UI/UX & Product Designer · Addis Ababa, Ethiopia
— Also known as Semere
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.
5+
Years of Experience
20+
Projects Shipped
4
Companies
3
Industries
Design, for me, is a discipline of listening. I dig into research, map user journeys, and obsess over the gap between what people say they want and what they actually need.
My background in engineering shaped how I think — methodically, systematically, always with a reason behind every decision. I work end-to-end: from discovery and wireframes all the way through to high-fidelity prototypes and design systems.
Tools are just tools. What I care about is the thinking that comes before them.
Design bleeds into everything. I sketch, make moodboards, obsess over type pairings, and spend embarrassing amounts of time in museums and on Behance at 2am.
I draw inspiration from architecture, editorial design, and film — the way a composition can guide your eye without you noticing it is the same magic I chase in every interface I build.
Creativity isn't a switch I turn on for work. It's just how I see the world.
My dog is genuinely the most important stakeholder in my life. He doesn't care about kerning or conversion rates, and honestly that's very grounding.
Pet ownership teaches you patience, empathy, and the ability to read non-verbal cues — all skills that transfer surprisingly well to UX research.
He also sits next to me during every design critique. His feedback is mostly barking, but the energy is constructive.
I'm from Addis Ababa — a city that moves fast, builds fast, and has some of the best coffee on earth. Growing up here shaped my eye for contrast, texture, and the beauty in functional things.
Outside of pixels I hike, read, follow football too closely, and have strong opinions about coffee-to-water ratios. I'm also a chronic notebook buyer who rarely finishes notebooks.
I believe the fullest designers are the ones who live outside their screens.