Open to contract work, a joint project or employment
I start by understanding the whole picture: users, clients and the business. Only then do I decide what we build first. I work a lot with AI. The decisions stay mine.
Halcom d.d. · banking
Ceneje.si · e-commerce
Gobe · own project
+10%
brand-driven revenue
Ceneje.si · Heureka Group
9 → 5
ad placements, same revenue
Ceneje.si · Heureka Group
23 days
from idea to Google Play
Gobe, own project
Career
Digital banking for several banks. I turned fragmented documentation into the first view of the whole portfolio. It showed gaps, duplication and solutions several banks could share.
From idea to Google Play in 23 days. Claude Code wrote the code; the plan, the order and the decisions were mine.
Brand monetisation for Heureka.cz and Heureka.sk: brand engagement +10%, content visibility +25%, revenue +10%. I led a development team and aligned stakeholders across countries.
I cut ad placements from 9 to 5 and kept revenue the same. The page got simpler, campaigns easier.
Analytics and ad tech for the Slovenian, Croatian, Serbian and Bulgarian markets.
Own project · Android · 2026
An app that identifies a mushroom from a photo would have been faster to build. I built one that teaches beginners what to look at.
Coming soonApple
How I think
I use them every day, on every project, out of habit. Choose a concept to see a picture and an example from my work.
First I widen and narrow the problem, only then the solution.
Gobe: Facebook groups and toxicology data (discover), one user and the promise “teach people to look” (define), mock-ups (develop), closed test and launch (deliver).
Halcom: the portfolio overview was “discover and define” across all banks.
Source: Design Council ↗
Most ideas don't work. I test them quickly and cheaply, with real people.
Gobe: the “snap and identify” idea didn't survive scrutiny. Testers reported a missing mushroom 33 times, so the app grew from 25 to 64 species before launch.
Source: Marty Cagan, SVPG ↗
Before building, I check value, usability, feasibility and viability.
Gobe: “don't know” from 60% to 8% (usability), everything works offline (feasibility), free because the sources allow only non-commercial use (viability).
Ceneje.si: 9 → 5 ad placements with the same revenue.
Source: Marty Cagan, SVPG ↗
Who will use it, what they need, and where they get stuck.
Gobe: a beginner in the forest, one hand free and no signal. Hence big buttons, offline use, and colour only as a soft sign.
First what brings the most for the least work.
Gobe: among my ideas (an app, a journal, a website, a widget), the mushroom app had the best ratio. The others are parked.
Source: impact–effort matrix ↗
I separate what's important from what's urgent.
Source: Eisenhower matrix ↗
I don't reject or back an idea until I see the whole picture. Confidence comes from experience and understanding.
Gobe: I changed decisions when the evidence came in. A demo with 8 mushrooms became a full launch; 25 species became 64.
Source: Adam Grant, Think Again (2021) ↗
How I work
I'm available for a single piece of work or a longer engagement. The approach stays the same; only the scope changes.
I draw on one page what the problem is made of.
You geta picture the whole team understands
I find what has to hold for everything else to make sense. With Gobe, it was safety.
You getclarity on what matters most and why
I work out what depends on what and what can run in parallel.
You getwhat comes first and what can wait
I write down blind spots, decisions, reasons and trade-offs as they come up.
You geta team that knows what it's building and why, even after I've left
What I help with
You have an idea, but don't know if anyone will use it.
I find out who it's for. Then mock-ups, a working first version of the main flow with analytics, and a test with real people.
The product exists, but people drop off somewhere.
I find where they get stuck, what to fix first and what to measure.
Development is under way, but nobody knows what matters most.
A plan: what comes first, what later and what not at all. With a reason for each decision.
You're planning a new feature.
I check who it's for, what it must do and how you'll know it works.
You want to bring in AI or build something new, but don't know where to start.
I find where AI saves time and where it doesn't. I help develop digital innovations and set up the digital and team processes around them.
You're building, but have no product manager.
I take on product management in your team: priorities, decisions and alignment.
AI in my work
I've been using AI in my work for two years, and it's a big part of what I do as a product manager. It doesn't replace judgement.
With ChatGPT and Claude I review the market, sources and edge cases. I check every source myself.
I keep notes, decisions and the project log in Obsidian. AI works from them, so it doesn't guess.
The plan, the order and the rules are mine. AI writes the code; I review every step.
AI shows the options. Which one is right, I decide.
What I follow
Skills and tools
Product
Leadership
AI
Data and tools
Education: Bachelor's degree in Economics, School of Economics and Business, University of Ljubljana.
Contact
Tell me what you're building, who it's for and where you're stuck. I'll reply personally.
I'm open to contract work, a joint project or employment.