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Product Manager ✳ UX Designer ✳ Maker

Vedrana
Novosel

Product leader driven by user experience. I'm after product and design work in consumer software that keeps me close to the craft. I have more than 15 years of experience solving complex problems and delivering products with rigor, thoughtfulness, and a bit of risk and whimsy.

See the work Resume (PDF)

2015 – now

Product strategy and end-to-end delivery

I have been at RetailNext for eleven years, moving from Product Manager to Head of Product. Today I own product strategy and execution for one of the most widely deployed analytics platforms in physical retail, used by more than 600 retailers in over 100 countries. The portfolio spans entrance traffic measurement, shopper journey analytics, staff optimization, and asset protection.

I have managed the full product journey, including ideation, user and customer research, requirements definition, software delivery, and iteration. With no dedicated design team, user experience has been my responsibility too, and it has stayed the part of the work I care most about.

I also manage and mentor the Product team, coaching on prioritization, spec quality, design craft, and collaboration. AI is part of our everyday practice now, speeding up discovery, documentation, and prototyping so the team spends more of its time on the decisions that actually need us.

  • Product strategy
  • Team leadership
  • Discovery to launch
  • End-to-end UX
A zone transition chart showing shopper flow between store areas as woven colored bands, beside a panel of visualization and metric filters
A store associate at a counter working on a laptop that shows the RetailNext staff planning heatmaps, with clothing racks behind her Pulse AI on an iPhone, answering a question about a mall's weekly traffic with figures and recommendations
A traffic dashboard with occupancy and capture rate tiles above charts of traffic by location, hour, day, and month
A store floorplan traced with the colored walking paths of individual shoppers, above a timeline scrubber

2014 – 2015

Client work across every design discipline

At fuseproject, an award-winning multidisciplinary design studio, I program managed delivery and client relationships across the studio's project mix, which spanned business strategy, visual design, web & product UX, industrial design, and branding. I handled the commercial side too, negotiating scope, estimating timelines and budgets, and writing SOWs for new engagements.

Fluidigm's rebrand and product launch, shown here, is one of those programs, running brand identity, web, product UX, and industrial design at the same time.

On that and other accounts, I worked closely with the client and the design teams, giving detailed feedback and helping to bridge business requirements with high-quality design.

  • Design delivery
  • Multidisciplinary teams
  • Client relationships
  • Scope & budgets
The Fluidigm website home page on a laptop, headlined “Simplify the complex quest to understand and apply biology” above a band of magnified cells
A purple and black Fluidigm lab instrument, its built-in touchscreen showing a script selection screen

2011 – 2014 · Microsoft

Voice and text search for the 10-foot screen

As part of the Xbox One launch team at Microsoft, I helped deliver a dashboard UX that transformed the Xbox from just a gaming system to a full entertainment platform. The TV interface, with no keyboard or mouse, was a particularly interesting design and interaction problem. As a Program Manager, I drove the client and UI side of text search, voice search, and details pages, from early concept through public launch.

I defined the goals, UX, and feature requirements for those areas, then produced and presented the UX models, wireframes, and specs. I also worked closely with software development and testing teams, and went through rounds of iteration based on feedback from users.

Search was one part of a launch that involved a great many teams. Much of the job was working alongside the design and partner teams, and managing the dependencies between them so the pieces added up to one coherent experience.

  • Consumer UX
  • Voice & text search
  • UX models & specs
  • Cross-team delivery
The Xbox One store home screen, with tiles for Games, Movies and TV, Music, and Apps above a search box reading “Find games, movies, TV, music and apps,” marked powered by Bing
The Xbox One home dashboard, showing a large Forza Motorsport 5 tile beside smaller tiles for Snap, apps, and What's New on Xbox One
The Xbox One guide, showing a grid of TV channels and times with one program expanded into a details panel of title, time, rating, and synopsis

What I do

  • Product strategy
  • Roadmapping
  • Prioritization
  • Discovery & research
  • Team leadership
  • Spec writing
  • User flows
  • Information architecture
  • Wireframes
  • Interaction design
  • High-fidelity UI
  • Design systems
  • Prototyping
  • A/B testing
  • Usability testing
  • HTML, CSS, & JS
  • Claude & Claude Code

About

Vedrana Novosel

I'm Vedrana: analytical, deliberate, and happiest solving interesting design or technical problems. With an HCI master's from Georgia Tech and an engineering degree from Duke, I work best where business needs, user experience, and implementation meet. Located in California but working fully remote since 2017.

Off the clock: