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Aleksandra Hristov

@aleksandrahristov

Product design director at JWX who reshaped a B2B SaaS platform and created a design system adopted by every product team.

North Macedonia

Message

At JWX, I redesigned the customer dashboard for publishers and broadcasters, from information architecture to core functionality and interaction design, grounded in user research. I also brought an existing field-journalist upload workflow to mobile.

With my team, I crafted a tokenized design system in Figma from scratch, alongside engineers building its coded components. Every product team adopted it, and handoff became faster.

I was product lead for the core platform and its enablement team, setting direction and prioritizing work on frontend architecture and developer tools. I also established UX research and design practices, including customer interviews, usability testing, and a research repository.

At Netcetera, I founded the UX Office in Skopje and led a two-level organization of designers and design engineers while staying hands-on. I began my career as an engineer, and I continue to support the UX community as founder and organizer of UXplore.

Experience

Work history, roles, and key accomplishments

Current

Founder and Organizer

Current

UXplore

Jan 2023 - Present (3 years 10 months)

Founded and organized a community-driven organization to raise UX and UI practice in Macedonia, curating conference programs and working with speakers.

Event Organization Community Building UX UI

Design Director

JWX

Jan 2022 - Oct 2026 (4 years 9 months)

Led design for a B2B SaaS video platform, redesigning the customer dashboard and crafting a tokenized design system. Directed the design process, DesignOps, and a product design team of 4 to 12 across multiple countries.

Design Systems Figma UX Research Prototyping Product Leadership DesignOps Accessibility Angular React Claude Code

Senior UX Architect, Co-head of the UX Office

Netcetera

Dec 2010 - Jan 2022 (11 years 1 month)

Co-headed the UX Office and led UX for complex administrative systems in payment security, transport, and healthcare. Founded the UX Office in Skopje and mentored designers in UX engineering and design systems.

UX Strategy Design Systems Figma Angular React User Research Usability Testing DesignOps Mentorship

Web Designer

Vertigo NME

Jan 2009 - Dec 2010 (1 year 11 months)

Designed web experiences for clients at Vertigo NME.

Education

Degrees, certifications, and relevant coursework

AJ&Smart

Facilitation Fundamentals, Facilitation

2026 - 2026

Completed Facilitation Fundamentals certification.

Shreyas Doshi

Product Strategy: Improving Your Product Sense, Product Strategy

2025 - 2025

Completed Product Strategy: Improving Your Product Sense certification.

Nielsen Norman Group

UX Certification (UXC) with UX Management specialty, UX Management

2023 - 2023

Earned UX Certification (UXC) with UX Management specialty, certificate 1042890.

Scaled Agile

Certified SAFe 5 Agilist, Agile

2020 - 2020

Certified SAFe 5 Agilist.

Ss. Cyril and Methodius University

Master of Science, Software Engineering

2008 - 2014

Grade: 9.88/10

Activities and societies: Active in IAESTE Macedonia.

MSc in Software Engineering from the Faculty of Computer Science and Engineering, graduated with a 9.88/10 GPA. Thesis on 'Marketing in the semantic web' with a coded prototype for improving social media advertising.

Ss. Cyril and Methodius University

Bachelor of Science, Computer Science

2004 - 2008

Grade: 9.58/10

Activities and societies: Lab assistant in web design; active in IAESTE Macedonia.

BSc in Computer Science from the Faculty of Electrical Engineering and Information Technologies, graduated with a 9.58/10 GPA. Served as a lab assistant in web design.