Hi, I’m Danijel.

Professionally, I work with digital business, e-commerce, product development and AI. Most of that work happens in the space between disciplines: where a business strategy has to become technology, where technology has to become an experience for customers, and where all of it has to make sense to the people using it. I have spent many years in that space, and I still find it more interesting than any one of the fields on its own.

Much of it is translation: turning a commercial question into something that can be built, or a technical possibility into something that is actually useful.

Outside of work, I build. Partly because I like making things, and partly because building is the most reliable way I know to understand something. A plan can be convincing; a working prototype tells you whether it was right.

My projects tend to start as questions. Some turn practical: RidePrecision grew out of cycling, and a wish to make bike fit, geometry and tyre pressure less of a guessing game. Others are experiments in what might be possible — a small city of AI inhabitants that writes its own history, or a research agent that would keep a living map of how ideas connect. Not all of them become products. That was never quite the point.

Away from the keyboard, I spend as much time as I can outside: on a gravel bike, on a trail, or somewhere around Stockholm I have not been before. I read, I like discovering new places, and I enjoy music and high-fidelity audio — which mostly means caring more than is strictly reasonable about how a record sounds in a room.

Underneath all of it is the same habit. I like understanding how things work, whether that is a piece of technology, a product, a market, human behaviour, or the landscape outside the window.