This project centered on understanding user needs and competitor offerings, where my main contribution was conducting in-depth interviews and benchmarking similar services.

To create a clear and consistent mindset across all teams, I introduced user journey maps and service blueprints as essential frameworks. These tools helped translate research insights into actionable strategies, ensuring alignment between design, development, and business teams.

By fostering shared clarity, we were able to make well-informed decisions that shaped the delivery of a coherent and user-centered service.

I combined rigorous quantitative (conversion funnel, clickstream, cart-start rate) & qualitative (session records, , heatmaps, feedback) analysis to uncover user decision patterns.

Guided by these insights, I simplified the Special Discount component removing low-impact, distracting elements so attention stayed on the product itself & its discounted price.

I also elevated a single primary CTA “Add to cart” above the fold to trigger cart creation within the same session, and redesigned the flow around product-based search to shorten decision time and reduce friction.

• +8% growth in the sales share of the Special Discount component;

• Launched a product-based search purchase path, improving purchase conversion rate by 13%;

• Established a culture of documentation and data-driven decision-making across functions.

I led as Product Design Lead with a dual mandate: build the team and modernize the product without disrupting a live operation. I assembled the product design team end-to-end defining roles, hiring and onboarding, and setting rituals (crits, design reviews, async specs) that tightened our collaboration with Product & Engineering.

In parallel, I architected a new design system (tokens, components, accessibility, content guidelines) with clear governance and versioning, enabling consistent, scalable UI across surfaces.

To de-risk change, I audited and documented every current-state flow, clarified ownership, and established canonical user journeys. I then planned and managed a phased migration to the new system rollouts, compatibility tracking, and team training so we could evolve the experience step by step while maintaining service continuity.

Secure and advanced platform providing a seamless experience for buying & selling molten gold in Iran’s online market.

Equipped with state-of-the-art infrastructure, Ecogold enables users to execute transactions at remarkable speed, without hassle, and with the highest level of reliability.

Its robust system ensures that market participants can engage in gold trading efficiently and confidently, redefining the standard for online precious metals transactions in the country.

To ensure seamless delivery from design to deployment, I managed the entire product development process end-to-end.

My responsibilities included handing over finalized designs to infrastructure, backend, frontend, and QA teams, as well as supervising the planning, testing, and release phases.

By overseeing the full workflow, I ensured execution was efficient, high-quality, and fully aligned with both user needs and business objectives.