Hello and welcome to MADE BY OB

I am passionate about designing meaningful products and services. To understand the unique DNA of a company and to thread that DNA through the brand and product design.

I have applied this philosophy to create award-winning digital experiences for EE, Land Rover, IKEA and American Express to launching groundbreaking startups. As an alumni of AKQA, Ogilvy & Smart Design I have worked with and scaled design teams with digital at their heart and innovation conslutancties

I build brands, scale design teams, and craft the future of digital products. Founder of Goya Design Studio, creator of patented inventions, and passionate about pushing the boundaries of design.

I believe in nurturing the next generation of design talent too, as a visiting lecturer at Loughborough University's Design School and launching an artist in residency programme at Goya Design for aritsts from under represented backgrounds.

Get in touch about collaborations or just say hello at hello@goyadesign.com or follow me on Linkedin.

Reinventing EE from a telco into a tech co. 

To support EE's rebrand from a telecom provider to a customer-centric tech leader, they required a transformative digital vision. I helped define EE’s new digital vision, crafting a strategic roadmap, features and design languge that reimagined how people interact with their digital services.

We developed a best-in-class digital experience, designing a smart, adaptive dashboard with personalized recommendations, need-state-driven navigation, and an editorial marketplace for tech tips and hacks. To reinforce EE’s innovation, we prototyped voice and haptic interactions, improving accessibility and making key experiences more intuitive and “sticky”. Additionally, we explored EE’s design language through a connected unboxing experience, bridging the gap between physical and digital touchpoints.

ZELLAR Making Sustainability Second Nature.

Zellar set out to help SMEs take meaningful climate action but faced a major challenge—sustainability felt overwhelming, complex, and time-consuming for most businesses. Engagement was low, and users struggled to see their impact.

I led the overhaul of Zellar’s digital experience, turning it into an intuitive, gamified sustainability platform that made eco-friendly business practices simple, rewarding, and actionable. By introducing a mission-based engagement system, Zellar broke sustainability into bite-sized, achievable steps. A new brand identity and design system reinforced clarity and accessibility, while community-driven features encouraged SMEs to share progress and inspire each other.

The transformation resulted in £4M+ invested in green tech projects, a thriving online community, and a new digital platform that positioned Zellar as the go-to sustainability resource for businesses. 

Redefining digital luxury for LAND ROVER 

Land Rover needed to reimagine its global digital experience to match its reputation as a premium SUV brand while driving leads and test drives in 26 markets and multiple languages. The existing platform fell short of customer expectations, failing to cater to the complex, high-touch car-buying journey that spans multiple years and touchpoints.

Through a customer centric insight and strategy we developed personas ranging from fashion-forward lifestyle seekers to off-road enthusiasts, each requiring a tailored, seamless digital journey. The new experience bridged the gap between digital research and in-store dealership visits, allowing users to resume their journey across multiple devices and touchpoints.

By implementing an emotive experience underpinned by responsive design, intuitive navigation, and immersive content, Land Rover’s digital experience was transformed into a highly personalized luxury experience, redefining the test drive and making Land Rover the definitive expert in premium SUVs. 

Winner of Best User Experience & Best Visual Design Webby's

A new design identity for IKEA’s Multichannel Retail Experience 

IKEA was undergoing a fundamental shift from a cash-and-carry business to a multichannel retailer. Expanding its services beyond in-store shopping to digital, mobile, and delivery solutions. However, there was a disconnect between customer awareness, perceptions and IKEA’s fragmented shopping experience, creating inconsistencies across their stores and digital properties.

I led an end-to-end service design transformation, conducting store visits, customer interviews, and business assessments to develop a new design identity and system that worked seamlessly across all channels. Inspired by IKEA’s modular product philosophy, the new digital framework allowed customers to “build their own shopping journey”, whether through in-store pickup, online browsing, or mobile purchases.

With a cohesive design language, intuitive choice architecture, and a seamless digital-physical experience, IKEA’s new system empowered customers with greater flexibility and personalization, cementing its role as a leader in modern retail innovation. 

FORD PASS Designing the future of connected mobility  

FordPass was created to be more than just an app—it was meant to redefine car ownership by providing drivers with services, connectivity, and on-the-go mobility solutions. However, the experience lacked purpose, engagement, and a clear identity, failing to meet aggressive commercial targets. My role was to transform FordPass from a basic utility into an essential digital companion for modern drivers.

Following market research, stakeholder interviews, and customer journey mapping, three major pain point were identified: declining satisfaction post-purchase, fragmented dealership experiences, and underutilised vehicle features. The solution included personalized onboarding, seamless online service booking, and contextual driving support, allowing users to connect with their vehicle in a more meaningful way.

By integrating car-sharing models, subscription-based access, and an API-driven ecosystem, FordPass evolved into a future-ready mobility platform, increasing engagement, improving customer retention, and reinforcing Ford’s vision as a tech-driven mobility leader.

Beyond the Transaction: Keeping Migrants Connected to Home with DING

Ding, a fintech start up which provides a mobile top-up and financial services for migrants, faced increasing competition and struggled with customer retention—60% of users only topped up once. The challenge was to evolve from a one-time transaction platform into a trusted digital service that strengthens connections between migrants and their families.

I led the creation of Ding’s digital vision, creating a humanised, conversational experience that mirrored the personal touch of in-store cashiers. The new platform introduced a more intuitive user journey, celebratory moments for successful top-ups, and retention-driving shortcuts, making users feel closer to home. A new brand ambassador and visual identity further reinforced trust and emotional engagement.

By shifting focus from transactions to ongoing relationships, Ding strengthened its role in helping migrants stay connected, increasing repeat usage and laying the foundation for future financial services.

IDEAS, PATENTS & SIDE HUSTLES

Great design doesn’t stop at solving today’s problems—it looks ahead, experiments with emerging technologies, and finds new ways to create meaningful experiences. Some of the most exciting ideas don’t come from client briefs but from passion projects, side hustles, and deep curiosity about what’s next.

That mindset led to Tether, a patented bike safety navigation system designed to make city cycling safer. What started as an internal experiment turned into a fully-fledged product, piloted with Deliveroo and launched via Kickstarter.

TETHER. Smart connectivity for Safery Urban Cycling 

As urban cycling surged, safety concerns remained a critical challenge. Tether set out to redefine bike safety with a smart, connected device that enhances visibility, tracking, and real-time awareness for cyclists.

My design studio Goya led the end-to-end product design, co-creating with cyclists to identify key pain points and opportunities. The result was a patented safety device that integrates GPS tracking, adaptive lighting, and a community-driven hazard alert system—helping riders navigate city streets with greater confidence. 

A successful crowdfunding campaign and strategic partnerships, including Deliveroo, positioned Tether as a new standard in urban cycling safety. With a growing community of riders and city planners leveraging real-time data, Tether is not just a product—it’s a movement toward safer, smarter cycling cities. 

Featured on Fast Co. BBC Click and Kickstarter

UK Patent No. 2607864 (2105984.5) 

HACKS & COMMUNITY BUILDING

Great design needs great people. When diverse minds come together, break the rules, they create something novel. That’s the driving force behind a hack methodology designed to unite designers, developers, artists, and strategists—rapidly prototyping ideas and pushing creativity beyond traditional boundaries. This approach powered a global design sprint experiment, connecting teams from New York and London to co-create at speed. The process was featured in Net Magazine, showcasing how structured sprints can be reimagined to unlock faster, bolder innovation.

Beyond industry, mentorship plays a key role in shaping the future of design. As a visiting lecturer at Loughborough University, the focus is on challenging students to rethink traditional design processes. At Goya Design, an artist-in-residency program was launched to support creatives from underrepresented backgrounds, giving them space to explore the intersection of art, technology, and experience design.

DESIGN, ART & MAKING

Great work happens at the intersection of disciplines—blending the best from film, engineering, branding, and business design to create something truly unique.

Storyboarding – Designing experiences with flow and intent, mapping interactions like a director maps scenes.
Prototyping & Making – Thinking with our hands, testing, breaking, refining—because ideas need friction to evolve.
Storytelling– Crafting narratives that make products and services feel intuitive, emotional, and unforgettable.
Business Design & Innovation – Rooting creativity in real-world impact, ensuring ideas scale and thrive.

This cross-disciplinary mindset drives everything—from publishing IP through industry and academic partnerships to launching a makerspace in Peckham, built as a hub for the next generation of artists, engineers, and designers. More than a workspace, it’s a testing ground where creativity meets industry, and fresh thinking pushes boundaries.

MADE BY OB

Linkedin: omarbakhshi
Email: omar@goyadesign.com