About
I am a data-driven Product Designer and Service Designer with +6 years of experience implementing design thinking processes in leading tech companies in Iran with a user-centered approach and favor agile methodology. I am currently leading a design team at Digikala. I am a passionate thinker, fascinated learner, and a proactive and open-minded team player with +17 years of experience in digital design.
Contact
Work Experience
Digikala is the largest e-commerce platform in the Middle East. Digikala is ranked by Alexa as Iran’s 3rd most visited website in Iran. 85% of Iran’s e-commerce now takes place on Digikala.
Role:
• Leading the design team of the Commercial Squad, one of Digikala’s 4 main design squads,
• Managing the sellers’ panel redesign, including more than seven services and connecting with more than 30 stakeholders, from delivery and warehousing to business and promotions,
• Developing user research strategies, forming a committee including our designer, researchers, and PMs to redesign the sellers’ panel,
• Communicating with +30 operational and business stakeholders and finding their needs in detail, to have a better view what are our constraints in the ideation stage,
• Conducting ideation workshops and design sprints with the participation of team designers,
• Supervising on design system development process and integrating commercial’s design system to the core one.
Role:
• Leading the design team of Digikala Cloud Services (Digicloud),
• Leading the design team of a new product for hiring seasonal operational employees (Flex Hiring System),
• Developing user research and design strategies for Digicloud and Flex Hiring,
• Working closely with PMs to facilitate the design and delivery process, created a full documentation template with a systematic execution workflow to make it easy to do the right
step for the teams,
• Conducting requirement gathering meetings with different stakeholders of these two
products, from our warehouses and operational parts stakeholders to our technical and
cloud system one,
• Leading the designing process of Flex Hiring from scratch and Digicloud new features with a new information architecture and user flows.
• Coaching five junior designers.
Takhfifan is the first and leading Group Buying platform in Iran. Takhfifan is offering daily deals at restaurants, retailers, and service providers, online and offline cashback services, etc.
Role:
• Improving design procedures, restructuring communication flow among 3 departments
• Gathering data from our users and creating important UX documentation such as empathy maps, customer journey maps, etc for each service,
• Managing the process of mobile app revamp,
• Improving different parts of the product, based on user research,
• Developing the product’s new services, such as online and offline Cashback,
• Managing the process of the design system compilation,
• Managing the merchant’s panel redesign process,
• Managing the migration process from Adobe XD to Figma, and implementing all design system atoms and components, integrated with Figma features.
Alibaba Travels Co. is the pioneer of online travel services in Iran. Alibaba Travels Co. is offering domestic and international flights, train, bus ticketing, and tour packages on alibaba.ir.
Role:
• User journey mapping for whole OTA and different stand-alone products,
• Compiling strategies for better user flow and finding opportunities to decrease the churn rate of each stage of the sales funnel,
• Evaluating the current products for usability and proposing design improvements or redesigns based on user research and analytical data,
• Creating the strategies and user flows for marketing automation, using WebEngage,
• Leading the landing page design team.
• Designing the layout and visual guidelines of the magazine.
• Designing the front cover.
• Leading the design team.
• Responsible for developing the visual identity for our client's brands
• Working on advertising items for ATL, TTL, and BTL promotions. performing brainstorms for new advertising ideas.
• Designing the layout and visual guidelines of the magazine.
• Designing the front cover.
• Leading the design team.
• Designing the layout
• Converting given data to infographics
• Designing cover story pages
• Ideate for font cover design
• Leading the design team
• Designing the layout and visual guidelines of the magazine.
• Designing the front cover.
• Designing the layout and visual guidelines of the magazine.
• Designing the layout special pages.
• Designing the layout of regular pages