As a designer I love to do & think ෴

I design digital products [UX-UI] that make technology humane, respond to real needs of people, and get implemented inside bigger systems (aiming to trigger an overall chain-reaction of service improvement). 

I love exploring AI / emerging technologies through design, to enhance people’s cognitive capabilities, and inventing new ways of how we interact with technology, in the easiest, most functional, and informed way.










currently at Helix [design/innovation lab embedded inside a NHS hospital] working with awesome clinicians & engineers on a world-changing health-care product. 

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

geek, AI lover.
living in London.
raised on the Internet since ’91. 
doing this for 7 years! 

e-mail twitter linkedin
 {last update 2015. drop me an email for a detailed portfolio}




HELIX Centre, St Mary's Hospital
Interaction designer
2016-present, London

NDA project

HELIX is a human-centred design lab embedded into an acute general hospital (St Mary's, NHS in Paddington, London), responding to healthcare issues through design & innovation.

I’m working on a clinician-facing medical device, in a small team with a clinical lead and an engineer (solving a tremendous medical/technical/org issue thru system integration). As a design lead of this project, my main responsibility is UX/UI and core functionality of the digital product.



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


The Future of Our Spatial Experience -

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. 



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


Interaction design trainee
2014-2015, Munich



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. 

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





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


#ere Living Lab

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.

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


Academy of Fine Arts and Design
University of Ljubljana: Department of design
Bachelor's degree - visual communication design
2010-2013, Ljubljana + Helsinki


A day without an ad

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).


by Sara Vrbinc - bachelor's thesis project


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