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June 14, 2021

Announcing 2021's Jury Chair: Selma Zafar

Selma has deep roots in the Vancouver UX community. She has worked in UX for almost two decades as a designer, researcher, instructor, mentor and leader. In her career she has served in a variety of industries including e-commerce, retail, digital agency (marketing & digital product) and mobile.

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Selma has deep roots in the Vancouver UX community. She has worked in UX for almost two decades as a designer, researcher, instructor, mentor and leader. In her career she has served in a variety of industries including e-commerce, retail, digital agency (marketing & digital product) and mobile.


At Best Buy Canada, Selma leads the Experience Design team, a multi-disciplinary team of Content Strategists, UI Designers, UX Writers, UX Designers & Digital Designers who design with empathy to unlock the next level of omni-channel 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.


Selma was the driving force behind the very first Vancouver UX Awards, and we are proud to bring her back as this year’s Jury Chair, where she will be overseeing the judging for the 2021 event.

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