ABOUT ME
HIGHLIGHTES
As an expert in product and user experience design with over 15 years of experience, I have a diverse background spanning from graphic design to web development. I have led UX teams, established design systems, and collaborated with data analysis teams, all with a focus on increasing user engagement, retention, and product success. My contributions to prop-tech and banking projects have reduced development costs by up to 50%, and I have consulted for over 180 hours with startups to optimize old systems, resulting in improved success rates. With skills in wireframing, prototyping, and using tools such as Figma and Sketch, I am dedicated to delivering cost-effective, user-centered designs that improve product engagement and success.
EXPERT IN
New ideas are in my hands and it dosn't matter how to implement them. I have excellent computer skills, including working knowledge of Figma, Sketch, Adobe XD, Illustrator, Photoshop and Indesign.
WEB DESIGN
APPLICATION DESIGN
USER RESEARCH
DESIGN SYSTEM
UX MANAGEMENT
EDUCATION
2020-2022
University of Tehran
MBA
Master of Business Administration - MBA
Business Administration and Management, General
2018
Interaction Design Foundation
UX MANAGEMENT
How plan for UX growth by mapping your UX strategy and re-engineering your Org chart, software development process and organizational practices.
2010-2011
ISIRAN
CIW
Apprenticenship - Web Design Specialist
2003-2008
Azad university
AGRICULTURAL ENGINEER
Islamic Azad university, Varamin, Iran.
2000-2002
Yerevan
DESIGN AND APPLIED ART
Yerevan, Armenia
EXPERIENCE
2021-Present
PROXIFY
SENIOR PRODUCT DESIGNER
Gaining an amazing experience by working in various projects from different countries in fields such as Proptech and Fintech.
2020-2021
TELEVEBION
UX TEAM LEAD
Reaching 14 million users and transforming the user experience.
2014-2020
DOTIN Co.
UX MANAGER
Creating and training UX team and Translating concepts into user flows, wireframes, mockups and prototypes that lead to intuitive user experiences.
2013-2014
PARSIS INC.
SENIOR UX DESIGNER
Extend brand to interactive model
2012-2013
SIGMA Co.
USER INTERFACE DEVELOPOR
Design processes and design principles.
AWESOME WORKS
BASED ON UX
TEAM OF ONE
CASE STUDY
CASE STUDY
CASE STUDY
CASE STUDY
BASED ON UX
CASE STUDY
Bank Pasargad
In 2015, I spearheaded a transformative redesign and rebranding project for the customer-facing products of Pasargad Bank, one of Iran's premier private banking institutions. Prior to this initiative, the bank's products had garnered less than favorable reviews from customers and market observers. As the sole designer on the project, I redesigned the Internet Banking, Mobile Banking, and ATM interfaces within a six-month timeframe. Post-launch in May 2016, we witnessed an extraordinary reception with the mobile banking application's rating soaring from 3 to 4.8 out of 5, accompanied by over a million downloads. Customer acquisition rates also grew by an impressive 20% month-on-month for a year. Consequently, Pasargad Mobile Bank emerged as the top choice in Mobile Banking searches in the Iranian market.
The problem
The primary challenges I encountered on this project were as follows: 1- The bank's four main products lacked consistency in design and functionality. They were all developed by different teams without adherence to a uniform style guide. 2- The absence of a brand book led to suboptimal color choices such as yellow as the primary color and blue as the secondary color. 3- A significant resistance from influential stakeholders against brand changes.
The goal
Given the systemic issues and scope of work on this project, my initial focus was on resolving these high-level challenges before diving into finer details. The primary objective was to revamp the bank's digital products, which included redesigning the logo and substituting grey for blue across all products. My other primary goals were ensuring consistency across all product lines, enhancing usability, and meeting user needs effectively.
The progress
In line with the project's goals, I initiated the project with a series of stakeholder meetings, followed by comprehensive user persona interviews. These insights fed into team brainstorming sessions, after which I proceeded to design product prototypes and conduct user usability tests.
Research
During the research phase, I was able to engage a substantial number of participants through a detailed survey. I also conducted in-depth interviews with a subset of these participants. This enabled me to gain insights into the strengths and weaknesses of Pasargad Bank via a rigorous competitor analysis.
Key findings
My research revealed that while Pasargad Bank offered a comprehensive suite of banking features highly valued by corporate customers, the sheer number of features tended to overwhelm individual users.
Information Architecture
Utilizing card sorting techniques, I restructured the internet banking platform to make it more intuitive and user-friendly.
High Fidelity Design
After creating the prototype and conducting user tests, we ended up with a design remarkably different from the original. Despite numerous changes, the user tests yielded overwhelmingly positive feedback, making this project one of my most successful undertakings to date.
Digital Bank
In line with my strategic vision, our company initiated a transformative shift in its production process following the conceptualization of Digital Bank. Abandoning the traditional approach of either fully producing before seeking customers or initiating production only post order confirmation, we decided to adopt a more customer-centric approach. This methodology hinged on a thorough field study and rigorous market analysis to discover new product opportunities. Having identified a potential niche, we created a high-fidelity prototype of the product to present to our potential clientele. Only after securing a customer commitment did we commence full-scale production. This novel process demonstrated its efficacy with the success of Digital Bank and has since been integrated into our standard procedure for all our product offerings. The creation of prototypes is now an indispensable part of our product development cycle, fostering a more proactive, customer-focused approach.
Wepod
As the User Experience Manager at Dotin Company, a leading manufacturer of banking products in Iran with a team exceeding 1000 members, I was given the responsibility of a major project. My task was to create Wepod, a groundbreaking mobile bank for our client, Pasargad Bank. Designed as a social financial platform, Wepod puts a spotlight on simplicity and a user-friendly approach. The unique aspect of Wepod lies in its adaptability, customizing its interface based on the individual user's requirements, which in turn facilitates a personalized banking experience. In addition, it offers the convenience of creating financial groups directly within the app, thereby broadening its functionality beyond the traditional banking applications.
The Problem
The main challenges in this project were:
1. Persuading the bank to invest in a new product and promote online services in response to the COVID-19 pandemic.
2. Navigating several obstacles posed by the central bank regulations to provide some online services.
3. Integrating a large number of features, as per the bank's request, into the application without overwhelming the user interface.
The Goal
The objective was to design a product that addressed users' financial and payment needs, whilst being user-friendly and capable of supporting the COVID-19 situation by enabling users to carry out their banking activities without leaving home. Key features include:
1. Online registration, receiving loans and facilities.
2. Peer-to-peer, split and group payments, as well as the option to buy virtual gift cards.
3. A financial management and investment advisory service.
The Process
Every project calls for a unique approach, determined by several factors such as project size, objectives, business needs, problem complexity, and timeline. For this project, I implemented the UX outcome method taught by Jared Spool. This approach enabled me to provide compelling evidence to stakeholders about the cost-effectiveness of moving traditional banking services online, as well as the advantages of the solutions I proposed.
Research
Backed by the CEO, I had access to comprehensive field research data from bank branches and the BI Bank team's data. Coupled with extensive quantitative research, this data formed the foundation for understanding our users and their banking needs better.
Key Findings
The initial research revealed that most users utilize only a limited set of features and prefer not to see options that are irrelevant to them. This insight was crucial in shaping the design strategy for the app, leading to a more streamlined and personalized user interface.
Ideation
The research findings shed light on how diverse users would interact with the app in various ways. Having consolidated the insights from user interviews and data analysis, I began sketching potential solutions that would meet both the business goals and users' needs.
Information Architecture
In Iran, banking applications often use technical terms that may not be familiar to ordinary people. This was a concern highlighted by users during our interviews. To address this, I employed an open card sorting method which proved effective and led to a shift in stakeholder attitudes towards the renaming of features.
User Journey Flow
Creating a user journey flow proved invaluable in understanding the entirety of the user journey and ensuring all screens were covered. This process also highlighted any potential gaps in the user experience that needed addressing.
Prioritizing the Potential Solutions
This step involved collaborating with project managers and developers to discuss the various proposed solutions and prioritize them. The final solution proposed a way to display a limited number of features to each user based on their usage patterns and preferences, thereby offering a tailored, clutter-free experience.
Prototype
Armed with a prioritized list of solutions and a deep understanding of the user's needs, I started building a high-fidelity prototype. This was a critical phase as it enabled us to validate the app's usability and functionality before initiating the development process.
Final Design
The final design is a testament to the power of user-centric design and robust data analysis. It offers a personalized banking experience and promotes financial literacy among users while maintaining a clear, straightforward interface.
Dotin
#UX Design #UI Design #Prototype #Design #Identity
Telewebion
TeleWebion is a popular application boasting 14 million users. The app hosts over 90 Persian television channels, allowing users to access live radio and television programs. Moreover, it provides free access to an extensive archive of movies and TV series.
The Challenge
Despite its reach, TeleWebion was facing significant user dissatisfaction with its user experience (UX), leading to lagging behind competitors. My primary task was to redesign the app to enhance its usability and appeal. The key issues I identified after the initial review and user interviews were an overwhelming interface and lack of customization and recommendation features due to the absence of a login system.
The Objective
Following deep interviews to understand user needs, we set the following goals for the redesign: 1- Enable personalization of favorite networks and categories, such as sports and news. 2- Incorporate an offline mode to continue watching programs. 3- Facilitate participation in online interactive contests and TV network polls. 4- Most importantly, improve accessibility and usability with a robust search and navigation system and enhanced UX design.
The Process
Firstly, we created a proto persona based on the Business Intelligence (BI) team's data, followed by deep user interviews to arrive at a real persona. Using design thinking and considering user needs, we proceeded to develop initial sketches and high fidelity prototypes, testing our ideas throughout.
Research
Given the lack of previous user research, I conducted three stakeholder interviews, over four surveys, 21 deep interviews, and a comprehensive competitive analysis during the research phase.
Key Findings
Although the previous app lacked a login feature, our research showed users were willing to log in for the benefit of personalization.
Ideation
With clarity on usability issues, we started brainstorming sessions, prioritizing ideas based on feasibility and user preference. These ideas formed the basis for enhancing the app's features.
Information Architecture
Upon finalizing the features, I designed a site map for a comprehensive view. User flows and task flows were subsequently designed for better understanding.
Site Map & User Flow
The UX flow was instrumental in understanding the complete user journey and ensuring all screens were covered.
Usability Testing
Our major challenge was designing interactive prototypes to identify red routes and pain points, thereby minimizing user confusion. We tested over 10 different scenarios with more than 20 users, using taskflows and test scenarios as a basis for designing prototypes.
High Fidelity Design and Design System
Throughout the final design phase, I ensured detailed deliverables were handed over to the technical team, complete with specific parts and comprehensive explanations.
Vaulsys
#UX Design #UI Design #Prototype #Design #Identity
Icons
#UX Design #UI Design #Prototype #Design #Identity
UX Lab
The UX Lab is a specialized team comprised of five professionals with diverse expertise in areas such as cognitive psychology and User Experience (UX). I was entrusted with managing this innovative unit within Datin, a company that serves substantial banking clients. The Lab's core mandate was to conduct research in UX design, nudge design, service design, and usability quality control, thereby catering to the specific needs of over 20 products.
The Challenge
Our company developed more than 20 similar banking products for over five major banks, inadvertently neglecting the unique needs of individual banks and their customers. The lack of UX design expertise within the production teams led to numerous UI and UX problems. Teams resisted modifying their tasks, prioritizing customer (bank) requests above all, mainly because UX wasn't a priority for the banks. Despite having the CEO's support to impose UX processes, the challenge was changing the entrenched culture and processes.
The Objective
Given these challenges, I put forth a proposal to the CEO, outlining a strategy to enhance the usability of our products, incorporate a UX process in each team's production cycle, establish an incentive system for usability, and design a feedback mechanism to connect user opinions directly to our clients. Following the approval, our mission was to achieve these objectives.
The Approach
I employed the Design Thinking methodology to construct the UX Lab product. Additionally, during the usability rules development and laboratory research phases, we drew upon various methods such as Google's HEART framework, Jared Spool's UX strategy, and the UX Outcome, ultimately arriving at a specific method tailored to our needs.
Research
Upon proposal approval, I initiated intensive research and examination of similar case studies. Simultaneously, I collaborated with the University of Tehran and its faculty to explore the implementation strategies. This research phase lasted approximately three months, during which we examined several methods. Meanwhile, our UX Lab team expanded to a total of 13 members, allowing me to focus on management and team growth.
Climate Coach
#UX Design #UI Design #Prototype #Landing page #Mobile app Design #Webflow
Visit Website
Cordel Dashboard
#UserExperienceOptimization #UsabilityTesting #MaterialUIDesign #LowFiPrototyping
Introduction:
Cordell Cobra is an industrial management dashboard with a history of outdated design and usability challenges. As a member of the Cordell team, I was tasked with redesigning this aging product to meet modern user experience expectations and streamline business processes.
The Problem:
The most recent iterations of the product were not sufficiently user-friendly. The existing interface was confusing, complex, and lacked the necessary intuitive nature to facilitate seamless user interactions. One of the most prominent issues resided in the calculation and offering part of the dashboard, which was slow and inefficient.
The Solution:
I embarked on a comprehensive redesign process, adopting a new system design based on Material-UI (MUI), known for its versatility and adaptability. My first step was to design a Low-Fidelity (Low-Fi) prototype to represent a simplified version of the new design. This prototype served as an initial visual guide, a blueprint for the future product layout and navigational flow.
Testing and Iteration:
The Low-Fi prototype underwent rigorous usability testing to identify potential design issues and user experience pain points. This process was crucial for iterating on the design and making improvements based on user feedback and observed interactions.
Final Design and Implementation:
Informed by the insights gathered during the testing phase, I proceeded to design the final product. A noteworthy innovation was the redesign of the calculation and offer segment. By adopting a novel approach, this integral part of the dashboard was optimized, significantly enhancing the speed of offerings.
Internet Payment Gateway
#UX Design #UI Design #Prototype #Design #Identity
Illico Cash
#UX Design #UI Design #Prototype #Design #Identity
Wepod Branding
#UX Design #UI Design #Prototype #Design #Identity
HEART Framework
#UX Design #UI Design #Prototype #Design #Identity
FUNDORUN
Fundorun is a pioneering crowdfunding initiative aimed at catalyzing the transformation of innovative ideas into tangible products by amassing initial capital. In addition to empowering creative thinkers, this platform also extends support to donors seeking to contribute to the socio-economic development of underprivileged regions across Iran. My contribution to Fundorun took shape in the form of a voluntary website redesign. Given the user demographic of this site, which encompassed individuals from rural regions of Iran, usability emerged as a crucial aspect of the redesign process. Prior to the overhaul, project definitions were primarily managed by the website's support section. However, following the redesign, the need for interactions with the support team on project definitions was virtually eliminated, indicating a marked improvement in the platform's usability and self-guided user experience. This not only enhanced the overall user journey but also significantly boosted the platform's efficiency.
DOTIFY
#UX Design #UI Design #Prototype #Design #Identity
Mobile Banking
#UX Design #UI Design #Prototype #Design #Identity
REFAH BANK
#UX Design #UI Design #Prototype #Design #Identity
