Creative Leadership



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I lead with heart, and I learn by doing.


Phi-Hong Ha is a passionate design leader and educator with more than 15 years experience launching compelling, human-centered digital products and services.

Phi currently serves as the Creative Director in NY for Doberman, an international experience design firm headquartered in Stockholm. There, Phi leads the creative team in designing, building and launching game-changing digital products and services across industries like healthcare, financial services and urban design. Doberman has worked with a wide range of clients including Oscar Health, Google, Bonnier, and NYC.

Previously, Phi was a Partner at Imperative, where she headed up brand and product. Prior to that, Phi led client engagements, trained and mentored designers, and managed budgets at Fjord Berlin and Method. She has also developed brands, web experiences and other initiatives for TED, Teach For America, GOOD, and

Phi has spoken at international design conferences and served as a judge in various design competitions. She also was part of the founding faculty for the School of Visual Arts’ MFA program in Interaction Design. She conceived and taught the service design course for the first six years of the program’s existence. She has lived in many places from Beijing to Berlin, but loves coming home to New York.



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Industry Leadership


Speaker, "Doberman + DoITT: A Case Study in Culture". Service Experience Conference, San Francisco, CA. 2015.

Speaker, "The Heart of the Matter". Interaction 15, San Francisco, CA. 2015.

Judge, Social Innovation Competition. StartingBloc. NYC. 2013.

Instructor, Service Design for your Organization. General Assembly. Berlin, DE. 2012.

Juror, Digital Media. AIGA | 365 Design Effectiveness competition. NYC. 2011.

Answering the Call to Service Design: An Interview With Phi-Hong Ha. AIGA | Article by Steven Heller. 2009.