Customer Experience & Design Executive

Building Products That Scale and Grow

Leading AI-powered products, design systems, and customer experiences for platforms serving forty million users across the Middle East. Sixteen years transforming digital commerce through strategic design.

Design work illustration

I build systems that scale. Design systems that drove 52% conversion increases. Research frameworks that improved metrics 20-80% across six business lines. Teams supporting 20+ product squads.

16+

Years of Experience

20+

Teams scaled

50M+

Users served

Selected Work

Strategic design initiatives driving measurable business impact across e-commerce, travel, and AI systems.

Atlas Design System
I. 2019—2024

Atlas Design System

Design Systems · E-commerce · OTA Platforms

Developed Atlas, a scalable design system created to unify product experiences across multiple platforms and teams. The system introduced shared design tokens, reusable components, and standardized interaction patterns to improve consistency and accelerate product development.
Atlas established a common visual and structural language, enabling teams to design and ship features faster while maintaining a coherent user experience across the ecosystem.

+52% Conversion increase
−40% Implementation time
−30% Operational costs
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AI Shopping Assistant
II. 2024—Present

AI Shopping Assistant

AI/ML · Product Design · Conversational UX

Led the design of an AI-powered assistant aimed at simplifying complex product discovery and decision-making. The system combines behavioral data, user intent, and contextual signals to deliver personalized recommendations and support throughout the customer journey.
Designed interaction models, conversation flows, and decision logic that transform the assistant from a simple chatbot into a context-aware product guide, helping users navigate choices more confidently while reducing friction across key user journeys.

40M Active users
6 Personas defined
MM Research
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CROX Framework
III. 2022—2024

CROX Framework

CX Strategy · Research · Optimization

Designed a proprietary framework that combines conversion data with Voice of Customer insights to uncover the real causes of experience and conversion issues.
Directed multiple research initiatives, transforming analytics and customer feedback into prioritized product improvements across six OTA verticals: flights, hotels, tours, insurance, trains, and buses.

20~80% Conversion improvements
50+ Research initiatives
6 Verticals optimized
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Scaling Design Organizations
IV. 2024—Present

Scaling Design Organizations

Leadership · DesignOps · Transformation

Scaled multi-team design function at Digikala supporting more than twenty product teams across core and venture products. Introduced AI-driven workflows, established career frameworks, coached product managers and designers, and contributed to corporate strategy through user-centric portfolio evaluation frameworks.

20+ Teams supported
Multibrand Design Systems
Structured UX maturity

About

I am a Design and Product executive with sixteen years driving digital transformation across the Middle East.

Currently leading design at Digikala, one of the region's largest e-commerce platforms serving more than forty million users. My work focuses on the intersection of AI systems, design at scale, and customer experience strategy.

I have built design systems that increased conversion by fifty-two per cent, led research initiatives improving metrics by twenty to eighty per cent, and scaled teams supporting more than twenty product verticals.

Previously Chief Experience Officer at Alibaba Travels, where I owned end-to-end CX strategy and built the Atlas Design System. I have also co-founded startups generating more than one hundred thousand dollars in sales, designed forty-plus e-commerce platforms, and mentored designers across MENA.

Areas of Expertise

AI Product Design & Innovation
Design Systems at Scale
Customer Experience Strategy
Growth & Conversion Optimization
Design Leadership & Scaling
User Research & Data-Driven Design
Accessibility Standards (WCAG 2.1)
E-commerce & Marketplace UX

Speaking & Mentorship

Beyond direct product work, I invest in building design capability across the MENA region through university lectures, mentorship programs, and knowledge sharing.

University of Tehran — Guest Lecturer

2019—Present

Regular lectures on product design, design systems, and UX research methodologies for graduate students in Human-Computer Interaction and Digital Product Design programs. Topics include systematic design thinking, measuring design impact, and transitioning from craft to strategy.

Iran University of Science and Technology — Design Mentor

2018—Present

Mentorship for undergraduate design students and early-career designers. Focus on portfolio development, career navigation in tech, and bridging academic training with industry practice.

Design Community Leadership

Ongoing

Active participation in MENA design community events, workshops, and knowledge-sharing initiatives. Advocate for elevating design practice standards and establishing design as strategic capability across the region.

Design Prototypes

Exploring interaction patterns, experimenting with new approaches, and testing design ideas through working prototypes.

View Prototypes →

Let's Connect

Senior design leader focused on AI-driven products, large-scale design systems, and customer experience transformation. Based in Dubai and collaborating with organizations across the UAE to build impactful digital products and scalable design practices.

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