Ala brings over a decade of experience in design-led discovery, where strategic thinking meets creative exploration. Ala’s worked at leading innovation consultancies IDEO and Doblin, contributed to corporate innovation at Ford, and was a founding designer at a design-led tech startup that successfully transitioned from B2C to B2B. She combines academic rigour from her MA at the Royal College of Art and MSc from Imperial College London with real-world expertise.

Ala’s studio approaches every challenge with a thoughtful, human-centered mindset, helping organisations big and small, uncover and validate opportunities before investment. The studio focuses on efficiency in prototyping to gather evidence and build insight.

Ala also teaches design thinking fundamentals that frameworks often miss, currently running a short course on service design fundamentals at UAL.

METHODOLOGY

Research → Insights → Opportunity Framing → Concept Sketching → Strategic Prototypes → Roadmap→ Design Handover and Transition