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Work Background
Co-Founder
Fractured Light StudiosCo-Founder
Jun. 2024Dubai, United Arab EmiratesAt Fractured Light Studios, we specialize in transforming concepts into highly successful hypercasual games for mobile platforms. Despite the volatile nature of the mobile market, we have meticulously devised a robust business strategy to navigate its challenges effectively. At our core, Fractured Light Studios represents more than merely achieving success in the hypercasual genre; it serves as a foundation for our overarching aspiration of venturing into console game development.
Senior Consultant
DigikalaSenior Consultant
Jun. 2024Tehran Province, IranDigikala stands as the largest online retailer in Iran, offering an extensive array of products spanning from electronics and appliances to fashion and groceries. Renowned for its intuitive website, dependable delivery services, and diverse payment options, Digikala has played a pivotal role in transforming the e-commerce landscape in Iran, granting consumers convenient access to a wide spectrum of products and brands. My role involves providing strategic counsel and insights to design and product teams, aimed at refining customer experience and steering product triumph.
Chief Experience Officer (CXO)
Alibaba Travels Co.Chief Experience Officer (CXO)
Mar. 2022 - Oct. 2024Tehran, IranAs a CXO, I had to guard the end-to-end customer experiences, advocating for customer needs to stakeholders and leveraging customer insights and data to drive proactive feature development and innovation. Since you need to be a customer representative, I spent daily infusing customer-centric thinking into board members and influencing company-wide strategies. We needed insights in our teams for decision-making from the product and business standpoint. So, to expose the customer/user insights into the verticals and to the stakeholders, I reimagined the role of UX Research to act as a CX Evangelist inside the teams. I was directly involved in numerous research projects that either changed the business mindset or helped the product get on track to deliver superior customer satisfaction and a frictionless experience.
Design Director
Alibaba Travels Co.Design Director
Nov. 2019 - Jul. 2024Tehran Province, IranI have led the design team to establish a customized design system and crafted a scalable and mobile-first design approach, ensuring consistent user experiences. We integrated company DNA and user needs into the design system, aligning with business goals. I’ve changed the resource allocation structure in product design and UX research to optimize the performance. Since we lacked the mobile-first mindset and customer-centric mindset, I’ve helped the team elevate design and tech standards, fostering innovation and user satisfaction by allowing the team to shift from UI design to Product design.
VP of Products
FarabeenVP of Products
Mar. 2018 - Nov. 2019Tehran Province, IranWe aimed to build a startup studio full of new products with rapid development. Our primary product was “Paymishe,” a C2C e-commerce platform that helped small businesses convert their traditional Instagram page stores into fully functional online shops with just one click! We wanted to create a safe medium for people without trust in social transactions while offering analytics and new ways of working for these small shops. Another product was a simple (now a production-heavy) Instagram page for teaching English practically to GenZs called Zabanyad. After a year, we gained 100K followers and started developing our mobile app.
Product Manager, Designer
FoundersBuddyProduct Manager, Designer
Jan. 2018 - Jan. 2019NetherlandsWe had multiple customers with various projects, from dating apps based on memes to a project price calculator. I was designing and leading some of the projects.
Product Designer
HamechioProduct Designer
Jan. 2018 - Jan. 2019Iran, GermanyHamechio was an online marketplace to sell goods from all over the country.
Senior Lead Designer | Member of the Board
SariinaSenior Lead Designer | Member of the Board
Dec. 2012 - Oct. 2018TehranSariina was a startup that provided e-commerce solutions. We have created new ideas and products, from an email-to-task-management app to an artist’s marketplace. Me and the team designed, developed, and maintained over 40 medium to large-sized online shops in various sectors (from Toys to FMCG). All these projects needed hours of meetings with the client to clarify the needs and features they may want based on the specifics of their industry and customers. These features ranged from simple daily deals to massive dropship software that we needed to integrate with the software.
UI/UX Designer, Web Developer
Atieh Dadeh Pardaz - آتیه داده پردازUI/UX Designer, Web Developer
Nov. 2012 - May. 2013TehranI started with ADP as a UI designer (while doing a bit of front-end), and after a few months, we created a new company with the same team called Sariina.
Designer & Growth Strategist
Country Steel SalesDesigner & Growth Strategist
Jan. 2012 - Jan. 2019AustraliaDealing with a traditional business, I had to improve the visibility of this business by improving its social presence and making it more web-friendly.
Designer, Strategist
Piconel™Designer, Strategist
Apr. 2011 - Apr. 2018TehranPiconel was born to provide exceptional retail services while focusing on gaining the customer's trust by providing complete transparency in a market in which ambiguity is a plus.
Founder
ArtlesshandFounder
Jan. 2011Dubai, United Arab EmiratesOver the years, I have provided extensive consultancy services to businesses of various scales, aiding them in creating numerous new brands or companies. With a profound comprehension of the design process, I possess the expertise to develop visually appealing and functional experiences. Artlesshand represents the culmination of my extensive experience in the design and experience industry.
Web Designer, Front-end Developer
Sepidar Idea and Technology OracleWeb Designer, Front-end Developer
Jun. 2010 - Jun. 2011Since I was getting good at web development, I joined this team to create multiple high-profile websites, shops, and corporate multimedia directories.
Web Designer
Naghshineh Informatic GroupWeb Designer
Feb. 2008 - Jan. 2009We were an agile and small group of people. During this time, we had a couple of high-profile (primarily industrial) customers and provided them with web services (designing websites with maintenance).
Co-Founder, CEO
JabeabzarCo-Founder, CEO
Dec. 2007 - Jan. 2012In Jabeabzar, my idea was to create a helpful set of web-based tools for mobile devices and desktops that don’t need any installation or extra effort. Since it was the early days of large-screen phones, I saw a possibility to gain a position there.
Project Manager, UI Designer
League of Extraordinary Designers (LXD)Project Manager, UI Designer
Jun. 2007 - Mar. 2008I was a double hat employee here; while designing for web and digital mediums, I managed multiple projects and did my best to ensure the idea to the delivery phase.
Founder, President
HyperBrushFounder, President
Jun. 2006 - Feb. 2009Hyperbrush was my first attempt at creating a design agency. I’ve created a team of 5 to design websites and multimedia projects, which were trendy back then.

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Optimizing Product Performance for E-commerce
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