I turn complexity into clarity, and clarity into change.
Hey there! I'm Kay, a multidisciplinary designer specialising in service design and UX design. I am grounded in research, shaped by systems
and fluent in visual storytelling.
I turn complexity into clarity, and clarity into change.
Hey there! I'm Kay, a multidisciplinary designer specialising in service design and UX design.
I am grounded in research, shaped by systems
and fluent in visual storytelling.
I turn complexity into clarity, and clarity into change.
Hey there! I'm Kay, a multidisciplinary designer specialising in service design and UX design. I am grounded in research, shaped by systems
and fluent in visual storytelling.
As a multidisciplinary designer with a background in MA Service Design at RCA.
I help organisations analyse systemic complex challenges and turn them into actionable, user-centred solutions.
As a multidisciplinary designer with a background in MA Service Design at RCA.
I help organisations analyse systemic complex challenges and turn them into actionable, user-centred solutions.
As a multidisciplinary designer with a background in MA Service Design at RCA.
I help organisations analyse systemic complex challenges and turn them into actionable, user-centred solutions.
My approach is simple:
I zoom out to understand entire systems from multiple perspectives, then zoom in to uncover the root cause of real user needs.
My approach is simple:
I zoom out to understand entire systems from multiple perspectives, then zoom in to uncover the root cause of real user needs.
My approach is simple:
I zoom out to understand entire systems from multiple perspectives, then zoom in to uncover the root cause of real user needs.
I deconstruct complex, ambiguous data using visual and logical modelling to generate actionable insights and establish new strategic patterns.
I deconstruct complex, ambiguous data using visual and logical modelling to generate actionable insights and establish new strategic patterns.
I deconstruct complex, ambiguous data using visual and logical modelling to generate actionable insights and establish new strategic patterns.
With a mix of creativity, critical design thinking, and a keen understanding of user behaviour, I aim to enable transformation that makes services more inclusive and collaborative.
With a mix of creativity, critical design thinking, and a keen understanding of user behaviour, I aim to enable transformation that makes services more inclusive and collaborative.
With a mix of creativity, critical design thinking, and a keen understanding of user behaviour, I aim to enable transformation that makes services more inclusive and collaborative.
Helen Hamlyn Design Awards 2025
Shortlisted for the Helen Hamlyn Design Awards 2025 for inclusive design.
SINDALAHISLAND
Sindalah will become a global yachting hub and a sustainable destination featuring world-class crusing, shopping and wellness.
DESERT LINE
A cognitive city stretching across 170 kilometers, from the epic mountains of NEOM across inspirational desert valleys to the beautiful Red Sea,
MAGNA COASTAL
An undiscrovered coastal jewel on the Gulf of Aqaba near the Red Sea, Magna will be a place like nothing on earth.
Helen Hamlyn Design Awards 2025
Shortlisted for the Helen Hamlyn Design Awards 2025 for inclusive design.
SINDALAHISLAND
Sindalah will become a global yachting hub and a sustainable destination featuring world-class crusing, shopping and wellness.
DESERT LINE
A cognitive city stretching across 170 kilometers, from the epic mountains of NEOM across inspirational desert valleys to the beautiful Red Sea,
MAGNA COASTAL
An undiscrovered coastal jewel on the Gulf of Aqaba near the Red Sea, Magna will be a place like nothing on earth.
Helen Hamlyn Design Awards 2025
Shortlisted for the Helen Hamlyn Design Awards 2025 for inclusive design.
SINDALAHISLAND
Sindalah will become a global yachting hub and a sustainable destination featuring world-class crusing, shopping and wellness.
DESERT LINE
A cognitive city stretching across 170 kilometers, from the epic mountains of NEOM across inspirational desert valleys to the beautiful Red Sea,
MAGNA COASTAL
An undiscrovered coastal jewel on the Gulf of Aqaba near the Red Sea, Magna will be a place like nothing on earth.
SERVICES
I could offer
Service Design
I design with systems, not just services. I look at the entire ecosystem and connect the dots across it — aligning what’s felt with what’s delivered. Through mapping journeys and systems, co-designing with stakeholders, strategising, and prototyping, I help shape how a service lives and breathes.
I design with systems, not just services. I look at the entire ecosystem and connect the dots across it — aligning what’s felt with what’s delivered. Through mapping journeys and systems, co-designing with stakeholders, strategising, and prototyping, I help shape how a service lives and breathes.
User Experience Research & Design
I explore how people think, feel, and behave within systems to uncover what truly matters, the frictions and missed opportunities.
I blend curiosity with structure, using mixed-methods research, empathy from multiple perspectives, and co-creation to shape experiences that reflect diverse needs and create space for everyone to be heard.
I explore how people think, feel, and behave within systems to uncover what truly matters, the frictions and missed opportunities.
I blend curiosity with structure, using mixed-methods research, empathy from multiple perspectives, and co-creation to shape experiences that reflect diverse needs and create space for everyone to be heard.
UIUX Design & Visual Design
I craft intuitive, inclusive interfaces that make complexity feel simple and interactions feel natural. I test, iterate, and refine through usability studies, A/B testing, and continuous feedback, shaping experiences that evolve with changing needs.
I craft intuitive, inclusive interfaces that make complexity feel simple and interactions feel natural. I test, iterate, and refine through usability studies, A/B testing, and continuous feedback, shaping experiences that evolve with changing needs.
selected works
selected works
FAQ
What does Service Design mean to you?
To me, service design is like climbing 🧗. The experienced climber doesn’t just react, they scan the wall, understand each rock, and plan their moves with intent. Service design works the same way. It’s about orchestrating relationships, between systems, to design routes that are not only functional, but meaningful. It’s not just about fixing broken touchpoints. It’s about aligning intentions, roles, and infrastructures so services become more coherent, more human, and ready to adapt.
What does Service Design mean to you?
To me, service design is like climbing 🧗. The experienced climber doesn’t just react, they scan the wall, understand each rock, and plan their moves with intent. Service design works the same way. It’s about orchestrating relationships, between systems, to design routes that are not only functional, but meaningful. It’s not just about fixing broken touchpoints. It’s about aligning intentions, roles, and infrastructures so services become more coherent, more human, and ready to adapt.
What do you actually do as a service designer?
I map and connect. I turn weird, systemic messes into something understandable and actionable. I listen to people, observe systems, sense what’s not said — then design structures, strategies, or tools that move things forward. It’s part research, part imagination, and part communication.
What do you actually do as a service designer?
I map and connect. I turn weird, systemic messes into something understandable and actionable. I listen to people, observe systems, sense what’s not said — then design structures, strategies, or tools that move things forward. It’s part research, part imagination, and part communication.
How do you deal with complexity?
I visualise it. It’s one of my strengths. Through mapping with multiple tools, data storytelling, and strategy diagrams, I also help others see what they’re dealing with — so we can co-create ways forward.
How do you deal with complexity?
I visualise it. It’s one of my strengths. Through mapping with multiple tools, data storytelling, and strategy diagrams, I also help others see what they’re dealing with — so we can co-create ways forward.
What kind of topics and problems do you like solving?
I’m passionate about tackling complex challenges in public service, such as healthcare, food, transport. These services sit at the intersection of policy, people, and infrastructure — often struggling with funding issues, siloed departments, and unequal access. I use service design to cut through these barriers and create services that are not only efficient but truly accessible and empowering for all communities.
What kind of topics and problems do you like solving?
I’m passionate about tackling complex challenges in public service, such as healthcare, food, transport. These services sit at the intersection of policy, people, and infrastructure — often struggling with funding issues, siloed departments, and unequal access. I use service design to cut through these barriers and create services that are not only efficient but truly accessible and empowering for all communities.
Why do you care about systemic design?
Systems aren’t abstract, they’re made by people, shaped by services, and held together by those delivering them. So when something feels broken, it usually is. But never in isolation. Systemic thinking helps me see beyond the surface. It’s about understanding how things connect, who’s involved, and what’s really causing the friction. I care about systemic design because I don’t believe in patching symptoms. I want to connect the dots, break the silos, and get to the root, not just move problems around.
Why do you care about systemic design?
Systems aren’t abstract, they’re made by people, shaped by services, and held together by those delivering them. So when something feels broken, it usually is. But never in isolation. Systemic thinking helps me see beyond the surface. It’s about understanding how things connect, who’s involved, and what’s really causing the friction. I care about systemic design because I don’t believe in patching symptoms. I want to connect the dots, break the silos, and get to the root, not just move problems around.
What does Service Design mean to you?
To me, service design is like climbing 🧗. The experienced climber doesn’t just react, they scan the wall, understand each rock, and plan their moves with intent. Service design works the same way. It’s about orchestrating relationships, between systems, to design routes that are not only functional, but meaningful. It’s not just about fixing broken touchpoints. It’s about aligning intentions, roles, and infrastructures so services become more coherent, more human, and ready to adapt.
What does Service Design mean to you?
To me, service design is like climbing 🧗. The experienced climber doesn’t just react, they scan the wall, understand each rock, and plan their moves with intent. Service design works the same way. It’s about orchestrating relationships, between systems, to design routes that are not only functional, but meaningful. It’s not just about fixing broken touchpoints. It’s about aligning intentions, roles, and infrastructures so services become more coherent, more human, and ready to adapt.
What do you actually do as a service designer?
I map and connect. I turn weird, systemic messes into something understandable and actionable. I listen to people, observe systems, sense what’s not said — then design structures, strategies, or tools that move things forward. It’s part research, part imagination, and part communication.
What do you actually do as a service designer?
I map and connect. I turn weird, systemic messes into something understandable and actionable. I listen to people, observe systems, sense what’s not said — then design structures, strategies, or tools that move things forward. It’s part research, part imagination, and part communication.
How do you deal with complexity?
I visualise it. It’s one of my strengths. Through mapping with multiple tools, data storytelling, and strategy diagrams, I also help others see what they’re dealing with — so we can co-create ways forward.
How do you deal with complexity?
I visualise it. It’s one of my strengths. Through mapping with multiple tools, data storytelling, and strategy diagrams, I also help others see what they’re dealing with — so we can co-create ways forward.
What kind of topics and problems do you like solving?
I’m passionate about tackling complex challenges in public service, such as healthcare, food, transport. These services sit at the intersection of policy, people, and infrastructure — often struggling with funding issues, siloed departments, and unequal access. I use service design to cut through these barriers and create services that are not only efficient but truly accessible and empowering for all communities.
What kind of topics and problems do you like solving?
I’m passionate about tackling complex challenges in public service, such as healthcare, food, transport. These services sit at the intersection of policy, people, and infrastructure — often struggling with funding issues, siloed departments, and unequal access. I use service design to cut through these barriers and create services that are not only efficient but truly accessible and empowering for all communities.
Why do you care about systemic design?
Systems aren’t abstract, they’re made by people, shaped by services, and held together by those delivering them. So when something feels broken, it usually is. But never in isolation. Systemic thinking helps me see beyond the surface. It’s about understanding how things connect, who’s involved, and what’s really causing the friction. I care about systemic design because I don’t believe in patching symptoms. I want to connect the dots, break the silos, and get to the root, not just move problems around.
Why do you care about systemic design?
Systems aren’t abstract, they’re made by people, shaped by services, and held together by those delivering them. So when something feels broken, it usually is. But never in isolation. Systemic thinking helps me see beyond the surface. It’s about understanding how things connect, who’s involved, and what’s really causing the friction. I care about systemic design because I don’t believe in patching symptoms. I want to connect the dots, break the silos, and get to the root, not just move problems around.