HackerNoon editorial team has launched this interview series with women in tech to celebrate their achievements and share their struggles. We need more women in technology, and by sharing stories, we can encourage many girls to follow their dreams. Share your story today!
Angelina Severino is a Brand and Product Design Lead with more than 15 years of experience in agencies and startups. Angelina is a
She is also a proud member of
We asked Angelina about her career journey, the path to design leadership, the inevitable obstacles that follow women on their way to success, and how being a mother of 3 boosts productivity.
Hi Angelina, please tell us more about your career in Tech, how did it start for you?
Hello, and thanks for having me! Transitioning into tech was a daunting prospect for me. With over a decade's experience working in renowned international agencies serving big brands like Coca-Cola, Nestle, Finlandia, and Yamaha, my identity as an Art Director was well-established.
My days were full of creative work: visual concepts, photoshoots, and advertising festivals. Tech, on the other hand, felt cold and unfamiliar.
Life nudged me out of my comfort zone when I relocated to the Netherlands six years ago. Job hunting for a creative role in Amsterdam reflected how the whole of Western Europe was already fully focused on tech. Out of a 100 design positions, 93 would be in the UI/UX field.
Also, I started to notice that UI/UX had massively improved compared to previous years – there were some actually fantastically beautiful websites and user-friendly apps – it started to become clear where all the graphic design talent went! I realized I might be missing out, so I decided to explore this new reality by enrolling in UI/UX courses and learning about core principles like atomic design, grids, layouts, responsive design, accessibility, and design systems.
My fear of tech started to disappear little by little as I realized that my graphic design background was an incredible help, as I already had a feeling of how to make things beautiful and likable; I just needed to add technical knowledge on top, learn the new tools and understand what's needed for a successful handoff to the development.
To gain hands-on experience, I had to opt for an unpaid internship, transitioning from an Art Director's salary to no salary. This move allowed me to build my first UX portfolio and secure my first freelance job in tech. This job eventually led me to
Starting as a Founding Designer, I wore various design hats before finding fulfillment in Product and Brand Leadership as a Design Lead.
Why did you choose Product (UI/UX) Design instead of a quite logical Visual design path after a whole career in Branding and Advertising?
While visual design played a crucial role in my advertising career, I was amazed by the much broader scope that product design offered. UI/UX design allows me to create the whole user experience, ensuring that the products I work on are not just aesthetically pleasing but also highly functional and user-friendly – this part was always missing in my advertising past.
Effective product design goes beyond mere functionality; it encapsulates the essence of a brand, creating a cohesive and memorable user experience. Every interaction with a product becomes an opportunity to reinforce brand identity, values, and messaging, making the user journey not only intuitive but also a reflection of the product's essence.
Moreover, the transition to product design aligns seamlessly with my commitment to incorporating the best Diversity, Equity, and Inclusion (DEI) practices into user interfaces. In today's diverse and interconnected world, it's essential to create digital experiences that are accessible and resonate with a wide range of users.
By considering diverse perspectives and implementing inclusive design principles, I aim to contribute to the development of products that are not only visually compelling but also considerate of the needs and experiences of users from various backgrounds.
What tech are you most excited and passionate about right now and why?
I am very enthusiastic about the innovative home alarm solution that is being launched by Gamgee in the near future. The integration of Wi-Fi sensing and Artificial Intelligence (AI) in this system is a significant step forward in home security technology. The ability to intelligently detect and differentiate between family members, pets, guests, and potential intruders without the need for cameras or sensors is truly groundbreaking.
What particularly excites me is the seamless integration of this technology into existing home networks. The fact that Gamgee's solution can be effortlessly implemented on mesh networks and routers without the need for additional hardware purchases is a game-changer. The use of electromagnetic waves for full home coverage, even through walls and in darkness, ensures a high level of security with no blind spots.
Moreover, the user-centric design of the mobile app for centralized digital home management adds to the appeal. The elimination of passwords and manual disarming, along with the system's recognition of family members, not only enhances security but also provides a user-friendly and seamless experience.
This innovative detection system sets a new standard in home security, offering unparalleled accuracy and privacy. The combination of cutting-edge software, mesh network compatibility, and user-centric design makes Gamgee's solution a standout in the realm of tech that excites me the most right now. Our
What tech are you most worried about right now and why?
One of my main worries in technology today is the presence of bias in artificial intelligence systems. Bias in AI refers to the existence of unfair and prejudiced outcomes in algorithms, often stemming from the data used to train these models. If the training data reflects societal biases, the AI system can perpetuate and even amplify those biases, leading to discriminatory outcomes.
A fantastic poster campaign by
This issue is particularly concerning in areas such as hiring processes, criminal justice, finance, and healthcare, where biased AI decisions can have profound real-world consequences. For example, biased algorithms in hiring may disproportionately disadvantage certain demographic groups, and biased criminal justice algorithms may contribute to unfair sentencing.
Addressing bias in AI is crucial to ensure that these technologies benefit everyone without reinforcing existing inequalities. Initiatives such as diverse and representative dataset collection, transparent algorithms, and ongoing monitoring and auditing of AI systems are essential steps toward mitigating bias and promoting fairness in technology.
The continuous evolution of ethical guidelines and regulations is also vital to ensure the responsible and unbiased development and deployment of AI systems.
What are your hobbies and interests outside of tech?
I am many things outside of tech, for example, a visual artist and a mother of 3 daughters amongst other things!
I started designing and printing posters when my tech career stabilized, I went on parental leave with my second daughter, and I just felt this artistic kick inside, saying now or never!
So, I created a series of posters and started to reflect on my journey on Instagram, and eventually, one of my posters was featured in
Later on, I was invited to become a
Being deeply involved in creating and producing (printing) art, I witnessed how many issues and problems visual artists have to deal with – finding a printing partner, ensuring the highest quality of the printout before sending it to the client, packing, and pitching to galleries in between the orders. All this without any support from artistic communities!
So it got me thinking about creating my own tech product – a curated platform for visual artists where they could have a gallery, a community, find clients, print, and sell their art just in a couple of clicks!
It's a truly special feeling to be crafting your own tech product, and I'm very much looking forward to exploring my entrepreneurial side in the coming years.
Aside from all the artistic and business explorations, I love spending quality time with my family. My husband also works in tech, so it's really difficult for us sometimes to switch the work off – we are in the same field, and there is so much to discuss and reflect on!
So, very often, we use Gamgee app's function Family Time – it turns off the Wi-Fi for all the family members so that we can enjoy a dinner or a movie together without any possibility of a distraction.
It's such a pleasure to be actively resting – it is something I've learned in the last 3-4 years while combining work, parenthood, and all the activities I mentioned above.
Also, while actively resting, we can fully engage in activities with our children and give them all our attention and love without scrolling the socials or even worse, checking work emails at the same time.
It's so much joy to be really there for your loved ones! I believe we owe ourselves a properly disconnected time off.
Let's talk about breaking the glass ceiling. What were the biggest challenges you faced as a woman in tech, and how did you deal with them?
Gender stereotypes are the biggest threat to women's careers in tech. It's disheartening to feel that traditional notions still tag women as less fit for leadership roles, as if competence were somehow tied to gender.
The bias and discrimination lurk in hiring decisions and promotions creating an uphill battle where opportunities seem to be handed out less generously to women. It's this constant feeling that you have to fight harder and prove yourself more just because of your gender.
And then there's the lonely climb to the top. When there's a lack of women in those coveted senior positions, it's not just a workplace void; it's a mentorship vacuum. It's that yearning for someone to say, "You can do it; I did it too."
Instead, it often feels like you're forging a path alone, challenging not just your own capabilities but also societal norms.
Balancing work and family life is another dance move; one that seems to have different steps for women. The expectations tied to traditional roles as caregivers massively affect career choices.
I've been in interviews where the question about balancing work and family was almost a rite of passage, a question that my male counterparts rarely have to face.
And then there's the unspoken but glaring issue of unequal pay. It stings, putting in the same effort but seeing a different figure on the paycheck. It's a reminder that despite progress, there's still work to be done in tearing down these so-called "invisible" barriers.
On the paycheck, they are pretty visible.
How do I deal with all this? It seems that the only working solution is to keep proving yourself, keep achieving, keep mentoring, and keep speaking up. We still need to work harder and aim higher to achieve the same things that men get with a much lower effort – they still "inherit" the positions we need to fight for.
I always remind myself how things were, say, a 100 or even just 50 years ago – big change since then! This simple fact fuels me to continue my journey with new energy and pride.
In your opinion, why do we still see this huge gender gap in the tech industry, and how can we reduce it?
Historical biases in STEM education and the absence of female role models contribute to persistent disparities. Societal expectations and gender norms, coupled with workplace unconscious bias and unwelcoming cultures, further hinder women's advancement.
First of all, we need more men on our side. The active involvement of male allies is essential for dismantling gender bias. Men in leadership roles can advocate for diverse hiring practices, challenge stereotypes, and foster an inclusive workplace culture. They play a pivotal role in addressing unconscious biases and creating a supportive environment for their female colleagues.
Men stand to gain numerous benefits by actively promoting and supporting women in various aspects of life, including the workplace. Embracing diversity, including gender diversity, leads to a richer pool of perspectives and ideas.
Collaboration with women brings a variety of viewpoints, experiences, and creative approaches to problem-solving, fostering innovation and enhancing overall team performance.
Another important thing is flexible working arrangements. The tech industry traditionally demands long hours and inflexible schedules, posing challenges for individuals balancing work and family responsibilities. Offering flexible working arrangements, remote work options, and family-friendly policies can attract and retain a diverse talent pool and help close the gender gap.
One more cornerstone of change: legislation and policies. Supportive legislation and policies play a crucial role in addressing gender disparities. Governments and organizations can enact and enforce policies that mandate equal pay, prohibit discrimination, and encourage family-friendly practices. These legal frameworks create a foundation for promoting gender equality and holding companies accountable for their commitment to diversity.
And lastly, salary transparency. When salaries are not openly communicated, it creates an environment where pay discrepancies may go unnoticed or unaddressed, allowing for the perpetuation of unequal compensation. Including disclosed salary information in job postings can be a crucial step in promoting equity within the workplace.
By doing that, companies demonstrate a commitment to fair compensation practices, enabling potential candidates, regardless of gender, to make informed decisions about pursuing opportunities and facilitating a more equitable negotiation process.
What's your biggest achievement that you're really proud of?
One of my most significant achievements has been fully embracing my multi-passionate nature and navigating a portfolio career that aligns with my diverse interests. Instead of limiting myself to a singular professional path, I've embraced the challenge of pursuing multiple avenues simultaneously.
This approach has allowed me to explore various aspects of my interests, stimulating personal and professional growth along the way.
By balancing different projects and pursuits, I've gained a wealth of experiences, skills, and perspectives that I wouldn't have acquired by focusing solely on one direction.
This approach has not only enriched my life but has also allowed me to contribute uniquely to different fields, creating a fulfilling and dynamic career trajectory.
For example at Gamgee, I am the go-to person for product design, design systems, brand visual strategy, and creation of marketing materials (video, illustration, animation) because I'm constantly blending my technical, artistic, and business sides into one engine that helps me drive design innovation in the company, and promote a holistic, multi-faceted approach to creating a tech product.
It involves embracing a perspective that goes beyond isolated tasks and considers all the interconnected aspects. A broader vision in design emphasizes the integration of various elements, including user experience, aesthetics, functionality, sustainability, and cultural sensitivity.
By adopting this approach, the impact on the overall design practice within a company can be really transformative. Embracing the broader vision transforms design into an impactful and meaningful contributor to the overall success and reputation of the company and its products.
Do you have any advice for aspiring girls who want to join the field?
Be true to yourself. Choosing a path that truly reflects who you are isn't just about a successful career – it's a journey of personal fulfillment, and overall happiness if you will. When you follow your passions and values, you find an inner motivation that helps you navigate challenges and setbacks.
Your authenticity brings a unique perspective to your work, contributing to both your growth and the progress of your field. Regular self-reflection ensures you stay aligned with your evolving self, preventing stagnation. This genuine connection to your chosen field not only brings joy to your work but also enriches your personal life.
So, be true to yourself, follow your heart, and create a meaningful and purposeful life that makes your everyday shine.
Be kind to yourself. Women are usually raised and brought up in stricter conditions with higher demands, which, on one hand, makes us very powerful, but on the other hand, we keep applying this strictness to everything we do in life, which leads to a lot of stress, fear of missing out, and the need to tick all the boxes.
We often keep pushing ourselves even when we are at our lowest in terms of energy and capacity. So my message is, be kind to yourself, watch your workload, exercise, and take time off to recharge. Set your priorities straight to achieve the most with the least effort.
Be healthily lazy, if I may put it that way. Success doesn't always follow the hardest worker; it often accompanies the one who combines diligence with strategic collaboration, innovation, and a keen understanding of the bigger picture.
Mix your skills to form a strong and unique personal brand. What is the most popular advice we as designers get? You need to narrow your skillset down to better fit job descriptions. Make a decision about what you are as a designer – UX, visual, graphic, or animation.
If you put too many skills on your CV, it's gonna confuse the hiring manager, and you are not gonna be selected for an interview.
Personal branding, on the contrary, promotes the idea that all our experiences contribute to our overall success – in any field. A well-crafted personal brand acknowledges that success is not just about technical expertise or a linear career path. It embraces the richness of our experiences, including challenges, setbacks, and personal growth.
Every role, project, and interaction becomes a part of the narrative, shaping not only what we do but who we are in the professional realm.
Find your mentor. For girls wanting to dive into the tech world, finding a fellow female mentor can be a game-changer. A female mentor serves as a visible role model, offering inspiration and guidance in overcoming gender-specific challenges.
Picture having someone right there with you, showing you the ropes, someone who's been through it all and made it to the other side. That's your female mentor – not just a guide but a living, breathing inspiration.
She knows the unique challenges we face as women in tech and can share insights that go beyond the technical stuff. Having her in your corner means more than just career advice; it's like having a friend who's been there, cheering you on, and helping you navigate the twists and turns of your journey.
And let's not forget, she's got a network that could open doors you didn't even know existed. So, why go it alone when you can have a mentor who gets it, boosts your confidence, and helps you carve your own path in this exciting tech world?
Being a parent is not that scary. It's very common for women to be afraid of becoming mothers because it can stop their professional development. Totally understandable, if you ask me. Aside from being little buckets of unconditional love, children have the magical ability to squeeze your personal time into almost nothing, and it is scary.
You are left with no other choice: in order to make progress you are forced to be clear on your priorities and follow a strict career plan. You really don't have any time for doubt or passiveness.
I've never been more successful in my entire life than in the past couple of years when my two youngest daughters were born – they really made me focus on the clear goals and the shortest paths to them. So, I'm living proof that children can boost productivity and encourage personal and professional growth!
Imposter syndrome is an invention to keep women from progress and achievements. And here I'm quoting the founder of Girls Who Code, the amazing Reshma Saujani and
"It took me 30 years to learn this lesson, this is why I'm sharing it with you today. Because right here, right now I need you to know this: it's never been about whether we are qualified enough, smart enough, prepared enough. If you are here today, it is because you are. (...) Imposter syndrome is a distraction, it's a strategy, it's a way to keep our concentration on our own alleged inadequacies so we don't turn it towards the sexism, the racism, the classism, the homophobia, the transphobia that is baked into the system in the first place. Which means, our job is to stay focused. To focus less on fixing ourselves, and more on healing a broken world."
Image credits:
"Imagine" campaign: CPB London
Unsplash: Amélie Mourichon, Richard Jaimes, Ian Schneider