Position: UX/UI Designer
Category: Design
Experience: 2.5 years | English: upper

First of all, In Code Academy, where I worked on the CRM platform, before me, there were no UX people in the team and it resulted with misalignment of business goals and user needs. In the way of making the platform powerful and usable, I challenged the established thinking and using best practices of UX design, working in collaboration with the business, marketing people, engineers and end-users, contributed to releasing the second version of the platform. Applying a customer-centric approach all along the way, incorporating market analysis, user feedback and usability findings into recommendations for user experience, our Scrum team managed to improve users’ experience and let business grow more as well. As a result of the new version of CRM, sales processes were optimized, business started to grow more and most importantly end-users’ needs met. I consider it one of the achievements I am proud of most.

Secondly, when In 2020, global pandemic - coronavirus started changing how we live, manage our daily tasks and affected educational systems worldwide, Code Academy which is an educational company was temporarily closed as well, in an attempt to reduce the spread of COVID-19. Since there were no other ways to register students apart from them coming to the campus and signing the contract, after the campus being closed, it was impossible to get the process done. So, it was time to find a digital solution to the problem and make business continue as usual as soon as possible. We were racing against time, So in a short-time we managed to find a digital solution to offer those customers to sign their contract online and integrate it with the company’s CRM platform. The final design of the platform let potential customers entering their personal ID and security code to be able to sign the contract online and register for their program of choice. It was an unforgettable and challenging experience for me to work in this platform during the lockdown. I was feeling the responsibility of the project as it was crucial for business to continue as usual and the customers who wanted to study but were not able to register.

Finally, in PASHA Insurance while having a user research about property insurance we had found out that people's most concerned issue was third-party insurance claims. As a result we designed a property liability insurance product and its sales skyrocketed from the beginning. Now it is one of the best seller of our insurance products.
I have changed my career from teaching English to UX/UI Design in 2019 and started working for Code Academy. I consider my teaching qualities such as communication, active listening, empathy and patience making me great at design as well. In Code Academy, the product I was responsible for was an internal CRM Platform that had been developed and used by only this company. We were using Agile framework as a Scrum team. In the way of making the platform powerful and usable, I challenged the established thinking and using best practices of UX design, working in collaboration with the business, marketing people, engineers and end-users, contributed to releasing the second version of the platform. Applying a customer-centric approach all along the way, incorporating market analysis, user feedback into recommendations, we managed to improve users’ experience and let business grow as well. As a result of the new version of CRM, sales processes were optimized, business started to grow and end-users’ needs met.
In 2020 I started working as a UX/UI designer in PASHA Insurance. Here, as a Product Designer, I work not only on digital but also non-digital i.e. insurance products/service. In order to define product opportunities, I closely work with stakeholders in an iterative Agile framework in cross-functional Scrum team. I am in the squad of “Product Development and Management”. During the sprints I apply user researching and design thinking techniques in order to design useful and usable products to make the insurance process smooth and unique. To ensure that the quality of implementation meets design requirements, I work with engineers and collaborate with everyone involved in the process. After the researching phase, I present user insights to stakeholders and our team in a clear and easy to understand manner which let us to develop right products for end-users. Creating interaction flows, wireframes, and design mockups throughout the design process help me to achieve this.