Wajiha is Deputy Director of Customer Insights, leading consumer research projects to better understand the intersections of user experience and financial services in developing countries. She has a particular expertise in using human-centered design and in-depth ethnographic research methods to develop effective and appropriate solutions. She joins the firm from the World Bank, where she advised and worked with regional teams on bottom-of-the-pyramid energy access pilots in South Asia and Sub-Saharan Africa. Wajiha has also worked directly on microfinance projects with the Aga Khan Foundation and the Kashf Foundation (an MFI based in Pakistan). She holds an MA in Development Economics from the Fletcher School at Tufts University and a BA from Boston College. Wajiha speaks Urdu/Hindi fluently.