Hello,
I’m Selene.

Senior product designer who loves solving messy problems and thrives in ambiguity.

Over a decade, I’ve worked at software companies, digital agencies, enterprises and more, bringing my skills in UX research, HCD, accessibility, digital sales and complex workflow optimisation, with a focus on practical outcomes like improved engagement, conversion and satisfaction.

My interests lead me towards designing human-AI collaboration experience and how AI tools can help in design process.

More about me

Past Projects

Graduate Research Milestone Workflow & Dashboard Design

Uncover the right problems in ‘Build you Mazda’ acquisition journey

Testing, learning, and growing through A/B experiments

Rebuild trust with customers through clear design strategy

Interactive media-rich prototype to help residents get the right permit

Simplifying form creation with an accessible, intuitive builder

  • Shoshin Journal - Gentle AI for human wellbeing

  • Oscar Tasmanian Seafood Branding

  • Branding

    ARC Grocery Branding

  • YES Food Machinery Branding

Design Leadership

Design leadership to me, is about finding the right balance between user needs and business goals, between what’s desirable and what’s feasible. In my work, I focus on protecting the core experience, helping teams align, and guiding thoughtful trade-offs so products can move forward with clarity and purpose.

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