About Shoaleh Baktashi
Experience Design Lead | Service Design, UX Strategy & Complex Government Systems
Publicist Sapient ,
Experience Designer
Hi everyone, I’m Sho, an Experience Design Lead based in Australia, currently working across government, healthcare, and enterprise environments.
My background started in product design, but over time my work naturally evolved into service design, systems thinking, and UX strategy as I became more interested in solving problems beyond the screen.
I enjoy working in complex and regulated spaces where services genuinely impact people’s lives. Much of my work focuses on helping organisations navigate large programs of work, technical constraints, and stakeholder needs into experiences that are clearer, more human, and easier for people to move through. I’m particularly interested in operationalising customer experience across large ecosystems where many teams influence the end-user journey.
I’m energised by ambiguity and naturally lean toward systems thinking, facilitation, visualisation, and translating complex conversations into shared understanding. I also enjoy uplifting design maturity and helping multidisciplinary teams adopt more human-centred ways of working.
To me, service design means...
To me service design is both strategic and practical. It's about co-creation and translation of organisational perspectives into experiences that are grounded in research and reality of how they are actually experienced. I see it as a way to build trust and making the difficult and fragmented parts of an experience more visible. Ultimately service design is not only identifying problems but also about creating sustainable ways for organisations to deliver better outcomes for people.
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