UX Expert in Vienna - UXQB® cert.
Isabella Andrić, MA
Your products work.
But do they work for everyone?
Isabella (Isa) Andrić is a certified UX Professional with 25 years of experience across technology, psychology, data, and cultural research. She designs human-centered AI and digital products by uncovering hidden bias, accounting for cultural context, and translating complexity into better decisions.
People. Tech. Data. Three lenses. Better products.
EMERGING TECHNOLOGIES
25 Years IT & UX
25+ Years
IT & UX
INFORMATION TECHNOLOGY
Led ICT and infrastructure projects for organizations including EUnet, KPNQwest, FFG, A1, and Hutchison 3G. A foundation in enterprise infrastructure and telecommunications shaped a understanding of how digital products are built, scaled, and fail.
Digital Consultant
Advised more than 100 organizations across industries and international markets from early-stage start-ups to global enterprises as independent consultant with focus on digital strategy, communication and user-centered innovation.
Data, IoT & AI
Initiatives, research, community-building, and awareness programs focused on AI, algorithmic fairness, governance, the Quantified Self, and representational bias. Delivered keynotes and lectures connecting technology with societal impact.
UX Professional UXQB®
Certified UX Professional by UXQB®, specializing in UX management, user-centered design, user research, and usability evaluation. Expanded expertise in cognitive psychology and human-centered methodologies with a strong emphasis on Human-AI Interaction.
Business Data Science
Completed Business Data Science training at TAG Innovation School with specialization in data visualization, Natural Language Processing (NLP), sentiment analysis, and Python. Applied these methods to UX research, behavioral analysis, and AI bias assessment.
zeroground.io
Established zeroground.io – an independent research initiative investigating representational structures in Artificial Intelligence, systemic bias, and the cultural assumptions embedded in large language models – for responsible AI development.
AI Safety
Most AI safety work happens at the model level — testing for harm, bias, and failure modes in isolation. I work at the point where that safety meets the human: the interface, the interaction, the moment a person actually has to trust or distrust what the system tells them. As an independent AI red teamer, I bring 25 years of usability research into a discipline still largely defined by engineers. My contribution isn’t just “does this AI behave safely” — it’s “does this AI behave safely for the person on the other side of the screen, across cultures, contexts, and levels of tru
Where AI Safety Meets Usability
OpenAI Red Teaming Network, started 2024
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
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
Learning in
VR-Classrooms
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
UX & Digital Learning - Further References
Online Courses, DRUMSTAR 2020
MOOC Digital Learning, EBmooc 2017
e-Learning Apps, KinderKnigge 2015
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)
Focus Areas
Human-Centered AI, UX & Digital Products
Combining expertise in ICT, UX, and Business Data Science to bridge technology and human behavior. User research, behavioral psychology, and AI inform the design of products that are intuitive, trustworthy, and aligned with both business objectives and human needs—from strategy to validation.
Culture, Psychology & User Research
Culture is not a localization layer—it shapes perception, decision-making, communication, and trust. Cultural and psychological perspectives are integrated into UX research and usability testing to uncover hidden bias, reveal behavioral patterns, and generate insights that lead to more inclusive, globally effective products.
DATA, AI & Product Strategy
Business Data Science, UX research, and AI governance provide the foundation for data-driven product decisions. Areas of expertise include Human–AI Interaction, algorithmic fairness, representational bias, gamification, and the Quantified Self, translating complex data into actionable strategies for responsible and human-centered digital products.
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.
