About me
My Journey
I started with software engineering, learning to think in systems and solve complex problems. I pursued a Master's in Industrial Design to bring that logic into tangible experiences, where I discovered service design. Sensing a gap, I studied branding and marketing to understand how services connect to hearts, not just systems.
Each step built on the last: engineering taught me to break down complexity, design taught me to build experiences, marketing taught me to connect with people.
Finding Humanity in Healthcare
When I moved to Australia, I became a dental assistant and medical administrator for three years. In healthcare, people share their real stories in moments of vulnerability. I learned about culture, human behavior, and what people truly need from services.
My designer mind stayed active. I created campaigns and a children's art gallery in the clinic, transforming a clinical space into something kids actually wanted to visit. Children came not just for appointments, but to see their creativity celebrated.
"That's when I understood: design isn't just about fixing problems, it's about creating experiences people want to return to."
Reihaneh Emtenani (Rei)
Service Designer
Designing services that feel more human
"Rei on way" , always exploring, learning, and moving forward
What I Do
I help people who sense something's wrong but can't name the problem. Through communication and intuition, I break down complex systems into clear maps, revealing where friction exists and where strength can grow.
My immigrant experience is a superpower. Navigating chaos taught me how to create calm. My life in storms makes me skilled at designing for peaceful shores. This empathy isn't theoretical, it's lived.
My Focus
I'm passionate about social design in healthcare and services for older adults populations often overlooked in today's digital-first world. I believe the slow, intentional pace of elderly life holds wisdom for younger generations. By combining that wisdom with modern design, we can create balance, connection, and belonging.
My Unique Perspective
💻 Engineering systems thinking -> breaking down technical complexity
🎨 Design process mastery -> research, ideation, prototyping, testing
📈 Marketing & branding strategy -> emotional connection and business value
🏥 Healthcare insights -> real human vulnerability and service delivery
🌏 Lived immigrant experience ->navigating complexity and cultural bridges
I understand both the technical architecture of systems AND the intimate human moments where services succeed or fail.
My Philosophy
Service design is about creating trust, reducing friction, and designing for both people and systems to thrive. Every service is ultimately a relationship, between expectations and reality, between what is and what could be.
"Design is an act of care. It's saying: I see you, I hear you, your experience matters, and together we can make this better."
Education & Certifications
💻 Bachelor of Software Engineering
Technical foundation in systems thinking and problem-solving
🎨 Master of Industrial Design (2012)
Advanced training in product and design thinking
✨ Service Design Elevate
Academy Xi - Advanced service design methodology
💼 Digital Marketing Certificate
Strategic marketing and branding expertise