Grow the human-centric problem solving and innovation capability of GCC.



Strengthen the awareness, adoption, and practice of service design as an approach to the next wave of GCC transformation by building a culturally-aware community of practice and body of knowledge.



Raising awareness of Service Design amongst existing design and business communities.

Building a broad community of practice across educations bodies, government entities, corporates, and social enterprises.

Helping position Service Design as a key catalyst for facilitation of national vision realization.

Democratizing Service Design by building more design-driven crowds that could help contribute to the change

Hammad Khan
Hammad Khan - Regional Director, EY-Seren (Africa, India, MENA)

For the last 20 years, Hammad has been a passionate advocate of human-centered design; applying the ideology, principles and methods to UX, CX, SD and Digital Innovation. Following the acquisition of Seren (a leading London based Service Design consultancy) by EY in 2015, he became the founding member of EY-Seren in Dubai, where he continues to lead the 15 strong practice and is expanding the studio network across Africa, India and MENA.

James Samperi
James Samperi - Managing Director, Engine DXB

Director of Engine Service Design - a leading Service Design & Innovation consultancy in London. I split my time between running Engine and leading multi-disciplinary design & strategy teams ensuring great delivery across the studio’s projects. Currently leading Leading the Engine’s first international office serving the growth of the service and experience economy in the UAE and beyond. I have been responsible for leading the set-up and running our 8 person strong studio based in Dubai.

Vandhana Bhaskaran
Vandhana Bhaskaran - Experience Design Leader, Emirates Airlines, Dubai

Vandhana has been driving design-led business change for over a decade. She is currently with Emirates Airlines in Dubai and leads the Customer Experience design for the Airline’s Passenger Services and Systems. Passionate about driving design-led business change, she steers a team of highly talented experience design specialists to deliver enjoyable customer and employee touch points

Mahmoud Abdelrahman
Mahmoud Abdelrahman - Managing Partner, HUED

Mahmoud has been actively engaged with the global service design community for the past 9 years. Mahmoud has been actively putting efforts in building interest and capability in the service design field within Saudi Arabia both through public engagements as well as establishing Saudi’s first Service Design agency back in 2013.

Sameer Tabbakh
Sameer Tabbakh - Co-Founder, Inspiring Experience

Dr. Sameer Tabbakh research and expertise is in Enterprises Systems, Service Enterprise Engineering and specifically in Service Design, Service Quality and Service Strategy. He is a consultant accredited by the Ministry of Commerce and the Saudi Council of Engineers. He is one of the few specialists in the Service Design field in the Arab region and aims to expand his work for the entire Arabian Gulf region.