UX Expert Vienna
UX Professional cert.
UX Expert Vienna - UX Professional cert.
Isabella (Isa) Andrić, MA
Your product works.
But does it work for everyone?
Isabella (Isa) Andrić is a certified UX professional with 25 years at the intersection of technology, psychology, and cultural research. I help companies design experiences that go beyond the average user eliminating hidden bias, adapting to cultural context, and building the kind of trust that drives long-term engagement. People. Tech. Data. Three lenses. One sharper product.
EMERGING TECHNOLOGIES
25 Years Of Experience
Emerging Technologies
25 Years Of Experience
INFORMATION TECHNOLOGY
10+ years as ICT Project Manager — EUnet, KPNQwest, FFG, A1, Hutchison 3G. Infrastructure before UX taught me how products actually break.
Digital Consultant
100+ clients across industries and countries — from start-ups to global organizations. Strategy first, tools second.
Data, IoT & AI
Built tech communities and led awareness initiatives on AI, fairness and governance, the Quantified Self, and Coded Bias — before it was mainstream.
UX Professional UXQB®
Certified by UXQB® in UX management, user-centric design, user research, and usability testing. Deepened the psychological foundation of UX practice and its application to human-AI interaction.
Data Science
Trained at TAG Innovation School in data visualization, NLP, sentiment analysis, and Python — applied directly to UX research and bias detection.
zeroground.io
Founded zeroground.io — an independent research initiative examining representational structures in AI systems, systemic bias, and the cultural assumptions embedded in large language models. Where the signal starts.
Beyond The Screen
People Analytics
Can a digital tool shape team culture? To find out, I conducted user research and market analysis for SEE IT! DO IT! FEEL IT! — a values-based team development tool in transition from analog to digital. Through interviews and prototype testing, I mapped how people experience shared values in a digital context. The findings didn’t just inform the product concept, they became the foundation for my deeper research into bias in data and code.
Prototyping Cultures & Values
SEE IT! DO IT! FEEL IT!, 2022
Autonomous Drive
When an autonomous vehicle makes an unexpected decision, the human inside has milliseconds to react. As a usability tester in the AutoDrive EU Project at AIT Austrian Institute of Technology, I was that human — monitored, measured, and deliberately put under stress. Biometric data tracked how my attention, perception, and stress levels shifted across high-pressure driving scenarios in a virtual environment. The question wasn’t whether the warning system worked technically. It was whether it worked humanly, fast enough, clearly enough, for a real person in a real moment of uncertainty.
AutoDrive EU-Project
AIT Austrian Institute Of Technology 2022
Digital Learning
Learning sticks when it feels right, not when it’s forced. From child-friendly e-learning apps for KinderKnigge GmbH (social skills through gamification) to professional courses for DRUMSTAR and the national EBmooc for Austrian adult educators: I’ve designed digital learning experiences across ages, audiences, and formats. The common thread: human behavior, not just content delivery.
Online Courses, DRUMSTAR 2020
MOOC Digital Learning, EBmooc 2017
e-Learning Apps, KinderKnigge 2015
VR - Virtual Reality
VR is only as effective as the behavior it trains. For the Institute for Cultural Excellence, I tested and refined a social skills training program that combined VR, e-learning, LEGO® Serious Play, and role-playing to develop leadership and cross-cultural competence. Technical functionality is only the baseline. Real success is measured by behavioral change. Combining cultural expertise with usability testing ensured the experience was not only technically sound but also pedagogically effective.
VR-Training Social Skills
Institute For Cultural Excellence 2021
Fairness & Governance
Fairness in digital products isn’t something that can be added later—it is shaped by every design decision, from governance to interface design. Started 2017, my keynotes, research, and workshops explored the intersection of Green IT, AI ethics, fairness governance, and privacy-first design. Across topics such as Coded Bias, Data Ethics, The Quantified Self, Smart Organization, and IT for Green, one insight remained consistent: fairness is not only a technical, regulatory, or governance concern. It is a UX challenge that demands UX solutions.
Keynotes, Publications, Studies & Workshops (started 2017):
The Quantified Self; The Smart Organization; Decision Making With AI; Coded Bias, AI & Data Ethics; Green IT, IT For Green;
Legal AI & Fairness Governance
Precision in Cultural Design
UX Professional UXQB®
Certified in user-centric design and UX management by UXQB®, the focus is on delivering high-quality user experiences. This certification equips with skills to prioritize user needs, create effective prototypes, conduct thorough usability tests, and manage UX projects.
FURTHER EDUCATION
MORE ABOUT ISA ANDRIC
(Website in German)
Working Area
Culture & Psychology in UX Design
Culture isn’t a localization task—it’s a design variable. It influences how people interpret interfaces, make decisions, and build trust from the very first interaction. By integrating psychological and cultural insights into usability testing and design, I go beyond demographic diversity to uncover the cognitive and emotional patterns behind user behavior. The result: products that don’t just scale globall, they resonate locally.
Gamification & The Quantified Self
Effective gamification starts with understanding motivation—not mechanics. Different cultures and individuals respond to different drivers, from competition and achievement to community and personal growth. I apply behavioral science and cross-cultural research to design gamified experiences that create intrinsic engagement instead of superficial reward loops. Whether for consumer products or workplace learning, my work emphasizes the Quantified Self: using personal data to empower self-awareness and better decisions, rather than monitoring or compliance.
Cultural Sensitive User Research & Testing
Standard user research has a blind spot: it often treats culture as context rather than data. I treat it as a core source of insight. Culturally sensitive research goes beyond translation or demographic segmentation. It examines how culture shapes attention, communication, trust, mental models, and the interpretation of symbols throughout the user experience. I design, conduct, and validate research across diverse cultural backgrounds, ensuring that findings reflect real-world complexity rather than a monocultural baseline. The result is research that leads to more inclusive decisions—and products that perform more effectively across markets.
Managing Teams to Drive UX Projects
UX projects succeed when teams work well together—and international teams face challenges that standard project management often overlooks. Language barriers, different communication styles, varying expectations around hierarchy, feedback, and decision-making all influence how effectively teams collaborate. I manage UX projects across Agile, Lean, Kanban, and Waterfall methodologies with deliberate attention to these cross-cultural dynamics. By reducing friction and creating shared understanding, I help teams move faster, collaborate more effectively, and deliver better user experiences.
REFERENCES
Customer Perspective
⇐ SWIPE ⇒
UX Projects - Remote & Local
Start now, get in contact
You need a UX professional who goes deeper than wireframes. I identify what users actually need — across cultures, contexts, and edge cases — and translate that into products that work and earn trust. Let’s talk about your project.
