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I'm Serena Hua, an aspiring innovator and student at UNSW Sydney pursuing a Combined Bachelor’s in Commerce/Arts with majors in International Business, Media, Culture & Technology, and a Psychology minor. I’m passionate about creating seamless digital experiences and crafting intuitive, accessible user experiences through data-driven insights in product design, management and research. Outside of work, you’ll often find me holding a film camera capturing moments.…I'm Serena Hua, an aspiring innovator and student at UNSW Sydney pursuing a Combined Bachelor’s in Commerce/Arts with majors in International Business, Media, Culture & Technology, and a Psychology minor. I’m passionate about creating seamless digital experiences and crafting intuitive, accessible user experiences through data-driven insights in product design, management and research. Outside of work, you’ll often find me holding a film camera capturing moments.

Serena Huaserena

Product Designer, UX Designer, UI Designer, +2

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I'm Serena Hua, an aspiring innovator and student at UNSW Sydney pursuing a Combined Bachelor’s in Commerce/Arts with majors in International Business, Media, Culture & Technology, and a Psychology minor. I’m passionate about creating seamless digital experiences and crafting intuitive, accessible user experiences through data-driven insights in product design, management and research. Outside of work, you’ll often find me holding a film camera capturing moments.…I'm Serena Hua, an aspiring innovator and student at UNSW Sydney pursuing a Combined Bachelor’s in Commerce/Arts with majors in International Business, Media, Culture & Technology, and a Psychology minor. I’m passionate about creating seamless digital experiences and crafting intuitive, accessible user experiences through data-driven insights in product design, management and research. Outside of work, you’ll often find me holding a film camera capturing moments.

Available to hire

I’m Serena Hua, an aspiring innovator and student at UNSW Sydney pursuing a Combined Bachelor’s in Commerce/Arts with majors in International Business, Media, Culture & Technology, and a Psychology minor.

I’m passionate about creating seamless digital experiences and crafting intuitive, accessible user experiences through data-driven insights in product design, management and research. Outside of work, you’ll often find me holding a film camera capturing moments.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Language

English

Fluent

Work Experience

Product Designer at Commonwealth Bank

August 1, 2025 - Present

Led end-to-end design of NetBank Next Products & Offers platform experience, designing 15+ scalable component-based system adopted across 10+ lines of business. Led delivery of NetBank Next inbox and notifications experience end-to-end, synthesising insights across 40+ usability tests and interviews, and supported phased rollout strategy with product and design leadership. Delivered design enablement through live walkthrough to 10+ lines of business, guidelines documentation and authoring guidelines.

UI Designer at Commonwealth Bank

February 1, 2025 - August 31, 2025

Constructed high fidelity wireframes and prototypes, ensuring design consistency across CommBiz uplift, boosting app store rating from 1.4 to 4 star reviews. Led copy, accessibility and UI reviews for CommBiz mobile, collaborating with copywriter and accessibility manager. Created ad hoc designs for stakeholders, including marketing, for digital app launch eDMs, ensuring adherence to branding and digital app design systems.

UX Designer at Commonwealth Bank

September 1, 2024 - February 28, 2025

Led discovery for CommBank app home screen widgets, utilising qualitative and quantitative research insights to present recommendations to leadership and shape home screen strategy, boosting customer satisfaction score from 66 to 75. Presented home screen strategy to 100+ designers for awareness and boost design quality, consistency and collaboration.

Digital Optimisation Analyst at Commonwealth Bank

February 1, 2024 - August 31, 2024

Supported offer strategy and execution for credit card offer campaign, providing guidance through weekly and monthly data and analytics on digital NBC initiatives and experimentation. Conducted A/B/N testing on CommBank credit cards website, driving 15% uplift in application starts and submits for Smart Awards, Low Fee and Low Rate Credit Card.

Product Designer at Commonwealth Bank Australia

August 1, 2025 - Present

Led end-to-end design of NetBank Next Products & Offers platform experience, delivering 15+ scalable component-based systems with walkthroughs and guidelines adopted across 10+ lines of business; Led end-to-end inbox and notifications experience, synthesising insights from 40+ usability tests and interviews, and supported phased rollout strategy with product and design leadership.

UX Designer at Commonwealth Bank Australia

September 1, 2024 - February 1, 2025

Contributed to NetBank Next UX initiatives, performing qualitative and quantitative research to shape user flows and design strategy.

UX Designer at Commonwealth Bank Australia

February 1, 2025 - August 1, 2025

Continued UX efforts for NetBank Next, contributing to tests and interviews across multiple features and implementing design improvements.

Digital Designer at Prodigi

February 1, 2024 - August 1, 2024

Led website uplift and social marketing for Prodigi; conducted A/B/N testing on CommBank credit cards site, driving 15% uplift in application starts and submissions for Smart Awards, Low Fee and Low Rate Credit Cards.

Program Manager (Client Design Program) at Prodigi

April 1, 2013 - October 1, 2013

Led design teams over three cycles to address product client briefs.

Program Manager (Client Design Program) at Prodigi

January 1, 2022 - Present

Led design teams for client design program; built proposal tracker increasing conversion.