UX | IA | Professional project
Filter-based title logic for listing pages
I designed a title tag logic based on user-applied filters across 200,000+ pages, introducing consistent information structure and improving SEO clarity.
UX writing | AI | Professional project
AI-based summaries for program pages
I tested and developed a system for generating short ChatGPT-based summaries across 100,000 program pages with the goal to create a better UX and boost SEO visibility.
Web design
Landing page for a book launch
Read about the entire brainstorming and design process.
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Page title logic for university program listings
Project summary
The website had over 200,000 program listing pages with inconsistent title tags, which also weren't updating when the user selected more than one.
This made it difficult for users and search engines to navigate effectively.
The solution consisted of a matrix of titles, with the text logic set up so that it supports all filter combinations.
The initial problem
There were two main issues with the title tags, which were affecting usability and discoverability in search:1. The titles had inconsistent structure and quality:
2. The titles didn't update when a new filter was added:
This experience caused user confusion and negatively affected site's ranking in Google search.
The process
My job was to map out a logic which could be applied to all program listing pages.
Goals
For this project, I set 2 goals:
Make it clear to users what page they are on
Titles should sound natural
Coming up with a workable solution
Right from the get-go, I realized that the key thing I needed to account for the fact that users may combine one or multiple filters. So, the logic needed to work for all filter combinations.For example:
1 major + 2 locations, or 2 majors an one location.I came up with 2 "rules" to account for these cases:
When the user picks 1 type of filter, we'd list it
When the user picks 2 or more filters, we'd omit the info instead of listing all of them
The mapping process itself was relatively straightforward - it was just a matrix I made in Excel (I chose Excel because it was easier to lay everything out in a spreadsheet).
Scope of filters slowly expanded
The very first version just consisted of the location and majors.So it was a simple 2x2 matrix, which then grew into a 4x4 matrix:
Then the scope grew from there to account for all key filters.We defined the "key filters" as those that bring in traffic (I collaborated with our SEO specialist to list them all out based on Google Search Console results).These included:
Major (Business, Accounting, etc.)
Degree type/level (Bachelor's, Master's, Courses...)
Locations (continents, countries, cities)
Online learning (binary yes/no)
Part-time (binary yes/no)
So the logic needed to cover any combination of all those filters.
The solution
The logic
The resulting logic came in 2 parts:
Basic filters (degree level, major, location) - screenshot on the left
Expanded filters (online, part-time) - screenshot on the right
Final result
AI-based summaries for program pages
Project summary
I tested and developed a system for generating short ChatGPT-based summaries across 100,000 program page.
The 2 goals were to: 1) Create a better UX due to inconsistent content quality uploaded by universities; 2) Boost SEO visibility.
Landing page for a book launch
Project summary:Designed a landing page for a book launch with integrated lead collection.Tools used:
Photoshop (moodboard)
Procreate (sketching)
Figma (wireframing)
Carrd (site building)
MailerLite (email collection)
Context
The client, a book author and psychiatry researcher, wanted to promote her new book about depression and needed an engaging landing page to:
Capture audience/potential customer interest
Develop and grow the brand around the book (as 3 more would be published in the future)
Collect an email list for the book launch
The goal was to create an effective site that fulfilled her technical requirements while minimizing the cost as she was still not making money from her book.
Gathering ideas and requirements
Target demographic
The book is about depression; analyzing real-life cases and connecting them with theoretical concepts from psychiatry, so the topic is very sensitive and personal for each user.After speaking with the client, and doing independent research, I developed a user persona to summarize the type of customer she wishes to attract.Some of the key requirements for this kind of customer are:
Social proof
Assurance that the author is an expert in the field
A feeling of comfort
Technical requirements
Email sign-up (for collecting email addresses)
An integration or link the Amazon page
Social sharing availability
Ability to update and maintain the page easily even with low tech skills
Moodboard
Drafting
Results
Successfully launched an effective landing page.
Improvement in user experience for the potential customers of the book.
Achieved [x] of email sign-ups.
Job history
Content Team Manager
September 2024 – Present
Keystone Education Group (KEG), Stockholm, Sweden
Pioneered a for content refinement strategy after a migration of 7 sites into 1, which boosted editorial traffic by 30% and served as a blueprint for other content teams.
Led a team of 7, overseeing on-site editorial and podcast content about studying abroad.
Planned the on-site content strategy, driving a 45% increase in organic traffic (4M+).
Established content as a key asset for driving sales and brand awareness goals.
Developed a comprehensive content and brand style guide actively used by 30+ stakeholders.
Content Designer
March 2022 – September 2024
Keystone Education Group (KEG), Stockholm, Sweden
Created high-performing content pieces, generating 600K+ page visits to the site.
Crafted the UX copy for AI-generated summaries across 100K+ program pages which boosted page traffic by 10%.
Developed interactive student quizzes with a 50-70% conversion rate, improving user engagement.
Graphic and Brand Designer
September 2020 – February 2022
Independent Contractor from Sweden
Conducted a brand audit for a US-based nonprofit, delivering a refreshed visual identity.
Designed 21 product brochures aligning with brand guidelines and specific client requirements.
Graphic Designer
September 2018 – February 2019
Economic Faculty Rotterdam, Erasmus University, The Netherlands
Designed promotional materials for 30+ student events, enhancing student participation.
Developed a logo and branding for an annual ski trip, used in event merch and marketing collateral.
Education
Master's in Digital Business
60 ECTS (1 year)
Univerzitet Metropolitan, Belgrade, Serbia
Bachelor's in Interactive Media Design
240 ECTS (2 years)
Univerzitet Metropolitan, Belgrade, Serbia
Skills
Design: Adobe Creative Suite, Affinity Suite, Canva
Content: Google Analytics, Google Search Console, Looker Studio, Ahrefs, WordPress, Sanity, AI tools
Strategy and Management: Digital Transformation, Brand Strategy, Content Strategy, Change Management, Stakeholder Management