DESIGN!

is the first image that comes to

your mind when I say a designer
A person who plans the look and aesthetics
of something before it is made.
21st-century Designer

A person who can solve complex social problems,

work with the community and experts to find the root
cause, focus on the Ecosystem, with a long-term
approach, and an iterative mindset
Have you ever been inside an MRI machine?
Doug Dietz, a seasoned designer at
General Electric, spent years developing
multimillion-dollar MRI machines for
GE Healthcare.
One day, after proudly presenting his creation for an
award, he witnessed a young girl’s fear and tears as she
approached the intimidating machine. Disturbed, Doug
learned that pediatric patients often needed sedation due
to the machine’s frightening nature.
This revelation triggered a personal crisis, making him
rethink his design’s impact on vulnerable patients.
Seeking change, Doug attended a workshop at
Stanford’s d.school, exploring human-centered design.
Empowered with newfound creative confidence, he returned
to Milwaukee with a mission to make MRIs less terrifying
for children. Lacking significant support.
Doug focused on redesigning the experience, starting by
observing children at a daycare center and collaborating
with diverse teams.
Doug’s creativity reduced sedation needs dramatically,
increasing patient satisfaction and operational efficiency,
using the power of Story-telling and Role-playing.
The result was the “Adventure Series” scanner, featuring a
pirate ship and a space adventure. His greatest reward was
a child’s simple question to her mother:
“Can we come back tomorrow?”
let’s step in a Designer’s shoe
Fun Exercise

Public
Toilet
Anxiety!
How do you arrange your toilet paper?
Experience Design

How Might We
Improve the public
toilet experience?
Hygiene, Comfortable, Sustainable
Feel Safe, Convenient
5 Min.,
8 Creative sketches.

* Quantity over Quality

* Simple & Clear
Would you
use it?
El Alsson International School
NEWGIZA Nov.27.2023
Abdelrahman Hussien
An experienced multidisciplinary Designer, Creative
Consultant, Visual Artist, Art Director, and Immersive
Experience Creator with over 9 years of experience
in the luxury events services industry and luxury
hospitality. He has conceptualized and developed
over 15 hospitality concepts, including those for
Mazeej Hotels and KIKI’s Beach, and has been involved
in over 250 events for international and local brands
including Vogue Italia, Emaar, Palm Hills, Orascom,
AXA, and Magdi Yacoub Foundation. He also has
a passion for imparting knowledge and skills to
others, having designed and delivered workshops
on branding and design thinking, facilitated design
sprint workshops for startups and entrepreneurs,
and mentored entrepreneurs in entrepreneurship
programs. He founded a design studio that focuses
on helping startups and entrepreneurs succeed.
Under his leadership, the studio has developed
branding and visual identities for more than 45
brands, immersive training programs, and customer
journey strategies for startups and entrepreneurs in
Egypt and Saudi Arabia. Clients include the National
Bank of Egypt, Beltone Financial, Alef Bookstores,
and more.
Brands I played with

Brands I Created
Brand Design

How Might We
convince parents that
PRESCHOOL EDUCATION
is as crucial as college
education?
Client: Trillium the Montessori House
Project: Branding, Coms, Experience
Agency: KHALLAT
Time: 2011 and 2016
Experience Design

How Might We
give our hotel guests a
unique local experience
with world-class quality?
Client: Mazeej Hotels
Project: Experience design
Agency: G’nK Group, Riha Habib, Made You Look
Time: 2019
W H I T E
 Lagoon

Ge�ng Around
Room & Sleep
Beach Check-out
Ge�ng There

The Digital
Space End
Check-in

Bath & Shower

Food

Guest Experience Flow-Chart

Set Design

How Might We
turn an under construction
site into a lunch for the
most luxurious fashion
competition?
Client: Vogue Italia // Cairo Fashion Experience
Project: Set design
Agency: byGanz, Design Avenue
Time: 2021
Communication Design

How Might We
tell the story of the
mountain living without
saying a word?
Client: Il Monte Galala
Project: 360 Campaign
Agency: G’nK Group
Time: 2022
Interaction Design

How Might We
enable everyone around
the world to join the Hajj
Innovation Camp?
Client: Ministry of Hajj and Umrah
Project: Interaction Design
Agency: SBBA.Design
Time: 2023
Urban Design

How Might We
turn an amusement park to
an everyday distention ?

Client: Ora, ZPark

Project: Interaction Design
Agency: SBBA.Design
Time: 2023
Brand Design

How Might We
support less fortunate
Women Artisans and
save the environment ?
Client: Kendaka
Project: Branding & Packaging Design
Time: 2016
Kendaka - /Ke:Ndæka/ The Name Historically
Given To Brave, Strong And Wise Nubian
Queens Like The Women Artisans Who
Creatively Upcycled Our Products

At Kendaka we are passionate about two things;

women and waste reuse! Our glass upcycling,
used-plastic weaving and textile-crochet space,
is set up by women for women.

It combines the passion for empowering women in

isolated communities, and the drive to reduce the
harmful environmental impact of waste in Egypt.
First came the space in Badr City, an industrial
suburb of Cairo, then a recruitment drive to find
and train local women, mothers, daughters and
sisters to unleash their creativity.
 Design
Thinking 7
7
↝
↝
Weeks
Hands-on Workshops

for Social 4
4
3
↝
↝
↝
Teams
Prototypes
Field Trips

Innovation 1
1
↝
↝
Design Challenge
Design Exhibition
Social Challenge

How Might We
Build a more sustainable
waste management system
in our school?
Week 1: Introduction to Design Thinking and the • Week 4: Ideation and Sketching
Social Challenge • Generate ideas for a usable sustainable waste
• Introduce the students to design thinking and the management system.
social challenge. • Create sketches and prototypes of the ideas.
• Have the students brainstorm ideas to address the • Vote and decide.
social challenge.
• Visit to Wadi Degla Camp

Week 5: Prototyping
Week 2: Empathy and User Research • Develop prototypes of the best ideas from the ideation
• Conduct user research to understand the needs and phase.
wants of the users of the waste management system. • Visit to : fab-lab or upcycling factory
• Interview students, teachers, and staff about their
waste management practices and preferences.
• Visit to Garbage City,Mokattam Week 6: Testing & Iteration
• Test the prototypes with users to get feedback.
• Iterate on the prototypes based on the feedback from
users.
• Week 3: Problem Definition and Framing • Develop a final prototype of the waste management
• Analyze the user research data to identify the key system.
problems and opportunities.
• Define the problem that the students will be addressing
in their project. • Week 7: Exhibition of the Results
• Frame the problem in a way that is clear, concise, and • Prepare a presentation or exhibit that showcases the
actionable. students’ work.
• Present the work to the school community and
stakeholders.

• The workshop timeline and field trip locations can be adapted to suit the students’ interests and project requirements.
Social Design for IB School Students

Social design is a process that uses creativity

and design thinking to address social challenges.
It is an important skill for IB school students to
develop because it teaches them how to use their
creativity and problem-solving skills to make a
difference in the world. Social design also helps
students to develop empathy and compassion for
others, and it prepares them for the challenges of
the 21st century.

Social Design and CAS

CAS, or Creativity, Activity, and Service, is

a component of the IB Diploma Programme that
encourages students to be creative, active, and
involved in their communities. Social design
projects can be a great way for students to meet the
CAS requirements, as they allow them to be involved
in their communities and to make a positive impact.
 CAS Learning Outcomes
• Throughout your CAS program, you should display evidence of having achieved each of the following CAS learning
outcomes at least once.
LO 1: Identify your own strengths and develop areas for growth.
• Students are able to see themselves as individuals with various skills and abilities, some of which are more
developed than others.
LO 2: Demonstrate that challenges have been undertaken, developing new skills in the process.
• A new challenge may be an unfamiliar activity, or an extension to an existing one. The newly acquired or developed
skills may be shown through experiences that the student has not previously undertaken or through increased
expertise in an established area.
LO 3: Demonstrate how to initiate and plan a CAS experience
• Students can articulate the stages from conceiving an idea to executing a plan for a CAS experience or series
of CAS experiences. This may be accomplished in collaboration with other participants. Students may show their
knowledge by building on a previous experience, or by launching a new idea or process.
LO 4: Show commitment to and perseverance in CAS
• Students demonstrate regular involvement and active engagement in CAS.
LO 5: Demonstrate the skills and recognize the benefits of working collaboratively
• Students are able to identify, demonstrate and critically discuss the benefits and challenges of collaboration
gained through CAS experiences.
LO 6: Demonstrate engagement with issues of global significance
• Students are able to identify and demonstrate their understanding of global issues, make responsible decisions,
and take appropriate action in response to the issue either locally, nationally or internationally.
LO 7: Recognize and consider the ethics of choices and actions
• Students show awareness of the consequences of choices and actions in planning and carrying out CAS experiences.
• CAS Guide (2015) p11, IBO
We asked the
students
what do they
like about the
program?
 We also asked what do
they wonder about in the
program?
Answering some of the wonders:

• Our initial focus on the school as a testing ground allows us to experiment and refine
our sustainability model before expanding its reach. By successfully implementing
a usable and sustainable waste management system within the school, we lay the
groundwork for broader initiatives including: banning single-use plastics,
extending the project’s impact beyond the school, attending sustainability
conferences.

• The design thinking principle of experimentation guides this project’s evolution.

We acknowledge the importance of influencing behaviors for a long-term impact. To
achieve this, we first need to understand the root cause of current behaviors during
Week 2’s “Empathy and User Research” phase. By comprehending the motivations behind
actions, we can effectively design solutions that encourage a cultural shift
towards a sustainable future.

• To maximize student engagement and project success, the workshop timeline and
field trip locations remain adaptable to align with student interests and project
requirements. This adaptable approach fosters a dynamic learning environment
where students actively shape their experience and contribute meaningfully to the
project’s evolution.

• We understand the importance of safety while actively engaging with waste recycling
activities. Stringent safety measures will be in place to ensure the well-being of
our student participants.
Thank you!