Sanel Selimovic

I'm a San Francisco-based UX and UI designer building web and mobile apps.


I've been in UX for many years. Starting with an internship in Human Factors right out of college, to a Masters degree in Human Factors, I've done it all. Whether it's remote usability testing, conducting tests, writing scripts, creating designs in illustrator or prototyping in bootstrap.

Work Experience

2014 - Present

UX Designer @ SAP

from 2014 to present

UX designer in charge of analytics for dashboards and data visualizations for the SAP Cloud for Customer CRM solution.

  • Redesigned the Analytics dashboard to optimize for faster loading and responsive web design
  • Designed new dashboard information tiles based on Flat UI design language for web applications, tablet and phone
2013 - 2014

Senior UX Designer @ SeaChange

from 2013 to 2014

At SeaChange I'm a member of an amazing team of UX practitioners. Here I've had the opportunity to do everything from basic wireframes in Axure to high fidelity mockups and interaction designs in Illustrator. Among my responsibilities are:

  • Provided leadership to an international UX team on development and redesign of a new product.
  • Created Bootstrap and Axure interactive mockups and deliverables for a unified look and feel across all products.
  • Worked directly with executive leadership on conceptualizing and building new products.
  • Redesigned existing products and created new ones using a responsive design based on modern flat UI design principles.
  • → View website

2010 - 2013

UX Designer @ RSA

from 2010 to 2013

At RSA I was one of over 14 UX designers. There I had an opportunity to work on creating usability tests, running usability tests, creating different design artifacts and prototypes. Among my responsibilities were:

  • Created two functional mobile app prototypes for iPhone usability testing using TAP methodology for usability testing.
  • Received company award and recognition for a favorite design showcase idea for the iPad app.
  • Conceptualized, designed and prototyped an iPad app of the RSA Authentication Manager.
2007 - 2008

Human Factors Engineer @ First National Bank

from 2007 to 2008

I began my career as a UX practitioner as an intern at First National Bank of Omaha. As part of the team I worked on the internal and external banking site. Among notable accomplishments:

  • Managed the UX development of a new kiosk for the human factors team across business units in a 17-person team.
  • Provided site maps, user flows and UX guidance for a new kiosk to a 17-person team of 4 internal business units and 1 external contractor agency.
  • Helped design over 20 pages of interactive flows for a new company touch-screen directory.


2008 - 2011

Masters in Human Factors Engineering

from 2008 to 2011

Northeastern University

I attended Northeastern University's Human Factors program and received a Master's degree in Industrial Engineering in January, 2011. At NU I took extensive coursework in statistical analysis, virtual environment development using 3D modeling and animation applications. All in addition to the standard Human Factors coursework and a thesis on the topic of building stanardized interfaces for networked home appliances.

→ View website

2003 - 2007

Bachelors in Psychology & Communications

from 2003 to 2007

University of Nebraska at Omaha

I received my Bachelors degree in Psychology and Communications (Journalism) from UNO.

Grab a copy of my resume as a PDF



I am a usability researcher by training, and my other interests include web dev, 2D and 3D design.


"I am enough of an artist to draw freely upon my imagination. Imagination is more important than knowledge. Knowledge is limited. Imagination encircles the world." - Albert Einstein


I tend to think of myself as fitting at the intersection of arts and science. People often treat the two as separate but I view them as inextricably linked to making successful products.


"The true scientist is quite imaginative as well as rational, and sometimes leaps to solutions where reason can follow only slowly; if he does not, his science suffers." - Isaac Asimov


User Research

Interaction Design

Visual Design



After Effects




Prototyping & Wireframing


Portfolio Teaser

This is my portfolio teaser. UX is all about process so if you like what you see then reach out and I can provide detailed walkthroughs.

Campaign Monitoring

Final deliverable of a new product I developed from conceptual to final stage. Complete walkthrough available.

Ad Manager

An ad management console. This was the final deliverable.

User Research

I live and breathe user research. From undergrad, to grad, to real-world experience and applications I have done numerous usability studies.

iPhone Wireframe

iPhone application task flow and wireframe.


An evolution of a wireframe from conceptual to visual treatment.

Interactive Wireframe

Conceptual stage of a new product and how the page could be laid out. This was first step in a fully interactive prototype.

Interactive Wireframe

This wireframe served as a basis for final interactive version in Axure and then converted into production HTML.

iPad App

My award-winning iPad application. Fully interactive prototype showcasing my best work in terms of interaction design. Complete walkthrough available.

Interaction & Visual Design

An interactive prototype from concept to final deliverable illustrating a complete application flow along with annotations. Complete walkthrough available.

Google Glass

Conceptual design of UI for Google Glass App that would help paraplegics and quadraplegics navigate using their eye movements.

Information Architecture

This poster summarizes dense information into an easy-to-understand format.

My Verizon Wireless

A redesign of My Verizon Wireless for iPhone. Built to look and act native to iOS.

Management Console

Subset of Campaign Monitoring project. Visual here is the final iteration in the process.

Logo Design

Example of a logo design. It was an opportunity to learn and practice using Illustrator's pen tool.

Touchscreen Kiosk

Sampling of a complete interaction flow I developed for a bank touchscreen kiosk.

Mobile Prototyping

An interactive mobile prototype built using TAP for a realistic native iOS experience without any code.

Mobile Testing

I have created mobile usability tests for apps with Adobe Fireworks and TAP.

Usability Testing Script

One of dozens usability testing scripts I have written and edited.


A series of posters I designed to help developers raise awareness of good coding practices.

Navigational Map

Many of the tasks I've done have required some form of a site or navigation map. This was an early take.


This was a first styleguide I created in 2007 for First National Bank.


Like what you see? Then hire me! Get in touch by phone or using the contact form.

  • San Francisco, CA
  • 562-726-3559