designing interactive systems

focus: making digital dynamically humane
+ exploring emerging tech through design to enhance people's cognitive capability



currently at Helix [design studio inside a major London hospital] with awesome designers, surgeons, and engineers on some world-changing medical innovations. 

previously at IDEO
+ design lead at Farewill 1.0

MA-project Royal College of Art, LND
MA-degree Aalto University, HEL
BFA Academy of FA + Design, LJU


living in London.







farewill, ltd.
design lead (pre+post-launch, version 1.0)
2015-2016, London



Farewill innovatively changes the way we plan for death. It starts with an intuitive interface, that gets rid of the complicated legal language, and understands and empowers humans to transform all their 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. 



My responsibilities:
Leading and executing these 3 design processes:
- User interface design and development
- User experience design and optimisation
- Visual communication design and brand

As the design lead I designed and maintained the first version of the product from the very beginning until a couple of months after the launch. Other members in the team: Dan Garrett (CEO + legal), Antton Pena (CPO + frontend), Tom Rogers (CTO + backend).


Royal College of Art
School of Communication: Information Experience design
master's thesis project
2015, London

ux, user interface design, rapid prototyping, speculative design, collabs with tech + neuroscience institutions


The Future of Our Spatial Experience -

by Sara Vrbinc  
Aalto University, Helsinki + Royal College of Art 


Exploring implications of emerging technologies, to enhance human cognitive capability, through more natural integration of digital interfaces into our physical lives. Case: interface for spatial navigation.




Design mediates between tech and people; it provides interface and enables interaction, but also takes responsibility of how AI might affect our cognitive performance. Design can change the role of technology into either sensory aid, extension or replacement. 

Project delivers a playful tool for experiencing space, a 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. 


Interaction design trainee
2014-2015, Munich

Focus: UI/UX/vizcom design, design methods and usability, working on external/internal projects with the awesomest people, in small and big teams *NDA=can't show the projects xo



by Sara Vrbinc (concept, design) & Jure Martinec (concept, dev)
initiated at IDEO, Munich 2014


Socially engaged interactive robot that helps transforming human experience data into knowledge, to enable insight and help people live healthier / more informed.


Alphie can be attach to any object you interact with, then it understands your behaviour, and shares its observations with you. It is an open and modular system of sensors. 

Alphie surrounds. It listens to the environment and senses what you ask it to sense. In the end it turns patterns of data into language, and tells you something about your actions that you might have not known before.


IDEO is that superstar design consultancy that uses human-centered approaches to help companies innovate. It was pre-set-up in 70s by Bill Moggridge, a guy who designed one of the first laptops, coined the term *interaction design*, and injected human factors into design of computers, and tech tools that have fundamentally changed our daily routines. 




Aalto University
School of Art, Design and Architecture: Media Lab
master's degree - interaction & visual design
2013-2015, Helsinki

Focus: user interface and experience design, information architecture and data visualisation, design research, art direction and brand development


#ere Living Lab

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


A tool that fosters civic participation in reimagining ways of how communities cooperate the flow of information in order to organise and evolve themselves.

#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.

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
University of Ljubljana: Department of design
Bachelor's degree - visual communication design
2010-2013, Ljubljana + Helsinki

Focus: graphic design, information architecture, typography, video and photography, design theory and research. *graduated with distinction


A day without an ad

by Sara Vrbinc - bachelor's thesis project


Imagine going or driving through the city, and there is no ad trying to steal your attention. A day without an ad completely removes advertisement from the city, by placing a photograph of the background over its ad. Such “action” should happen 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.

The project was based on the case of advertising in the public space of Ljubljana, the capital of Slovenia, and titled "Dan brez oglasa" (2013).


Some freelance projects

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

Some shows

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


CV in a picture






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