observe → understand →
make sense → design
Understanding beyond interfaces.
I work across customer experience and service design — mapping the systems behind an experience to find where it breaks down, and where it could work better.
Selected work
Dubai-Based Automotive Project: Lead-to-Sales Journey
A fragmented, manual lead-to-sales process was becoming a unified CRM across four roles. I blueprinted the customer journey into that system, and designed WhatsApp flows for the leads and customers already in the pipeline.
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StraySafe: Redesigning a fragmented service ecosystem
Exploring the ecosystem around stray-animal care to understand stakeholder needs, service gaps and opportunities for better coordination.
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Nomadology: Designing a Camping Experience
Providers and campers had different definitions of the same service — and nobody had made that explicit. Redesigning the ownership gaps and delivery mismatches behind seven campsite touchpoints.
Read case study →How I think
I start with observation
I notice what people do, what they avoid, where they hesitate, and what feels easy or difficult.
I look for patterns
I connect observations, behaviours, needs and evidence to understand what is really going on.
I connect the system
I look beyond the individual touchpoint into the people, processes, platforms and handoffs that shape the experience.
I turn mess into direction
I translate insights into clear opportunities, recommendations and next steps that teams can act on.
In practice: semi-structured interviews, service blueprints, affinity mapping, and concept testing; most recently across 18 stakeholder interviews with 5 NGOs for StraySafe.