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Accenture Interactive Middle East’s design director on designing for Dubai’s multicultural population, the region’s creative flourishing and why brands need to think holistically about experience Growing up in Washington D.C., Dida Atassi always imagined a career in government lay ahead of her. And when she left university, it was starting to look that way – her first job was writing content for the United States’ embassies websites. It was the early 2000s and she and her team soon found themselves trying to untangle the difference in the way readers engaged with words on a printed page versus the screen. The thread she pulled led her to visual layout, to interaction design, to the burgeoning field of user experience and digital design. As the field matured, people’s comfort levels and behaviours evolved too, drawing Dida in further. 

Palm islandSaudi arabiaAsh shariqahUnited arab emiratesUnited statesAbu dhabiLaura swintonBurj khalifaUs embassyAmerican university of sharjahInteractive middle eastDida atassiUnited stateAccenture interactiveAccenture interactive middle eastDesign lions