Using an empathetic, human-centered, design-thinking approach, I translate client needs into new products, processes and services for the Staff, Faculty, Alumni and Students of the Graduate School of Business. I work with clients to determine the requirements of the project and communicate them clearly to all stakeholders. I offer a creative problem-solving mindset to clients, partners and colleagues and use a series of techniques and activities in order to foster the best possible ideas for rapid prototyping.

Current Role at Stanford

Associate Director, Experience & Content, Graduate School of Business - Digital Solutions

I manage a team of UX Strategists, UX/UI Visual Designers, and Enterprise Content Analysts who focus on user experience and enterprise content strategy. We seek to create effective user-centered solutions for our client-partners at the Graduate School of Business.

Trained as a Catalyst as part of the Stanford Design School's "Design Thinking Basic Training" program, I offer custom, consultative Design Thinking workshops & facilitation skills to the Staff and Alumni of the Graduate School of Business (GSB) as an extension of my role as a Business Analyst for the GSB. (They are concurrent positions)

"Design Thinking Basic Training" ~3-4 hour program is a hands-on session practicing tools for bringing ideas to life. The content is designed and delivered by faculty and the classroom experience is facilitated by rising-star catalysts. The purpose is to give people a view into the Design Thinking approach and teach them how to begin to apply it to their everyday work (or personal) life.

Honors & Awards

  • GSB "ALL STAR", LEAD Speaker Series Moderator (6-30-16)
  • GSB "On The Spot", GSB (8-29-14)

Education & Certifications

  • LEAD Certificate, Stanford Graduate School of Business, One year LEAD program - Learn, Engage, Accelerate, Disrupt (2016)
  • M.Sc., University of Illinois at UC, Information Science (1995)


  • Stanford Profiles Rollout, Stanford Graduate School of Business (2/1/2012 - Present)

    The GSB is adopting the SU-wide profiles system as its Directory in July, 2015.


    655 Knight Way


    • Kim Serra, Systems Analyst, GSB

Service, Volunteer and Community Work

  • Humane Society Silicon Valley
  • East Palo Alto Food Pantry
  • Second Harvest Food Bank
  • Humane Society Silicon Valley Adoption Volunteer, Humane Society SIlicon Valley (10/1/2001 - Present)

    Socialize and train animals to facilitate their adoption into forever homes.


    Milpitas, CA

  • South Bay Creek Cleanup - Friends of the Los Gatos Creek Trail

    Bimonthly creek cleanups in the South Bay


    San Jose, CA

Personal Interests

Guitar, Drums, Running, Walking, Hiking, Live music, Ethiopian food, volunteering, reading, cooking, writing, painting (acrylics), welding, scuba. Hometown is Palatine, IL

Professional Interests

Design Thinking methodology, Business Architecture, Process Redesign, Workflow Facilitation, Creative Problem-Solving, Being a Change Agent for good

Work Experience

  • Design Catalyst, Stanford GSB (11/1/2012 - Present)

    Design Thinking Catalyst


    655 Knight Way

Professional Affiliations and Activities

  • Secretary, BAA (2012 - Present)

All Publications