HELLO I AM DARIA, DESIGN LEADER AT SAP, TEAM MANAGER, SPEAKER AND AUTHOR FOR 20 YEARS
Leading Design Through Complexity and Growth.
What I Can Do For You
I build the design foundations that let enterprise products scale — from cloud infrastructure to enterprise admin platforms to agentic AI.
- Build design teams that scale with you
- Lead teams through high-pressure launches
- Turn product lines into shipped products
- Prepare teams for growth, acquisition, or exit
- Bring coherence to sprawling product portfolios
- Align AI strategy across multiple products at once
- Keep complex offerings simple to manage
- Bring AI native product to life
- Bring outside perspective on conference stages
- Train teams to think and build with AI
- Teach design thinking at scale (10,000+ trained)
- Share frameworks from an upcoming book
- Take an idea from zero to market
- Product growth
- Own both business and design decisions
- Design for scale: 100M+ users, $100M+ revenue
Daria Tarawneh
I'm Daria Tarawneh, VP of Design and design leader with 20+ years turning ambiguity into products people actually use, from startup UX to enterprise design strategy.
I lead teams at scale, but I never stopped caring about craft. The pixel is where strategy either holds up or falls apart. Off the clock, I'm on a stage, in a classroom, or writing about design leadership and AI.
Read my full story →Customers don't experience your org chart. They experience the gaps between your products. I lead for cohesion over consistency: contradictory behavior gets fixed before visual differences do.
Building SAP's Agentic Future
I led the team through SAP's shift to agentic AI, building Joule Studio while managing people, not just deliverables, through constant speed and uncertainty.
Case study password protectedFrom Fragmented to Strategic. Leading AWS's Product Portfolio
I led the teams behind AWS's portfolio management suite, aligning strategy across provisioning, compliance, security, and monitoring. The result: 4X growth.
Read Case Study ↗Building Enterprise Trust at Miro
Building the enterprise foundation beneath Miro: security architecture, AI governance, and the design organization to deliver both at scale.
Read Case Study ↗From Zero to Global: Founding Ikemu
I founded Ikemu, a platform turning advertising into playable games, launched across Japan, New Zealand, and Australia — building the team and product from zero.
Read Case Study ↗Making Sense of the Mess
The book I'm writing on problem framing: why the first answer is usually just the loudest symptom, and how to find the frame that actually matters.
Learn More ↗Thoughts and Ideas
Notes on enterprise design, AI trust, and leading teams through complexity — drawn from what I've actually shipped at AWS, Miro, and beyond.
Building the Team That Could Build Enterprise Miro
When I joined Miro in 2022, the company was coming out of a period of extraordinary growth. The pandemic had accelerated adoption dramatically. What had started as a collaboration product used by individual teams was increasingly being deployed across large enterprises. That shift changed the nature of the problems we needed to solve.
Secure and Compliant AI Inspired by the EU AI Act
We keep talking about AI adoption like it's a light switch. Flip it on, watch productivity go up, ship the feature. But anyone who has actually shipped an AI feature inside a real company knows the truth: it's not a switch. It's strategy, security, data and integrations, compliance, change management, training and adoption.
Let's Work Together
Open to VP and Head of Design roles, speaking engagements, and advisory work.