Amal Hmayed
User Research Coaching / Training

Amal’s background in business and strategy design, social innovation, and capacity building informs her design-centered approach to creating and implementing innovative, data-backed solutions that maximize user experience and client revenue. At Mach49, she partners with teams to learn about customer behavior, pains, and aspirations, and transform those insights into meaningful, sustainable solutions that respond to customer needs and leverage the business’ strategic market positioning. 

Before joining Mach49, Amal contributed to the development of services for clients across the UK and the Gulf Cooperation Council, in the aviation, mobility, retail, and public sectors. She specialized in educating businesses in design thinking and helping them incorporate the practice into their day-to-day operations. She was also a founding partner in the Beyond Group, a consulting firm focused on stimulating disruptive change within communities worldwide. There, she managed a number of projects for international development organizations, public ministries, municipalities, and academic institutions in the Arab world. She also led the creation of educational programs for a variety of groups, including senior officers, public servants, and youth.

Amal holds a master’s degree in service design from the Royal College of Art in addition to a BA in public administration from the American University of Beirut. She speaks fluent Arabic, French, and English.