SAN FRANCISCO - s4story -- Passive today announced the appointment of Ana Bolčević as Head of Design.

Passive is an AI-powered career platform built for experienced, high-performing professionals who want to explore what's next without the noise and friction of traditional job searching. The platform enables people to discover better-aligned opportunities quietly, while helping companies connect with truly aligned talent through a more thoughtful, signal-driven approach.

Ana brings more than a decade of experience designing thoughtful, human-centered digital products across a wide range of domains, including complex SaaS platforms, property management systems, smart home and energy storage systems, augmented reality applications, learning tools, and games. In addition to product design, she has led and developed multiple brands from early concept through execution, bridging product experience and brand expression.

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Throughout her career, Ana has been known for building strong, continuous feedback loops with users—grounding design decisions in real user behavior, qualitative insight, and data. Her approach combines deep user empathy with a rigorous, data-informed mindset to create experiences that evolve alongside how people actually use products.

At Passive, Ana will lead the entire design function, owning product UX, design systems, and brand and growth design. She will work closely with the founding team to reduce friction across core user flows, translate behavioral insights into meaningful improvements, and ensure design plays a strategic role in activation, retention, and long-term product-market fit.

"Design has the power to remove friction and help people move forward with confidence," said Ana Bolčević. "Passive's mission deeply resonated with me because it puts people at the center of career discovery. I'm excited to help shape an experience that feels intuitive, respectful, and genuinely helpful."

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"Ana brings a rare combination of systems thinking, craft, and user empathy," said the Passive leadership team. "Her ability to connect design, behavior, and long-term strategy makes her the ideal leader to build design as a foundational discipline at Passive."

With Ana's leadership, Passive continues to invest in design as a strategic lever—ensuring that clarity, trust, and usability are embedded at every layer of the product.

About Passive
Passive AI is an AI-powered mobile app that helps high-performing professionals discover new career opportunities passively while enabling companies to connect with top-tier talent—without friction, spam, or traditional job boards.

For media inquiries or partnership opportunities, contact the Passive (https://www.thepassive.app) team