Daria Tarawneh
Hi, I'm Daria, a design leader with over 18 years of experience, educator, and systems thinker dedicated to turning complexity into clarity through strategic, impactful design.
I lead the design team of Joule Studio at SAP, creating secure, compliant AI experiences that help large enterprises adopt AI with confidence. My work blends UX, regulation, and business strategy to drive trusted enterprise solutions.
Previously, I led UX at Miro, AWS, built startups in Japan and New Zealand, consulted at McKinsey, and earned an MBA to deepen my business-design connection. I'm currently writing a book on creative problem-solving to help people tackle complexity in work and life.
As a digital designer, I am a visual storyteller, crafting experiences that connect deeply and spark creativity.
- Build design teams that scale with you
- Lead teams through high-pressure launches
- Turn product lines into shipped products
- Prepare teams for growth, acquisition, or exit
- Bring coherence to sprawling product portfolios
- Align AI strategy across multiple products at once
- Keep complex offerings simple to manage
- Bring AI native product to life
- Bring outside perspective on conference stages
- Train teams to think and build with AI
- Teach design thinking at scale (10,000+ trained)
- Share frameworks from an upcoming book
- Take an idea from zero to market
- Product growth
- Own both business and design decisions
- Design for scale: 100M+ users, $100M+ revenue
Discover My Journey in Design
From curious creator to full-time designer, my path has been shaped by a passion for crafting purposeful, user-centered digital experiences, blending storytelling, structure, and design into every project.
From Strategy to Shipped: How I Lead AI-Native Products
My approach spans the full arc, from spotting the real problem to shipping the product that solves it. I move between strategy and execution without losing speed. Six ways I create impact, wherever a team needs it most.
Strategic Thinking
I start with the problem, not the solution, digging into research and market signals before a single wireframe gets drawn. I define the go-to-market strategy and find the angle that turns a product into something AI-native, not AI-decorated.
Concept & Ideation
Ideation isn't a workshop, it's a discipline. I sit with customers to turn fuzzy ambition into tested concepts and a concrete brief the team can build.
AI Transformation Strategy & Change Management
AI transformation fails when it's a tool rollout instead of a culture shift. I build the strategy that connects AI ambition to daily work, set milestones, align leadership, and address the resistance that quietly kills AI initiatives.
Team Enablement
A strategy is only as good as the team that runs it. I hire and lead design teams built for ambiguity and speed, and design the onboarding that turns traditional designers into AI-enabled ones.
Growth Strategy
Growth without direction is just motion. I set growth strategies rooted in what the product and market can sustain, define the path to organic growth, and establish the metrics that tell us if it's real.
Let's Work Together
Let's build something impactful together.