Asif Muhammad, CCXP

Hi, I'm Asif Muhammad, a Certified Customer Experience Professional (CCXP) and Senior CX & Service Design Consultant at PwC Middle East, based in Riyadh, Saudi Arabia.

With a background in Industrial Design and a Master's in Service Design from Politecnico di Milano, I've built my career around a simple belief: great experiences are not just designed for people, but with people.

My work focuses on bridging customer experience, service design, innovation, and strategy to help organizations rethink how they deliver value. I've had the opportunity to work across diverse sectors, particularly government and public services, supporting organizations in transforming complex processes into seamless, accessible, and human-centered experiences.

I'm particularly passionate about challenging conventional ways of working, embedding customer-centricity into organizational cultures, and translating research and insights into meaningful, measurable improvements.

Beyond consulting, I enjoy exchanging ideas, facilitating conversations, mentoring emerging designers, and exploring how emerging technologies and evolving customer expectations will shape the future of experiences.

As part of the CXPA community, I'm excited to connect with fellow professionals, exchange perspectives, contribute to advancing the CX profession, and continue learning from the experiences of others.

Let's connect, collaborate, and create experiences that truly matter!