Hi, I'm Jen.  

I believe technology needs to serve the cause of human progress. People-centred, data-driven design is the toolkit I apply to challenges that fascinate me: currently the transformation of Canada’s financial services industry.

My design practice is systems-oriented, in that it is framework-based, principle-grounded and scalable; and also in that I design with an omni-channel journey in mind.

With my experience building social ventures from the ground up, I bring a keen sense of business objective and entrepreneurial spirit to my work. I am a lifelong student: talk to me about digital psychology, techno-ethics and alternative futures.

You'll find me @ jenserdetchnaia.com OR j.serdetch@gmail.com OR IRL reading in the park, probably philosophy.