I'm Semere Seifu.

Product Designer.

Turning complexity into simple,

usable products.

Novalut

A full-featured neo-banking app for Ethiopians worldwide. It spans 14 modules, from onboarding and core banking to merchant tools, FX, and AI-assisted lending, built for four very different users in one coherent system.

UX Designer (Solo)·2025–2026
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AiQEM AdTech

An end-to-end advertising analytics dashboard for AiQEM Tech. It surfaces five core data types across a modular interface for two distinct user types, built to do away with manual reporting.

UX Designer (Solo)·2023–2025
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FEMA

A mobile learning management system built from scratch for Ethiopian students. It serves four user types (student, teacher, parent, admin) in one bilingual platform, designed in 7 weeks at the 10 Academy Accelerator.

UX Designer (Solo)·2023–2024
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Cache

A digital room-service and food-ordering system for Ethiopian hotels, replacing paper menus, phone calls, and cash-only payment with a smooth mobile experience. Shipped before a competitor reached the market.

UX Designer·2022–2023
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I'm Semere Seifu. UI/UX & Product Designer based in Addis Ababa, Ethiopia.

I take complex problems and turn them into clear, usable interfaces. I work closely with product managers and developers, from the first round of research through to launch.

My route into design wasn't a straight line. I studied Chemical and Bio Engineering before moving into UX, and that background still shapes how I work: carefully, with a reason behind every decision and the user kept at the centre.

The best products come from giving research, empathy, and the small details as much weight as the visual craft.

Get in touch

Principles

Curious,
yet Critical.

Good design starts well before the first frame. I dig into the problem, question assumptions, and let research lead, so every decision has a clear reason behind it.

Purpose over
Aesthetics.

A beautiful interface that confuses people is an expensive mistake. Every visual choice serves the user's goal first, and clarity comes before style.

Details
Matter.

The difference between good and great lives in the small things: the spacing, the micro-interaction, the edge case nobody planned for. I sweat those because users feel them.

Experience

AiQEM TechUI/UX & Graphic Designer
2023–2025
10 AcademyPart-time Design Accelerator
2023–2024
Platform TechnologiesUI/UX Designer
2022–2023
BeeZ Social ERPUI/UX Designer
2020–2021

Freelance

Brand Identity DesignClient TBD
2025
Mobile App UX AuditClient TBD
2024
E-commerce UI RedesignClient TBD
2023

Education

Google / CourseraUX Design Professional Certificate
2021–2022
Addis Ababa Inst. of TechnologyBSc Chemical & Bio Engineering
2018