Hi, I’m Aida.
I lead service design and research projects to solve complex problems. I get most excited working collaboratively with product and design teams to craft useful and usable human-centric experiences. I’ve been lucky to work with incredible teams and clients such as Intuit, Deloitte Digital, Economic and Social Development Canada, and York University.
Service Offerings
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Service Offerings ☟
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Understand your customers
I use mixed methods research to deeply understand customers’ needs, behaviours, and pain points to craft customer-centric strategies that span multiple teams.
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Solve the right problem
With a systems thinking lens and a decade of facilitation experience, I help teams frame the ensure accurately to ensure we’re not just treating systems, but addressing root causes with purpose and clarity.
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Solve the problem right
I bring ideas to life through iterative prototyping, testing, and service design that accounts for and addresses complex experience ecosystems with downstream effects.