Rita Saad


Lead, Customer Strategy and Innovation domain


EY Canada

Rita Saad is the Customer Strategy and Innovation domain lead at EY Canada committed to creating pathways for design and tech. She oversees a dynamic team committed to transforming customer experiences through deep insights and industry expertise, to spark innovation within organizations.

Rita brings over 12 years of diverse experience in branding, user experience, product and service design. Her journey from digital design to CX strategy reflects a passion for crafting impactful experiences rooted in user research and systems thinking. She dedicated to drive experience-led digital transformation, making products and services more accessible, efficient, and tailored to individual needs.

Following her Bachelor's studies in Liberal Arts, Rita earned a Master's degree in Design and Technology from Parsons School of Design (2011), and User Experience Design Certificate from UC San Diego (2018).

More than her 9-to-5. She's an advocate for women in the workplace, devoted mom, and a lover of urban adventures and lattes.

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