Asyraf is an Experience Designer working at the intersection of human-centred design, research, and strategy.
He describes himself as a seriously playful storyteller. He believes in exploring unorthodox concepts, integrating speculative design, and challenging discourse to develop compelling narratives that drive creativity and innovation forward.
His background in applied drama and psychology has equipped him with training and facilitation skills, enabling the application of diverse innovative methods during engagements. He has experience in conducting ethnographic research, user interviews, focus group discussions, and product testing across diverse demographics, spanning from youths to adults. His expertise encompasses areas like mental health, digital UX/UI, service design, and circular economy.
He has worked on complex projects such as MCCY, interviewing different profiles of youths, focusing on understanding their mental health journey and strengthening the support ecosystem.
Another key project for Asyraf was the development of the Learning Labs for NVCP, strengthening systems thinking collaboration in the trisector ecosystem (public, private, and people sectors).
He was a recipient of a Wood Pencil from Design & Art Direction (D&AD) New Blood Awards 2021 for his entry for Penguin Books. As a passion project in 2022, he curated and designed a family book, preserving stories of yesteryears, documenting traditional recipes, and collating nostalgic photos, paying homage to his maternal family who once resided in the bustling shophouses of Bussorah Street, an iconic local hub of Islamic heritage and Malay culture.