Tafida Negm


UX Lead

Tafida is a Strategic Designer who grew up in Amsterdam, where she spent her childhood living in hotels due to her parents’ hospitality business. Living with a wide variety of people from different walks of life set her up as a curious designer who delves deeper into audience insights to discover valuable insights. 

She’s a big advocate for Design Thinking and the importance of evidence-based decision making, ensuring that collaboration with users to solve genuine problems is central to brand solutions.

Tafida brings a collaborative design approach to projects, creating cross-functional teams. She has experience in business design and has worked with the likes of AGL, ANZ and the Asylum Seeker Resource Centre – and that’s just the ‘A’s. Her holistic approach is invaluable in creating consistency across touchpoints and developing broader brand strategy.

When she’s not in the office or doing field research, she’s volunteering her approach to the social innovation space, to design a better world.