Experience

I lead a global product design team of 20+ at Emplifi. I’ve helped guide the company’s evolution from Socialbakers through two acquisitions into a single, cohesive platform. With discovery embedded in our process and the Soul Design System (est. 2016) as our foundation, we ship faster than ever.

We prioritize adoption, activation, and retention: outcomes over output (even with 4,000+ Figma files).

Explore some of our design-related sites:

• Emplifi.design
• Soul Design System
• Medium.com
• Dribbble

I joined Socialbakers right after its first seed of investment ($1M), when the company had around 30 employees, exactly zero designers, and one product (a social media analytics tool).

I turned UX into a competitive advantage, helped unify multiple tools into a single platform, and established a design system that scaled across product, brand, and marketing.

What we delivered

• Launched new products, sunset others, unified everything into one platform
• Major redesigns of products, websites, and microsites
• Mobile app concepts (great strategy, not every bet shipped—useful lessons)
• Full company rebrand and iterative logo evolution
• Dozens of events, videos, and campaigns
• 1,000 prototypes in InVision before moving to Figma; scaled from Adobe → Sketch → Figma (40+ editors, 150+ viewers)
• Maintained multiple UI kits and launched a robust design system (2016)

How I lead

• Hire for potential and attitude; everyone is unique
• Support role evolution (visual → motion, UX ↔ UI, …) and diverse design approaches
• Safe space for sharing: reviews, studios, sprints, dev/PM syncs
• Almost-oversharing culture and constant feedback loops
• Data-informed, business-aware design
• Zero tolerance for ego: design is a team sport

Actijoy is smart pet care: a connected system combining an activity tracker, Wi-Fi bowls, and mobile apps. I joined to help friends design an end-to-end experience and keep my skills sharp. Still a big fan! Got a few spare millions to invest?

What I did

• iOS/Android app design and a companion desktop app
• Marketing website and email templates
• Product/packaging design and full brand system

That's my Hugo wearing Actijoy!

At eStránky.cz, I helped create a platform that empowered anyone — from twelve-year-olds to ninety-year-olds — to publish online. We built a tool simple enough for first-time creators yet flexible enough for advanced users. That early belief in accessible design still shapes how I think about digital products today.

My role

• Product leadership and roadmap
• Usability, growth, and conversion (heatmaps, testing, analytics)
• User acquisition and balancing business vs. user needs
• Designed and coded the app and portal (two full redesigns)
• Managed 100+ design templates (hiring, reviews, implementation)

Outcome

• Sustainable growth and recurring revenue, ~95% annual renewal among paying customers
• Later acquired—different strategy post-acquisition; big lessons learned

I co-founded a small studio, Face It, with my friend Tomáš. We focused on web design, print, and identity—dozens of experimental sites that I still love, even if most no longer exist.

My role centered on IA, wireframes, and front-end (HTML/CSS/JS/Flash).

I've been designing and building websites since 2004. I started as a webmaster in a large agency and collaborated with smaller studios on everything from websites to simple branding. Before today's fancy titles, I just did what needed to be done.

You can learn a bit more in my About page.