Dr. Lena Belin

SERVICE DESIGN JUROR

Lena Belin is an independent executive and systems strategist specialising in customer experience, service design, and socially driven innovation. With over 15 years’ experience across government, human services, and high-growth sectors, she has led and advised on national transformation programs for some of Australia’s most forward-thinking organisations, including Atlassian, Accenture Song, Qantas, and the Red Cross.

Lena brings together strategic foresight, behavioural insight, and digital expertise to design services that are both effective and deeply human. She has led enterprise-wide CX, technology, and digital transformations—from research and service design through to platform implementation and organisational change—and shaped brand and marketing strategies that align purpose with lived experience.

She contributes actively to the design field as a Good Design Australia ambassador, and industry advisor, and guest lecturer at RMIT’s Faculty of Design. Lena is currently exploring new ways to support caregivers through design-led approaches that reimagine how care is experienced and valued at scale.