hi, i am serena!

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

I believe in equal rights and opportunities, 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

I was born in L’Aquila, in Abruzzo, the greenest region of Italy, surrounded by natural and anthropomorphic beauty. I  grew up in a family with a special bond with Art throughout all of  its form. I have been always curious, a hungry reader and traveler, with a high interest in technology, especially its online opportunities and digital graphic tools. I am a millennial after all!

I studied Cultural and Environmental Heritage at the University of L’Aquila and I graduated with a master’s thesis in History of Architecture, wrote in Zagreb during my Erasmus exchange. That gave to me the opportunity to travel all around Croatia and meet people from all around the world. 

My interest in travel and tourism and in different culture grew bigger when abroad, therefore I pursued my learnings and my career in Travel Experience Design.

I moved in Zurich afterwards and I found myself challenged to start over, to learn a new language and having difficulties to continue my career where I left. This road-block offered to me other opportunities: I started to work in Sales, as a Promoter and then as a Brand Ambassador of renomated brands: that developed my Empathy, and my sense of the other’s needs. I got trained to anticipate and understand customer needs, and behaviors, and offer the best customer/user experience.

I started in the meanwhile to study Graphic principles, Store Layout and finally Human-Computer Interactions. My passion in the digital and digitalization, in graphic, in people, in multiculturalism keeps me curious and motivated to design user centered experiences.

something more

I spend a lot of my free time 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.

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.

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

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.

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.

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