research & design for the future of work

In pursuit of the best experiences

Hello, Im Areebah! I have 10 years of experience of applied mixed-methods research primarily in introducing new technologies in the workplace.

Fluent in systems thinking, user experience, adult learning design, and organizational design, I surface compelling insights using the right qualitative method for the question at hand.

The goal is not just insights, but knowing how an organization can rally around insights to create change – be it through storytelling, facilitating, building scalable systems or frameworks, or working hand-in-hand with technologists. 

I am not afraid to look under the hood of new technologies and ask: so what? Where do we need a technology to meet a known goal? 

I’d love to understand what problems you are solving today.

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Insights are good. Findable and usable insights are great.

My approach is to find, structure, and deliver the information that matters in a way that is consumable and actionable at all levels:

scope, plan, and execute qualitative research	create accessible artifacts to socialize findings

bring the right stakeholders together	connect insights to real solutions for the workforce

I got my qualitative research chops at CCT at Georgetown University taking extensive coursework in content analysis, grounded theory, systems and complexity theory, interview facilitation, market and innovation research.

But my lived work experience provided me the opportunities to guide employee experience in practice. I’ve had the immense joy and luck to work alongside great organizational design strategists (I love a teal organization), apply theory and practice of how adults learn, work in tandem with user experience designers, technologists, AI safety and legal representatives, and of course – people analysts and data scientists.

My specialties include interviews, focus group facilitation, contextual inquiry, competitive and comparative analyses, needs analysis, content audits, card sorts + information architecture reviews, and service journey maps.

Generally, I’m always seeking book talks and bookstores, competitive dance shows, new hikes, stories from teaching and travel, and Mary Tyler Moore show reruns.