Zagreb, January 23th, 2017

Infinum is an independently run design and development agency. It offers full-service tech consulting and work with funded start-ups, SMEs and big brands on incorporating digital products into their business model. Infinum employs more than 100 people: mobile and web developers, UX/UI designers, project managers and other professionals.

With offices in Croatia, Slovenia and the USA, the company has been around since 2005, well before the entire app economy, as we know it, took shape.

“We never actually sat down to work on our mission and vision,” says Bojan Bajić, Head of Marketing at Infinum. “The brand was built through the collective effort of our team and is still evolving to this day. There is a sense of uniformity thanks to certain values we stand behind and actively promote. We are all friends, we treat each other fairly, have fun together, support each other and offer help when needed. Simple commitments such as these are deeply integrated into our company’s culture, and they’ve worked extremely well so far.”

Bajić main studies have been in marketing, but he confesses having a great interest in technology. “Witnessing how the marketing landscape adapts to the emergence of new technologies never ceases to amaze me. I’ve been working at Infinum for almost a year now and have since spearheaded the company’s marketing initiatives.”

Can you describe your agency in three words?

As Rihanna would put it: Work work work (work work) 🙂
Jokes aside, it’d be: energetic, professional and light-hearted

In your opinion, what ingredients are key to create a successful UX design?

Understanding human psychology, being able to connect the dots, doing lots of research, thinking strategically, being focused on the problem instead of the aesthetics, just to name a few. UX is at the intersection of many disciplines and as such I think the biggest obstacles are the ones we build ourselves, so the ability not to be constrained by our own perspective is of utmost importance.

What is your personal definition of creativity?

It’s about experiencing a moment of clarity in this incredibly noisy world.

How does Infinum work out the best design taking into account the target audience or users?

We work with clients, but primarily design with users in mind. Before our design team starts sketching, we familiarize ourselves with the client’s goals and business objectives. After this initial step we think of target audiences, user journeys, and personas. It’s important to clearly define what pain points the user goes through, and in which ways can we address those.

Which are the most important web tools that you use?

We use a wide array of tools. As a marketer I use Google Analytics, Buffer for social media, Productive.io for task management, Google Business Suite apps, Mailchimp, etc.

Our designers mostly work in Sketch, Zeplin, Invision and Principle.

How do you organize your team and their tasks to guarantee quality assurance (QA)?

We have an in-house QA team, and they work with both designers and developers to ensure all our digital products meet Infinum’s standard of quality.

It’s important to note that we include our QA team into the process from the beginning of the project, rather than shoehorning QA as an afterthought in the final sprints of the project.

How do you imagine the UX concept to work in the future?

I believe the development of new technologies will mandate not just the UX, but our behaviour. We already witness how technology creates dents in our daily routines. Reading about contextual awareness, usage of big data and machine learning might give us a glimpse of what is about to come. Amazon’s new retail concept is a fine example of that.

Can you tell us about a project you worked on (a case study) and that was especially successful?

We’ve recently launched a new web platform for the Museum of Broken Relationships. It’s a unique concept globally, and we were really proud to have developed the museum’s digital extension. It was a joy to work with the creative team behind the project. The case study can be found on the link: https://infinum.co/client-work/brokenships.

Check it out if you want to see an axe in a door at the end of a relationship.

Name a challenge your team is currently facing.

A challenge we face is being able to balance working on our own ventures and client work. Working on our own ventures gives us more room to experiment and learn, and then apply that to the work we do with clients. But keeping that balance in check is hard (both operationally and creatively).

Are there online publications, professionals, industry leaders you follow?

There are quite a few actually. I like rich media portals such as Fast Company, Quartz, The Verge and Vice. I’ve been a Reddit user for almost a decade now so I get most of my general news from there. I’m also a huge fan of The Hustle daily newsletter.

Which cities outside where you live interest you creatively?

Big tech hubs like San Francisco, NYC, London, Berlin, Seoul seem like obvious choices, but I’d also find inspiration in the gardens of Kyoto and the crisp air of Vancouver. I believe there’s a little bit of something to learn from each city.

Please list a few of your favourite digital brands:

Uber, Netflix, Instagram, Medium, Spotify, Tesla. I have to say I’m quite satisfied with my JayBird wireless in-ear headphones so they deserve a place here as well.

What do you like doing in your free time?

Regarding activities, I like biking, jogging, yoga and going on hiking trips. When I’m at home I like to cook, listen to music, watch movies or even curl up with a good book.

What piece of advice would you give a recent grad looking to work in digital marketing?

Nothing can prepare you for the marketplace and the customer of tomorrow. The simplest way is to embrace the unknown and be prepared to experiment and even potentially fail.

By Geny Caloisi.
genyc@topinteractiveagencies.com

Learn more about Infinum

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