Hey, I'm Serena

Design Researcher & Experience Strategist

I transform human insight into

systemsstrategy

I'm a Design Researcher and Experience Strategist. I read reality looking for invisible threads — patterns, signals, logics that connect what already exists into something not yet seen.

I'm a Design Researcher and Experience Strategist. I read reality looking for invisible threads — patterns, signals, logics that connect what already exists into something not yet seen.

.about


My work moves between research, strategy and design — often within the same project. I'm drawn to environments where complexity is the default: extreme, organisational, or simply human. What connects the work is not the context, but the question underneath it — how people make sense of what's happening around them, and what that means for what gets designed next.

.say hello

If something here sparked a thought — let's talk about it.

.say hello

If something here sparked a thought — let's talk about it.