interaction & visual designer

 based in London + the Internet.





currently design lead at farewill ltd
previously visual interaction design trainee at IDEO
+ UX/UI/VIZ freelancer across Europe

master’s project Royal College of Art, Information Experience Design, London
master’s degree Aalto University, School of Art, Design & Arch., Helsinki
bachelor’s degree Academy of Fine Arts and Design, Ljubljana


I design (phy)digital products; those tiny useful frictions, that significantly change people’s experiences, and make things better. I love inventing new ways of how people interact with technology, through UI, in the easiest, most functional, educative, and playful way. 

The right part of my brain lives for visual design, but the infrastructure of my left part thinks through interaction design; they run in tandem, producing functional aesthetics, and depending on the project, one might prevail the other.



Farewill innovatively changes the way we plan for death. It starts with an intuitive interfaces, that gets rid of the complicated legal language, and transforms all your wishes into a legally binding will. Recently awarded a contract by NHS England, Farewill will soon add also health care plans to the existing service. 




design lead

9.2015 - present, London
pre- and post-launch

my responsibilities:
Leading and executing these 3 design processes:
1. User interface design and development:
(from wireframes, information architecture, to finished UI)
2. User experience design and optimisation:
(proposals, iteration and integration of user feedback) 
3. Visual communication:
(planning and executing appearance, style and brand communication - from primarily visual communication, to information architecture, and external brand deliverables (animations,..))

collaborating closely with the rest of the farewill team Dan Garrett CEO, Antton Pena CPO+front-end, Tom Rogers CTO-back-end)



Royal College of Art

master's thesis project

4.2015 - 8.2015, London

School of Communication: department of Information Experience design
Main tutors: Dr. Laura Ferrarello, Dr Kevin Walker



Valuable pick-ups:
- master's thesis + project, seminars, group and individual tutorials across the college, english for academic purposes
- speculative design, rapid prototyping, field research, collaborations with scientists



The Future of Our Spatial Experience -

by Sara Vrbinc  
Aalto University, Helsinki + Royal College of Art, London
2015 is a design attempt to rethink the relationship we have with smart technology through a conceptual tangible interface that uses the artificial in order to enhance our own intelligence.

# TUI, UX, AI, ubiquitous computing, way-finding, wearables, cognitive performance, spatial learning




[design research] Thesis speculates how The Future of Our Spatial Experience might be like. Design mediates between technology and people; it provides interface and therefore enables interaction, but also takes responsibility of how AI might affect people’s cognitive performance. After the research I concluded that design can change the role of technology into either sensory aid, extension or replacement. In order to provide the latter, I have proposed a set of design principles that are later on applied to the product.

[design product: interaction] Project delivers a playful tool for experiencing space, a conceptual tangible interface that forms an abstract framework of spatial and temporal reference through two small, skin adhesive, marbles. While it draws attention to joy, haptic feedback encourages psychomotoric learning and so facilitates active memorisation. It uses synthetic technology to achieve data privacy and lets people control actionable data through latent interaction. It shifts the focus from functionality to meaning.



interaction design intern

10.2014 - 3.2015, Munich


IDEO is that famous leading design consultancy that uses human-centered approaches to help companies innovate. It was pre-set-up in 1969 by Bill Moggridge, a guy who designed the first laptop, coined the term *interaction design*, and injected human factors into the design of computers, and tech tools that have fundamentally changed our daily routines. 

What I did there:
- UI/UX/vizcom design, design methods and usability
- from user flow specifications and concepts to high definition prototypes and designs
- working on external/internal projects with the awesomest people, in small and big teams

*NDA=can't show the projects xo


by Jure Martinec & Sara Vrbinc  
initiated at IDEO, Munich (as internal project)

Alphie is an IoT intelligent species that possesses a form of ubiquitous computer which you can attach to any object you interact with, and Alphie will then understand your behaviour. Alphie finds it irrelevant to describe a concrete behaviour, but finds it fun to cluster similar patterns of behaviours, and shares its observations about you.

Project resulted in “an open and modular system of sensors, using IDEO’s own open source messaging platform”. Noam works as a translator. It can read and understand multiple programming languages, and by interfering makes them understand each other.

We made an adhesive shelf that carries all the hardware, and can be attached to any object. As such Alphie surrounds. It listens to the environment and senses what you ask it to sense. It attaches a meaning to data, and learns from specific behaviours. In the end it turns this patterns of data into a language, and tells you something about your actions that you might have not known before.


Aalto University

master's degree - design 

8.2013 - 9.2015, Helsinki


School of Art, Design and Architecture
Department of Media: Visual Communication; Graphic Design and New Media

(- 4.2015-8.2015 - master's project at RCA, London)
(- 10.2014-3.2015 - visual interaction intern at IDEO, Munich)(+ 5.2014-9.2014 - visual interaction intern at Monami, Helsinki)
(- 7.2014 - Writing in Sciences, Stanford University)

Valuable pick-ups:
user interface and experience design, visual communication, information architecture and data visualisation, iOT, storytelling, design management and controlling of the processes, participatory design, research-based, real-life projects, through agile and transformative design processes, in tight collaboration with all stakeholders and focusing on always present final user



#ere Living Lab

by Sara Vrbinc (UI/UX) + Sasha Kazantsev(strategy/UX) + Nina Chen (S/UX)
client Living Lab, Forum Virium Helsinki
February 2014

#ere is a digital communication platform that interconnects users and provides a local information system in its situated neighbourhood. It is shaped to meet interests of 4 participant groups: local citizens, city or area authorities, local businesses and corporate branches.

Living lab is an interactive agent in the area, to establish community by informational system. It runs on shared local information database. Objective was to connect modern digital communication tools and platforms with physical environment available in various locations in the neighbourhood. While the private devices (mobile phones, computers) are customised by users, public displays are specific to the place they are located in and represent the pure set of data, based on proximity.





Academy of Fine Arts and Design

bachelor's degree - design 

10.2010 - 6.2013, Ljubljana


University of Ljubljana
Department of Design: Visual Communication; Graphic Design

main tutors: Boštjan Botas Kenda, dr. Petra Černe Oven

(- 8.2012-11.2013 - bachelor's exchange in Helsinki)
(+ 12.2011-8.2013 - part-time designer, student at Celtra Inc.)

Valuable pick-ups:
strong practical and theoretical design foundations, graphic design, layout design, typography, information architecture, data visualisation, video and photography, transmedia storytelling, interactive design, development and theories of design, drawing + painting, theories and practices of media communication, culture studies, history of art and design, etc...


A day without an ad

by Sara Vrbinc - bachelor's thesis project
Academy of Fine Arts and Design, University of Ljubljana

A day without an ad researches how visual communication outcomes for public space influence people’s lives and behaviours. Presence of advertising isn't just essential in our culture, but also taken for granted. I have developed a concept, how to communicate problems of visual pollution (of conventionally empty information) that has been done by outdoor advertising in the public space on a daily basis, and rise broader awareness of that.


[design product: interaction] A day without an ad is an initiative to set up a holiday alike occasion, where all the outdoor advertisement from the city of Ljubljana would be completely removed (concretely all of the advertisements would be replaced with a photograph that shows a real background, in reality hidden behind the advertisement itself) only for a day. Its objective is to trigger critical thinking of every individual on multifaceted problems that have been done by advertising pollution in the public space.

Imagine going or driving through the city, and there is no ad trying to steal your attention. Such “action” should have happened without any notice. The affect would be achieved a day after - when the ads would be returned to their places. As such, people would start to develop their own thoughts on what they want to experience in the public space, without being persuaded by third parties.

# information visualisation, design research, interaction design, motion graphics, social change



UI/X + vizcom

9.2010 - present, Europe





Some clients:
House of European Parliament, University of Ljubljana, MGL - City Theatre of Ljubljana, City of Helsinki, Tribuna, etc










some xys:

farewill, IDEO, Monami, Celtra

National Healthcare System England, City of Helsinki, House of EU Parliament, University of Ljubljana,...

China international tangible interaction design and innovation, Lahti Poster Triennial, Brumen: Biennial of Design, Don't Shoot the Messenger, National Gallery of Slovenia

Royal College of Art - London, Aalto University - Helsinki, Academy of Fine Arts and Design, Ljubljana

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