Public services company Serco  has appointed KSA national, Nawara Al Osaimi to lead ExperienceLab in KSA as part of its plan to expand within the Kingdom and support the public sector in providing the best customer and user experience to both citizens and residents.

Al Osaimi will take a leading role in expanding Serco’s ExperienceLab’s capability in Kingdom.   As a user-centred research and design agency, ExperienceLab will help organisations and the Saudi government use the unique understanding of data and insights to design, evolve and adapt services to cater to their end-users and deliver world-class experiences in the Kingdom.

Commenting on her appointment, Al Osaimi said, “I’m very excited to be joining and leading a diverse and multicultural team of designers and researchers and utilise my background in user experience design to enhance the overall citizen experience in alignment with the Kingdom’s 2030 vision.”

With KSA witnessing vast transformation ahead of 2030 by introducing Giga Projects, focusing on tourism experience, enhancing the entertainment sector and more, it’s vital to ensure that the end user gets the best experience. ExperienceLab can strongly support this transition by improving the quality of services and taking the customer experience to a different level.”

Kristine Pitts, Director of Serco’s ExperienceLab in the Middle East added, “Nawara’s joining marks an exciting new chapter for ExperienceLab here in the Kingdom and demonstrates our commitment to taking this capability to Saudi as a key target market for Serco and ExperienceLab. With a background in service design and design strategy, Nawara will take a leading role in establishing the capability in market. As a Saudi national she also brings a deep understanding of her country and its citizens to ExperienceLab’s global expertise and experience.”

After growing up in the multi-cultural eastern region of Saudi Arabia, Al Osaimi managed to build and launch the first user experience programme in Saudi Arabia with the non-profit Prince Mohammed bin Salman bin Abdulaziz Foundation (MiSK) organisation, as well as providing guidance and mentorship for their students to pursue careers in the sector after graduation.

Additionally, Al Osaimi supported several Saudi start-ups by designing strategies that offer solutions to overcome specific challenges and improve business performance. She also lectured at various Saudi universities, and finally taught young designers the fundamentals of human centred design.