We find human insights and paths of action to create value for our clients.

Medina Abdelkader is a multi-disciplinary design strategist and JD candidate with 8+ years of experience in design strategy, strategic foresight, and service design.

Working at the intersection of advocacy, human factors, and systems theory, Medina has worked for various digital development firms, both in a strategic foresight and human-centred design capacity. She has worked for several large public and private sector clients, including Global Affairs Canada and RBC.

Medina holds a Masters of Design (M.Des) in Strategic Foresight & Innovation.

Chinedum Achebe, also known as Nedu, is a talented UX & UI Designer. She specializes in delivering seamless user experiences, well-researched brand identities and beautiful user interfaces for Outwitly’s clients.

Possessing a comprehensive and multi-faceted design experience, Nedu has designed for several industries, including healthcare, fashion, law, e-commerce, and technology. In 2020, she worked with Hackworks as a UI/UX Designer, IBM as a Visual Designer, Danna Nicole, and HackerGal as a Graphic Designer.

Nedu holds a B.Eng in Information & Communication Engineering (Covenant University, Nigeria) and a Masters degree in Digital Experience Innovation (University of Waterloo, Canada). In addition, she has received qualifications as a Google Analytics Individual, an IBM Design Thinking Practitioner, and holds a certificate in Mimic Pro Digital Marketing.

Sara Fortier is a design strategist and CEO/founder of Outwitly Inc. She is an expert in ethnographic research methods, workshop facilitation, and design-thinking, and she is passionate about human-centered approaches to innovation.

Prior to founding Outwitly, Sara worked in Silicon Valley for Fortune 500 clients such as Apple, AT&T, and Microsoft. She is also the former User Experience Director for one of the top ten media companies in the United States where she led the consumer products design and research teams.

Transitioning from her experience in the tech world, she now helps organizations improve systemic issues surrounding user and customer experiences by applying the same human-centered and innovative practices used in product and service development.

Sara received a Master of Interdisciplinary Design and a Bachelor of Industrial Design from Carleton University. She continues to work closely with the University as a sessional lecturer and advisor to the School of Industrial Design.

Michelle McCune is a design leader with over 15 years of experience in consulting. She is passionate about making sense of messy, ambiguous problems and building inspired-yet-practical solutions to improve people’s lives.

Her work has helped numerous global pharma and healthcare organizations to bring new service solutions to market while establishing the internal capabilities, systems and tools for delivering better patient and physician experiences. She is passionate about healthcare and understanding how the complex interactions between patients, professionals, and families impact care.

Michelle holds a bachelor’s degree in industrial design, and her work has garnered award recognition from the Design Exchange, Neocon, and the Chicago Athenaeum (Good Design Awards.)

Ayomide (also known as Aday) is a Nigerian-born, Ontario based service designer. Her work meshes human-centered design practice with her extensive background in the strategic development of interactive experiences.

She is an expert in design planning, qualitative and quantitative research methodologies, and product design. Ayomide is passionate about connecting people, businesses and the world through inspiring design. Ayomide has had
a diverse career in the public service including the Federal Immigration and Citizenship sector of Canada and pharmaceutical companies.

She holds a BASC of Industrial Design in the Department of Applied Science from the University of Toronto as well as a MDES of Strategic Foresight and Innovation from OCAD University.

Amy is a Service Designer with a specialty in User Experience Research. Her design thinking approach is informed by her background in exhibition curation, ethnography, digital experience strategy, and workshop facilitation. She is an advocate for diversity, equity, accessibility, cross-disciplinary teamwork, and building with foresight. Amy enjoys sharing research findings throughout organizations in ways that allow others to connect with the humanity of users. 

She holds an MDEI, Digital Experience Innovation, from the University of Waterloo, and a BA (Hons), from the University of Toronto.

Kristin is a leader in Design Strategy with 16 years experience across design, organizational strategy, and complex program management roles, spanning the public, private, and non-profit sectors across the US, Canada, and Finland. She is an expert in co-creation and building collaborative teams, workshop design and facilitation, and organizational strategy. 

Kristin began her career in manufacturing, supply chain, and operations management. She grew up working at her family’s small manufacturing business, completed her Bachelor’s in Supply Chain Management, and then joined Microsoft Operations working in large-scale software program management, eventually leading the global launch of Office 2010.

 Transitioning from the world of operations, Kristin discovered Design Thinking while completing her Master’s in Business Strategy at Aalto University in Helsinki, Finland. Studio courses like Aalto’s Design for Government and Stanford’s Global Design Innovation (ME310) convinced her that Service Design was her true calling, and the rest is history.