Keep going – change is happening

Ali Shah,

9.7.2025

The most exciting success stories at HDI can be found among the people who work here. We spoke to Ali Shah, whose life story symbolises what defines us as a company and the Culture Companions in particular: diversity, intrinsic motivation and, above all, the unifying idea that professional performance always has its origins in the people who actively shape our culture. But enough pathos-laden introduction – let's get into the interview:

5 questions for Ali, UX expert at HDI and Culture Companion

1. Ali, you grew up in East London and originally studied electrical engineering and digital networks – how did you make the switch to user experience, and what excited you about it?

My professional career journey began in networking engineering; it wasn't a well-informed career choice. It simply happened because I was good at maths and science at school, but using this knowledge in a work context never felt quite right. I ended up working in a data centre, surrounded by machines and completely cut off from people. That was the wake-up call. I realised that I needed to work with humans, not hardware.

Through side projects, getting involved in coaching and teaching, and later studying human cognition, I discovered how technology can serve people, rather than the other way around. This ultimately led me into user experience, long before it was a defined profession. My approach was to 'humanise the system'.

2. You say you are fascinated by ‘humanising the system’. How do you incorporate this mindset into your work at HDI?

Many of our internal systems were built purely with functionality in mind, rather than with the people using them in mind. This can lead to frustration, complexity and wasted time. My role is to bridge that gap by discovering user needs and translating them into better, more intuitive digital experiences.

HDI has begun to shift towards user-centred design, especially since 2018. We have come a long way, but there is still a lot to do.

3. What does ‘humanising systems’ really mean to you?

It’s about bringing empathy into places where it’s often lacking. Systems are designed by people, but sometimes those people forget those they are meant to serve.

Humanising is not just about making things soft or emotional. It's about making them intuitively understandable, usable and meaningful for those who interact with them, for example.

4. You’ve worked in different countries. What can HDI do to attract more people from diverse backgrounds and with diverse experiences?

HDI has already taken important steps, particularly by opening up internal communication and development programmes to international employees. This sends a strong signal of inclusivity.

To build on this, it would be helpful to highlight role models from a range of backgrounds and demonstrate clear growth opportunities within the company. When people see that different career paths are possible and that their own perspective is valued, they’re more likely to join and stay.

There’s great potential here: HDI is evolving, and with greater visibility and openness, we can become an even more attractive employer for international talent.

5. How do you define your own culture?

That’s a big question. For me, culture is the stories we tell – about who we are, what we value and how we behave.
At HDI, culture isn’t just inherited. It’s created – every day, through every decision and every conversation. This is why the corporate influencer programme is important: it makes us aware of the kind of culture we want to build.

6. You are taking part in the Culture Companions programme. What made you decide to get involved, and what do you hope to achieve as a corporate influencer?

Honestly? At first, it just sounded cool – and it was one of the few initiatives also offered in English. But then I saw its potential: we do great work, but nobody talks about it. I want to change that.
There’s too much focus on what’s broken and not enough on what’s already working well. As a Culture Companion, I want to share the positive stories. Internally, to gain more recognition. Externally, I want to show who we are becoming.

7. What advice would you give to people who are in a professional transition or seeking a new role, like you once were?

Don't wait for things to change automatically. If you feel stuck, take action. Remember that you are in charge of your own destiny; it is not a by-product of someone else’s actions, even if that means challenging the system. However, companies also need to play their part by supporting transitions, creating learning paths and promoting talent from within. Otherwise, people will leave, and this would usually be a great loss.

My wish is: We need to acknowledge the positive changes taking place and ensure they continue.

Top 5 career learnings from Ali

“Don’t limit yourself to what you’re good at.”
For a long time, I stuck to subjects I was good at, such as maths, science and engineering. However, I’ve learned that being good at something doesn’t necessarily make you happy. True fulfilment comes when you have the courage to explore what really excites you, even if you’re not yet good at it.

“Follow the discomfort – that’s where growth happens.”
The biggest steps in my personal and professional development have happened when I have stepped out of my comfort zone: from working in a server room to working in UX design, from living in the UK to living in Germany, and from working on technical projects to working on purpose-driven work. Discomfort has always been a sign that I am moving in the right direction.

“Human connection is not optional – it’s essential.”
I used to work in systems built purely for functionality. However, I realised that without empathy, active listening and human connection, work feels empty. It is the human side that makes products – and teams – truly meaningful.

“Culture is something we create, not just inherit.”
Culture isn’t something we’re born with; it’s something we shape every day through the way we talk, act and make decisions. That’s why I care so much about being part of the Culture Companion programme and sharing stories that reflect who we are becoming.

“Change is already happening – just don’t stop.”
I’ve seen that transformation doesn’t always come with big announcements. It happens step by step, through small actions. So my message is: keep going! Stay engaged. Build on what’s already working. That’s how real change takes root.

Ali Shah

User Experience Designer

Would you like to find out more from our Culture Companions?

Head over to Ilka's story!

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