A self-described problem seeker, Asfa’s strength lies in her ability to communicate the humanity hidden inside complex systems. Her desire is to design and develop experiences through empathy, (responsibly) disrupt systems and thinking, and share stories that make the world more human. She has an uncanny ability to find the balance between complexity and clarity in projects. Asfa strives to see her life and the world she lives in as more than the tangible and believes there are deeper truths and meanings within all things. Where others may see facts and figures, Asfa sees signs and metaphors and uses that lens of beauty and wonder in all her design work.
CONTACT INFORMATION
e: [email protected]
w: www.asfariyaz.com
WORK EXPERIENCE
Senior Service Designer
IBM [February 2024 - Current]
Service Designer
J5 Design & The Social Impact Lab [January 2022 - February 2024]
- Applied comprehensive service design methodologies, taking charge of design sprints and ideation sessions that resulted in the collaborative creation of impactful service and product solutions.
- Facilitated design thinking workshops to encourage cross- functional collaboration, pinpointing user pain points, and elevating user stories.
- Conducted extensive user research using contextual interviews, landscape reviews, surveys, sprints, and
usability testing.
- Utilized journey and systems mapping, business canvas modelling, data visualization, and service blueprints to optimize service touchpoints, ensuring alignment with business goals and a strategic, holistic approach to user needs.
Information Design Consultant