Selma Zafar

Director, Experience Design Best Buy Canada

Selma is the Director of Experience Design at Best Buy Canada. The Experience Design team is a multi-disciplinary team of UI Designers, UX Writers, UX Designers & Digital Designers who all design through empathy to unlock the next level of total retail experiences for Canadians. She believes that the best experiences are created by individuals who are passionate about their craft and are filled with purpose. It is this magical combination that she strives to create everyday for members of her team. She experience crosses a variety of industries as both a strategic leader and practitioner including: e-commerce, retail, digital agency (marketing & digital product) and mobile. This diverse background gives her a holistic view of challenges resulting in human-friendly solutions which deliver.