Case studies
Product work, measured
These case studies examine how Nenad Ivanovic approaches consequential product work: define the system behind the interface, align the teams responsible for it, and connect platform, growth, and AI decisions to measurable operating outcomes. The examples show AI product leadership, platform strategy, product-led growth, and design-informed execution in practice.
Nursa
Product & design leadership
Scaling a two-sided healthcare marketplace that connects clinicians with facilities — growing marketplace liquidity, organic reach, and an AI-native way of shipping.
40,000
Pages migrated to Webflow in 19 days
10x
Organic SEO growth
200+
Employees onboarded to AI-native workflows
Nursa Study
VP of Product
How Nenad Ivanovic built Nursa Study in 48 hours, developed it for enterprise use, and helped make AI-native delivery credible across Nursa.
48 hrs
Working Nursa Study MVP built over one weekend
2 weeks
From MVP to an enterprise-grade platform
10+
AI-building platforms tested with the same prompt
200+
Nursa employees encouraged to build with Lovable
Nursa
VP of Product
From a 48-hour product proof to rebuilding seven years of platform work in seven months: one AI-native transformation led across product, engineering, verification, and company adoption.
48 hrs
From idea to the first Nursa Study product
7 months
To rebuild seven years of core platform work
200+
Employees brought into AI-native building
3
Sensitive-data issues caught before production
Freja eID
Product Design Manager
How Nenad Ivanovic connected product development, user trust, and performance marketing to help build Freja eID's consumer growth engine—from the first 50,000 users through its breakout to 500,000.
0→50K
Consumer product and acquisition foundations established
50K→500K
Freja's most explosive user-acquisition period
1.577M
Users officially reported by Freja at year-end 2025
2021
The breakthrough year in Freja's official retrospective
Start with the problem
Each story begins with the business and user conditions that made the work necessary, from marketplace imbalance to the tension between security and usability.
Follow the decisions
The middle of each case study explains the strategic choices, cross-functional collaboration, and technical systems used to move from diagnosis to delivery.
Evaluate the outcome
Results are presented with specific, source-grounded measures wherever available, so the work can be assessed by what changed—not by presentation alone.
What the work demonstrates
Product leadership across the full system
Nenad's work sits between product strategy, design, engineering, growth, and operations. At Nursa, that meant treating clinician discovery, facility acquisition, marketplace liquidity, analytics, content infrastructure, and internal shipping velocity as connected parts of one product system—not isolated initiatives owned by separate teams.
The platform work shows how systems can turn ambitious goals into repeatable execution. A roughly 40,000-page migration was completed in 19 days, the resulting architecture scaled toward approximately 100,000 pages, delivery became up to ten times faster, and key performance areas improved by more than 70%. Those outcomes came from information architecture, reusable components, automation, search, structured data, governance, and disciplined cross-functional coordination working together.
The identity work at Verisec and Freja eID demonstrates a different kind of product rigor: translating security, regulation, authentication, and certification requirements into experiences people can understand and trust. The AI transformation work extends the same principle into modern software delivery—using new tools to increase speed while preserving architecture, quality control, and human judgment.