Can you make this beautiful? Aesthetics as a driver of tangible business results

Eli Kaelin is Director UX Design at Novartis. Born in Zagreb, and shaped early by twelve years of competing in taekwondo before turning to visual arts. She started out in corporate identity, branding, and print, working across a range of studios and agencies, learning the craft from the inside.

At 22, she launched her first startup, paper planners (Acro, #acrossthegoals), sold 10K units. Not long after, she took the kind of risk you don’t plan for: an 8,000 euro credit, approved the night before, and a one-way move to Basel because she wanted to live there, no other reason needed.

She switched to digital design in 2016, spent seven months living in a bed and breakfast while she found her footing, worked at a digital agency, and joined Novartis in August 2019. She is now Director of UX Design there.

On the side, she runs OatSpoon (@oatspoon), a tiny homemade oats brand (just about to be launched) because she never wants to lose the feeling of making something with her own hands. She enjoys any kind of movement, walking, hiking and playing tennis. Lauging daily and loving tiny moments with her3-year old daughter.

Dieser Podcast wird gesponsort von Codeword Customer Consulting und Horizons2026. Your UX Leadership Intensive. Inspire.Lead.Innovate. Erweitere gezielt Deinen Einflussbereich im Unternehmen mit den Horizons Methoden und Werkzeugen.

Alle Infos zu Terminen und Locations zum UX Leadership Retreat findest Du hier: https://www.horizons.community/

RESSOURCEN:

LinkedIn Eli: https://www.linkedin.com/in/eli-novakovic/

Mein LinkedIn: https://www.linkedin.com/in/tvk-phd/

Meine Webseite: https://codewordcustomer.de/ https://www.linkedin.com/company/codewordcustomer

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