Serena Westra, a Senior Service Designer at Koos Service Design, has been part of OLX group’s AI-by-design innovation team for the past year. She performs a leading role in the squared initiative, where she is responsible for designing a new way of working that combines machine learning, service design, and experiment design.
Specialising in service design, she collects nearly 10 years of experience in storytelling, strategic innovation, and facilitation. By collaboration with companies like ING Bank, Philips, and Cisco, Serena has built her career path towards being this year’s Service Design Network finalist for her work about inclusive design with the municipality of Amsterdam.