About
Celine Che
I help teams work out what a product should do, then design how it works.
01 / About
My work spans complex enterprise platforms and customer facing products, with a focus on understanding how systems, people and business needs connect. With a background in service design, I bring a broader perspective to product challenges, from framing the problem to shaping the details of how a product works.
I enjoy experimenting with new ways of creating, and exploring how emerging technologies change the way products get made. I designed this site and brought it to life through AI assisted development, exploring how far I could take the design without a traditional handoff.
02 / What I bring
Systems thinking & complexity
I make sense of interconnected systems, translating complex data, dependencies and workflows into intuitive, scalable product experiences.
Product thinking & problem framing
I look beyond individual screens to understand the underlying problem, balancing user needs, business priorities and technical constraints to shape meaningful solutions.
Designing AI people can trust
When a model produces the number, I design for whether people can trust it enough to act: a reference point, an explanation, and a human decision.
Collaboration & design influence
I work across disciplines and geographies, bringing clarity to ambiguous challenges, aligning different perspectives and helping teams move towards shared decisions.
03 / Experience
UBS
Product designer
Jun 2022 – Jul 2026
Designed enterprise financial platforms supporting complex treasury operations, data intensive workflows and AI assisted financial planning. Worked closely with cross functional teams to simplify interconnected processes, improve operational visibility and create scalable, consistent product experiences.
- Led the design of a 0-to-1 platform that brought together fragmented treasury applications and workflows.
- Designed AI assisted planning and forecasting features, untangling complex processes dependencies across 10+ teams.
- Made numbers from models and AI clear enough for people to act on.
AVIVA
Product designer
Mar 2019 – May 2022
Designed and improved customer facing insurance experiences across policy management, renewals and self-service journeys. Worked across the product lifecycle, from identifying customer pain points and shaping user journeys to delivering intuitive digital solutions.
Verifone
Designer
Mar 2017 – Feb 2019
Contributed to digital product and payment experiences within a global technology environment, applying a multidisciplinary approach to designs.
Earlier experience
Multidisciplinary designer
Built a foundation in product, digital and visual design through a range of creative projects, developing a strong understanding of both functional design and visual communication.