Understanding people. Clarifying complexity. Shaping what comes next.
My name is Susan Onigbinde, I'm an entrepreneur, design researcher and strategist working across brand, market, customer and business strategy. My work is grounded in human-centred design and research, helping organisations turn human understanding into clearer strategies, stronger brands and better decisions.
My fascination with design, and its ability to shape how people understand, experience and respond to businesses, products and ideas, has guided much of my career. That path led me to study design at SCAD and later at Institute of Design.
My approach combines research, structured strategic thinking and design to turn complexity into clarity, helping teams see problems differently, identify the right priorities and make stronger strategic decisions.
Today, I work with businesses navigating growth, change and complex strategic challenges, helping them understand the people and markets they serve, strengthen their positioning and translate strategy into meaningful brand experiences.
I also lead DODO, a human-centred design, research and innovation consultancy working with organisations across financial services, agriculture, education, healthcare and consumer markets in West Africa and internationally.
I'm particularly interested in challenges that require looking beyond the obvious—connecting human insight, business understanding and creative thinking to find better ways forward. Learn more about my background.