hi, i am serena!

I am a User Experience and Interface Designer currently based in Zurich.

I believe in equal rights and opportunities, thus to help companies and individuals in the digitalization of their products is for me a contribution for equal access to services, information and education.


my blended background

Italian, I grew up in a family with a special bond with Art throughout all of its forms and surrounded by natural and anthropomorphic beauty. I have been always curious, a hungry reader and traveler, with a high interest in technology.

I have a blended background in:
• Cultural and Environmental Heritage, where I learned, above all, the importance of Aesthetic and context in ideation;
• Travel Design, where I mastered the user and market research to design user-tailored travel experiences.
• Sales, where I developed my soft skills and customer experience, having the customer at the center of the journey;
• User Experience, Interaction and Interface Design, where I can finally cooperate in the digitalization and therefore to inclusion, equal access to services, information and education too. 

something more

I spend a lot of my free time outdoor, in contact with nature, mostly skiing and hiking but also exploring cities’ corners, and tasting opportunities!


It is crucial for me to confront myself with other cultures and environments, therefore I travel as much as I can. All the places I visited so far enriched me, but I feel a special attachment to one in particular: Japan.


I am passionate about Arts and Literature, there is always a good book to read around me. Always more than one to be honest.

The ones below are of course focused on my career and I highly recommend them to everyone interested in understanding a bit more about the faboulous world of Human-Computer Interaction.

The design of everyday things written by Dom Norman, who is (very in short) a co-founder of the Nielsen Norman Group, and holds graduate degrees in both engineering and psychology. In this must-read book shows that good, usable design is possible. The Design of Everyday Things is about how design serves as the communication between object and user, and how to optimize that conduit of communication in order to make the experience of using the object pleasurable.

Don’t make me think is a book by Steve Krug about human–computer interaction and web usability. The book’s premise is that a good software program or web site should let users accomplish their intended tasks as easily and directly as possible.

100 Things every designer needs to know about people: In 100 Things Every Designer Needs to Know About People, Dr. Susan Weinschenk shows design and web professionals how to apply the latest research in cognitive, perceptual, and social psychology to create more effective web sites and apps

Mapping Experiences by James Kalbach. Customers who have inconsistent, broken experiences with products and services are understandably frustrated. But it’s worse when people inside these companies can’t pinpoint the problem because they’re too focused on business processes. This practical book shows your company how to use alignment diagrams to turn valuable customer observations into actionable insight. With this unique tool, you can visually map your existing customer experience and envision future solutions.

101 UX Principles shows you the 101 most important things you need to know about usability and design. A practical reference for UX professionals, and a shortcut to greatness for anyone who needs a clear and wise selection of principles to guide their UX success. Learn the key principles that drive brilliant UX design.

Lean UX Inspired by Lean and Agile development theories, Lean UX lets you focus on the actual experience being designed, rather than deliverables. This book shows you how to collaborate closely with other members of your Agile product team, and gather feedback early and often. You’ll learn how to drive the design in short, iterative cycles to assess what works best for the business and the user. Lean UX shows you how to make this change—for the better.

Thank you very much for your visit,  
If you want to start a discussion or to reach me
for a job opportunity, please
contact me here: serenatomassetti001@gmail.com