Charlene Turei

Experience Director / Wellington

As Experience Director at DNA, Charlene leads a practice area at that delivers research led, goal directed and evidence based design – which is applied to large scale, hugely complex and often mission critical aspects of public and private sector business operations. 

Over the past 15 years, Charlene has honed her approach and focussed our practice on user-centered and goal-directed design. 

Prior to joining DNA, Charlene worked at Datacom and Shift where she was also focussed on large, complex IA and interaction design transformation projects. Throughout her career, she has gained knowledge across a large number of sectors (including banking, Immigration, power, telco and health) and built extensive experience specialising in User Research, Information Architecture, UX and Interaction Design.

In her work at DNA, Charlene mentors practitioners and clients, working alongside them to explore complex issues, understand human insights, create solutions and prototype concepts in order to deliver logical information structures, meaningful content, and interactions that delight and empower users.

She has a passion for seeing this area of the industry grow and mature to meet the unique needs of New Zealanders and Kiwi businesses. She was one of the inaugural judges of the DINZ Best Awards User Experience category and is a multi award winning designer – with recognition for her work in recent years coming both nationally and internationally. 

Charlene has an analytical mind, is definitely a 'detail person’, and yet is a calm presence – which is vital as she leads our work in user empathy and design research. She is adept at putting users at ease, understanding their contexts and synthesising their challenges, needs and goals for our clients. This work is an essential foundation for the experience design teams who turn that information into empowering experiences for users, actionable solutions and tangible value for our clients.

Charlene has worked on many of our technical and large-scale projects as interaction design lead including; Ministry of Health, Trustpower, ACC Activesmart and more.

Always improving our approaches, process, documentation and knowledge transfer, Charlene is an inspirational practitioner to work with.


Charlene Turei