Amal Hmayed

Amal's background in business and strategy design, social innovation, and capacity building informs her design-centered approach to creating and implementing innovative, data-driven solutions that maximize user experience and client revenue. She collaborates with teams to understand customer behavior, challenges, and aspirations, transforming those insights into meaningful, sustainable solutions that address customer needs while leveraging the business’s strategic market positioning.

Amal has contributed to the development of services for clients across the UK and Gulf Cooperation Council in sectors such as aviation, mobility, retail, and public services. She is also a founding partner of the Beyond Group, a consulting firm focused on stimulating disruptive change within communities worldwide. Amal holds a master’s degree in Service Design from the Royal College of Art and a BA in Public Administration from the American University of Beirut.