Innovation is a force for good when grounded in reality – both to build exceptional customer experiences and foster creative culture with organizations.
Fatima’s philosophy on innovating is that it is fundamentally about solving problems in a way that harness commercial value for businesses and human value for customers. By using Design Thinking and Business Strategy, she enables businesses to push beyond status quo leveraging emerging trends and human-centered design to define what’s ripe for companies to pursue next.
For 12+ years, Fatima has partnered with and advised world class brands, driving vision, strategy and implementation of customer experiences and organizational transformation – raising the impact of Design as a strategic asset, and spearheading customer-centric culture change and innovation.
Currently leading FedEx in building new products, services, business models and customer-centric culture as Principal Design Strategist. As a design and innovation leader, she is guiding design strategy and execution excellence at scale through influence, leadership, and expertise focused on building design capabilities and customer-centric culture, bringing holistic thinking and cohesion across the FedEx ecosystem.
Prior to getting into Product and Service Innovation, she created insight-led advertising campaigns for Coca-Cola portfolio and worked as an Architect and Retail Designer creating physical spatial experiences for clients and brands.
