Ibrahim Ayub

PwC

UX Research, Strategy, and Design

Ibrahim Ayub is an experience strategist and design consultant based in New York. He is a systems thinker who has advised clients, ranging from global Fortune 10 firms to local non-profits, on how to empathize and understand their users to create new meaningful products, services, and experiences. Prior to consulting, he graduated from the University of Pennsylvania with a BSE in Computer Science and Master’s degree in Systems Engineering. Given his background in technology and experience with business strategy and design, he works to align, collaborate, and co-create with wide-ranging groups, and deliver holistic solutions. He has worked across industries, from financial services and retail to education and nonprofits, as well as internationally in Europe, Africa, and Asia. Recognizing the power of design thinking, he also recently developed a service that helps individuals apply design principles for personal development and well-being. He’s driven to create a more equitable and empathetic society that is based on universal values and individual needs. Outside of work, he enjoys boxing, going to art exhibits, traveling and learning about different cultures, and eating his way through New York City.