# Jen Serdetchnaia > Design Lead Manager @ Instagram Location: New York City Metropolitan Area, United States Profile: https://flows.cv/jenserdetchnaia Design leader shaping AI-powered product systems for growth and monetization at scale. Design Lead Manager for Feed Monetization at Instagram. Previously Staff Product Designer at Meta Superintelligence Labs, defining AI search and personalization. Drove cross-platform growth and systems across Meta products, including AI glasses and wearables. Built and led design teams at Scotiabank, delivering multiple 0→1 launches and establishing an industry-leading conversational AI platform. Earlier experience spans Cannes Lion-awarded agency and consulting work across healthcare and financial products. 2x founder; Master of Design specializing in experimental and multimodal interfaces. ## Work Experience ### Design Lead Manager @ Instagram @ Meta Jan 2025 – Present | New York City Metropolitan Area Feed Ads & Monetization ### Staff Product Designer @ Meta Superintelligence Labs @ Meta Jan 2023 – Jan 2025 | Menlo Park, California, United States 2025: Meta Superintelligence Labs - AI Search & Personalization 2023-25: Meta.com - AI Glasses & Wearables Growth; Cross-Meta Experiences ### Senior Product Designer @ Growth @ Meta Jan 2021 – Jan 2023 | Menlo Park, California, United States Accounts & Identity ### Product Design Manager @ Scotiabank Jan 2020 – Jan 2021 | Toronto, Ontario, Canada - Managed team of 5 across Trading & Investing, Chat and Search & Help, reporting directly to Head of Design. - Directed 0-1 design of Trading app in a critical launch. - Shaped design team processes and hiring pipelines as part of design leadership team, increasing delivery speed and quality across multiple product streams. ### Senior Product Designer @ Scotiabank Jan 2017 – Jan 2020 | Toronto, Ontario, Canada - Led design for Search & Help experience, pivotal to Scotiabank’s new daily banking app, which launched to become Canada’s top-rated financial app in 2019. - Piloted natural language processing chatbot and voice prototypes for off-platform banking, pioneering the bank’s conversational AI strategy and laying the groundwork for Scotiabank’s award-winning chatbot platform. - Designed and curated AI Futures exhibit to guide executive decision-making; co-authored report on meaningful interactions in financial services. Work featured in: - 2019 RGD Accessibility Handbook (Help Centre) - Apple's App Store (as part of the Scotia app) ### User Experience Architect @ Klick Jan 2015 – Jan 2017 | Toronto, Ontario, Canada - Designed tools and experiences to support patients and healthcare practitioners as part of life sciences commercialization initiatives. - Specialized in prototyping, conversation design, interaction design and information architecture. - Developed framework for conversational UI as an enterprise solution, leveraging taxonomy-driven design to create more intuitive, structured chat-based interactions. - Led UX for Lighter Blue campaign on depression awareness; awarded a Cannes Lion. ### Co-Founder @ Artlet Jan 2015 – Jan 2016 | Toronto, Ontario, Canada - Co-founded an arts startup dedicated to activating creativity through hands-on design, with a focus on promoting production over consumption. - Offered a series of one-night pop-up studios where participants conceptualized and executed original projects in an immersive, creative environment. ### Consultant - Design @ IBM iX Jan 2012 – Jan 2015 | Vancouver, British Columbia, Canada - Designed mobile health records app enabling community-based nurses to track patient care efficiently in the field. - Promoted to Senior Consultant in 2014 after leading successful proof-of-concept. - Contributed to UX strategy for government and private sector clients, influencing IBM’s healthcare sector approach. ### User Experience Designer @ EPAM Systems Jan 2015 – Jan 2015 | Toronto, Ontario, Canada - Contributed to establishing founding Toronto design office. - Designed eCommerce solutions for major consumer product clients and led the end-to-end redesign of an enterprise inventory management system. ### Producer @ Nourish International Jan 2012 – Jan 2012 | Yogyakarta Area, Yogyakarta, Indonesia - Conceptualized, filmed and edited a social documentary on education in Indonesia in partnership with Kampung Halaman, a Ford Foundation-supported Indonesian non-profit that uses participatory media production to promote youth engagement. - Blended storytelling and design research to capture local voices through film. - Premiered at Kedai Kebun Forum, an independent art and cultural space in Yogyakarta. ### Designer & Editor @ Carolina Passport Jan 2011 – Jan 2012 | Chapel Hill, North Carolina, United States - Contributed to story selection and development, art direction and visual design for biannual international travel and culture magazine. - Collaborated with writers and photographers to create cohesive, visually compelling storytelling that advanced the magazine’s mission to broaden access to global experiences. ### Founder @ Empower U Microfinance Jan 2009 – Jan 2012 | Iganga, Eastern Region, Uganda - Founded and scaled a 501(c)(3) social venture capital nonprofit driving microfinance innovation in East Africa. - Built strategic partnerships with local organizations, launched and invested in agricultural initiatives, and secured over $25K in grants and awards. - Led teams on three field deployments in Uganda, delivering sustainable economic impact. - Recognized by UNC-Chapel Hill and community leaders for outstanding contributions to public service. ### Service Designer - Intern @ Vanderbilt University Medical Center Jan 2011 – Jan 2011 | Nashville, Tennessee, United States Conducted a feasibility study and designed a doula support program for the OB/GYN department. ### Assistant Editor, State & National Desk @ The Daily Tar Heel Jan 2010 – Jan 2011 | Chapel Hill, North Carolina, United States - Managed and edited 20 reporters at the award-winning daily newspaper of record for Orange County, North Carolina, with readership of 38K. - Covered UNC Hospitals financing and North Carolina public health beats. - Contributed to newspaper design and direction as part of a team of editors. ### Staff Writer @ The Daily Tar Heel Jan 2008 – Jan 2010 | Chapel Hill, North Carolina, United States State & National Desk - Public Health Beat ### Policy Analyst - Intern @ Mirabilis Advisory Jan 2010 – Jan 2010 | New Delhi, Delhi, India - Supported the operations of a think tank specializing in urban policy, foresight & innovation, and experience design. - Researched solutions to infrastructure problems, urban design, and the public health perspective on city planning. - Organized, managed and hosted infrastructure booths for the World Cities Summit and Singapore International Water Week in Singapore. ### Financial Analyst - Intern @ Microfinance Support Centre Limited Jan 2009 – Jan 2009 | Iganga, Eastern Region, Uganda Audited accounting records across microfinance institutions. ### Program Coordinator @ Office of Member of Provincial Parliament Jan 2007 – Jan 2008 | Newmarket, Ontario, Canada Coordinated community efforts for Office of Member of Provincial Parliament for Newmarket-Aurora. ### Health Clinic - Volunteer @ Amaguana Health Clinic Jan 2007 – Jan 2007 | Amaguana, Pichincha, Ecuador Assisted nurses in community clinic in the rural Andes. ### Legislative Page @ Legislative Assembly of Ontario Jan 2004 – Jan 2004 | Toronto, Ontario, Canada ## Education ### Bachelor of Science in Public Health with Honors in Health Policy, Economics, Chinese Mandarin The University of North Carolina at Chapel Hill ### Master of Design OCAD University ### Certificate in User Experience: Advanced New York University ### Part-time Studies - Software Development in Web Development and Design British Columbia Institute of Technology ### Forum for American-Chinese Exchange Stanford University ### Chinese Mandarin and Asian Studies Xiamen University ### Creative Non-fiction & Short Fiction University of Toronto ### Mountaneering in the Colorado Rockies - Sangre de Cristo Range Outward Bound USA ### Shad Valley in Science and Entrepreneurship, French Immersion Université Laval ## Contact & Social - LinkedIn: https://linkedin.com/in/jen-serdetchnaia-52035b23 - Portfolio: http://jenserdetchnaia.com/ - Portfolio: https://medium.com/@jenserdetchnaia - Portfolio: https://twitter.com/JenSerdetch --- Source: https://flows.cv/jenserdetchnaia JSON Resume: https://flows.cv/jenserdetchnaia/resume.json Last updated: 2026-03-30