Global Innovation Design (MA)

Naomi Peh Ji Xian Haeger

I am a multi-disciplinary designer with specific interest in designing around cross-cultural boundaries. 


MA/MSc Global Innovation Design (Royal College of Art & Imperial College London)

BA Hons Design (Goldsmiths, University of London) 


I have worked in advertising and creative agencies in the UK, Singapore and Malaysia. I am currently co-running a food blog as well as a managing and art editor for an online speculative magazine


2020 - Design Engineering Summer Show, London 

2020 - Pratt Institute Green Week, New York

2020 - Work In Progress Show RCA, London 

2019 - Playing Houses Exhibition, London 

2019 - Red Letter Days Valentines Campaign, London 

2019 - Guest Speaker at Higashi High School, Yokohama

2018 - MOD Design Degree Show, London

2018 - Popcorn Horror Magazine, April Issue

2018 - Litter Frog Sisters Make Film Festival, London

2018 - Take Up Space Exhibition, London 





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Having grown up in Malaysia and having lived in student dorms and flat shares, I have gained a deep interest in exploring our behavioural interactions with food. From my experiences in the countries I’ve been to, the homes I’ve witnessed, our knowledge of food and the food chain system is scarce and needs intervening. I want to redesign our interactions with food, to allow us to gain knowledge about the food we eat as well as a sense of ownership and responsibility to reduce the unnecessary food waste we collectively produce all around the world. I am curious as to how design can come into play in disrupting routines and to make way for a better, more sustainable future, whilst ensuring that the process is both fun and engaging!

GID Journey

Coming into this course, I have had a fine arts background, as well as an undergraduate degree in speculative and multi-disciplinary design. Reflecting back, I recognise that I have struggled with finding my purpose as a designer, and applying context towards my design practice. I believe I have found that – my purpose – through seeing myself now more as a sustainability advocate and designer for behaviour change.

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This project is a student campaign for increasing peer awareness of food waste behaviour in university canteens. I investigated how we may design for behaviour change in hopes for a better sustainable outcome.

As the title suggests, Food Waste Watch focuses on food waste. This is then narrowed down to looking at the specific food waste behaviour of students in a single public location, their university canteen. The intent is to explore if forming a campaign that is student-led could increase the level of sustainable behaviour on two segregated levels. Firstly, by offering a leadership opportunity for students to lead the campaign in their universities, in turn creating a better sense of ownership between them and their university community. Secondly, by disrupting the routines of students in the canteen with the simple interventions, it would thus create awareness and prevention of food waste in the canteen, and ultimately beyond the said location to the wider community.
behaviour change
food waste
student campaign
Sustainable Development Goals
system design
User Experience
user research

Interventions User Journey Map

Launch Project

Food Waste Watch Website — Image by Elīna Krima

Graphic that describes a typical student's user journey into a canteen and how the interventions would interrupt the student's experience and behaviours.


Memic with Tasting Sleeve

In asking myself what the future of food would be in 2050, I picked a less conventional future food, Soylent, a meal replacement drink. I then looked at the potential future this avenue could prosper should it expand its consumption experience. I was interested in discovering how may we design around food and how our experience with food might change in the future.

The key qualities to Memic would be its replaceable “tasting sleeves” for a change of flavours induced by our innate association of colour and textures to certain tastes. A customised mould of the drinkers hand for increased comfort, as well as a larger bottle size to accommodate for a day's worth of nutrition and energy.


Glass, ceramic, textiles


Hackathon Final Graphic

During a hackathon with LEON, a chain restaurant founded in the UK, I was able to work on creating a new bin station for their customers to sort their packaging waste more efficiently in a team of four. I had contributed towards creating the graphics with association to the packaging as seen in the right image here, as well as leading the design process, in reference to the EAST framework by the Behavioural Insights Team.

Oliver was in charge of the 3D render, Anna and Sibylle helped with constructing the life size prototype. Together we took a lot of time conducting observational and material research, to understand how and what packaging should be sorted in which bin. We decided that we should prioritise the cup sorting as there were 3 different materials used for different products. This causes the most confusion for customers when throwing away. We thought to utilise LEON’s already strong brand graphics to help guide customers to throw their waste more efficiently.

Oliver Hoare, Anna Soligo, Sibylle Rerolle

Food Potluck Workshop

Group Photo from Food Potluck Workshop

Onisan prototype

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To innovate peoples’ relationship with food, I had to first understand what their relationship with food is like now. Throughout my exchange in Japan, I was in the pursuit of understanding the japanese culture, and its correlation to food. I was expecting a similarity to my malaysian food cultural experience, and was truly surprised by their connections to food. From conducting user research, workshop facilitations, and academic reading on the particular japanese aesthetic, wabi sabi, I gained a new perspective, on how food defines culture and vice versa. This helped me understand that the fundamental relationship between people and food waste is a global problem, giving me a new perspective as a global designer.
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