GenHealth
Designing AI-assisted healthcare experiences and helping simplify complex clinical decision-making workflows.
Role: Product Strategy, UX Leadership, Discovery, Wireframing
Product & UX Consulting
Helping founders and teams make better product decisions.
From discovery and MVP definition to user journeys, prioritization and practical AI adoption.
25+ years of experienceStartups and growing companiesProduct direction & AI adoption
The person behind the work
Hi, I'm Matej.
For more than 25 years I've worked at the intersection of business goals, user needs, and technology — helping teams answer the questions that actually determine what gets built.
- What should we build?
- What should we build first?
- Which problems matter most?
- How should AI fit into the product and workflow?
The goal is not more features. The goal is better decisions.
Read more about me →“The most useful thing I can do is help a team see their situation clearly. Good decisions follow from that — almost automatically.”
— Matej Musulin
Why work with me
Why teams choose to work with me
25+ years building and shipping real products — across startups, growing companies, and established teams
Working at the intersection of business goals, user needs, and technical possibilities — not just one of the three
Focused on helping teams make better decisions — not producing deliverables for their own sake
Practical guidance shaped to your specific context — no fixed framework, no generic playbook
Client feedback
“Their UX designers were open and keen to learn about my business. Our business is specific, and it takes years of experience to fully understand the scope of our product in the market. They were open to learning everything about our product. It was easy to transfer the information, which sped up the project.”
For Companies
Does any of this sound familiar?
These are the situations I most often help teams work through. The goal is always the same: clearer thinking, better decisions, and products that actually move forward.
Too many ideas
Too many ideas — unclear what to build first
Premature build
Building features before enough validation
Misaligned team
Teams struggling to align around product direction
AI uncertainty
AI feels like an opportunity but the roadmap is unclear
Fuzzy MVP
Unclear MVP scope — unsure what to include and what to skip
Disconnected feedback
Hard to connect user feedback to product priorities
04 Featured Case Studies
Selected Work
A selection of products, platforms and services I have helped shape through product strategy, UX thinking and practical delivery experience.
Roadsoft
Helping transportation companies manage compliance, driver performance and tachograph data through complex enterprise workflows.
Role: Product Strategy, UX, Information Architecture, User Flows
Tech for Changes
Designing a mobile-first platform that helps refugees navigate essential services, community and information in an unfamiliar country.
Role: Product Strategy, UX Leadership, Information Architecture
Foragr
Designing an AI-powered receptionist platform that helps businesses automate customer interactions and appointment scheduling.
Role: Product Strategy, UX Leadership, AI Experience Design
Mentorship
Guidance for designers and product professionals
One-on-one work focused on real outcomes: navigating AI-driven change, moving from execution into product thinking, growing toward leadership, or gaining perspective on where your career is heading. From someone who has been through it.
See how mentorship works →- Navigating AI-driven change in your field
- Moving from UX or design into product thinking
- Building toward a leadership role
- Making clearer decisions about your career direction
A workshop for individuals 55+
A practical AI workshop for individuals 55+
For those who want to understand and use everyday AI tools — without technical background, jargon, or pressure.
- Learn at your own pace — no prior tech experience needed
- Hands-on practice with tools people actually use day to day
- Small groups, real questions, plain language — never jargon
- Leave with practical ways AI can help you, not replace you
Not sure where to start?
Whether it's product direction, prioritisation, AI adoption, or just figuring out the next right step — get in touch. We'll find clarity together.