Shefali Netke is the VP of Product Design at SmartRecruiters (a SAP Company), where she leads teams building AI-powered experiences that make hiring more human.
She helped integrate AI into the design process through the successful launch of Winston, SmartRecruiters‘ AI companion. She has a background in Cognitive Science and is passionate about mentorship, creativity, and expanding access to opportunity through technology.
How did you land your current role? Was it planned?
I joined SmartRecruiters as a Product Designer almost a decade ago and have grown my career here internally. I have been fortunate to have excellent managers who encouraged me to pursue leadership and provided me with coaching and opportunities to do so.
What are the key roles in your field of work, and why did you choose your current expertise?
I see Product Design as having a wonderful blend of art and science that plays a crucial role in the tech world. I love that the discipline is human-centred, while also having clear frameworks and technical skills to dig into.
What are you most proud of in your career, so far?
I am most proud of the Design culture at SmartRecruiters. Even if you are working on an interesting problem, the people you work with make such a big difference. Building a culture of curiosity, collaboration, diversity and innovation has been really special to me. In terms of specific achievements, I am most proud of my role in launching Winston at SmartRecruiters. We recognised a change was needed in our industry and executed a full company pivot to innovate. This included a 3-month focused period of research to dig into pain points with our customers, and we managed to create an incredible product alongside our users.
What does an average work day look like for you?
My mornings are usually meeting-intensive, centred around organisational alignment, design workshops, and conversations with customers. I use this time to collaborate closely to shape a shared understanding of our priorities. My afternoons are more protected, giving me dedicated space for focused, strategic work, whether that’s long-term planning, team development, or defining the vision for future product experiences.
Are there any specific skills or traits that you notice companies look for when you’re searching for roles in your field?
Companies consistently look for Product Designers who can tell compelling, structured stories and simplify complexity, especially when working with AI or technical systems. Strong storytelling helps designers communicate the reasons behind decisions, while reducing complexity requires systems thinking, prioritisation, and the ability to synthesise ambiguity into intuitive, scalable experiences for users. Beyond these core skills, organisations also value empathy, collaboration, resilience, and comfort with iteration and feedback, as the designers who thrive are those who bring clarity and humanity to complex problems.
Have you ever faced insecurities and anxieties during your career, and how did you overcome them?
Earlier in my career, I struggled quite deeply with imposter syndrome. Despite positive feedback and progression, I often felt like I wasn’t “ready enough” or that others inherently knew more than I did. What helped me overcome it was reframing nervousness as a signal that I cared, not that I didn’t belong. I invested in deliberate practice, such as running talks past trusted peers, seeking candid feedback, and gradually putting myself into speaking situations that stretched my confidence. Over time, confidence became less about feeling fearless and more about trusting my preparation.
Entering the world of work can be daunting. Do you have any words of advice for anyone feeling overwhelmed?
It’s completely normal to feel overwhelmed, and career transitions are meant to feel big. My advice is to stay curious. Rather than putting pressure on having everything figured out, focus on asking thoughtful questions and understanding the why behind your work. Notice what genuinely energises you, not just what looks impressive on paper. Invest in relationships with mentors and collaborators. Progress comes from small, consistent steps, so give yourself permission to grow into your role, not to arrive fully formed.
What advice would you give other women wanting to reach their career goals in technology?
Two skills that have shaped my career are storytelling and simplifying complexity. Great design leadership is about bringing others along the journey, aligning teams, and articulating not just the ‘what’, but the ‘why’ in a way that resonates. Storytelling creates clarity, builds trust, and turns abstract problems into shared missions. Equally, simplifying complexity is about cutting through noise to design systems that feel intuitive even when the underlying technology is sophisticated. Beyond skills, resilience and humility are vital.
