Design. Coach.Transform

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Design. Coach.Transform *

hola!

My name is Joumana and I help teams navigate change through coaching and custom workshops that build trust, resolve conflict, and create lasting transformation.

After two decades & 500+ coaching hours designing solutions across continents, I've learned that powerful change happens when we stop overthinking and start experimenting. My approach is simple: design, coach, transform.

I don't just talk about transformation, I dive in. Whether facilitating difficult conversations or prototyping team rituals, I'm driven by: How do teams navigate uncertainty? What rituals stick? How do we turn friction into fuel?

Fluent in four languages, I help teams find their authentic path to change, because transformation looks different in Madrid than Dubai.

Ready to experiment together? I work with action-oriented leaders who'd rather test bold ideas than perfect theoretical frameworks.

Currently based in Madrid, always planning the next adventure.

Let’s Talk

CLIENTS include

Black and white logos of various companies and institutions, including BBVA, Zurich, BCG, Atölye, IE University, AMS Antwerp Management School, Madrid Design Festival, Service Design Network, and La Nave Nodoza.

My services

I help teams and leaders navigate change on 3 strategic levels

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Individual Coaching

Feeling stuck on a professional challenge? Let's explore together: I bring certified coaching and design experience to get you unstuck and keep you accountable moving forward.

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team Development

Ready to design training and offsites that actually transform your team? Let's create experiences that align around purpose, build stronger rituals, and accelerate growth.

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oRG transformation

Want to reimagine how your organization navigates transformation? Let's apply service design to create employee experiences that are user-centered and drive lasting change.

Testimonials

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“Joumana ha entendido nuestras dinámicas como equipo creativo maduro, y ha sabido encontrar esas zonas de trabajo que hay que atacar para seguir creciendo y nos ha propuesto materiales, reflexiones y dinámicas hechos específicamente para nosotros, que han enganchado a todo el equipo. A través de la escucha y del juego, de la imaginación y del compromiso, hemos construido una relación de confianza y acompañamiento en torno a los retos que están por venir.”
— Sagrado, Design Manager, BBVA
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“I first started personal coaching sessions with Joumana that made me reflect and think in new ways about solving challenges, and I acquired tools I still use. As a result, I brought Joumana in to conduct similar annual workshops for my company.”
— Thomas, Co-Founder Frieda For Generations
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“I had the opportunity to attend coaching sessions with Joumana, and they were incredibly effective and impactful. These sessions significantly enhanced my leadership skills, enabling me to apply them in real-world situations.”
— Bruna, Senior Service & Interaction Designer

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