Design × Coach → Transform

Design × Coach → Transform

Hola!

I'm Joumana, a certified leadership coach and design strategist who helps teams navigate change through custom workshops and coaching.

With 20+ years of experience and 500+ coaching hours, I specialize in team transformation, conflict resolution, and organizational change. 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?

I work with action-oriented leaders across four languages (English, Spanish, French, Arabic), helping teams from Madrid to Dubai build trust, resolve conflict, and create lasting change through experimentation over theory.

Ready to transform yourself and your team? Let's explore what change looks like for you.

Currently based in Madrid, always planning the next adventure.

Let’s Talk

Clients

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.

Start Coaching
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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.

Plan Workshop
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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.

Begin Transformation

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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