Hey, I’m Roobini Selvaraj
I’m a UX designer specializing in research and accessibility, with expertise in uncovering user needs through interviews, usability testing, and heuristic evaluations. My work focuses on simplifying complex systems and crafting inclusive, user-centered experiences. With an aesthetic eye and experience in UI-heavy roles, I’ve also maintained design systems, created design tokens, and delivered responsive interfaces that align business goals with user needs
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Driven by Data
Transforming insights into actionable, user-centered designs.
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Human-Centered Design Advocate
Creating accessible and inclusive experiences that make an impact.
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5+ Years of Design Experience
Designing for web, mobile, and digital systems with a user-first approach.
My Approach
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My Approach 〰️
Empathy First
I begin with people - their needs, frustrations, goals, and emotions. Whether it’s through user interviews, surveys, or observation, I take time to understand who I'm designing for and why it matters.
Ask, Listen, Learn
Questions drive clarity. I ask a lot of them — not to complicate, but to uncover. I value active listening and open conversations that lead to shared understanding, not assumptions.
Design with Intent
Every pixel, every component has a job to do. I strive for simplicity, clarity, and accessibility - always designing with real-world users and real-world constraints in mind.
Iterate and Improve
Design isn’t done after a wireframe or a mockup. I refine, test, and adapt - learning from feedback and embracing change. Progress over perfection, always.
Think & Feel
I trust data, but I also trust instinct. Good design is both analytical and emotional. I lean on research to guide decisions, but allow space for creative thinking and thoughtful experimentation.
Work Together
Good design thrives in collaboration. I value open conversations, shared ideas, and building strong relationships that help the whole team succeed.
Case studies
Forest Service-NRM Grants and Agreements
Redesigning the NRM Grants and Agreements system for the U.S. Forest Service to streamline workflows, improve accessibility, and enhance user experience.
Student Performance Dashboard
Designed a responsive, widget-based dashboard to help students and parents track academic progress in real time. Built around personalized KPIs, simplified visuals, and intuitive navigation for all users.
SEMCOG Website Redsign
Redesigned SEMCOG’s suite of public and internal websites—including SEMCOG.org, SERG (intranet), MAC, and Shining Light Awards—to deliver a cohesive, accessible, and audience-aware digital experience.