Iva Krakan

Principal Product Designer & Consultant

I combine UX strategy, user research, UI design, and design systems with an editorial approach — delivering digital products that are precise, elegant, and intuitive. My design language is rooted in minimalism and clarity, shaping new product design directions. I also mentor design teams to raise execution and design quality.

DISCIPLINE

Since 2017, I have partnered with startups and global teams including BMW, PayFit, and R+V, leading research, navigation redesigns, and complex design systems. My approach combines strategic clarity with the rigor of problem-solving and the refinement of visual design.

EXPERIENCE

I began in fashion design and publishing, studying at ESMOD Munich before founding BLASS Magazine as Editor-in-Chief. That background gave me an early foundation in storytelling, systems, and the craft of cohesive experiences. I also worked in marketing, learning how business strategy and user needs intersect.

FOUNDATIONS

Services

  • I align product vision with user needs, defining information architecture, user flows, and interaction models that support business goals.

  • I design precise, elegant and minimalist interfaces that communicate clarity and scale across complex systems, from prototypes to final UI.

  • I build and refine design systems that enforce consistency, improve efficiency, and support long-term product scalability.

  • I ensure design is implemented correctly by providing precise specs, documenting edge cases, and setting up QA checkpoints with engineering so the final product matches the design vision.

  • I guide designers in developing clarity, rigor, and strategic thinking while supporting teams in raising design quality.