I am a passionate designer who bridges user insight, technology and strategy goals to create delightful user experiences. I am interested in learning about people (users), their behavioral and navigational attitudes while interacting with a digital product. Curious by nature, I enjoy challenging the status quo by asking WHY instead of HOW making sure that we won’t fall in love with our very first solution. To me it is important that my design drives the business goals as well as delivering value to the users. Every design ends up in something that humans interact with, and I love creating things that people like to use.
My curiosity has also taken me into different fields of study from architecture to product design to interaction design. I have a Bachelor of Art in Interior Architecture from my home country, Iran. Inspired by Persian architecture, where functionality meets aesthetic, my focus was also on functionality, accessibility and design to create enticing rooms for the users. Following that I expanded my knowledge into human centric design by pursuing a Master of Science in Industrial Design Engineering at NTNU in Norway.
For the last five years I have worked as UX/UI Designer at RiksTV/Strim and TRY Dig in addition to my volunteering collaboration with Hometrotter and Oslo Pride as a designer. In my professional career I have contributed to cross-functional teams to create intuitive user journeys through translating insights into opportunities for the industry by applying frameworks such as Opportunity Solution Tree (OST). My professional experience includes working on business systems, conversion rate optimization (CRO), user dashboards, landing pages, branding & visual identity, design systems, data visualizations, etc. I thrive working in holistic processes from research and hypothesis to iteration and implementing measurable solutions to further improvements. I enjoy solving challenges and designing solutions that are original, real and well functioning.
When I’m not designing, you’ll probably find me in the woods picking mushrooms—or in the kitchen experimenting with flavors and food presentation to design my own culinary experiences. I’m a social person who thrives when collaborating with passionate professionals.
