Nav Qirti

Principal & Sr. Service Designer, Ideactio

Nav is a firm believer in the power of empathy, and this guides him to take the client’s needs as a starting point in any engagement. This creates long-lasting and effective relationships to help navigate growth and innovation together.

He is the founder and principal of Ideactio. He has extensive experience working with Govt sector as well as clients from a diverse range of industries including manufacturing, retail, food, travel, and social sectors.

He also has led successful execution of transformation projects for clients like Singapore Police Force (SPF), Home Team Science and Technology Division (HTX), National Environment Agency (NEA), National Parks Board (NParks), Singapore Tourism Board (STB), Accounting and Regulatory Authority of Singapore (ACRA), TATA Group (multiple companies), DBS Bank, Benjamin Barker, Scanteak, Coopervision, Meyer, PropertyGuru and many more.

He brings together principles of service design and strategic foresight to help people and organizations innovate and transform.


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Celine Oomen

Sr. Service Designer, Ideactio

Celine has more than 10 years of professional experience working as a User Experience Consultant in the fields of Communication Design, Service Design and Branding. 

With experience working across many diverse cultures and regions, Celine worked as a consultant at creative agencies in Europe, Shanghai and Singapore and worked in-house at corporations like Philips and Hilti.

She has worked on projects in a range of industries, from high technology companies to healthcare, from fashion to food and beverage, from consumer goods to real estate. Celine is passionate about design that derives from user insights and the contribution design can make to the well-being of people.

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Sarah Tuke

Landscape Architect, Ideactio

Sarah is a young South African Landscape Architect. Having gained experience as an urban designer and landscape architect, she is currently broadening her grasp on the applicability of design and design thinking to solve problems by taking part in a Masters of Innovation by Design (MIbD) course at our local SUTD. She is passionate about finding ways to aid organisations in making meaningful improvements in the lives of their communities through the spectrum of design, from service design all the way through to spatial design. She believes in the power of human innovation for good and uses design as an engine to realise this belief. 

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