Greta Castellana

Greta Castellana

Software Designer in Amsterdam, She/Her

About

I'm a product-minded software designer looking for a new role 👀

I love cross-functional collaboration and working on end-to-end experiences. Until recently, I led product and product design at Tebi, a tech startup I co-founded.

Contact

Twitter
LinkedIn

Work Experience

2021 — 2024
Amsterdam

I co-founded Tebi with an experienced technical team, including Arnout Schuijff as CEO, driven by a clear vision: to build an intuitive and reliable platform for merchants, from in-store sales to tax filing. We brought the company to over 100 merchants and transacted millions in volume. We grew the team to nearly 30 people, with two individuals reporting to me across product and design.

I led Product and Product Design while executing our vision and fostering a culture of trust, cross-functional collaboration, and user advocacy. My day-to-day work included building multi-platform solutions with relentless prioritization and swift execution, team management and alignment across various parts of the products and roles to achieve a consistent and unified user experience in our Tebi platform. To increase speed and strive for quality, I established a design strategy for Tebi by defining core principles and interactions and developing a lightweight design system and visual language that grew as the design team expanded.

2017 — 2020
Remote

As the first dedicated designer on the end-of-life care team, I led the design and research for the Seràgnoli Children's Hospice products. I worked in an autonomous team, organizing user research, collaborating with academic researchers, and leading the design efforts for desktop, mobile web, and a hardware-based experience.

My work with patients, families, and healthcare professionals was instrumental in raising funding and securing partnerships for the hospice.

2017 — 2017
Amsterdam

I helped the team with digital design & prototyping for clients in the cultural sector.

2017 — 2017
Zurich, Switzerland

My focus was designing interactive data visualization & information architecture for clients in finance and entertainment, applying human-centered design to design meaningful interactions and insightful user interfaces. I collaborated closely with our engineering team to refine data and build tools to effectively communicate with our client's audience. Additionally, I contributed to streamlining the product development process at Interactive Things.

2012 — 2014
Treviso, Italy

I designed marketing and e-commerce websites and web apps for clients, including Google, A.C. Milan, Red Bull, and Aprilia. AKQA was previously H-ART.

Projects

2017
Tutor at HU, University of Applied Sciences Utrecht

I was a tutor and lecturer in the Co-Design minor between 2017 and 2020. As part of an international program that brings together students from different educational backgrounds, my role was to guide and challenge students to make sense of data and develop prototypes. During the assignment, students worked on a client brief and real datasets, such as the one provided by U-OV, the Utrecht public transport company.

2017

In 2017, Fabio Franchino and I mentored a special workshop that focused on exploring VR visualizations. Thanks to the coordination of Giovanni Profeta and Serena Cangiano, I assisted the workshop participants in creating data-driven experiences. This took place during the Master of Interaction Design program at SUPSI, located in Lugano, Switzerland. This program organizes intensive summer workshops on data visualization using computational technologies and design approaches.

Side Projects

2022

When I don't push pixels, I push pedals with strong women.

2019
Innovation in Healthcare by design and empathy
Milan

Education

2014 — 2016
Eindhoven, the Netherlands

AidA is an app that encourages patient empowerment and provides tailored information over time. The app delivers various medical content to the patient at suitable times, encouraging meaningful engagement without overwhelming the user. Patients can interact with the content and share information of interest with their medical provider before their next consultation.

2011 — 2012
2009 — 2012
Urbino, Italy

"Dialogo a due" is a project about human interaction with places and their invisible experiences. The research turns invisible learnings and changes into visible skin marks and uses photographic language as a means of visualization. The outcome of this research is a series of photographs and a book.