Veselina is a product designer driven by a passion for the psychology behind human behavior and everyday choices. She started out in advertising, where she learned to step into the users’ shoes, but found her place in the world of UX design — where her curiosity deepened with the exploration of people’s needs, habits, and the invisible patterns that shape their daily life.
At Modeshift, Veselina focuses on making public transport feel simple and more intuitive for riders with varying levels of experience or confidence, finding the sweet spot between user needs and business goals.