Hello, I’m Selene
A self-motivated ‘Full-stack’ product designer, with over a decade of experience in product design, evidence-based research in B2B, B2C and SaaS environments. I embrace evidence-based research, ‘invisible’ and modern design approach to make people's life a bit easier (hopefully). Deep understanding of data-driven design. Doer and passionate mentor.
It always seems impossible until it's done.
It always seems impossible until it's done.
Case studies
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Build your Mazda
Revamped the build journey, decreased bounce rate by 21%, increased Email to save by 5%, increased Test drive booking by 2.5%.
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A/B Testing - The exciting experiment
Led experimentation program and helped elevate engagement rate through A/B testing.
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Home loans for good
Redesigned the ANZ Home Loans onboarding journey to build trust and enhance clarity, resulting in application lead starts increased by 24%, leads completion increased by 7%.
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Design accessible online applications at City of Boroondara
Working within Boroondara Customer First Program, I helped transformed 100+ text-rich paper forms into accessibility-compliant online applications.
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Yarra Ranges Shire Council Intranet
I helped design the UI for Yarra Ranges Intranet with a bespoke concept ‘The Zoo’, which is used by 500+ employees.
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Accessible and intuitive form builder
I helped design the UI for OpenForms from 0-1 (previously known as SmartForms), which is trusted by 170+ government agencies.
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City of Ryde Public Website & Community Engagement Portal
Led the UI design of City of Ryde Public Website and Community Engagement Portal, which won Silver Award at the Driven x Design Digital Government Service category in 2017
Radical Candor leadership approach
I care personally and challenge directly. We are human first, colleagues second. I show genuine care for my workmates while providing honest and constructive feedback to foster growth and strengthen relationships.