About Amha

I’m Amha, and I’ve been leading experience design for over 15 years. I’ve had the chance to guide design work on intuitive products and services all over the world, from North America to Asia, Europe, and even the Middle East and Africa. What really drives me is my creative and analytical side – I love reframing ideas and asking those big, open-ended questions that challenge teams to think differently. Plus, I’m a natural at building consensus and bringing cross-functional teams together, thanks to my empathetic approach.

Right now, my main focus is Core Payments, specifically driving innovation in Contactless Payments, Digital Wallets, and Acceptance. A big part of what I do involves enabling omnichannel engagement through seamless digital payment experiences. My team and I are constantly looking for ways to make payments simpler, faster, and more secure for everyone.

Looking back to about three years ago, my work was centered on leading experience design across both commercial payments and strategic growth products. The commercial side focused on B2B payments and SME use cases, while strategic growth was all about building new products and services for financial inclusion, helping to bring unbanked or underbanked people into the formal financial world. What unified those divergent portfolios was solving pain points at the ecosystem level and applying best practices to design for very different kinds of users.

Ultimately, I’m driven by the opportunity to make a meaningful impact through design. Whether it’s streamlining commercial transactions or empowering underserved communities with financial tools, I believe design has the power to create a more equitable and accessible world. My goal is always to connect design excellence with a clear purpose, ensuring our work truly benefits people’s lives.