Hi, I'm Ghita!

I've spent the last 13 years designing products and services, mostly in complex B2B environments where no one agrees on what the problem is and everyone is sure they have the solution.

My background is in cognitive science and philosophy, which is a fancy way of saying I've always been interested in how people actually think, decide, and make sense of things, and how that almost never matches what organizations assume.

I'm currently a Principal Service Designer at PayFit, where I founded and scaled the service design practice. Before that, I worked across startups, consultancies, and large enterprises, in HR tech, CRM, digital workplace tools, and the music industry. The common thread: making complex things usable, and helping organizations see their customers clearly.

I also teach. I run courses on Responsible AI and Product Management for Master's students, which keeps me honest about what I think I know and forces me to articulate why it matters.

This blog is where I write about the things I care about professionally: what it means to build well, how design can be a form of rigour and not just polish, and why so much of what gets shipped deserves harder questions before it reaches anyone's screen.

I was born and raised in Morocco, I live in Paris, I practice karate, and I read more than is probably reasonable.

Oh, and it's pronounced "Rita."