Ana Vojvodić

Freelance Service Designer & Strategist

I help organizations design products and services grounded in real insights.
Through deep research and collaborative design, I turn complex findings into clear, actionable strategies.
Whether you need insight, alignment, or a fresh perspective, I’m here to help!

About Me

I began my career in neuro- and cognitive science, driven by a fascination with how people think and behave. With a BSc in Neurobiology from UC Berkeley and an MSc in Cognitive Science from the University of Amsterdam, that same curiosity now drives my work as I apply research to design products and services that make sense for real people and real business goals.

For the past 13 years, I’ve worked as a researcher, a service designer, and a strategist, helping teams cut through complexity and find clear paths forward. I’ve worked on projects in 20+ countries across Europe, the Americas, and Asia, bringing a global perspective and an adaptable mindset to my work.

In my free time, you’ll find me:

🎧 Hosting a leftfield music radio show
👩🏻‍🍳 Honing my home chef skills
🌊 Spending time in and around the sea
🌿 Learning about wildlife and nature
🤓 Doing word puzzles and geography trivia

How I Work

My approach blends curiosity, structure, and collaboration, always adapting tools and methods to match the challenge and team.

Some of the tools and approaches I use:

  • Customer & stakeholder interviews to surface real needs and hidden blockers

  • Journey maps, service blueprints & ecosystem mapping to align teams around the big picture

  • Co-creation workshops to unlock new ideas and share ownership

  • Prototyping & concept validation to test, learn, and refine quickly
    Design sprints & facilitated working sessions to boost momentum and clarity in decision-making

  • Capability building through mentoring, toolkits & hands-on coaching to support lasting change

  • Smart use of digital tools such as from Figma, Miro/Mural, and AI assistants to explore, test, and deliver faster

  • I use tools like Miro, Figma, Airtable, and AI assistants. I’m comfortable working across G Suite, Apple, and Microsoft environments, and always open to learning new tools to improve how we work.

My Services

  • I help design and shape services that connect business goals with what people actually need. From early ideas to scaling successful offerings, I bring clarity, structure, and forward motion to complex challenges. My hands-on and collaborative approach includes facilitation and workshops that engage teams, align stakeholders, and turn ideas into actionable plans.

  • I lead qualitative and mixed-methods research to uncover what matters most to your customers and stakeholders -- and why. From early discovery to testing and validation, I design studies, facilitate conversations, and synthesize insights into clear, actionable direction. Whether you're shaping a new offer or refining an existing one, research becomes a strategic tool to guide decisions, reveal opportunities, and create services that truly work.

  • I support organizations with hiring, mentoring, and capability building. Whether you’re shaping a new design function or strengthening collaboration across teams, I help people, from seasoned professionals eager to learn new skills to early-career designers, build confidence and momentum. These practical skills transfer across roles, enabling individuals to grow and succeed through coaching, team development, and hands-on collaboration.

Selected Works

From early-stage ventures to scaling existing service offerings, here’s a snapshot of how I help teams move forward with focus and impact. Strategy, research, and design come together to rethink products and services, uncover opportunities, and deliver better experiences.

Contact

Interested in working together?

I’d love to hear from you! Drop me a message and I will be in touch with you shortly.