Hey, I’m Amina.
Service & Experience Designer
I design services that connect strategy with human experience.
I help organizations understand people, rethink complex services and translate insight into experiences that can be implemented.
Selected Work
A selection of service and experience design projects across government, aviation and cultural environments.
Government Service Transformation
Redesigning the end-to-end customer experience for a government service centre through research, service blueprinting and roadmap design.
Passenger Experience Strategy
Creating a future passenger experience that connects operational efficiency, hospitality and cultural identity across the airport journey.
Cultural Experience Concept
Reimagining how physical space, digital engagement and storytelling can create a more meaningful museum experience.
What I Do
From insight to implementation
I help organizations understand customer needs, design better services and translate experience strategies into practical action.
Research and Insight
Understanding customer needs, behaviors and pain points through interviews, observation, experience assessments and qualitative research.
Service Design
Translating insights into personas, customer journeys, service blueprints and future experience concepts.
Experience Strategy
Defining experience principles, service models, standards and strategic opportunities that align customer and organizational needs.
Implementation Planning
Turning recommendations into practical initiatives, roadmaps, measurement frameworks and tools that support delivery.
About Me
A multidisciplinary approach to experience design
My background began in graphic design and visual communication, where I learned how information, environments and interactions shape the way people experience a brand.
Over time, my work evolved into user research, customer experience and service design. Today, I look beyond individual touchpoints to understand the wider system behind an experience, including the people, processes, policies and environments required to deliver it.
This combination allows me to approach complex challenges strategically while communicating ideas in a clear, visual and engaging way.
Designing across complex environments
I have supported experience transformation projects across government services, aviation, real estate, culture and public-sector environments in the Middle East.
-
![White heart inside a wavy circular outline on a black background.]()
Human-Centered Designer
Crafting experiences that connect
people, business and purpose -
![Icon of three people inside a starburst badge.]()
6+ years in experience design
Projects across the UAE and Saudi Arabia
-
![White computer cursor icon inside a starburst-shaped badge with a scalloped border on a black background.]()
4 Spoken Languages
English, Arabic, Portuguese & Spanish
