Designing better services
for happier customers

 Through design-led change we create more meaningful and memorable emotional connections with customers and colleagues. 

It’s not just what a service does, it’s how a service makes people feel that counts. 

Creative and effective people

We’ve grown an award-winning team of creative folk and delivery expertise, with insight and ideas energising everything we do.

  • Oliver King

    Oliver King


    As a co-founder and director of Engine, Oliver helps organisations to identify where, when and how they can provide better, more meaningful and valuable services.

    Oliver is a passionate advocate of co-creation, design thinking and helping organisations to help themselves through actively building their internal service design capabilities. Oliver works across all sectors, but has extensive experience in travel, automotive, hospitality and energy sectors.

    Oliver is a recognised pioneer in his field and regularly speaks and writes internationally on service design and innovation. He is also a board Director of the Design Business Association.

  • Joe Heapy

    Joe Heapy


    Joe Heapy is co-founder and Director of Engine Service Design. With roots in industrial product design, Joe is an advocate of the social value of design in improving people’s lives.

    Joe has worked with clients across sectors to improve business performance and the experiences of service users. He helps organisations to formulate strategy and deliver service innovation: improving and interconnecting customer experiences.

    Joe has collaborated with Demos to research and publish The Journey to the Interface, a book describing user-centred approaches to service design in the public sector, is Honorary Professor of Design at Glasgow School of Art and a Visiting Professor at the Royal College of Art in London.

  • James Samperi

    James Samperi

    Director/ Managing Director - Engine Dubai

    James heads up our Dubai studio and is Client Director for all projects across the UAE and surrounding regions.

    James has a background in product design, design research, and product and service strategy. He is responsible for the delivery of projects across all sectors, and his work includes the design and development of services for clients including Dubai Airports, Mercedes-Benz, E.ON, Microsoft and the BBC.

    James has worked both sides of the client/agency divide and has a strong appreciation of what it takes to deliver great products and services from both perspectives.

    He regularly speaks and runs training workshops on service design and its impact on business, and has helped develop design programs at BA and MA level.

  • Lisa Skinner

    Lisa Skinner

    Operations Director

    Lisa has previously held senior positions in Marketing, Sales and Operations within international bluechip organisations. She's responsible for ensuring that Engine delivers the best customer experience possible and understands what it takes to deliver this across the full range of Engine's activities.

  • Paddy Whiteway

    Paddy Whiteway

    Client Services Director

    Paddy works with new and existing clients to identify how Engine can help them deliver improved services and customer experiences that increase business performance.

    With some 20 years insight gained in a variety of roles, agency and client-side, he’s well versed in both the experiential and operational gains that service design can bring.

  • Itamar Ferrer

    Itamar Ferrer

    Senior Consultant – Engine Dubai

    Itamar leads service design projects focusing on service strategy, design and product development across a range of sectors.

    Itamar has a background in visual communications and interdisciplinary design. She is passionate about people, interactions, and the processes behind decision-making. Itamar specialises in vision, strategy and service development for implementation and delivery. She has worked extensively in Aviation, Retail, Healthcare, Automotive, Education and Financial Services.

  • David Pinder

    David Pinder

    Senior Consultant - Engine Dubai

    David leads service design projects focusing on service strategy, design and development of front-line service capability.

    David is passionate about using a people-centred approach to uncover latent needs, to identify key opportunity areas and to make better objects, services and experiences.

    He has experience in transportation design and design research, working across insight, innovation and strategy projects.

  • Bethany Frank

    Bethany Frank

    Service Designer - Engine Dubai

    Beth works on projects across a range of clients and spends time in both our London and Dubai studios.

    Beth grew up in the Middle East and trained in product design in Edinburgh and Oslo. She uses her different cultural hats to relate to those living and working in various contexts. 

    Beth enjoys creating products and solutions that drive positive change for people and efficiency within organisations. Beth has designed improved services within luxury retail, travel sector, telecommunications as well as in non-profit sector.

  • Marc Pascual

    Marc Pascual

    Communications Designer - Engine Dubai

    Marc works across a suite of projects to design and develop engaging internal and external communications for the services being developed.

    Marc has a background in Graphic and Textile Design. He has worked with different startups designing their brand and corporate identity and brings a unique view on visual communications. Marc enjoys bringing textures into digital pieces and visualisations, making them tangible and real.

  • Rania Safty

    Rania Safty

    Project Manager - Engine Dubai

    Rania’s background is in Economics and is a certified Project Management Professional. She has over 10 years experience in project management and business planning in consulting services. Rania believes in planned creativity and works to create the proper atmosphere for Engine’s design team to do their job creatively with quality, within time and within budget.

  • Laurie Jones

    Laurie Jones

    Business Development Manager

    Laurie cultivated his expertise in business development and strategy while working in Product Design and Architecture, before moving into Service Design. Having lived in Europe, South America and Asia he has a broad set of skills and experiences to call upon and is interested in finding new ways to add value through design. He focuses on exploring new potential channels for Service Design and developing Engine’s portfolio.

  • Duncan Hancox

    Duncan Hancox

    Change Consultant - Engine Dubai

    Duncan has twenty years of experience working in the planning, delivery and change management elements of programmes. His work focuses on how organisations can evolve their services to drive most value out of their interaction with customers, and how to manage a team through such a design-led transformation. In particular, he has developed an expertise in sectors where there is a large infrastructure component to consider, such as health, aviation, transport, telecoms, and energy production. Clients have included the NHS, Dubai Airports, Transport for London, BT, and AES Sonel. He is also an active coach and mentor in his free time, and in this capacity supports a number of small businesses in the development of their strategy and culture.

  • Anthony Taiwo

    Anthony Taiwo

    Finance Manager

    Anthony has worked in sectors as diverse as politics and branding; providing financial analysis and advice to peers and clients alike.

    He has management accounting experience and is adept at increasing work process efficiency, monitoring budgets to provide financial accountability and ensuring coherence with international accounting standards.

    He joins Engine as Finance Manager responsible for our London and Dubai studios.

  • Amal Hmayed

    Amal Hmayed

    Senior Service Designer

    Amal is a multicultural service designer with expertise in business and strategy design, social innovation and capacity building.

    She has worked as a consultant and advisor for numerous clients in the private, public and not-for-profit sectors in the UK and the Middle East & North Africa (MENA). She is passionate about using a design-led approach to creating and implementing seamless, innovative, and evidence-based solutions to maximise brilliant customer experiences and clients’ performance.

Who we work with


  • Hyundai
  • Jaguar
  • VW
  • Mercedes-Benz
  • Landrover
  • Qoros

Hotels & Hospitality

  • IHG
  • Cunard
  • Virgin Hotels


  • Eurostar
  • Heathrow Express

Telecoms & Broadband

  • O2
  • Vodafone
  • Telefonica
  • Orange
  • Virgin Media


  • ANA
  • Dubai Airports
  • Heathrow
  • Virgin Atlantic
  • Finnair

Consumer Technology

  • Nokia
  • Samsung
  • Philips
  • Sony Computer Entertainment
  • Microsoft

Financial Services

  • Barclays
  • Bupa
  • RSA
  • Zurich
  • Nordea
  • Aviva


  • Sainsbury's
  • McDonalds
  • Mars
  • Shilla Duty Free


  • NPower
  • Eon
Find Out More

Contact Us

Postal & Visitors Address

Lamborghini Dubai Building
2nd Floor, Office 232
Sheikh Zayed Road, Dubai
PO Box 191222

Registered Address

Office 501, 5th Floor,
Business Village, Block B,
Deira, Dubai