About Iffat
Hi, I’m Iffat — part analytical, part creative. Born in Bahrain and of South Asian descent, I studied Design at York/Sheridan in Toronto, where I discovered a passion for critical thinking and visual storytelling that has guided my career ever since.
With over 15 years in UX and Service Design, I’ve had the pleasure of working with a wide range of Canadian clients in healthcare and beyond. At Pivot Design Group, a nimble Toronto-based studio, I helped create the strategic methods and processes we used to guide research and design across projects. Over the years, I’ve led small teams, facilitated workshops, and shaped research-driven approaches that turn complex challenges into meaningful outcomes. I’ve also worked with my clients to bring the research to life through user experience design of brands and digital applications in a full service, end-to-end approach.
My expertise includes Service Design, UX Design, Facilitation, Blueprinting & Visual Mapping, Persona Creation & Validation, Visual Landscape Mapping, Brand & Motion Design, and Strategic Storytelling. I specialize in developing research strategies that start with people’s stories, turning their experiences into visual maps that reveal opportunities and pathways for change. I thrive at the intersection of research, design, and collaboration.
Outside of work, I’m a mom to three humans, an avid F45er, and a lifelong learner — always exploring a new creative side project.
PAST CLIENTS
TD
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ALS Canada
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Ausenco
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Roche Canada
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Canadian Partnership Against Cancer
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Toronto Rehab Institute
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SickKids Hospital
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Canadian Digestive Health Foundation
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Women's College Hospital
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Khan Communication Services
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NeuPath Health Inc.
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BORN & Prenatal Screening Ontario
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University Health Network
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Alberta Health Services
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TD | ALS Canada | Ausenco | Roche Canada | Canadian Partnership Against Cancer | Toronto Rehab Institute | SickKids Hospital | Canadian Digestive Health Foundation | Women's College Hospital | Khan Communication Services | NeuPath Health Inc. | BORN & Prenatal Screening Ontario | University Health Network | Alberta Health Services |
“Being able to translate complex, scientific concepts into easy-to-digest words and images that can empower behavioural change, is difficult. Iffat seems to do this with ease. She listens and develops simple phrases and likable characters, evocative content and stimulating graphics, all cleverly and strategically packaged in a way that helps us deliver messages that change lives.”
Executive Director
Canadian Digestive Health Foundation
Good research empowers great design.
“Iffat always has a thoughtful and strategic approach to the design process that brings a great deal of value-add to our projects. She takes the time to understand our needs and remains a close collaborator as we work through how to marry content and concept in a way that would resonate with the user.
For me, this collaboration reflects the design process at its best—it results in the design of a compelling piece that can be widely used by all areas of our organization to communicate what we do, how we do it, and why it’s important.”
Communications Director
Canadian Partnership Against Cancer
Want to bring research-driven design and visual storytelling to your next project?
“I appreciated that the recommendations and perspectives Iffat brought to our group facilitation sessions were grounded in the needs of our community — always reminding us of WHO we are designing for.”
VP Marketing & Public Affairs
ALS Canada