Hi, I'm Senal 👋

a Developer, Product Designer

turned Product Manager.

+ indie maker?

I sit at the intersection of strategy, systems, and execution - with enough design and engineering depth to know what's actually hard to build, and what isn't.

Let's talk See my work →
Currently Building → Luma Finance
PM · Designer · Builder
Senal Wijeratne
Capabilities

Where I'm most useful.

Skills sitting at the intersection of what I'm good at and what you probably need.

01

Product Discovery & Strategic De-risking

I don't just design interfaces — I validate hypotheses. I use behavioural psychology and competitive benchmarking to identify market gaps and define the "What" and "Why" before we build.

Core strength
02

Systems Thinking & Logic Engineering

I bridge the gap between how systems work under the hood and how they should feel to use. Complex business logic, technical constraints, edge cases — I translate all of it into product decisions that engineers and users both understand.

03

Growth & Operational Excellence

I build for the bottom line. Optimising conversion funnels and standardising product workflows (Eg: Design Ops), I increase team velocity and drive measurable business ROI.

What makes this rare

Most PMs come from one discipline. I've shipped as a developer, led as a designer, and now I connect both worlds — fewer handoff gaps and faster decisions.

04

Stakeholder & Roadmap Leadership

I act as connective tissue between Founders, Engineering and Design. I translate high-level vision into prioritised, production-ready requirements while navigating technical debt and MVP trade-offs.

Core strength
Selected Work

Things I've worked on.

A sample of products and systems I've helped shape, so you can see where I fit.

01 Luma Finance
Founder 0→1 Behavioral UX
Currently Building

Reimagining Personal Finance through Behavioral Habits

Solo-building a habit-first financial coach from the ground up. The core insight: money problems are behavioral, not mathematical. Instead of tracking spending, Luma builds healthier financial habits through daily reflection check-ins and privacy-safe accountability — calm over budgeting.

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02 Pronto Pilates
Growth Expansion BI

Global Scaling & Growth Infrastructure

Scoped and owned the design side of the AU-to-US expansion — mapping localization requirements across billing, onboarding, and compliance, and building a BI reporting suite that gave leadership real visibility into member lifecycle health for the first time. Working directly with the Director of Technology throughout.

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03 Camaraderie
0→1 MVP Scoping

Architecting a Peer-to-Peer Support Platform for Men

Took a mission-driven concept from idea to closed beta — solving the core tension between anonymity and community for a demographic that rarely asks for help. Made the hard call to cut live audio/video from the MVP, reducing engineering scope significantly and shipping the core product months earlier.

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04 Therasee
Telehealth Platform

All-in-One Practice Management for Mental Health

Evolved a basic therapist tool into a full practice management suite, integrating HIPAA-compliant video, in-session note-taking and billing into one workspace. Therapists went from juggling four tools to working in one, recovering hours of administrative overhead every week.

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05 Appspotr
SaaS CRO No-code

Scaling a No-Code SaaS Ecosystem

Turned a feature-rich no-code platform into a high-conversion growth engine — redesigning onboarding to cut activation drop-off, building a visual syntax builder that removed the technical barrier for non-developer users, and leading a team through a full rebrand without stalling the roadmap.

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How I Think

My product philosophy.

Three things I actually believe — shaped by real work, not a textbook.

*

Simplicity is a discovery problem

Most features get over-engineered because the real problem wasn't dug up properly. When you understand the actual issue, the solution almost always gets simpler — not more complex.

*

Users don't care how it works

They care that it works. The instinct to surface technical sophistication is a team problem dressed up as a product decision. Strip it back until someone's grandmother gets it.

*

The friction is rarely in the flow

Users don't abandon products because the button is in the wrong place. They abandon it because of how the product made them feel. The most important product decisions are often emotional ones — and most teams never get there because they stop at the interface.

Get In Touch

Let's build something worth using.

Whether you're a founder looking for a product thinking partner, a team with a problem worth solving or just want to talk shop — I'm always open for a cup of coffee and a good conversation.

Or reach out directly

hello@senalwijeratne.com
linkedin.com/in/senalwijeratne

— Senal W.

I usually respond within a day or two.