Noomly is a team of five: three engineers, one marketing expert and one designer.

My role

As the only designer in a startup, my role is everything inside and outside of design. UI/UX design, Web design, Frontend development, User research, Testing and Prototyping, you name it!

2018 were comming!

’Pokreni nešto svoje’ winners 2017
Microsoft Imagine Cup World finalist 2016

Because the product is not on the market yet, I’m not able to present it in whole. If you're interested in seeing more, let's chat!

What are we solving?

Every year, millions of children are injured in and around the home. Tragically, thousands of these injuries have a high risk of being fatal. It can happen anywhere and in a matter of seconds.

Noomly is a sensor placed by the door or anywhere in your home. It monitors movement and recognizes child by height, ignoring movements by grown-ups.

If a child is spotted in a dangerous area, parents receive a notification with the location so they know where they have to go as fast as possible.

People we care about

Parents, grandparents, nannies, kindergarten staff. How can we reduce their stress and make their parenting easier and safer, while giving the toddler the freedom to explore, introducing them the world without walls and borders?

Staying inside an MVP.

An Android engineer and myself in a process of establishing information architecture for a different user group in terms of setup and onboarding.

While developing a product specification you can easily end up with additional features. Some of those features can be a silent player in your product. One of our silent players was ‘Guard mode’. As Noomly consists of multiple sensors placed around the house, Guard mode brings the possibility to convert Noomly into a security monitoring device if the system knows that no one is in the house for more than 30 minutes. This is where Interaction design as a discipline plays a major role, to design something that is visible by experience or event, rather than by interacting with a mobile app.

We want to build an MVP that will clearly test if our idea works in a real scenario. Below is a wireframe of early hi-fi design phase with some features we decided to remove in the beta phase.

The app was designed for Android first, because of our development team, but after the first round of testing, we are jumping into iOS design & development.

Onboarding with users

Designing a mobile app for IoT requires a lot of attention to Setup and Onboarding. Here’s a sneak peek at current Onboarding design.

Current MVP

Branding and marketing

Other than User Experience, I was also working on the branding. As we start focusing on both B2B and B2C, it required a different approach in presenting our product and values, while still striving to create a brand with a feeling of trust and playfulness.

Building our web presence

Part of my design job was to translate our vision into a landing page. As I have experience with front-end development, I was mainly responsible for our presentation trough landing page. Communicate our idea clear and build understandable and short CTA.

That’s all from the process for now.

Reflection: What you can learn from being in a startup?

Ideas are important, but the building part is where the most challenges are and the real magic happens!

One of the things I learned while being a part of a startup is the importance of having a strong team! You can have the best idea in the world, but if people don’t believe in your idea and they are not willing to commit and invest their spare time, then your idea will just stay an idea.

I mentioned spare time and a job opportunity. That’s something to take seriously because the startup will take a lot of that time. Your work habits change and you just can’t be a perfectionist. Work ethic like that can kill a startup and lose this feeling of going crazy and failing fast and frequently.

And the truth is, even if you have a top-notch product, it will probably fail. So don’t be afraid of failing 1000 times, because in the end you only have to be right once!

Giving back to the community

Getting the free office space from an innovation hub called HUB385, we felt obligated to repay for the given opportunity and show our gratitude. We were active volunteers inside hub activities, e.g. organizing workshops for juniors and adults.


It’s nice to have side projects to remind you that design and problems don’t only exist on post-its and a whiteboard. Putting your product outside is not only designing for the end-user but making sure that you’ve covered the whole product journey: from production line (ethic), user interaction (experience), to the time it will end up in the trash (sustainability). Our product is still in development, as is our understanding of this whole ecosystem.