Asma Karoobi

Asma is a Customer Experience Director at Mastercard, working at the intersection of experience design, product strategy, and emerging technology.

Her work focuses on designing complex digital experiences within global ecosystems, where a seemingly simple customer interaction can depend on multiple organisations, platforms, partners, data sources, business rules, and regulatory requirements.

More recently, her focus has been on AI-driven and conversational experiences, exploring how AI can make fragmented ecosystems feel coherent and intuitive to customers while preserving trust, transparency, and appropriate boundaries.

She is particularly interested in the challenges that sit beyond the interface: how designers navigate complexity they do not fully control, how organisational and technical constraints shape customer experiences, and how AI is changing what it means to design a “seamless” product.