• Service Designer House of Řezáč 2018-2019

    My task as a designer in the leading Czech web agency was to find opportunities for a client's business, co-ideate solutions, test them and deliver a prototype or documentation. I led client workshops filling modified Lean Canvas, executed user research and created new strategy for marketing web or web service. There are most often documented wireframes as the output. My responsibility was also to check and test the deployed web and set up analytic software.

  • Web analyst House of Řezáč 2017-2019

    The role of web analyst in House of Řezáč had responsibilities like analysis of user behavior, improvement suggestions and execution of A/B tests or other type of experiments. The main output of web analysis is knowledge about customer behavior and suggestions of next steps. For example shutting down an ineffective campaign, reworking site navigation based on search analysis or fake-door-testing whether customer would use a proposed feature or not.

  • IT consultant & server admin Nugis Finem 2015-2018

    My responsibility was to make sure that all web projects and activities of NGO Nugis Finem, which I have co-founded, are running smoothly. This ment creating and maintaining Linux servers, and basic DNS and MS Azure setup. This role brought me back to university times – thinkering with the Terminal. But the biggest challenge was to keep the ambitious president's feet on the ground.

  • Web developer Ondřej Henek Webdesign 2012-2018

    I was self-employed since 2012, when I started creating first HTML websites. After several solo-projects which are fortunately no longer running, I started developing web applications for our NGO – Nugis Finem. As a full-stack developer, I have used mainly CakePHP and Bootstrap to create a custom MOOC platform Nostis and E-Bulletin Board for Olomouc University. There I realized I want to focus more on design than development.


  • IT Product Design University of Southern Denmark 2015-2017

    The focus of this programme was on participatory design & innovation, research methods and self-reflection. My thesis was about MOOC Retention Rate and Motivation, where I used my side project - Nostis – a Czech MOOC platform I have co-created.

  • Information Technology Brno University of Technology 2011-2015

    My bachelor studies in Information Technology gave me a broad overview of IT landscape, but my thesis was already focused on user experience in web design (in Czech only).

Other interests

  • Interpersonal Communication

    At university I have discovered a field of ethnomethodology which made me curious about interpersonal communication. Recently I have completed a course of Non Violent Communication making me better in resolving conflicts and understanding human behavior in general.

  • Behavioral psychology and economics

    I dig Dan Ariely, Robert Cialdini, Ryan & Deci and others. I am fascinated by how people behave and what motivates them to action. I have used this knowledge successfuly in CRO but also in my personal growth and motivation.

  • Traveling and mountain climbing

    I love mountains – summer or winter. During a vacation I am usually unreachable by phone somewhere in high altitudes with a tent in my backpack. I also enjoy getting to know other cultures and customs. Therefore besides various programming languages I speak fluently Czech, English, some basics in Spanish and I can say "cheers" in many, many other languages.

Mini Case Studies

  • Clarifying the business objective

    The goal of our agency was to optimize a download page for a major czech accounting firm and their software. During a routine Google Analytics check, I discovered 0 % conversion rate on Internet Explorer. Fixing this error brought 56.7 % conversion rate increase.

    The most interesting part of this project was however a clear definition of KPIs. User had to exchange her email address for a download link – this was an obvious hole in the funnel. We helped the client to prioritize goals making download the most important metric. Therefore we could remove the email input which was deemed as secondary objective. This increased conversion rate by 52.0 %.

    A Service Blueprint maps behavior of user, stakeholders and the system. It can reveal holes in a funnel, unnecessary user activities and system shortcomings. I created this particular one to map possible automation of our internal CRO product.
  • User research reveals new naming convention

    While working on a website for TIC Brno, we did 10 user interviews with event organizers and managers. The primary income stream for TIC was event space rental. Interview analysis showed, that event though TIC called their service event space rental, event managers called it in a way specific to their field e.g. conert hall rental, wedding venue rental, conference room. Nobody used the general term "space" and desk research confirmed it. So we created landing pages matchíng those findings.Although keyword analysis would be a better method, there was no budget for it.

    We have also learned that when renting spaces, event managers assume that there is basic furniture and equipment included. But TIC used to have separate equipment rental service. Therefore we merged space and equipment rental to one detail page of a room.

    The whole prototype co-created with a colleague Jindřich and finalized by myself can be found at

    An illustrative picture from a workshop led by my colleague Macík, where we make sense of user research data together wth a client. I am the brightest there (by color of a shirt).
  • Surprising segmentation

    Another project was optimization of a furnitre eshop. I was facilitating workshop with the client to prioritize opportunities using the customer factory canvas. Our analysis showed that in the checkout process there was a hurdle. We chose this as a starting point.

    Our optimization did not move the conversion rate a bit. But after a deeper analysis, I figured there was a conservative segment using Internet Explorer as a browser or Seznam as a search engine. For those people the CR dropped. On the other hand Google, Safari and mobile users had massive CR increase. Therefore we targetted the personalization only at the successful segment increasing CR by 10.9 % for whole eshop.

    A photo from my Customer Profile Workshop at Measure Camp 2019 where I presented this Customer Profile Canvas and filled it together with the audience.
  • Point'N'Turn

    With my two colleagues in Denmark, we often had to deal with video conferences and co-located design sessions, where we noticed many issues and barriers. Based on observations and interviews with other designers we pinpointed two biggest problems. The inability to look around a room and point at things. That's why we designed and prototyped our Point'N'Turn device on Arduino platform to make designers' lives easier.

    The biggest challenge of this project was designing and testing a controller for the platform and laser pointer. After several prototypes with different interactions we ended up with web app optimized for a smartphone. The whole project is open-source at

    The prototype in action. Unfortunately the red laser dot is hard to see.
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