Iffah Dahiyah

I design things.
This sounds simple enough, but it isn't.

Design usually begins with something innocent — a rectangle, a colour, a hopeful wireframe — and ends with a discussion about human attention and whether the button should be blue.

For about ten years, the work has wandered through experiences for transport, justice, culture and public services. These days, that happens across ➀ Fellow Design →  and ➁ Faculty →.

Some design problems are invisible.

They are the things you never thought needed fixing — until a clearer button means a ➂ public transit →  station operator can resolve a passenger's card problem a little faster and gets a "thank you" for it.

Small decisions. Invisible improvements.
A slightly better day for someone
.

Imaginary users are much easier to design for. They never complain or send an email at 11:47 pm. Real people are where most of the work comes back to.

I want to be human.
To always stay curious about people’s stories. To help where possible, to care about the distance between help existing and help actually being reached.

That distance is often where the interesting problems live. ➃ Community Justice Centre → an online service for self-representation, and ➄ Family Justice Courts → a co-parenting app; both started somewhere in that gap.

Sometimes that means designing around care, uncertainty and the people providing it, as with ➅ Lien Collaborative for Palliative Care →. Sometimes it means asking what culture, participation and public life might look like when the brief gets a little bigger, as with DesignSingapore Council’s ➆ Design Masterplan D35 →.

My next chapter points toward health, social care, and service design — particularly the space between policy and lived experience. ➇ Nanyang Purple Heart → sits somewhere in that territory: people helping people, and navigating the systems that can either make that easier or get in the way.

Technology, or AI, can help. It is, however, not the answer to everything. Sometimes two people, face-to-face, just need to talk.

Outside work, there is tennis (love it, still bad at it), climbing, some cycling, and an ongoing wonder into strength training.

Being bad at things is useful . It restores the great sympathy for beginners and makes the word "intuitive" slightly suspicious.

There are too many questions.
Fortunately, there are also too many things worth being curious about.