Hi, I’m Aza.

Leading strategic transformation through human insight and intentional design.

A collaborative leader and strategist, I believe in the transformative power of design - that thoughtful, human-centered approaches can create meaningful, positive change in the world. I have a proven track record of building communities and high-performing teams, guiding organizations to clarity, shared understanding, and impactful results for customers, employees, and stakeholders.

How I Lead

I blend strategic insight with a deep understanding of people to navigate complexity, inspire teams, and turn challenges into opportunities. My approach is grounded in human needs, creative problem-solving, and deep collaboration. This combination of thoughtful leadership and intentional design shapes everything I do.

The following principles guide how I lead and create impact:

People First

I believe strong experiences come from strong teams. I focus on building trust, developing talent, and creating environments where people can do their best work.
Re-frame Problems

I’m drawn to complexity and ambiguity. Through systems thinking and problem reframing, I help organizations see challenges more clearly and identify opportunities that are both human and strategic.
Creative Vision

I value imagination as rigor and believe creativity is a disciplined way of seeing possibilities, exploring alternatives, and designing what doesn’t yet exist.
Shared Purpose

Lasting impact happens when people are connected to a common “why.” I help teams and leaders align around purpose, direction, and intent so strategy, design, and execution move together.
Co-Creation

The best outcomes emerge when different perspectives come together. I value diversity of thought and work closely with partners across disciplines, creating shared momentum through co-creation.

Career Highlights

Across public and private sectors, my work has focused on translating complexity into direction, whether shaping a product strategy, evolving an experience ecosystem, or helping teams navigate change. I partner with executives, leaders and teams to turn insight into action and intention into outcomes, designing experiences that are coherent, resilient, and grounded in real human needs.

My areas of expertise include:

Experience & Service Design

Human-centered, service-led approaches to complex, systemic challenges
Strategic Problem Solving

Translating research into clear insights and opportunities, reframing ambiguity into actionable direction
Innovation & Transformation

Embedding design-led practices into organizations to drive lasting change
People & Team Leadership

Building, mentoring, and scaling high-performing multidisciplinary teams
Collaboration & Alignment

Bringing diverse stakeholders together around shared purpose and outcomes

Featured Work

Transforming Pediatric Care Experiences

Designed and piloted a new clinic model grounded in real patient insight — turning complex pediatric care journeys into a holistic, family-centered service experience.
Reframing Trust in Business Banking

Revealed how entrepreneurs evaluate credibility and trust, aligning executive leaders to design advisory-led banking experiences that positioned the bank as a true partner to business owners.
Scaling Design Thinking Across an Enterprise

Built and launched a design thinking academy that enabled hundreds of leaders to apply human-centered design — embedding design-led innovation into everyday decision-making.
Reimagining Affordable Housing Systems

Reframed assumptions about very low-income borrowers through deep human insight, creating a strategic foundation for more equitable, inclusive housing solutions.

VIEW CASE STUDIES

Professional Background

Atlassian

Head of Design, 2021 - 2025

Led global product and growth design teams to scale experimentation, mature design practices, and incubate multiple products from concept to market.
Fannie Mae

Director, CX Design, 2018 - 2021

Built and led a full-stack design strategy organization that tackled systemic homeownership challenges and accelerated enterprise agile transformation.
Service Design DC

Co-Founder & Chair, 2016 - 2022

Established and grew a global service design community to over 1,500 members through thought leadership, networking, and high-impact events.
Booz Allen

Lead Associate, 2014 - 2018

Founded and scaled a customer experience and service design practice, leading major digital transformations for financial services and government clients, driving measurable business growth.
Marriott

Innovation Consultant, 2014
Designed and launched a new luxury in-room dining offering that blended digital platforms and service design to elevate guest experience.
Idea Couture

Senior Innovation Strategist, 2012 - 2014

Led experience innovation initiatives, reimagining products and services to improve outcomes, including healthcare delivery and patient journeys for a leading children’s hospital.
IBM

Managing Consultant, 2001 - 2010

Led multidisciplinary teams delivering large-scale, multi-channel experience transformations across financial services, telecommunications, and government sectors.