Serena Westra

Serena Westra is an experienced professional in strategic design and innovation, currently serving as a Senior Business Designer at IKEA, where the focus is on creating experience-led strategies for long-term success. As the Founder of AI by Design, Serena advocates for ethical AI solutions that address genuine customer needs. Previous roles include Senior Service Design Consultant at Koos Service Design, where radical innovations for the classifieds industry were developed, and co-owner of Podcast Studio Amsterdam. Serena has also worked in various capacities within marketing, communication, and design across multiple companies and institutions, including a teaching role at Willem de Kooning Academie. Serena holds a Master of Arts in Communication and Media Studies from the University of Amsterdam, complemented by an exchange program at the University of Technology Sydney.