Selene Ruscica

Driving end-to-end design for B2B/B2C products with a focus on architectural scalability, user efficiency, and data-driven iterations. Led feature design from discovery to developer handoff, collaborating across product and engineering teams. Key projects included Caffeinated Ink (Web & Admin): designed a dual-identity product and admin panel; usability testing reduced task completion time by 55% (4.2 to 1.9 minutes); built a scalable 60+ component Design System to ensure 1:1 engineering implementation; led end-to-end responsive processes in fast, async remote workflows. SaaS AI Platform: designed B2B and Agent Orchestration interfaces; reduced user steps to 2 clicks and friction by 35%; accelerated Time-to-Value and reduced cognitive friction by 60% through an AI UI balancing power with simplicity. Applied psychology-based UI and messaging to keep complex tools 'obviously correct'. Full-Stack Portfolio: authored immersive, narrative-driven brand experiences with high-end animation and

Partnered with local businesses and event organizers to build visual identities and promotional materials via a referral-based workflow. Brand Identity: developed logos and visual systems ensuring brand consistency across print and digital touchpoints. Visual Communication: designed posters and marketing collateral for local events, managing the full creative lifecycle. Client Management: handled end-to-end business operations, including scoping, budgeting, and stakeholder communication.