I create products at the intersection of technology, business strategy, and human needs.
Worked with:
ZCG
Haptiq
DRF
Unimed
Sony Music
PepsiCo
White Cap
OCAD University
Staples
IntelliCourse
Versall Inc.
Ways I Work:
Product Strategy
UX/UI Design
Design Systems
Research & Testing
AI-Assisted Workflows
Prototyping
Information Architecture
Visual Systems
Cross-functional Collaboration
Storytelling & Pitch Design
Currently Exploring:
AI Products
Future Interfaces
Startup Strategy
Spatial Computing
Learning Systems
Languages:
English – Fluent
Farsi – Native
Arabic – Intermediate
Outside the Screen:
🎾 Tennis
🚴🏽♂️ Long biking sessions
🚀 Startups
🧩 Building Lego sets
🎸 Electric guitar
Turning Questions Into Products.
Somewhere Between Technology and Human Behaviour.
My creative journey is rooted in Graphic and Industrial Design from OCAD University, where I became fascinated by the intersection of physical systems, digital logic, and brand narrative.
That multidisciplinary foundation shaped the way I see products: not as isolated screens, but as connected ecosystems of people, technology, business goals, and interaction. I don’t just design interfaces, I build systems that make complex ideas easier to understand, use, and scale.
Recently at Haptiq, I worked as a UX/UI Designer delivering scalable product solutions for global clients including Sony Music, P&G, ZCG, Unimed and Daily Racing Form. My role focused on translating technical requirements into intuitive digital experiences, while helping teams move from abstract product needs to clear design decisions.
That same systems-driven mindset shaped IntelliCourse, an AI-powered learning platform I led from concept to product direction, contributing to its recognition at the 2025 International UX Design Awards. It also shows up in my emerging technology work, where I explore how design can make new tools, behaviours, and futures feel more human.
I thrive in cross-functional environments where design acts as the glue between Product and Marketing. During my tenure at White Cap, I collaborated across departments to unify the brand’s digital and physical touchpoints, executing everything from site-wide UX overhauls to large-scale environmental design. My ability to navigate high-stakes creative challenges was further validated on a continental scale when I was selected as one of only 20 designers in North America for the PepsiCo x PLC program, co-developing a future-facing identity and packaging system for Doritos.
I’ve learned that strong design is not only visual, it is strategic, operational, and deeply collaborative. Whether I’m designing a product, shaping a brand system, or leading a team through ambiguity, I bring a founder’s mindset: creative intuition balanced with structure, communication, and execution.
I see my design practice as the bridge between groundbreaking technology and the people who use it.
Education:
Honours Bachelor of Design (BDes)
Major: Graphic Design
Minor: Industrial Design
OCAD University
Toronto, Canada
Experience:
UX/UI Designer
Haptiq
Owned product design for key client initiatives, leading new web and app experiences from early discovery to high-fidelity design, handoff, implementation support, and product storytelling assets (presentations, walkthrough videos, and motion design).
Consulted with stakeholders, engineers, and product managers across 4 globally distributed teams on feature strategy, prioritization, user flows, and experience architecture, translating business goals, research insights, and technical requirements into scalable UX/UI solutions.
Built component-based design system foundations across 3+ client platforms, including responsive patterns and developer-aligned documentation to reduce design debt, improve consistency, and accelerate cross-functional delivery.
Product Designer
White Cap
Designed responsive experiences across e-commerce, campaigns, internal tools, and brand touchpoints with cross-functional teams, aligning scalable UX solutions with user behaviour, business goals, and performance data through rapid iteration and stakeholder feedback.
Designed a mobile app and internal associate system for On-Site Solutions, enabling scanning, ordering, reordering, and user management while reducing reliance on 80 scanners representing $160K in hardware costs and $12K in annual licensing fees.
Improved user retention and engagement by 83% through interface improvements, scalable design components, brand strategy, and KPI-driven decisions.
AI Product Designer
IntelliCourse (Startup)
Led end-to-end product design for an AI-powered learning platform, from problem definition and research to core flows, prototyping, testing, and launch, serving 150+ monthly users.
Defined product strategy, feature priorities, and learning workflows with a 7-person cross-functional team of designers, developers, and AI engineers to turn an early-stage concept into a functional product.
Built a scalable design system and AI interaction patterns to support accessibility, consistency, and future product growth.
Design & Marketing Supervisor
Staples
Delivered client-facing design and marketing solutions through a consultative, design-led approach, exceeding performance targets
Developed and led internal training workshops to improve design quality, client communication, and solution delivery.