About
Hello, I’m Dr. Lena Belin.
I help organisations grow, adapt, and deliver better outcomes through strategy, coaching, and leadership—especially when customer experience and innovation are central to success.
My background is in customer experience, innovation, digital transformation and change, with over 15 years of experience across government, tech, health, education, and the social sector. I’ve led national transformation programs, built internal capability from the ground up, and helped executive teams make sense of complexity—turning insight into action, and ambition into well-designed systems.
How I can help you
Trained as a social scientist and strategic designer, I bring a cross-disciplinary lens to my work. I’m known for helping teams bring clarity and structure to things that feel messy or hard to define—like experience strategy, service transformation, or delivering care at scale in complex operating environments.
My work has been recognised with multiple high-profile awards for impact and innovation, and I’ve led programs for some of Australia’s most interesting organisations, including Atlassian, Qantas, Red Cross, Accenture Song, ANZ and Comms Bank, the ATO, AustralianSuper, Yourtown and many more.
I also contribute to the field as a Good Design Australia ambassador and jury member, industry advisor, and guest lecturer.
If you’re building something complex, human, and high-stakes—and need grounded support to make it work—I’d love to hear from you. To find out how you can work with me, take a look at my Services page.
