“A human being should be able to change a diaper, plan an invasion, butcher a hog, conn a ship, design a building, write a sonnet, balance accounts, build a wall, set a bone, comfort the dying, take orders, give orders, cooperate, act alone, solve equations, analyze a new problem, pitch manure, program a computer, cook a tasty meal, fight efficiently, die gallantly. Specialization is for insects.”
Hello! I am a Beirut-based human-centered design and innovation expert with extensive experience in product, service, and systems design. My work brings together design research, behavioral science, and user insights to shape strategies, build partnerships, and develop context-specific, socially conscious solutions. Through consulting and coaching, I help organizations understand their users’ needs, drivers, and behaviors, and support them in experimenting with new products and processes that create meaningful impact.
Check out some of my work under Products + Services.
Fluent in four languages, I am committed to engaging with users and moving between diverse social and cultural contexts. I have lectured and led workshops on design research, experimentation, social innovation, and design education in the United States, Hong Kong, Armenia, Saudi Arabia, Bahrain, Jordan, and Lebanon. I am a former Fulbright Scholar and hold a Master of Industrial Design from the University of the Arts in Philadelphia as well as an MA in Product Design from Académie Libanaise des Beaux-Arts. I currently serve as Head of Experimentation at UNDP Lebanon’s Accelerator Lab, where I lead initiatives at the intersection of human-centered design, digital transformation, and development.
WHAT I DO IN FOUR EASY DEFINITIONS
Design /dĭ-zīn’/ noun.
A process (not an outcome) that uses dynamic and iterative approaches to define, frame, and solve complex problems. It moves beyond aesthetics to create products, services, and systems that generate meaningful impact.
Product + Service Design /prŏd’əkt + sûr’vĭs dĭ-zīn’/ noun.
The leadership and orchestration of how solutions are conceived, developed, and experienced — whether physical, digital, or systemic. this work translates user insights into functional, sustainable, and context-aware outcomes, while aligning with broad organizational or societal goals.
Social Design /sō’shəl dĭ-zīn’/ noun.
The application of design as a driver for social change. It emphasizes responsibility, equity, and inclusion, positioning design as a leadership tool to address systemic challenges in development and humanitarian contexts.
Behavioral Design /bĭ-hāv’yər-əl dĭ-zīn’/ noun.
The integration of behavioral science and human-centered design to understand users’ motivation, barriers, and biases. This approach informs strategies, policies, and interventions that nudge positive behaviors and shape systemic impact.