About me
n my most recent role at ETC Solution, collaboration was truly at the heart of everything I did. I worked daily within a fast-paced, cross-functional agile product team to transform complex transportation networks into intuitive web and mobile platforms.
Day-to-day, my closest partners were Product Managers, to align on user needs and business KPIs, and Engineers, working hand-in-hand to ensure technical feasibility and managing execution directly in Jira. Because I thrive on feedback, I also regularly collaborated with data analysts and stakeholders to break down heavy back-end data into clean, manageable user flows.
My role within this team was a unique hybrid of Senior Product Designer and Project Manager. I held end-to-end ownership of the entire product lifecycle. This meant I was doing what I love, meticulously crafting each element of the user experience from wireframes and user research to pixel-perfect Figma designs, while simultaneously driving stakeholder communication, conducting usability testing, and leading the agile delivery alongside engineering to ensure a seamless implementation
Skills
Product Design (end to end, web and mobile)
Design Systems (tokens, components, governance)
Figma, FigJam, Sketch
User Research (interviews, contextual inquiry, usability tests)
Cross Functional Collaboration (agile, sprint planning)
Design Thinking and Workshop Facilitation
AI Workflow (Claude, Figma AI, Nano Banana, Cursor)
Accessibility (WCAG 2.1 AA)
React, HTML, CSS basics
Experience
November 2024-Now
Product Designer/ UX Designer, Project Manager, ETC Solutions, Berlin
Design Language System Harmonization: Building one Design Language System across three ETC products (Real Time Passenger Information, Live Tracking, Event Management System). Token library and component variants in Figma, documented usage rules, governance across three designers. Support tickets tied to inconsistency dropped about 7 percent.
End to End Product Design: Redesigned the flagship Real Time Passenger Information platform from research to shipped UI. Contextual inquiry with operators across European countries, usability tests, Figma prototypes, engineering handoff. Result: 30 percent gain in operational efficiency.
Dual Role Delivery: Senior Product Designer plus Project Manager. Sprint planning with the PM, engineering handoff sync, customer sprint reviews with incident managers and dispatchers. Kept delivery cadence predictable while three products moved forward in parallel.
AI Enabled Workflow: Daily Claude plus Figma workflow for research synthesis, spec drafts, edge case discovery and UI ideation. Ongoing exploration of Nano Banana, Figma AI, Cursor, vibe coding at prototype level.
January 2024-July 2024
Product Designer/ UX, Henkel, Berlin
Enhanced Usability: Developed and implemented design guidelines that reduced support tickets.
Improved Customer Satisfaction: Led the implementation of AI-driven chatbots, reducing customer query response times.Optimized Conversion Rates: Conducted usability tests and integrated design thinking methodologies to identify pain points and implement strategic solutions, resulting in a measurable increase in conversion rates.
Improved Communication: Created engaging presentations and communication materials for internal and external stakeholders.
Fostered Collaboration: Organized, prepared, and facilitated workshops to promote collaboration and knowledge sharing within the design team.
September 2022-Dec 2023
Freelance UX/UI Designer,
OOPicture, Berlin
Increased User Engagement: UX research, wireframing, and interactive prototyping, increasing user engagement and reducing bounce rates.
Boosted Revenue: Analyzed user behavior data to inform personalized product recommendations, resulting in increased cross-selling revenue.
Enhanced App Engagement: Led a cross-functional team in implementing a user-centered design approach, resulting in a 20% increase in app engagement metrics.
Optimized Website Performance: Improved website performance for WordPress and AEM platforms, resulting in a 15% increase in page loading speed.
Increased User Interaction: Conceptualized and produced educational videos using Adobe Premiere Pro, resulting in a measurable increase in user interaction.
Streamlined Design Processes: Optimized design workflows and product development cycles for increased efficiency.
Enhanced User Experience: Applied modern design trends and prototyping techniques to overhaul the website, leading to improved customer feedback.
Grew Social Media Following: Produced high-impact flyers, brochures, and newsletters, increasing customer engagement and growing social media followership.
Sep 2017-Mar 2020
International Program Coordinator & Communications Designer, HTW , Berlin
Project Management: Led and coordinated international projects, including planning and executing informational events and workshops.
Graphic Design: Designed informational materials (flyers, brochures, online content) with a focus on usability and accessibility.
User Support: Advised and supported international students and refugees, facilitating their integration into university life.
Apr 2019-Aug 2019
Fashion Designer, Vincente® Knitting, Berlin
Designed knitwear products, contributing to the expansion of the product line and attracting new customers.
Orchestrated product photo-shoots to present knitwear collections attractively on the company's online shop.
Provided exceptional customer support, resulting in increased customer satisfaction and repeat business.
Sep 2013-Jan 2015
Graphic Designer,
Haft Shahr Aria, Tehran
Increased Customer Retention and Brand Loyalty: Coordinated with creative teams to develop engaging content, meeting project milestones and objectives, ultimately leading to a 15% increase in customer retention and brand loyalty.
Improved Brand Consistency: Developed brand guidelines to ensure consistent use of logos and materials.
Enhanced User Interaction: Executed a comprehensive audit of font usage and color schemes, implementing a new visual identity that led to an increase in user interaction with marketing materials.
Sep 2010-April 2013
Industrial Engineering,
Tehran Wagon Manufacturing Company, Tehran
Improved Production Efficiency: Developed efficient production lines (Six Sigma), increasing throughput by 20% and reducing defect rates.
Optimized Logistics: Implemented Just-in-Time inventory and Lean Manufacturing to improve delivery times and reduce costs.
Reduced Operational Costs: Led design projects and implemented automation solutions, shortening production cycle times and saving $200,000 annually.
Education
March 2024-Juli 2024
ReDi School of Digital Integration
React.js
Proficient in React for developing interactive web applications using modern techniques.
Sep 2023-Dec 2023
ReDi School of Digital Integration
JavaScript
Skilled in JavaScript for the development and deployment of web applications.
March 2023-Juli 2023
ReDi School of Digital Integration
Introduction to programming Using HTML and CSS
Created and deployed a simple web application using HTML and CSS.
Sep 2022-Dec 2022
ReDi School of Digital Integration
UI/UX Design
Created wireframes, interactive prototypes, and visually appealing designs using tools such as Sketch, Figma, and Adobe Creative Suite. User research and usability testing to enhance user experience and learning outcomes.
Jun 2022-Aug 2022
Google, Coursera
Start the UX Design Process: Empathize, Define, and Ideate
Executed across all phases of design work, from research and conceptualisation to executing excellent UX flows and visual design systems. Creation of outstanding experiences, incorporating best practices in UX and UI patterns.
April 2020-April 2023
University of Applied Sciences, Berlin
M.A. in Design, “Make a difference“, Grade: 1,6
Focus: Fashion design and creation in sustainability
April 2017-Mar 2020
University of Applied Sciences, Berlin
B.A. in Fashion Design, “Immigiration“, Grade: 1,7
Focus: Fashion design and creation
Oct 2013-Aug 2016
University of Tehran, Iran
M.A. in Graphic Design, Grade: 1,3
Focus: Fundamentals of Design, Branding and Identity, Print and Digital Media
Oct 2008-Aug 2012
Azad University, Tehran, Iran
B.Sc. in Industrial Engineering, Grade: 2,00
Focus: Planning and Optimization of Performance Production Processes