Service
Service
Service
Service
Designer
Designer
Designer
Designer
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Creative Mess
Creative Mess
Creative Mess
Creative Mess
Enabler
Enabler
Enabler
Enabler
01
Hi, I'm
Syed Faizan Raza
I do things in experience design and research with giants and challengers alike. Underlying most my work is a fixation with curating experiences for the overlooked, the afterthoughts, the odd ones out. Below is a gathering of some of this work, done together with greats around the globe and often accompanied by intermittent anxiety.
Hit me up for collaborations and projects and details of past + current labor of love. Or ask me for stories behind the seemingly random artefacts floating above.
For an extended look at my journey, view my resume.
I do things in experience design and research with giants and challengers alike. Underlying most my work is a fixation with curating experiences for the overlooked, the afterthoughts, the odd ones out. Below is a gathering of some of this work, done together with greats around the globe and often accompanied by intermittent anxiety.
Hit me up for collaborations and projects and details of past + current labor of love. Or ask me for stories behind the seemingly random artefacts floating above.
For an extended look at my journey, view my resume.
worked with & for
PROGRAMS, PUBLICATIONS & PANELS
worked with & for
PROGRAMS, PUBLICATIONS & PANELS
02
Snapshot of my
Snapshot of my Work
Snapshot of my Work
Work
This collection of projects has shaped up my design practice and captures the diversity of challenges I aim to solve for.
Public Health
in the needle.
HOW MIGHT WE BUILD TRUST OF THE PUBLIC IN COVID VACCINES?
Overview • As the world entered the third year of COVID-19, it became evident that fortifying preparedness for future pandemics is the new global imperative. In this context, we explored the drivers of vaccine hesitancy through the lens of trust and the role it plays in resilient healthcare systems. We uncovered insights on navigating the complex web of trust factors, forging a path towards enhanced vaccine acceptance.
Outcome • A robust trust framework that identified levers to overcome the unique challenges of the studied contexts, helping address ongoing and future public health crises.
Primary Role • Design Researcher — research health practices, vaccine perceptions and engagement with information within underserved communities.
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CASH QUEENS
Public Health
in the needle.
HOW MIGHT WE BUILD TRUST OF THE PUBLIC IN COVID VACCINES?
Overview • As the world entered the third year of COVID-19, it became evident that fortifying preparedness for future pandemics is the new global imperative. In this context, we explored the drivers of vaccine hesitancy through the lens of trust and the role it plays in resilient healthcare systems. We uncovered insights on navigating the complex web of trust factors, forging a path towards enhanced vaccine acceptance.
Outcome • A robust trust framework that identified levers to overcome the unique challenges of the studied contexts, helping address ongoing and future public health crises.
Primary Role • Design Researcher — research health practices, vaccine perceptions and engagement with information within underserved communities.
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CASH QUEENS
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Jalebi: a portfolio
TAKE A CLOSER LOOK AT SOME OF THE ABOVE AND OTHER PROJECTS
Jalebi - a South Asian sweet soaked in sugar and colored in various shades of orange - symbolizes the impact in experience design I strive towards.
This delicacy is accessible, inclusive, and often a token of celebration across socio-economic and cultural identities. But its making is intricate. A measured mixture of flour and sugar, poured into a large wok of boiling oil in a series of conjoined circles, and dipped in syrup for just the right time. The slightest variation at any step results in the sweet being too thin, too soggy, too crunchy.
These attributes are a parallel to the complexities of the challenges the projects in this portfolio aim to address and the outcomes worth celebrating they aim to achieve.
03
Perspectives
A talk to a room full of other creatives that captures my approach to service design and research, and what I gain out of it as a person.
A talk to a room full of other creatives that captures my approach to service design and research, and what I gain out of it as a person.
02
Snapshot of my
Work
This collection of projects has shaped up my design practice and captures the diversity of challenges I aim to solve for.
Public Health
Public Health
in the needle.
HOW MIGHT WE BUILD TRUST OF THE PUBLIC IN COVID VACCINES?
HOW MIGHT WE BUILD TRUST OF THE PUBLIC IN COVID VACCINES?
Overview • As the world entered the third year of COVID-19, it became evident that fortifying preparedness for future pandemics is the new global imperative. In this context, we explored the drivers of vaccine hesitancy through the lens of trust and the role it plays in resilient healthcare systems. We uncovered insights on navigating the complex web of trust factors, forging a path towards enhanced vaccine acceptance.
Outcome • A robust trust framework that identified levers to overcome the unique challenges of the studied contexts, helping address ongoing and future public health crises.
Primary Role • Design Researcher — research health practices, vaccine perceptions and engagement with information within underserved communities.
Overview • As the world entered the third year of COVID-19, it became evident that fortifying preparedness for future pandemics is the new global imperative. In this context, we explored the drivers of vaccine hesitancy through the lens of trust and the role it plays in resilient healthcare systems. We uncovered insights on navigating the complex web of trust factors, forging a path towards enhanced vaccine acceptance.
Outcome • A robust trust framework that identified levers to overcome the unique challenges of the studied contexts, helping address ongoing and future public health crises.
Primary Role • Design Researcher — research health practices, vaccine perceptions and engagement with information within underserved communities.
Financial Inclusion
Financial Inclusion
cash queens.
HoW MIGHT WE CLOSE THE GENDER GAP IN DIGITAL FINANCIAL SERVICES?
HoW MIGHT WE CLOSE THE GENDER GAP IN DIGITAL FINANCIAL SERVICES?
Overview • Pakistan lags far behind its South Asian counterparts in women's financial inclusion. However, digital financial services are uniquely positioned to bridge the gap. As part of a global project, we thus unpacked the relationship between women and money in the country to design gender-inclusive digital financial services tailored to their unheard needs and circumstances.
Outcome • Insights, design opportunities and other project artefacts documented and made available on the project website as resource for anyone designing for inclusion.
Primary Role • Lead Service Designer — adapt research plan for local contexts; creative field probing to extract meaningful insights; conceptualize interventions based on findings.
Overview • Pakistan lags far behind its South Asian counterparts in women's financial inclusion. However, digital financial services are uniquely positioned to bridge the gap. As part of a global project, we thus unpacked the relationship between women and money in the country to design gender-inclusive digital financial services tailored to their unheard needs and circumstances.
Outcome • Insights, design opportunities and other project artefacts documented and made available on the project website as resource for anyone designing for inclusion.
Primary Role • Lead Service Designer — adapt research plan for local contexts; creative field probing to extract meaningful insights; conceptualize interventions based on findings.
Maternal Health
Maternal Health
mama you hungry?
HOW MIGHT WE MAKE VITAL MATERNAL NUTRITION ACCESSIBLE AND ENGAGING FOR THE WHOLE FAMILY?
HOW MIGHT WE MAKE VITAL MATERNAL NUTRITION ACCESSIBLE AND ENGAGING FOR THE WHOLE FAMILY?
Overview • With over 72% women of reproductive age being malnourished, maternal wellbeing is a pressing challenge for Pakistan. To address this, a global consortium introduced a dietary supplement for new and expecting mothers in rural areas. We set out to understand the behaviors, influences, and decisions of these women to design the access and consumption experience of the supplement.
Outcome • Complete last mile experience of the product piloted and prepped for wider rollout, including instruction design, marketing collateral, and purchase experience.
Primary Role • Project Lead — project and consortium management; research and synthesis of complex insights into understandable forms; ideation and workshop facilitation.
Overview • With over 72% women of reproductive age being malnourished, maternal wellbeing is a pressing challenge for Pakistan. To address this, a global consortium introduced a dietary supplement for new and expecting mothers in rural areas. We set out to understand the behaviors, influences, and decisions of these women to design the access and consumption experience of the supplement.
Outcome • Complete last mile experience of the product piloted and prepped for wider rollout, including instruction design, marketing collateral, and purchase experience.
Primary Role • Project Lead — project and consortium management; research and synthesis of complex insights into understandable forms; ideation and workshop facilitation.
Agri Tech
Agri Tech
cropping credit.
how might we redesign digital agri services for better farmer engagement?
how might we redesign digital agri services for better farmer engagement?
Objective • Agriculture makes up for ~24% of Pakistan's GDP and employs almost 40% of the labor force. The Punjab Government launched a multifaceted digital intervention, Kissan Package, to modernize agricultural practices in the province and amplify the sector's potential. We were tasked with proposing a redesign of the onboarding and digital credit experiences of this program for the farmers.
Outcome • Recommendations for service and digital design documented in a report and presented to a range of stakeholders through a series of workshops.
Primary Role • Design Researcher — draft discussion guides; conduct farmer interviews; benchmark similar projects around the world; prepare recommendations report.
Objective • Agriculture makes up for ~24% of Pakistan's GDP and employs almost 40% of the labor force. The Punjab Government launched a multifaceted digital intervention, Kissan Package, to modernize agricultural practices in the province and amplify the sector's potential. We were tasked with proposing a redesign of the onboarding and digital credit experiences of this program for the farmers.
Outcome • Recommendations for service and digital design documented in a report and presented to a range of stakeholders through a series of workshops.
Primary Role • Design Researcher — draft discussion guides; conduct farmer interviews; benchmark similar projects around the world; prepare recommendations report.
Reproductive Health
Reproductive Health
back from backalley.
How might we provide safe and accessible post-abortion care and contraception to rural women?
How might we provide safe and accessible post-abortion care and contraception to rural women?
Objective • Every year, thousands of Pakistani women suffer from the consequences of unsafe abortions because of lack of counseling and associated taboos. We took up the challenge of designing interventions that increase post-abortive contraceptive uptake among these women, disrupting the cycle of dangerous health practices.
Outcome • Design concepts tested with users, assessing their willingness to pursue the proposed pathways of contraceptive counseling.
Primary Role • Service Designer — engage with pharmacies to understand their behavior towards female customers; facilitate ideation workshops on sustainable interventions that can be prototyped and rigorously tested in the field.
Objective • Every year, thousands of Pakistani women suffer from the consequences of unsafe abortions because of lack of counseling and associated taboos. We took up the challenge of designing interventions that increase post-abortive contraceptive uptake among these women, disrupting the cycle of dangerous health practices.
Outcome • Design concepts tested with users, assessing their willingness to pursue the proposed pathways of contraceptive counseling.
Primary Role • Service Designer — engage with pharmacies to understand their behavior towards female customers; facilitate ideation workshops on sustainable interventions that can be prototyped and rigorously tested in the field.
Financial Wellness
Financial Wellness
take my money.
HOW MIGHT WE INTRODUCE DELIGHT IN DIGITAL BANKING FOR THE PAKISTANI MIDDLE CLASS?
HOW MIGHT WE INTRODUCE DELIGHT IN DIGITAL BANKING FOR THE PAKISTANI MIDDLE CLASS?
Objective • Pakistan introduced a digital banking regulatory framework in early 2022 to push the needle for the underserved. As part of a license aspirant team, we wanted to understand the humanness of financial behaviors of the middle-income population of Pakistan, and strategize how to reflect those moments of connection and joy in the digital realm.
Outcome • Prototype of a digital banking application based on deep insights on the lifestyle and aspirations of the target segment, ready to be presented to regulatory bodies.
Primary Role • Project Lead — lead an exhaustive round of research; define target personas; translate insights into product recommendations; test & iterate concepts based on feedback; prioritize offerings for pilot launch.
Objective • Pakistan introduced a digital banking regulatory framework in early 2022 to push the needle for the underserved. As part of a license aspirant team, we wanted to understand the humanness of financial behaviors of the middle-income population of Pakistan, and strategize how to reflect those moments of connection and joy in the digital realm.
Outcome • Prototype of a digital banking application based on deep insights on the lifestyle and aspirations of the target segment, ready to be presented to regulatory bodies.
Primary Role • Project Lead — lead an exhaustive round of research; define target personas; translate insights into product recommendations; test & iterate concepts based on feedback; prioritize offerings for pilot launch.
05
B Side
Here's what I occupy myself with on break from my primary workstream. It's the other side of what I bring to the jam. In the words of Suzanne Gibbs Howard, it's my business card's 'B side'.
Here's what I occupy myself with on break from my primary workstream. It's the other side of what I bring to the jam. In the words of Suzanne Gibbs Howard, it's my business card's 'B side'.
Here's what I occupy myself with on break from my primary workstream. It's the other side of what I bring to the jam. In the words of Suzanne Gibbs Howard, it's my business card's 'B side'.
Otherworldish
Otherworldish is a surreal fiction project grounded in local settings and visualized in AI art.
The series can be found on my Instagram.
Unscene
Unscene is a photo-caption series that captures the mundane in Pakistani cities and reimagines as film scenes.
The series can be found on my Instagram.
Din Dhalay
Roughly translating to 'golden hour', Din Dhalay is a gathering in public parks for open mics, pop-up galleries, and art therapy over board games and street food.
For more, visit Din Dhalay's Instagram.
EXPERIENCES
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COMMUNITY
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RESEARCH
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WRITING
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PERSONAS
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ETHNOGRAPHY
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INSIGHTS
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Ideation
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BLUEPRINTING
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JOURNEYS
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PROTOTYPING
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NARRATIVES
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workshops
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EXPERIENCES
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COMMUNITY
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RESEARCH
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WRITING
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PERSONAS
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ETHNOGRAPHY
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INSIGHTS
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Ideation
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BLUEPRINTING
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JOURNEYS
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PROTOTYPING
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NARRATIVES
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workshops
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EXPERIENCES
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COMMUNITY
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RESEARCH
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WRITING
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PERSONAS
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ETHNOGRAPHY
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INSIGHTS
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Ideation
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BLUEPRINTING
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JOURNEYS
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PROTOTYPING
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NARRATIVES
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workshops
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EXPERIENCES
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COMMUNITY
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RESEARCH
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WRITING
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PERSONAS
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ETHNOGRAPHY
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INSIGHTS
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Ideation
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BLUEPRINTING
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JOURNEYS
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PROTOTYPING
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NARRATIVES
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workshops
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06
Say hello.
Projects? Collaborations? Tiny little love notes?
Send me a message, I'm all ears.
Projects? Collaborations? Tiny little love notes?
Send me a message, I'm all ears.
Projects? Collaborations? Tiny little love notes?
Send me a message, I'm all ears.
Projects? Collaborations? Tiny little love notes?
Send me a message, I'm all ears.
Copyright © 2023 Syed Faizan Raza
Copyright © 2023 Syed Faizan Raza