Product Leader · AI-Native Builder · Salt Lake City
Nenad IvanovicBuild with AI.
Lead with AI. Make growth happen.
Nenad Ivanovic is a product leader who builds with AI, leads teams to ship with it, and turns that speed into measurable growth. Across 16+ years he has taken products from prototype to scale in healthcare, fintech, and digital identity — most recently moving an entire 200+ person company to an AI-native way of building.
Nenad Ivanovic
VP of Product, Nursa
48 hrs
From prototype to a shipped AI product
200+
People led into AI-native building
~12x
Faster platform rebuild, AI-accelerated
16+
Years leading product, design & growth
Press & recognition
Talks, case studies, and profiles from across my work in product, design, and growth.
Lovable · Story
How Nursa built a new product in 48 hours — and I changed how the entire company ships software
The story of building Nursa Study in a single weekend — and taking a 200+ person company all-in on shipping with AI.
Webflow · Customer Story
How Nursa delivers quality care at scale — 40,000 pages migrated in 19 days
How Nursa migrated ~40,000 pages in 19 days and turned content into a scalable growth engine.
Webflow Conf 2024 · Talk
Integrating an enterprise tech stack with Webflow
My on-stage session on the programmatic, enterprise architecture behind Nursa's platform.
Dribbble
Selected shots, explorations & product work
Selected UI shots, explorations, and product work across marketplaces and fintech.
Toptal · Article
Necessary Friction: The Theatrics of UX Security
My essay on why well-placed friction can build trust in security-critical products.
Toptal · Profile
Verified Expert in Design — top 3% network
My verified profile in Toptal's top 3% global network of design talent.
Full career journey & recommendations
The full career journey, roles, and recommendations from people I've worked with.
Product with a point of view.
Nenad Ivanovic is a product leader who builds with AI, leads teams to ship with it, and turns that speed into measurable growth. He was an early, practical adopter — putting AI to work across research, design, engineering, and testing in real enterprise work rather than demos — and treats prompting, context, and architecture as professional craft that raises a team's ceiling instead of replacing it.
The clearest proof: he built a net-new product from prototype to launch in a single weekend, and it now has paying enterprise customers. That result moved an entire 200+ person company all-in on building with AI — helping rebuild a seven-year core platform roughly 12x faster and letting non-technical teams build their own tools, retiring around ten SaaS systems along the way.
That AI fluency sits on 16+ years of product, design, and growth work across marketplaces, fintech, and healthcare. He has engineered large-scale organic growth and search systems, and led UX for Freja eID — connected to Sweden's first mobile electronic identity, built to GDPR and eIDAS standards — where high-trust products taught him that security UX isn't only about making a product safe; it's about helping people feel safe. The through-line is always the same: fast, credible products that move business metrics.
His range runs wider than most product leaders. He has taught a certified UX/UI course at SAE Institute, judged design competitions, keynoted at Webflow Conf, organized Behance reviews of 1,000+ people, brought 99U Local to Belgrade (one of just 28 cities worldwide), founded the nonprofit Lege Artists, and even helped make an award-winning film. Different arenas, one instinct: build what's missing.
Focus areas
- AI-native product development
- Product strategy & platform vision
- Growth, SEO & conversion
- UX / UI and design systems
- Digital identity & security UX
- Marketplaces, fintech & healthcare
Experience & journey
- 2025 — Now
VP of Product
Nursa
Leading product for a healthcare staffing marketplace — and its shift to AI-native development. Built a net-new product line (Nursa Study) in a weekend; rebuilt the 7-year core platform ~12x faster.
- 2023 — 2025
Lead Product Manager, Growth & SEO
Nursa
Led a full platform switch and website redesign — 40,000 pages to Webflow in 19 days, 10x organic SEO growth, 70%+ faster site.
- 2018 — 2023
Founding & Principal Product Designer
Nursa
First designer at the healthcare startup — built the UI/UX, brand, and design system for platform, app, and marketing from scratch.
- 2015 — 2022
Product Design Manager
Freja eID
Design lead for a Swedish-government-approved digital identity platform. 'Security Company of the Year', Tech Awards Sweden 2022.
- 2015 — Now
Senior Product Designer
Toptal
Member of the top 3% freelance design network, delivering product work for companies across fintech, SaaS, and consumer.
- 2013 — 2015
Product Design Manager
AlsterCloud
Led a full UI/UX team building web, mobile, wearable, and Apple TV products — and the company's visual identity across print and digital.
- 2013 — Now
Founder & Community Leader
Lege Artists
Founded a nonprofit for designers and technologists. Organized Behance portfolio reviews of 1,000+ and brought 99U Local to Belgrade — 1 of only 28 cities worldwide.
Design foundation
Before product, I was a designer.
Sixteen years of UI/UX craft sit under everything I lead today — mobile apps, marketplaces, and platforms across fintech, healthcare, and digital identity. Award-winning interfaces, shipped end to end.
- UI Design
- UX Research
- Design Systems
- Prototyping
- Mobile & Web Apps
- Branding
Common questions
The short version.
Who is Nenad Ivanovic?
Nenad Ivanovic is a product leader and designer with 16 years of experience building digital platforms and marketplaces. He is VP of Product at Nursa, a healthcare staffing marketplace, and has shipped products across fintech, healthcare, and digital identity, including the Swedish identity platform Freja eID.
What does Nenad Ivanovic do?
Nenad Ivanovic leads product at Nursa, a healthcare staffing marketplace connecting qualified clinicians with the facilities that need them. His work centers on growth, platform strategy, and conversion, built on 16 years of UX and product design.
What kind of products has Nenad Ivanovic worked on?
Nenad Ivanovic has built digital platforms and marketplaces across healthcare, fintech, and digital identity, including Nursa, Freja eID (a Swedish-government-approved identity platform), and consumer and SaaS products. His work has helped companies raise over $100M in investment.
What results is Nenad Ivanovic known for?
At Nursa, Nenad Ivanovic directed a full platform switch and website redesign, migrating over 40,000 pages to Webflow in 19 days and driving a 10x lift in organic SEO performance. Nenad Ivanovic has earned more than 30 design awards across his career.
Does Nenad Ivanovic still work as a designer?
Yes. Sixteen years of UI/UX craft underpin everything Nenad Ivanovic leads, from mobile apps to marketplaces. He spent a decade in the top 3% of designers on Toptal, and design thinking still drives how he builds product.
Has Nenad Ivanovic spoken publicly about his work?
Yes. Nenad Ivanovic has spoken at Webflow Conf, UX Belgrade, Belgrade Design Week, and 99U on building digital products that are beautiful, fast, and genuinely trustworthy.
How can I contact Nenad Ivanovic?
The fastest way to reach Nenad Ivanovic is email at nenadivanovic.design@gmail.com. He can also be reached on LinkedIn, Dribbble, and Behance via the links in the site footer.
Let's talk