A woman wearing a black hijab and a white and black long-sleeve top, smiling, with a blurred background of what appears to be a cafe or restaurant interior with a tree and a poster on the wall.

Hey,

I’m Amina.

Service & Experience Designer

Designing services that connect strategy with human experience.

A close-up of a colorful, iridescent light bulb laying on a reflective surface, with darkness in the background.

About Me

I’m a multilingual service and experience designer with over seven years of cross-disciplinary experience across the UAE, KSA and Lebanon. I transform complex challenges into clear, human-centered solutions through service strategy, mapping experiences and collaborative design.

My work helps organizations reimagine services and create experiences that truly work for people.

  • White heart inside a wavy circular outline on a black background.

    Human-Centered Designer

    Crafting experiences that connect
    people, business and purpose

  • White computer cursor icon inside a starburst-shaped badge with a scalloped border on a black background.

    4 Spoken Languages

    English, Arabic, Portuguese & Spanish

  • Icon of three people inside a starburst badge.

    7+ Years of Design Experience

    Service, Strategy and Visual Design

Case Studies

A futuristic city skyline at night with tall buildings, highways, and digital graphical overlays of icons, lines, and neon lights in pink and red.

Transforming
Citizens Experience

Designed a future-ready customer experience strategy for a public service center, creating a seamless omnichannel experience that redefined customer interaction and set a new benchmark for service innovation in public services. As part of this, customer personas were defined and developed to ensure tailored, end-to-end service delivery.

Learn More
A large modern building with a grid-patterned roof, large glass windows, and a small airplane parked on the tarmac nearby. The building is surrounded by an outdoor paved area, with desert landscape and sparse vegetation in the background.

Elevating
Passenger Journeys

Transformed the airport experience into a world-class gateway reflecting the country’s tourism ambitions. The project focused on reimagining the end-to-end passenger journey to make it efficient and culturally immersive. A comprehensive CX strategy and roadmap were designed integrating operational excellence with hospitality, positioning the airport as a benchmark for modern travel experiences.

Learn More
An art gallery with paintings on the walls, lit with pink lighting, and a parquet floor reflecting the artwork.

Reimagining
Cultural Engagement

A self-initiated concept reimagines how a museum can connect people to Arab art and identity through modern, human-centered experiences. By merging branding, storytelling, and service design, the project envisions BeMA as a living cultural ecosystem; one that bridges physical and digital spaces, evokes emotion and invites participation. 

Learn More
A city skyline at night with digital neon grid overlay and glowing light trails, giving a futuristic cyberpunk appearance.
Three iMac computers display different digital screens, set against a white background.
An airplane parked at an airport gate, viewed from the front, with ground crew and airport equipment around it. The image is in black and white with a pink gradient overlay on the left side.

I see design as a catalyst for transformation, a way to align human needs with strategic ambition. My work connects insight with action, systems thinking and creativity to shape experiences that drive progress. Each project becomes a step toward designing services that not only work better, but mean more.