Hi, I’m Serena!

I’m currently a Product Designer at IBM under their Consulting Division. I hold a Masters degree specializing in User Experience Design at the University of Toronto and a bacehlors degree specializing in Psychology and Research from the University of Waterloo. I have always been fascinated by the complexity and uniqueness of each person. Making novel research discoveries in psychology during my undergrad was enthralling but what was even more exciting for me was being able to create and design things that would be actively used by others and understand their experiences when using it, leading me to UX design and research.

I’m passionate about creating intuitive experiences that is backed by design thinking and user-driven data. What excites me about UX is having to think out of the box to problem solve, that each problem is never the same, and that through design and research, I am advocating for real users to influence positive change. I am an empathetic listener that helps to bridge the gap between users and business. I value radical candour & teamwork.

At IBM, I have done work in product design, service design, product strategy and UX research across clients like Sobeys, Payments Canada, PNC Bank, Suncor, etc. Prior to IBM, I have researched how people use privacy products and their experiences at McAfee.

Outside of work, I enjoy playing tennis, going to spin and pilates and reading books. I also love travelling and exploring different parts of the world. I find travelling helps me gain so much perspective and learn about new cultures as well.