interaction & visual designer (ui/ux/ad)
freelance, based in London
previously at IDEO
+ design lead at Farewill 1.0

master’s project Royal College of Art, Information Experience Design, London
master’s degree Aalto University, School of Art, Design & Architecture, 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 & information architecture, 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 interface, 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:
- 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

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



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, London


Thesis speculates how The Future of Our Spatial Experience might be like. Design mediates between tech and people; it provides interface and enables interaction, but also takes responsibility of how AI might affect our cognitive performance. After the research I concluded that design can change the role of technology into either sensory aid, extension or replacement. 



To provide the latter, I proposed a set of design principles that are later on applied to the product. 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 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. 

- 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 Jure Martinec & Sara Vrbinc  
initiated at IDEO, Munich

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.


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)

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

#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

bachelor's degree - design 

10.2010 - 6.2013, Ljubljana


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

Graduated with distinction

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

graphic design, information architecture, typography, video and photography, design theory and research. 


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).




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


XYS About me

Interaction & Visual Designer෴
based in London


COMPANIES - farewill, IDEO, Monami, Celtra

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


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

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