Phi hong ha sx15

Phi is the Creative Director of Doberman in NY, an experience design firm headquartered in Stockholm. As a passionate design leader and educator with more than 15 years experience, Phi operates in the development of services, organizational strategy and product innovation. She delivers meaningful solutions that embody brand principles and are culturally relevant. She creates human-centered communities by transforming the relationships, experiences and structures within which they prosper. 

Prior to Doberman, Phi was a Partner at Imperative, where she headed up brand and product. Before that, Phi led client engagements, trained and mentored designers, and managed budgets at Fjord Berlin. She has also designed and launched industry leading products and services for TED, GOOD, and Method. Her work has transformed teams at Elance, Daimler, MetroPCS and Sagem toward a people-oriented model internally and externally, extended brands into new markets, and created new service and revenue opportunities.

A graduate of Cornell University and Carnegie Mellon University, Phi is currently consulting with organizations in the areas of education and media. She conceived and teaches Design and the Service Experience in SVA’s MFA in Interaction Design program. She has lived in many places from Beijing to Berlin, but always comes home to New York.

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