Hi, I’m Afsa, a Lead Designer specialising in service design, design strategy, and transforming complex systems into clear, human-centred services.
My superpower is bringing clarity to complexity by listening deeply, aligning people, and shaping systems and teams that can sustain meaningful change.

I work at the intersection of policy, operations, technology, and lived experience. What sets my practice apart is my ability to walk into ambiguity, unclear ownership, misaligned teams, emotionally charged environments, and create the clarity, structure, and shared understanding needed for real progress.

Listening is central to how I design.
I listen to users to understand their lived realities.
I listen to staff to uncover operational truths.
I listen to leaders to understand constraints and priorities.
And I listen between the lines, for the tensions, assumptions, and unmet needs that shape how systems behave.
This depth of listening allows me to reframe problems in ways that unlock alignment, direction, and momentum.

Over the past 9+ years, I’ve led multidisciplinary teams across government, healthcare, education, telecom, and non-profits. I shape services end-to-end: from research and reframing problems to prototyping, testing, and defining future operating models. But my biggest impact comes from building capability, helping organisations develop the skills, culture, and confidence to continue delivering human-centred services long after I step away.

I’m most energised by work where there is no obvious path forward, where the challenge is systemic, emotionally sensitive, politically nuanced, or organisationally tangled. These are the moments where listening, clarity, and design leadership matter most.

When I’m not designing, you’ll find me mentoring emerging designers, gathering communities around meaningful conversations with Service Design Circle, or hiking somewhere quiet enough in the mountains where I can embrace stillness and reconnect with myself.