LEAD PRODUCT DESIGNER
KRISTINA
MILIC
7+ years leading end-to-end product design across B2B and eCommerce
Selected Work
e-commerce platform
Hatchbag
Role: Lead UX/UI Designer
Scope: End-to-end desktop & mobile redesign (IA, UX flows, UI)
Impact: Product configurator simplified from 8 → 3 steps
88%
Add to Cart Increased
60%
Conversion Rate Growth
website redesign
Human Element
Role: Lead UX/UI Designer & Developer
Scope: End-to-end website redesign
(strategy, UX, UI, WordPress build)
+100%
New Leads
29%
Total Users
e-commerce platform
Rigid Industries
Role: Lead UX/UI Designer
Scope: End-to-end eCommerce redesign including new visual identity, improved product browsing and checkout experience
Impact: Improved shopping experience and increased sales
“She’s so much more than a designer. She always thinks strategically and with a purpose, keeping the best interests of the client at heart.”
Anonymous Team Appreciation
“There’s a high amount of trust in you from both customers and teammates. I often hear teammates say ‘Let’s ask Kristina and see what she thinks’ — that speaks volumes about how you work and operate in your role.”
Brian Berryman, Senior Strategist
@ Human Element
“Got to watch one of my favorite shows today – Kristina presenting her magical mockups to Ford and them loving it. Fordland is much better with you here”
Brianna Hamber, Project Manager
@ Human Element
“I have seen you present to clients that I have seen be difficult with others in the past, and they always come out seeming very happy and excited about the recommendations you make — even if the recommendations may indicate a lot of changes they need to make.”
Brian Berryman, Senior Strategist
@ Human Element
ABOUT ME
WHAT I DO
I translate complex requirements into structured, scalable digital experiences, balancing usability, clarity and business impact. My work spans from discovery and research to high-fidelity execution and launch.
MY BACKGROUND
With over 10 years in digital design, I’ve spent the last 7 leading the full product design process across DTC, B2B and B2C environments.
CAREER
(Aug 2022 – Present) Senior UX/UI Designer @Human Element
(Aug 2018 – Aug 2022) Lead UX/UI Designer @Shero Commerce
(Oct 2016 – Aug 2018) Freelance Designer
(Apr 2015 – Sep 2016) UX/UI Designer @Inchoo