Actions
Tata Consultancy Services (TCS)
London, United Kingdom
August 2017 – June 2018
Activity: Director, Innovation, Design-Led Strategy & User Centric Organisation Transformation
Front End Transformation – Consultancy Services & Integration Unit
Selected Projects
• New Business Development, National in UK & International, developing strategic transformation engagements across different sectors, from Financial Services to Government to Healthcare, Travel and others. These engagement are being developed with clients such as BMW, British Telecom, British Gas, Morgan Stanley, JPMorgan Chase, Lloyds Bank, Scottish Widows, Global Insurance Companies etc
• Design strategy unit building, internal capability development and integration
• Diversity and Inclusion Network at TCS, Heading the Women’s Business Network in London, developing programs for empowering women within the organisation as well as changing the role of women in STEAM, Tech and Consulting, through mentoring young professionals and encouraging students into a career in consulting and tech.
Factors
London, United Kingdom
August 2011 – to Present
Activity: Lead factorisor, Creative Innovation & Strategy
offering consulting & freelance services under factors, with a diverse market sector portfolio
Selected Projects
• New Business Development, National in UK & International
• EY-Seren EY-PAS Mobility, Principal Design Consultant leading the project to transform EY-PAS’ successful Global Mobility business and accelerate a growth plan. Global project.
• Urban Factorisation, Manifesto writing, concept development and event organisation
• Lloyds TSB Bank & Matter, Service Design Director leading the project for building the internal service design innovation hub, the service design capabilities, the ‘GoNoGo’ ideation internal roadmap & process as well as the project pilot reconciliation tool, London, UK.
• Fahrenheit 212, Digital Strategy Director leading the project for the Saudi Arabian Ministry of Economy & Planning project around citizen engagement from insight, cultural research and user engagement to strategy development and implementation planning, London, UK & Riyadh/ Jeddah, KSA
• Seren Design Partners, Principal Design Consultant leading the project for the Saudi Arabian Ministry of Labour’s Human Resource Development Fund Service Design Strategy and Internal Service Design capability building project from insight, cultural research and user engagement to strategy development and implementation planning, London, UK & Riyadh, KSA
• GLIMMA, EMEA region Global Project Manager overseeing brand implementation projects with clients including Amazon Pan-European Offices, Pearson Publishers, HSBC among others.
• London Fusion: Education Project, working on developing a cross platform education project that bridges learning disciplines, as well as physical and digital applications. Starting from concept development. Followed by research, including learning and education trends and methods, user needs through engagement and group research. To analysis of research in order to develop strategies that would fit the different cultural and learning frameworks and their feasibility. Through its innovative approach to education this project is meant to revolutionise the connection between the government, the education system and the students.
• Wolfson Prize Competition, to design a Garden City which is ‘visionary, economically viable and popular’. Member of the team, responsible for user and cultural insight, research, trend analysis and strategy development, team lead by Grimshaw Architects London.
• Datalatitude, Brand Strategy, Branding, Corporate Identity. Tech company, Antibes, France.
• Aldara Medical Centre Henry Ford Health System, User Experience and cultural research, Trend and Semiotics Analysis & Experience Planning, Brand and Service Enhancement Strategy, Riyadh, KSA
• Speaking, research & writing engagements, with New Designers Conference, Knowledge Transfer Network UK, London Fusion, NCUB, the Academy of Urbanism, the Urban Design Group, Central Saint Martins University, Royal College of Art, Stipo. Space Syntax Building Design, among others, on user centred approach to design, cultural, ethnographic and research methodologies and implementation. See some highlights in the Publication & Appearances and the Workshop & Seminars sections.
RTKL
Shanghai, China
August 2010 – April 2011
Activity: Principal User Experience Strategy, Brand Strategy
Selected Projects
• New Business Development, National in China & International
• Yingtang city enhancement, User Experience Research, Analysis & Strategy, Yingtang, China
• Taizhou Masterplan, Masterplan Brand Strategy, Taizhou, China
• Dayi Masterplan, User Experience Research, Masterplan & Brand Strategy Chengdu, China
• Kunming Mall 1, Retail User Experience Research & Strategy, Kunming, China
• Hangzhou Xintiandi, Retail User Experience Research & Strategy, Hanghzou, China
• Dalian E Apartments, Wayfinding system Dalian, China
Perkins+Will
Chicago, USA
February 2005 – July 2010
Activity: Creative Director Strategic, Experience Planning & Brand Implementation
Selected Projects
• New Business Development, National in the USA & International
• Shamiya Great Mosque Expansion Project, User Experience & Cultural Research, Quant & Qual Analysis of User needs and trends, Strategy & Engagement Planning, Mekkah, KSA
• Knowledge Economic City, User Experience & Cultural Research, Quant & Qual Analysis of User needs and trends, Strategy & Engagement Planning, Madinah, KSA
• King Saud University, User Experience & Cultural Research, Quant & Qual Analysis of User needs and trends, Strategy & Engagement Planning, Riyadh, El Hasah & Jeddah, KSA
• Princess Noura University, User Experience & Cultural Research, Quant & Qual Analysis of User needs and trends, Strategy & Engagement Planning, Riyadh, KSA
• Intrepid Sea Air and Space Museum, User Experience & Cultural Research, Quant & Qual Analysis of User needs and trends, Brand Experience Strategy & Planning, New York, New York, USA (winner of the AIA 2009 Design Award)
• RUSH Medical Center, Research & Planning, Chicago, Illinois, USA
• Cincinnati Children’s Hospital, Branded Experience Planning & Strategy, Cincinnati, Ohio, USA
• Museum of Science & Industry, Brand & Experience Strategic,Chicago, Illinois, USA
• Bank of America Corporate Center, Brand Experience Master Plan, Charlotte, N. Carolina, USA
• King Abdul-Aziz Endowment Complex, Brand Experience Strategy & Planning, Mecca, KSA
• Dubai International Airport, Experience Planning & Strategy, Dubai, UAE
• American Hospital Dubai, Experience Design, Dubai, UAE
• Forest City Science+Technology Group, Brand Strategy, Illinois Science + Technology Park, Chicago, Illinois, USA
• Forest City Science + Technology Group, Brand Strategy & Experience, Science+Technology Park at Johns Hopkins, Boston, Massachusetts, USA
Bureau Mijksenaar
Amsterdam, The Netherlands
September 2000 – January 2005
Activity: User Experience Strategist/ Project Manager
Selected Projects
• Central Museum, Utrecht, NL
• Schiphol Airport, Amsterdam, NL
• Signage and Security in Airports,
• Tramtunnel, The Hague, NL
• Concertgebouw (Royal Concert Hall), Amsterdam, NL
• PATH, New York/ New Jersey, USA
• Fulton Center Transit Hub, New YorK, USA
• La Guardia Airport, Newark, New Jersey, USA
As well as working on the design team for all three New York/ New Jersey Airports
• DNB (the Netherlands’ Bank), Euro Bank Notes’ Security, Amsterdam, NL
• Van Gogh Museum, Amsterdam, NL
• MOMA Store, New York, New York, USA
• INIT multiuse building, Amsterdam, NL
• Oogziekenhuis (The Eye Hospital), Rotterdam, NL
• Burj Dubai, Dubai, UAE
Dar El Kotob, printing house,
Beirut, Lebanon
February 2000 – July 2000
Activity: Art direction and production manager.
Nahas publishing house,
Beirut, Lebanon
November 1999 – February 2000
Activity: Design.
Carbone Smolan Associates,
New York, NY
July 1998 – September 1998
Occupation: Summer training.
• Christie Auction House, (Rockefeller Center), New York, USA
Education
• American University of Beirut, 1995 – 1999
Bachelor of Graphic Design
• Lebanese American University, 1994 – 1995
Architecture Program
Affiliations
• SCA, January 2014 – Present
School of Communication Arts, London. Mentoring scheme.
• IIID, January 2010 – January 2011
International Institute for Information Design
• SEGD, January 2006 – January 2010
Society of Environmental Graphic Design, Chicago Chapter Chair (2006 & 2007)
• AIGA, January 2006 – January 2010
American Institute of Graphic Arts
• Archeworks, September 2007 – April 2008
Facilitator, Project ‘Chicago 2016 Olympic Bid, and the Community’
• Archeworks, September 2005 – April 2006
Facilitator, Project ‘Dual Design, Tools for Schools’