Clearer actions. Greater results.
A customer or employee experience problem may appear in one place and be caused somewhere else. Looking across teams, systems and decisions helps reveal what is actually shaping the experience.
An outsider’s perspective creates the distance needed to look beyond the immediate issue. The work then follows a clear discipline: see the whole picture, understand what is driving it, act on what matters, and improve through use.
I step back from the immediate issue and look across the full experience: the people involved, the journeys they move through, the systems they rely on, and the assumptions shaping decisions. This wider view reveals connections, tensions and blind spots that are difficult to notice from inside the organisation.
Clarity is translated into a focused course of action. I help determine what matters most, what can move now, and what needs to change across behaviours, processes or services. The outcome is a practical direction that people can understand, own and take forward.
Evidence, lived experience and different viewpoints are brought together to make sense of what is really happening. I separate symptoms from causes, clarify where friction sits, and frame the challenge in a way that gives leaders and teams a shared understanding of what needs attention.
Change is strengthened through use. What is introduced is observed, tested and adjusted against the experience it creates. This keeps improvement grounded in reality, helps teams learn quickly, and builds their ability to keep seeing, understanding and acting more effectively.
Loaay has made a tremendous contribution to NS&l...setting up the Employee Experience discipline across the organisation, adding both strategic direction and supporting delivery of key milestones, consistently demonstrating insight in to action! Loaay demonstrated high credibility and built trust with key stakeholders.
Customer experience is shaped by the experience of the people delivering it. Looking at CX and EX together reveals operational, cultural and human connections that are harder to see when each is considered alone.
The work can begin with one focused conversation or develop into a deeper engagement with leaders and teams. Each format is shaped around the challenge, the people involved and the outcome required. Here are different ways of how we can worth together. Since the approach is bespoke or personalised, it's best to start a conversation to agree on the most effective direction.
I’m Loaay Ahmed (MDes, FRSA), Director of The Outsider’s Perspective. I help leaders and teams make sense of complex service, customer, employee and organisational challenges, then turn that understanding into clearer actions.
My work often starts where things feel harder than they should: unclear journeys, avoidable effort, disconnected teams, confusing communication, or improvements that do not quite land.
The most useful insights often sit behind what looks like clear behaviour, decision, or output. These observations connect customer experience, employee experience and organisational change, question familiar assumptions, and offer different ways to understand what may be shaping the issue.
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Share what you are working through, what feels unclear and what needs to move forward. I will respond personally and suggest the most useful next step.
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