Dutch born, Japanese raised art director based in Cape Town focusing on branding & design in expressive forms.

Dutch born, Japanese raised art director based in Cape Town focusing on branding & design in expressive forms.

Dutch born, Japanese raised art director based in Cape Town focusing on branding & design in expressive forms.

I’m a design researcher and strategist with an M.Des + MBA who thrives at the intersection of ideas, people, and real-world impact. I love taking on complex challenges and translating them into clear, actionable solutions- but what excites me most is the energy of bringing people along for the ride. Whether I’m leading a workshop, pitching a big idea, mentoring students, or guiding a team through the messy middle, I believe design is as much about listening and teaching as it is about making.

I’m drawn to work that pushes me to ask better questions, co-create with diverse voices, and shape products and services that grow and evolve over time, responsibly and creatively.

At the end of the day, I’m here to help ideas take root, grow stronger, and deliver real value for the people they’re meant to serve.

My process:

My process is never static- it’s alive and adaptive, shifting shape based on context, people, and purpose. While no two projects are exactly alike, this framework captures how I navigate ambiguity: combining deep empathy, rapid experimentation, iteration, and strategic thinking. At its core, it’s about asking the right questions at the right moments so that what I build is not only usable and beautiful, but responsible, equitable, and future-ready.

In other words, my process is always in process.

Empathize Who am I designing for? How do they feel, think, and behave?
Define What is the real problem here? Are we solving the right ones?
Ideate What are all the ways this could work? What’s possible?
Prototype 1 What’s the quickest way I can bring this idea to life?
Test 1 Is this usable, accessible, and equitable for the known and unknown users?
Prototype 2 How do we refine it with business viability in mind?
Test 2 Does this hold up under business realities?
Deliver What’s the best way to get this into people’s hands?
Evolve How do we adapt this for sustainable, resilient futures?
Ed Kaplan Family Institute for Innovation and Tech Entrepreneurship

Startup Studio Associate | Oct 2024 – May 2025

Drove innovation and growth for the Startup Studio Club, expanding student participation from 1,000 to 2,000+ through new outreach strategies and ambassador-led marketing. Launched creative campaigns and redesigned the club’s brand presence, Instagram, and Notion site to attract diverse student founders. As TA for the Startup Accelerator, co-developed curriculum, organized investor panels, and mentored teams from ideation through startup incubation. Initiated the Kaplan Ambassador Program to connect students with mentors and resources, fostering a stronger entrepreneurial community.

Ed Kaplan Family Institute for Innovation and Tech Entrepreneurship

Startup Studio Associate | Oct 2024 – May 2025

Drove innovation and growth for the Startup Studio Club, expanding student participation from 1,000 to 2,000+ through new outreach strategies and ambassador-led marketing. Launched creative campaigns and redesigned the club’s brand presence, Instagram, and Notion site to attract diverse student founders. As TA for the Startup Accelerator, co-developed curriculum, organized investor panels, and mentored teams from ideation through startup incubation. Initiated the Kaplan Ambassador Program to connect students with mentors and resources, fostering a stronger entrepreneurial community.

Ed Kaplan Family Institute for Innovation and Tech Entrepreneurship

Startup Studio Associate | Oct 2024 – May 2025

Drove innovation and growth for the Startup Studio Club, expanding student participation from 1,000 to 2,000+ through new outreach strategies and ambassador-led marketing. Launched creative campaigns and redesigned the club’s brand presence, Instagram, and Notion site to attract diverse student founders. As TA for the Startup Accelerator, co-developed curriculum, organized investor panels, and mentored teams from ideation through startup incubation. Initiated the Kaplan Ambassador Program to connect students with mentors and resources, fostering a stronger entrepreneurial community.

Hosperience

UX Researcher and Design Strategist | Aug 2024 – Mar 2025

Built a strategic product roadmap for a healthcare startup, conducting 20+ user interviews and mapping patient and caregiver journeys to redesign information flows. Designed the MVP interface, ran user testing, and presented at MATTER and Loyola I-Corps@NCATS, securing talks with clinics and nurse practitioners for pilots.

Institute of Indic Wisdom

Design Strategist | Jun 2024 – Aug 2024

Revitalized legacy research on Indic Knowledge Systems and presented at IIT Bombay’s national conference, generating 100+ publication requests. Designed and launched a new website targeting younger audiences, developed tools and frameworks for leadership and learning, and initiated partnerships with three organizations for new classes and workshops.

What do I do when I'm Off the Clock?

When I’m not working, you’ll often find me deep into a chess match, flowing through a grounding yoga pose, or lost in a fascinating documentary. These moments keep me curious, centered, and always learning.

I've been loving these kitchen related videos recently

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AMULYA KAIPA
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AMULYA KAIPA
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AMULYA KAIPA