Director of Service Design, Careem Global Markets
Leena leads Careem’s Global Service Design and Qualitative Research practise in Dubai, UAE. She is a strategist and design thinker, promoting human centricity, and experience led innovation.
Leena joined Careem in January 2018 to build a world class research and service design team, and to contribute to company’s experience led growth by integrating user centered design and service design best practises to product development processes.
Prior to joining Careem, Leena co-founded startups in UK and USA, and consulted global clients in finance, banking, retail, insurance, technology and public sector. She has worked across 5 continents focusing on experience and innovation.
Building an Experience Led Service Ecosystem in Middle East
Growing service offering, and 33 million customers – Becoming customer’s everyday lifestyle app is not a distant reality for Careem. Tapping the untapped requires in-depth market knowledge – Pinning down the ‘problem’, focussing on the right audience, understanding their pains, needs and expectations, to create an innovative lifestyle solution. This is a journey in a complex service ecosystem, aiming to provide safe, convenient and reliable service at all times, any time.