MILJANA CVRKOTA PETROVIC / UX DESIGNER

Designing useful digital paths through complex decisions.

I turn user research into clear product structure, focused journeys, and visual systems that help people move forward.

Based in Serbia · Available for freelance projects · Research · IA · UX Design

Research

Uncovering real user needs

Structuring clarity from complexity

Flows

Designing focused user journeys

Making interactions feel natural

01 / Design practice

From early signals to interfaces people can use with confidence.

My process connects qualitative research with strategic information architecture and high-fidelity interface direction. I focus on the decisions that remove friction before visual detail is introduced.

02 / Featured project — UPLD

UPLD: a plant-care ecosystem that routes insight into action.

A freelance startup MVP case study combining consumer plant discovery with local retail routing and a high-intent B2B landscaping funnel.

Home — landscape gallery and B2B consultation entry point.

Plant Care — climate-aware discovery and structured filtering.

Role: UX Designer

Project Type: Freelance / Startup MVP

Focus: Research, IA & Wireframe Analysis

Monetization: B2B Consultation Leads

03 / Executive summary & business strategy

Discovery designed to become a qualified local action.

UPLD is an end-to-end digital ecosystem that bridges casual plant owners, regional microclimate intelligence, and local B2B gardening services. Unlike generic consumer care apps, it acts as a high-converting discovery funnel: hyper-local plant discovery drives retail routing through Easy Shop and high-intent landscaping consultation bookings.

Drive high-value B2B conversions

Route property owners into on-site landscaping consultations.

Local retail routing

Connect users to nearby garden centers through localized Easy Shop inventory search.

Cross-platform retention

Transition desktop traffic into long-term app users for climate-driven plant-care tracking.

04 / Deep-dive user research & persona mapping

The research revealed where plant-care products lose trust.

Twelve qualitative interviews with homeowners and urban gardeners uncovered why existing tools repeatedly failed at the moments users needed them most.

The “one-size-fits-all” flaw

83% had killed plants using generic schedules that ignored microclimates and soil humidity.

The “in-stock” disconnect

People found plants online, only to learn that local nurseries did not carry them.

Friction in hiring professionals

Property owners struggled to evaluate landscapers in cluttered directories and broken forms.

User personas & friction matrix

Sarah (urban gardener): hyper-local climate filters and mobile push notifications counter generic watering reminders. Mark (suburban homeowner): a focused three-step B2B consultation form replaces difficult local-business comparison. Elena (local nursery owner): Easy Shop routes product discovery into brick-and-mortar inventory visits.

05 / Critical thinking & UX trade-off analysis

Balancing daily consumer care with high-ticket local services.

The core challenge was creating an experience that could educate casual B2C users without compromising the clarity and momentum needed for B2B service conversion.

Desktop discovery + mobile retention

Plant care is inherently mobile, but research showed homeowners investigate landscape redesigns on desktop. UPLD therefore uses a desktop-first portal for discovery and hiring, paired with a companion app for daily maintenance.

Progressive disclosure for consultations

Early inquiry forms caused a 65% drop-off rate. The revised three-step lead funnel asks only for the next useful piece of information, increasing confidence without sacrificing qualification.

Competitive analysis framework

Microclimate filtering: UPLD offers hyper-local, soil-specific discovery versus basic global advice or none. Local center inventory: UPLD integrates Easy Shop routing versus fragmented or absent data. B2B service funnel: UPLD uses contextual consultation calls to action rather than ad-driven clutter. Platform architecture: Web for discovery + app for retention, instead of app-only or web-only experiences.

06 / Success metrics & projected business impact

Design outcomes tied to business momentum.

12–15%

Target B2B consultation lead conversion

35%

Projected reduction in local plant-search task time

+25%

Estimated uplift in cross-device app adoption

Let’s build something useful

Have a product question worth untangling?

I’m available for UX strategy, product discovery, and interface design collaborations.

Start a conversation