I'm Semere Seifu.

Product Designer.

Turning complexity into simple,

usable products.

Novalut

A full-featured neo-banking app for Ethiopians worldwide — covering 14 product modules from onboarding and core banking to merchant tools, FX, and AI-assisted lending. Designed for four radically different user personas with one coherent system.

UX Designer (Solo)·2025 — 2026
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AiQEM AdTech

An end-to-end advertising analytics dashboard for AiQEM Tech — surfacing five core data types across a modular interface for two distinct user types, built to eliminate the need for manual reporting entirely.

UX Designer (Solo)·2023 — 2025
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FEMA LMS

A mobile learning management system built from scratch for Ethiopian students — serving four distinct user types (student, teacher, parent, admin) in one cohesive 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 seamless mobile experience. Shipped before a competitor entered the market.

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

I specialise in turning complex problems into clear, intuitive interfaces — working closely with product managers and developers from research all the way through to shipped product.

My path into design wasn't linear. I studied Chemical and Bio Engineering before following my curiosity into UX. That engineering mindset still shapes how I work: methodically, systematically, and always with the end-user at the centre.

I believe the best products emerge when research, empathy, and attention to detail are given equal weight alongside the visual craft.

Get in touch

Principles

Curious,
yet Critical.

Good design starts long before the first frame. I dig into the problem space, 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 I make serves the user's goal first. Clarity and usability always come before style.

Details
Matter.

The gap between good and great lives in the small things — the spacing, the micro-interaction, the edge case nobody planned for. I care about every pixel because users feel it.

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