From defining the problem to designing, shipping and improving the product — ten years across fintech, cloud, automotive, edtech and media.
One continuous line, inspired by Sina’s handwritten S: research informs a choice, that choice becomes a working product, and evidence from use returns to the next decision.
Selected roles across product, design, growth and technical collaboration.
Product design and strategy across a travel business’s booking site, design system and internal panel.
Designed the weekly review slides, helped build a business-metrics dashboard and ran the campaigns that grew acquisition and engagement.
Designed the English/UAE car marketplace across Pro, operator console, inspection tool and seller web, on one design system.
Designed the Persian RTL dealer app for the Iran marketplace — timed auction, fair-price and escrow flows.
Grew visitor turnout through campaigns and influencer partnerships, and proposed a mall management app.
Aligned stakeholders around a new brand identity, tagline and website from the ground up.
Turned educator and learner research into a validated teacher–student matchmaking roadmap.
Redesigned the platform around the server metrics users actually needed, lifting NPS.
Designed the education panel and website pages that went live, on a design system built in Figma variables.
Designed a data-driven video platform prototype from lean UX research.
Designed gamified microgames and a desktop and B2C calling app.
Four ways of operating that connect ambiguity to decisions, systems and delivery.
Understand before building.
Selected projects in product design, growth, and research.


Designed a connection-first networking experience for Dubai’s professional community, including the product strategy and a business offering for venues.
Product designer & strategist
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Investigated drop-off in cloud-server setup, tested server-size selection flows, and redesigned key console pages.

Designed dealer workflows for vehicle auctions, inspection reports, listings, and settlement across three market modes.
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Designed teacher discovery, booking, and user, teacher, and admin panels on a shared design system.
View case studyTen years across product design, day-to-day AI tooling, and the systems that hold it together.
Product ownership and roadmapping, interaction design, and the research that proves what shipped actually worked.
Grouped by what I use each tool for, in the order the work runs: think, design, build, automate, ship and measure.
I stay with a problem from the first vague ask to the numbers after launch.
Own the problem — at every stage
Evidence reopens the model
I map who's affected, what it costs and what's constrained, then restate the problem in terms the business can measure.
If you're hiring, building something, or want to compare notes on product and growth — reach out.
Design the service, not the screen.
Rules that survive contact with reality.
Context first, then agents.
Defined the product strategy, MVP scope, and interface flows for a mobile arena bringing multiple games into one competitive experience.
Product designer & strategist
View case studyDefined product direction and growth strategy for Digikala’s gold-trading product, spanning features, campaigns, customer segmentation, and reporting.
Designer, Marketer, BI developer
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