Zagreb, July 2^nd, 2025

Since its founding in 2005, Infinum has established itself as a powerhouse in digital product development, collaborating with global brands to design and scale software that delivers tangible business results. With a team of over 400 professionals spread across the US, Canada, and Europe, the agency blends cutting-edge engineering with thoughtful design to create meaningful user experiences. From Porsche to Philips, Infinum’s portfolio reflects a deep commitment to quality, innovation, and long-term value.

In this interview, we sit down with Nikola Kapraljević, CEO of Infinum, one of the driving forces behind Infinum’s growth and evolution. From his early days in Croatia to his current leadership role, Nikola shares how his background has shaped his outlook, what fuels his strategic decisions, and how the agency continues to adapt in an ever-changing digital landscape.

Thank you for taking the time to speak with us, Nikola. To start, could you share a bit about your background and upbringing?

Thank you for having me. I was born and raised in Našice, a small city of about 8k people in Croatia. It’s a quiet place now, but back then, it was close to the front lines during the war. That definitely leaves a mark and motivates you to find your own path.

How does your environment influence your daily life and work?

I’m based in Zagreb, but I rarely stay in one place for long. The goal is simple: stay connected to the business while being present for family life. I spend a considerable amount of time in New York and London, and I love the hustle and bustle of those cities compared to Zagreb. Zagreb tends to be much slower, so I appreciate the contrast.

As a resident of your city, are there any favorite spots or hidden gems you would recommend to foreign visitors seeking an authentic experience?

There are a few spots in Zagreb I always recommend. SOL is great if you want a modern take on Croatian cuisine: local ingredients, but with a fresh perspective. And if I’m in the mood for something different, YEZI does a fantastic Asian fusion menu in a really nice setting.

Outside of work, I enjoy taking the car out for a drive to clear my head, and more than anything, I love spending time with my kids. As any parent will attest, that’s the part of life that really keeps you grounded.

What does Infinum mean to you?

I’ve never worked anywhere else, and honestly, I wouldn’t want to. Infinum is my first and favorite place of work. It’s where I grew up, both personally and professionally, with a lot of fun along the way.

In terms of what we do, for me Infinum is the place for people who take a strategic, no-nonsense approach to designing, building, and improving bold digital products.

What are your main focuses at the moment?

My main focus is leading and growing the business by expanding our global presence, like our recent acquisitions of ExpandTheRoom in New York and Your Majesty in Amsterdam, and bringing even more specialised value to the table during this time of hyperdigitalization. That means adding new services like AI and cybersecurity, and supporting our clients’ needs as they navigate the challenges ahead.

Can you describe the philosophy that drives Infinum’s work and culture?

At Infinum, our approach is grounded in building meaningful digital products. We believe the tools we create today will shape how people connect, solve problems, and move forward tomorrow.

Therefore, we value continuous improvement, knowledge sharing, and keeping our egos in check. There’s always a better way to do things, and we push ourselves to find it while making sure we lift others along the way.

I truly believe in being adaptable, embracing change as it comes, staying persistent through the ups and downs, taking care of our people, and always putting long-term strategy at the center of our decisions.

And while we take the work seriously, we also believe in enjoying the process. Curiosity, experimentation, and a healthy dose of fun are all part of what keeps us moving forward.

With a dynamic team of over 400 professionals, how do you ensure effective communication and collaboration across different departments and projects?

When you’re a team of 400+ spread across different cities and time zones, alignment becomes something you have to be intentional about. For us, that means clear processes, good planning, and using the right tools to keep everything moving in the same direction.

We document a lot–handbooks are a big part of how we work. They help set expectations and make collaboration smoother across teams. Transparency and open communication are key, too. People need to know what’s happening and why. And of course, we rely on tools like Productive to help manage projects and stay organized.

How do awards and recognition serve as a source of motivation and inspiration for the agency’s team members?

We’re proud of our work, and it’s always rewarding when clients recognize it. But industry awards like Red Dot or the iF Design Award are also a strong external validation that we’re doing great work on a global level.

Internally, we make a point to celebrate all wins, whether it’s a major award or a small project breakthrough. Recognition happens on every level because it motivates people and builds momentum.

Still, the award we value most is being named Best Employer for the seventh year in a row. It’s based on anonymous feedback from our own team — not a jury, not a marketing push. Just honest input from the people who make this place what it is.

When it comes to creating digital ecosystems that connect with audiences, what elements do you believe are the most important for brands to prioritize?

For me, it all starts with a clear product strategy and putting the user first. Brands should focus on clean design, proper testing, and using data to understand what’s working. When you get those things right, you can build digital experiences that actually connect with people.

Can you highlight a few standout projects from Infinum’s portfolio that exemplify the agency’s capabilities and approach to digital innovation?

We’ve had the chance to work on some incredible projects that really showcase what we’re about: combining design, engineering, and strategy to build smart, scalable digital products.

HomeID is a great example of a home cooking app connecting over a million monthly users to smart home devices. On the enterprise side, there’s Philips MasterConnect, a smart lighting solution, and our IoT work with clients like Alfa Laval and Alps Alpine. In fintech, we’ve partnered with names like NLB, Vontobel, Erste, RBA, HPB, and Mara.

And since expanding through Your Majesty and ExpandTheRoom, we’re proud to include work for Netflix, Adidas, Samsung, Royal Caribbean, and Stryker.

I also have to highlight Porsche Digital, a joint venture that grew into a successful standalone company.

Where do you see the future of creative agencies heading, especially in the context of rapidly evolving technologies and data-driven approaches?

Big leaps in technology have always reshaped how we live and work—and creative industries have evolved alongside them. We’ve seen everything from the rise of smartphones and the mobile-first mindset to cloud computing and remote work.

Right now, we’re in the middle of another major shift. We don’t fully know how it’ll play out—but one thing is clear: agencies will need to stay flexible and open to change.

Creativity itself isn’t going anywhere. The agencies that adapt, embrace new tools, and focus on delivering real value will continue to thrive.

What excites you most about the potential of Artificial Intelligence (AI) in the next decade, both professionally and on a personal level?

I’m genuinely excited about the possibilities AI brings—new applications, smarter integrations, and all the ways it can enhance the way we work. On a professional level, I’m looking forward to combining human creativity with this powerful new tool.

Do you think someone can get into the field without educational experience in a school environment?

You can definitely build a career in this industry without a formal degree, but not without education. A lot can be learned independently. It’s ongoing learning that really matters.

My key advice: be honest about what you know and what you don’t, be open to feedback, and work hard. That has never failed me.

What are some of the preferred front-end technologies used at Infinum for developing digital products?

We use front-end frameworks like React.js, Vue.js, and Angular, which allow us to create interfaces that feel great to use and are easy to maintain.

The best results usually come when teams look at the product as a whole, not just one layer at a time.

In what ways has Infinum evolved and adapted over the years to stay ahead of market shifts and changes in client demands?

We’ve always tackled challenges head-on. When something’s not working, we fix it. We also pay close attention to how the market is shifting and what clients need, and we adapt early. Being agile isn’t just for product development—it’s how we run the business.

Can you name a fun-fact people would be surprised to learn about you?

People are often surprised to hear I dance salsa. Started seven years ago, never quit.

Thanks Nikola!

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CreativeAgenciesDigital ProductsDigitalInnovationProductStrategyTechLeadership