croBA Konferencija
Predavači
Donosimo vam izniman skup predavača koji će svojim znanjem, iskustvom i inspirativnim pričama obogatiti ovogodišnju croBA konferenciju. Riječ je o iskusnim stručnjacima iz različitih područja poslovne analize, tehnologije i upravljanja promjenama, koji svakodnevno pomiču granice u svojim industrijama. Bez obzira jeste li početnik u području ili iskusni profesionalac, predavanja vas neće ostaviti ravnodušnima – očekuju vas praktični primjeri, aktualne teme i vrijedni uvidi iz stvarnog svijeta.
Ivan Marković
🧩 Talk title: Making a change with software solutions – how to (not) do it?
Ivan will take us behind the scenes of delivering change through software - the right way and… well, the not-so-right way.
✨ What can you expect?
- Navigating between top-down mandates and bottom-up feedback
- Understanding change management through real-life delivery stories
- Strategic thinking: how to enter, scale, and align with both business and IT
- Project impacts, resource planning, and why "Happy Path first" might just be the right kind of risky
- Lessons learned from solving edge cases - in production
This session is for anyone who's ever been stuck between vision and implementation, or who's looking to create meaningful change through software (without losing sleep 😉).
Ivan will take us behind the scenes of delivering change through software - the right way and… well, the not-so-right way.
✨ What can you expect?
- Navigating between top-down mandates and bottom-up feedback
- Understanding change management through real-life delivery stories
- Strategic thinking: how to enter, scale, and align with both business and IT
- Project impacts, resource planning, and why "Happy Path first" might just be the right kind of risky
- Lessons learned from solving edge cases - in production
This session is for anyone who's ever been stuck between vision and implementation, or who's looking to create meaningful change through software (without losing sleep 😉).
Almira Hernaut
🧩 Talk title: No process without an owner: how BAs can foster a culture of accountability
In many organizations, processes exist… but ownership doesn’t. Responsibilities get blurred, questions bounce around endlessly, and accountability slips through the cracks.
Almira brings a powerful and insightful session on how business analysts can be the catalysts for change - helping teams:
- Clarify process ownership
- Support and empower process owners (even when their main focus is sales or ops targets)
- Build a culture where accountability is embraced, not avoided
- And why does no process truly work unless someone owns it
Expect storytelling, real-life moments, a touch of poetry, and humor — all wrapped into a session that will inspire you to lead, not just analyze.
In many organizations, processes exist… but ownership doesn’t. Responsibilities get blurred, questions bounce around endlessly, and accountability slips through the cracks.
Almira brings a powerful and insightful session on how business analysts can be the catalysts for change - helping teams:
- Clarify process ownership
- Support and empower process owners (even when their main focus is sales or ops targets)
- Build a culture where accountability is embraced, not avoided
- And why does no process truly work unless someone owns it
Expect storytelling, real-life moments, a touch of poetry, and humor — all wrapped into a session that will inspire you to lead, not just analyze.
Jelena Frlan
We're excited to welcome Jelena Frlan to the croBA2025 stage with her session: “Beyond Requirements: How a BA Mindset Transformed a Healthcare Project”
💡 Based on her blog recognized in IIBA’s Ideas in Action contest, Jelena’s talk goes deeper, unpacking a real-world Agile healthcare project that pushed the boundaries of traditional business analysis. From shifting requirements to stakeholder misalignment and communication challenges, this project demanded more than just solid techniques, it required a true BA mindset.
💡 Based on her blog recognized in IIBA’s Ideas in Action contest, Jelena’s talk goes deeper, unpacking a real-world Agile healthcare project that pushed the boundaries of traditional business analysis. From shifting requirements to stakeholder misalignment and communication challenges, this project demanded more than just solid techniques, it required a true BA mindset.
🔍 Join us as Jelena shares how curiosity, empathy, and adaptability helped her create impact when the project got tough, and how every BA can use those skills to lead change beyond documentation.
Whether you’re early in your career or facing the daily challenges of complex projects, this session will inspire you to step into your role with purpose and confidence.
Marina Margitić & Aida Malkić
You Can’t Mock With Us: Driving Discovery with AI-Generated Prototypes
Get ready for a fast-paced, practical session on how AI-driven, no-code prototyping can supercharge discovery and drive better product decisions — before the first line of code is written.
In this talk, Martina and Aida will walk us through a fictional but relatable product scenario, showing how they test assumptions with AI-assisted clickable prototypes. Their approach reduces risk, aligns teams faster, and saves costs, while creating space for better innovation and impact.
Whether you're a business analyst, product manager, designer, or just curious about how AI fits into the discovery process, this session will give you real takeaways on:
- Accelerating feedback loops
- Strengthening cross-team collaboration
- Integrating AI into prototyping without replacing UX expertise
Join us for a session that’s as smart as it is hands-on. And no, you can’t mock with us unless you're ready to learn!
Get ready for a fast-paced, practical session on how AI-driven, no-code prototyping can supercharge discovery and drive better product decisions — before the first line of code is written.
In this talk, Martina and Aida will walk us through a fictional but relatable product scenario, showing how they test assumptions with AI-assisted clickable prototypes. Their approach reduces risk, aligns teams faster, and saves costs, while creating space for better innovation and impact.
Whether you're a business analyst, product manager, designer, or just curious about how AI fits into the discovery process, this session will give you real takeaways on:
- Accelerating feedback loops
- Strengthening cross-team collaboration
- Integrating AI into prototyping without replacing UX expertise
Join us for a session that’s as smart as it is hands-on. And no, you can’t mock with us unless you're ready to learn!
Igor Strejček
We are beyond excited to welcome Igor Strejcek to the croBA2025 stage as our keynote speaker!
Keynote theme: Digital Projects That Build Human Partnerships
With two decades of experience leading digital transformation at Erste Bank Croatia, Igor played a key role in creating some of the most recognized digital solutions in the region — from Photopay mBanking to the George platform and the Keks Pay wallet.
Today, as Managing Director at Microblink Croatia, he's helping shape the future of product-centric and customer-centric innovation on a global level.
His talk will be a deep dive into how digital products can go beyond technology and become real enablers of human connection, trust, and collaboration.
🎯 Expect bold insights. Real-world impact. Lessons from the frontlines of product leadership.
Keynote theme: Digital Projects That Build Human Partnerships
With two decades of experience leading digital transformation at Erste Bank Croatia, Igor played a key role in creating some of the most recognized digital solutions in the region — from Photopay mBanking to the George platform and the Keks Pay wallet.
Today, as Managing Director at Microblink Croatia, he's helping shape the future of product-centric and customer-centric innovation on a global level.
His talk will be a deep dive into how digital products can go beyond technology and become real enablers of human connection, trust, and collaboration.
🎯 Expect bold insights. Real-world impact. Lessons from the frontlines of product leadership.
Marina Mišetić
Business analysts often do incredible work behind the scenes, but too often, great analysis fails to create real impact simply because it’s not heard, understood, or remembered. That’s about to change.
We’re thrilled to announce Marina Mišetić as a speaker at croBA2025, with her session: From Insights to Influence: Turning Analysis into Action Through Storytelling and Structure
🔍 In this talk, Marina tackles one of the biggest challenges in the BA role: how to move from delivering insights… to driving change. Using real-world examples and hands-on frameworks, she’ll guide us through:
- Framing insights as persuasive narratives
- Structuring communication to guide decisions
- Adapting messages to different audiences
- Avoiding common pitfalls in analytical storytelling
Whether you’re briefing executives or leading stakeholder discussions, this session will help you make your insights stick and spark action.
We’re thrilled to announce Marina Mišetić as a speaker at croBA2025, with her session: From Insights to Influence: Turning Analysis into Action Through Storytelling and Structure
🔍 In this talk, Marina tackles one of the biggest challenges in the BA role: how to move from delivering insights… to driving change. Using real-world examples and hands-on frameworks, she’ll guide us through:
- Framing insights as persuasive narratives
- Structuring communication to guide decisions
- Adapting messages to different audiences
- Avoiding common pitfalls in analytical storytelling
Whether you’re briefing executives or leading stakeholder discussions, this session will help you make your insights stick and spark action.
Vedran Križek
“Every piece of software we build should improve someone’s life or daily experience – otherwise, why are we building it?”
In this thought-provoking talk, Vedran dives deep into the idea of building software with intention, focus, and purpose. It’s a call for product and tech teams to embed impact-awareness at every step of delivery – from discovery to implementation.
🚀 What to expect:
- The difference between impact and value – and why it matters.
- Practical discovery techniques like story mapping and impact mapping.
- How to document and structure requirements with impact in mind.
- Tips for keeping the team aligned on impact during delivery.
If you're a BA, product manager, or engineer who cares about creating software that truly matters, this one's for you.
In this thought-provoking talk, Vedran dives deep into the idea of building software with intention, focus, and purpose. It’s a call for product and tech teams to embed impact-awareness at every step of delivery – from discovery to implementation.
🚀 What to expect:
- The difference between impact and value – and why it matters.
- Practical discovery techniques like story mapping and impact mapping.
- How to document and structure requirements with impact in mind.
- Tips for keeping the team aligned on impact during delivery.
If you're a BA, product manager, or engineer who cares about creating software that truly matters, this one's for you.
Nastassia Shahun
Meet Nastassia Shahun, a strategic and user-focused Business Analyst with experience across FinTech, EdTech, and e-Commerce, and a speaker at this year’s croBA2025 conference in Zagreb.
Her talk, “No Time, No Specs, No Problem? How to Survive Ambiguity Without Losing Your Mind”, dives into a reality many BAs know too well - messy inputs, unclear goals, and tight deadlines.
Instead of waiting for perfect clarity, Nastassia will share actionable tools and mindset shifts that help business analysts move forward, even when everything feels fuzzy.
🔑 Key takeaways:
- How to define the next right step when nothing is fully clear
- Ways to stay effective and composed in chaotic environments
- Techniques like triage, ambiguity mapping, and progressive elicitation
- With her experience delivering impact across multiple industries and mentoring at international hackathons, Nastassia brings both hands-on advice and sharp strategic thinking to the stage.
Her talk, “No Time, No Specs, No Problem? How to Survive Ambiguity Without Losing Your Mind”, dives into a reality many BAs know too well - messy inputs, unclear goals, and tight deadlines.
Instead of waiting for perfect clarity, Nastassia will share actionable tools and mindset shifts that help business analysts move forward, even when everything feels fuzzy.
🔑 Key takeaways:
- How to define the next right step when nothing is fully clear
- Ways to stay effective and composed in chaotic environments
- Techniques like triage, ambiguity mapping, and progressive elicitation
- With her experience delivering impact across multiple industries and mentoring at international hackathons, Nastassia brings both hands-on advice and sharp strategic thinking to the stage.
Panel discussion - From CV to Capability: How We Hire BAs?
Hiring a business analyst isn’t just about reading a résumé - it’s about identifying potential, understanding context, and asking the right questions. But what are the right questions? And what truly makes a BA stand out in today’s hiring landscape?
Join us for this thought-provoking panel where hiring managers and leaders from top Croatian tech companies share how they approach BA recruitment, what they look for, and what common misconceptions exist around the BA role.
🧩 Moderator:
Marija K. – CROZ
🧑💼 Panelists:
Martina Margitić – Notch
Marina Kobas – Pontis Technology
Ivan Džolan – IN2 Group
Alan Budak
💬 We’ll explore:
- What matters more -> experience or mindset?
- How do technical skills weigh against soft skills?
- What makes a BA memorable in the hiring process?
- How are expectations evolving across companies?
Whether you’re an aspiring BA or a seasoned professional, this session will offer rare behind-the-scenes insights and real talk from those who make the hiring decisions.
Join us for this thought-provoking panel where hiring managers and leaders from top Croatian tech companies share how they approach BA recruitment, what they look for, and what common misconceptions exist around the BA role.
🧩 Moderator:
Marija K. – CROZ
🧑💼 Panelists:
Martina Margitić – Notch
Marina Kobas – Pontis Technology
Ivan Džolan – IN2 Group
Alan Budak
💬 We’ll explore:
- What matters more -> experience or mindset?
- How do technical skills weigh against soft skills?
- What makes a BA memorable in the hiring process?
- How are expectations evolving across companies?
Whether you’re an aspiring BA or a seasoned professional, this session will offer rare behind-the-scenes insights and real talk from those who make the hiring decisions.
Irena Cvetic
We're thrilled to welcome Irena Cvetic to the croBA2025 stage with a talk that goes straight to the heart of modern business analysis:
🎤 “From Analyst to Changemaker: Skills That Drive Product, Team, and Organizational Success”
What happens when a business analyst decides not to just analyze - but to act?
In this inspiring and practical session, Irena shares how she used the BA mindset, coaching skills, and agile expertise to drive real change - from reshaping the product backlog to influencing organizational planning processes.
💡 You’ll hear how she:
- Helped a product owner grow into a true product leader
- Guided a delivery team toward business-aligned outcomes
- Proposed portfolio-level changes that impacted multiple teams
- Took initiative, drove improvements, and made it everyone’s success
This talk is a must for BAs who want to move beyond task execution and step confidently into the role of a change driver.
🎤 “From Analyst to Changemaker: Skills That Drive Product, Team, and Organizational Success”
What happens when a business analyst decides not to just analyze - but to act?
In this inspiring and practical session, Irena shares how she used the BA mindset, coaching skills, and agile expertise to drive real change - from reshaping the product backlog to influencing organizational planning processes.
💡 You’ll hear how she:
- Helped a product owner grow into a true product leader
- Guided a delivery team toward business-aligned outcomes
- Proposed portfolio-level changes that impacted multiple teams
- Took initiative, drove improvements, and made it everyone’s success
This talk is a must for BAs who want to move beyond task execution and step confidently into the role of a change driver.
Gorana Lambaša & Sina Šimić
Let’s talk about career growth. 🚀
We’re thrilled to welcome Gorana Lambaša (Solution Consultant Lead) and Sina Šimić (Implementation Team Lead) from Lemax to the croBA2025 speaker lineup with their session: “From Business Analyst to Business Consultant”
In this talk, they’ll walk us through how a background in business analysis can evolve into solution consulting - and what skills, mindset shifts, and challenges come with that transformation.
✨ Expect insights on:
- How the role of a BA prepares you for the next level
- What it takes to bridge the gap between business needs and technical solutions
- How to drive value not just by analyzing, but by shaping and delivering the solution itself
Whether you’re early in your BA career or thinking about where the path might take you next, this session will bring inspiration, clarity, and some real-world guidance.
We’re thrilled to welcome Gorana Lambaša (Solution Consultant Lead) and Sina Šimić (Implementation Team Lead) from Lemax to the croBA2025 speaker lineup with their session: “From Business Analyst to Business Consultant”
In this talk, they’ll walk us through how a background in business analysis can evolve into solution consulting - and what skills, mindset shifts, and challenges come with that transformation.
✨ Expect insights on:
- How the role of a BA prepares you for the next level
- What it takes to bridge the gap between business needs and technical solutions
- How to drive value not just by analyzing, but by shaping and delivering the solution itself
Whether you’re early in your BA career or thinking about where the path might take you next, this session will bring inspiration, clarity, and some real-world guidance.
Mia Živković
With 18+ years of experience across more than 40 projects globally, Mia has seen the evolution of the BA role firsthand, and she's bringing her unique perspective to Zagreb this September.
Her session, “Everyone Needs a Devil’s Advocate”, explores how today’s most impactful business analysts go far beyond bridging business and tech. They challenge assumptions, question decisions, and ultimately become the best allies for creating real value.
🔎 Key takeaways from her talk:
- Active listening & continuous learning to uncover true value
- Negotiation & persistence as core BA tools
- The power of a multidisciplinary mindset
Whether you’re navigating complex stakeholder landscapes or seeking ways to increase your impact as a BA, this talk will challenge your thinking and inspire action.
Her session, “Everyone Needs a Devil’s Advocate”, explores how today’s most impactful business analysts go far beyond bridging business and tech. They challenge assumptions, question decisions, and ultimately become the best allies for creating real value.
🔎 Key takeaways from her talk:
- Active listening & continuous learning to uncover true value
- Negotiation & persistence as core BA tools
- The power of a multidisciplinary mindset
Whether you’re navigating complex stakeholder landscapes or seeking ways to increase your impact as a BA, this talk will challenge your thinking and inspire action.
Jasmina Gagulić Lalić & Danijela Jakolić
We're excited to welcome Jasmina Gagulić Lalić and Danijela Jakolić from Span to the croBA2025 speaker lineup! 🎤
Their session “The Analyst as a Bridge: Connecting People, Ideas, and Disciplines” is a powerful reminder that impactful business analysis doesn’t always come from traditional IT paths.
Sometimes, the most valuable perspectives come from places like pedagogy and geography, and Jasmina and Danijela are living proof. 🌍📚
They’ll share how their unique backgrounds shaped their approach to analysis, helping them foster collaboration, solve problems creatively, and drive results. With real-life examples and practical insights, this talk will inspire every attendee to embrace their path and recognize the value in diverse skills, from teaching to systems thinking.
🎯 This session speaks directly to our 2025 conference theme: “Capability to Drive Impact” - and shows that capability comes in many forms.
Their session “The Analyst as a Bridge: Connecting People, Ideas, and Disciplines” is a powerful reminder that impactful business analysis doesn’t always come from traditional IT paths.
Sometimes, the most valuable perspectives come from places like pedagogy and geography, and Jasmina and Danijela are living proof. 🌍📚
They’ll share how their unique backgrounds shaped their approach to analysis, helping them foster collaboration, solve problems creatively, and drive results. With real-life examples and practical insights, this talk will inspire every attendee to embrace their path and recognize the value in diverse skills, from teaching to systems thinking.
🎯 This session speaks directly to our 2025 conference theme: “Capability to Drive Impact” - and shows that capability comes in many forms.
Dragiša Totić & Filip Krunić
Get ready to dive into the real-world impact of data democratization with Dragiša Totić and Filip Krunic from Infobip! 🎯
Session Title: Impacting Growth Through Democratized Data
💡 In this talk, Dragiša and Filip will explore how enabling broader access to accurate, timely data, especially through tools like Power BI, empowers Business Analysts and decision-makers alike to act faster and drive sustainable growth.
From building a solid data foundation to cutting down time-to-insight, they’ll share practical examples of how democratized data transforms organizations and the role of BAs within them.
👥 Meet the speakers:
🔹 Dragiša Totić – Business Analytics Principal at Infobip, passionate about uncovering the story behind the numbers and translating them into impact.
🔹 Filip Krunić – Senior Business Analyst at Infobip, expert in storytelling through data and enabling others to unlock insights that lead to meaningful business change.
Maja Golubić Pirić
We’re proud to welcome Maja Golubic Piric, Product Manager at the International Institute of Business Analysis (IIBA), to our conference stage this September. 🌍
Session Title: Timeless Analysis, Modern Tools: Why Foundational Skills Matter More Than Ever
🔎 In a world filled with new tools and fast-changing technologies, Maja brings a powerful reminder: the core of business analysis still lies in timeless, foundational skills. Her session will explore how mastering these essentials enables professionals to navigate modern tools more effectively and ultimately drive stronger, more confident decisions.
Whether you're just starting out or growing into a leadership role, this talk will ground you in what truly matters.
✨ Don’t miss the opportunity to learn from someone shaping the future of business analysis at a global level through IIBA!
Session Title: Timeless Analysis, Modern Tools: Why Foundational Skills Matter More Than Ever
🔎 In a world filled with new tools and fast-changing technologies, Maja brings a powerful reminder: the core of business analysis still lies in timeless, foundational skills. Her session will explore how mastering these essentials enables professionals to navigate modern tools more effectively and ultimately drive stronger, more confident decisions.
Whether you're just starting out or growing into a leadership role, this talk will ground you in what truly matters.
✨ Don’t miss the opportunity to learn from someone shaping the future of business analysis at a global level through IIBA!