Hi! I’m Serge.

Before product design, I spent sixteen years owning and operating Whirlaway Lounge, a customer-facing business in Chicago. Running it meant seeing a service from every side: where people hesitated, what slowed staff down, and which small changes improved the whole experience. I redesigned customer journeys, branding, and operational workflows there long before I had the vocabulary for it.

That habit carried into a B.S. and M.S. in Human-Computer Interaction at DePaul University, and from there into enterprise teams at Blue Origin and AAR, environments where the users are technicians, coordinators, and operators, and where a confusing workflow shows up as lost time on the floor.

My approach to design and research is fueled by empathy and an understanding of user needs, allowing me to design experiences that bridge the customer disconnect.