is my own initiative, born from experience working in the field.
Conceptual visual identity for the tourist destination Dalmatia–Šibenik
Visual identity
Brand concept
Logo
Web concept
The identity does not sell attractions; it awakens memory. The real quality of a place, its peace and the connection with people happen far from the camera lens, so the concept tries to convey that feeling, unique to every person.
Turning towards the human, with details seen from a human perspective
Muted, pleasant tones of nature that give a sense of calm
Fluid, layered elements that leave room for personal interpretation
The logo unites five regions (islands, coast, Šibenik, hinterland, Dinara), and each also has its own version of the logo
Mobile versionThe transition from the light to the dark theme on the Dinara page. The same layout and the sound button in the same place in both themes.
This work was created for a public call for a conceptual visual identity of the destination. The texts inside the web mockups are taken from dalmatiasibenik.hr, and the photographs are private and from Pexels.com.
I am happy to send case studies for individual projects on request. Write to me
About me
What I want to work onDeveloping digital solutions that increase the visibility of walking paths and interactive trails, enrich them and make them more accessible.
Jana Stoić, a landscape architect (MSc) and UX/UI designer from Zagreb.
I am interested in apps and progressive web apps that connect people and places, from parks and promenades to destinations in nature. I would like to take part in solutions that make green spaces in Croatia more visible, accessible and easier to use, including for people with disabilities and reduced mobility.
A few years of living in Austria showed me how well-designed space encourages people to spend more time outdoors. Interactive and themed trails turn an ordinary walk into an experience. Hiking and being in nature have become a way of life for me, so I want to bring that idea to Croatia.
I start from research and user testing and run projects in an agile way: I validate solutions before launch and keep improving them. I am open to collaboration with designers, psychologists, landscape architects, architects and other professions, so that, depending on the intervention and the needs of the space, we can build an outstanding user experience.
Education
MSc in Landscape Architecture, University of Zagreb; UX design, Algebra
Certificates
PRINCE2 Agile® Foundation i Practitioner; Kanban Master
Skills
UX research and user testing; user flow and information architecture; spatial analysis; landscape design; agile project management
Location
Zagreb, Croatia
So, what do you get when you combine a landscape architect and a UX designer?
Someone who thinks about how to design digital solutions that let users enjoy the real world.
Good digital design starts with people, not with code.
I am open to collaboration.
If you are interested in working together or talking about a space, project or idea, write to me.
