Hafsah is a service and strategy design expert.

She is a specialist in user-centred design and digital transformation, supporting leaders with the change needed to become more design-led, inclusive and outcome-focused. With deep experience designing a broad slate of services, including those for vulnerable people, her expertise lies in design leadership, user research, and co-designing with communities.

Hafsah leads Public Digital’s work in the city of Kyiv, Ukraine, supported by Bloomberg Philanthropies. She is supporting senior leaders in Kyiv to develop a city-wide digital strategy that radically improves outcomes for citizens, demonstrated through a new and pioneering digital service.

Hafsah was previously Head of Design at the UK’s Ministry of Justice (MoJ), leading the quality and direction of product design across the digital & technology department. She developed MoJ’s strategic design function by leading on the national Prison and Probation digital strategy, as well as the organisational redesign of digital teams around end-to-end services.

Prior to this, Hafsah spent a decade designing and delivering services for vulnerable people through charities, non-profits and local government. With Centrepoint UK, Hafsah launched the UK’s first youth homelessness helpline. With Birmingham City Council, Hafsah delivered a city-wide participation programme with children and young people to support the redesign of children's social care.

Hafsah is passionate about racial justice and design justice. In her spare time she is a community organiser for Peaks of Colour, a nature-for-healing club run by and for people of colour in the North of England.