A Bit About Me (The Macro View)
Humans have always been on a restless hunt for ways to solve problems and meet needs. It’s what got us here. From our ancestors shaping the first stone tools to find food, to us navigating the complex business and social ecosystems of today with AI in our pockets—it’s one continuous, infinite loop of evolution.
Since I was a kid, two things have fueled me: the thrill of experiencing the new and the drive to help others. Throughout my personal and professional life, I’ve explored different ways to bring those two passions together. But along the way, I realised something vital: I don’t just want to help; I want to help systematically. I want my contributions to have a "domino effect," creating positive ripples that reach as many people as possible.
This realisation is what led me to fall in love with Service Design. I’ve found that combining a human-centred approach with the speed of technology is the most powerful way to uncover the "why" behind a problem and build a "how" that actually works.
But for me, the most exciting part of this evolution happens within a team. I truly thrive when collaborating to tackle messy challenges—embracing the friction of failing, the rush of succeeding, and the shared lessons that help us grow, not just as professionals, but as a collective of Homo sapiens.
Work Experience (The Micro View)
October 2025 - January 2026
Service Designer
Aim5, Milton Keynes
February 2025 - Present
Oxford Local Leader
Interaction Design Foundation (IxDF), Remote
February - May 2025
Service Designer
EH, London
July 2024 – Dec 2025
Customer Service Associate
CH Carolina Herrera, Bicester
Jun 2022 – Apr 2023
Interior Designer / Internship
Nirou Moharekeh Industrial Group (NMI), Karaj
Dec 2019 – Jun 2022
Business Consultant and Interpreter
Tehran International Exhibition, Tehran
Jun 2017 – Nov 2019
Tour Leader
Intourist, Moscow & Saint Petersburg
For four months, my role was to bridge the gap between a traditional retail vision and the company’s emerging identity as a service-oriented Food Clinic. By diving deep into internal workflows through interviews and observation, I was able to map out a seamless end-to-end journey that finally aligned our backstage operations with the customer experience. I focused on making our growth scalable, digitising the entire onboarding and training process for our wellness consultants to ensure consistency and precision. To tie it all together, I helped with the redesign of our website, transforming it from a simple shop into a dedicated health and nutrition platform that prioritises service bookings. This journey taught me that true digital transformation is as much about empowering people as it is about optimising systems.
I stepped into this role at the suggestion of the company’s founder to turn a local interest in design into a thriving, active community. By planning and facilitating hands-on workshops, I aim to create a space where designers and enthusiasts don’t just learn, but truly connect and build meaningful networks.
As local leaders, we collaborate directly with the CEO on a global scale, helping bridge regional gaps and align leadership efforts to expand the IxDF community worldwide. Through this journey, I’ve learned that scaling a global brand is most effective when it’s rooted in the energy and engagement of a well-supported network of local communities.
In this role, I was one of five junior service designers delivering an end-to-end service design project focused on AI integration into SMEs, transforming high-level concepts into practical, goal-oriented solutions. I grounded every design decision in deep user research, using interviews, service safaris, and data analysis to create journey maps and service blueprints that drive a seamless digital experience. By building and testing both digital and physical prototypes, we turned raw feedback into refined, actionable outcomes. This success was a collaborative effort, as we facilitated workshops and design-thinking sessions to keep the client and end users aligned throughout the entire process.
I started working on the shop floor as a student, but I soon became more interested in why customers felt certain ways than just making a sale. By the time I graduated, I had moved from just selling products to becoming a voice for the customer. As a Customer Service Associate, I acted as the link between the shoppers and the managers. I looked for common problems customers faced and turned that feedback into real changes, like better store layouts and smoother service rules. By focusing on what people actually needed—and treating every conversation as a chance to learn—I didn't just hit my sales goals; I beat them by over 10%. I proved that when you make the shopping experience better for the person, the business grows naturally.
At that time, I wasn’t familiar with human-centred design principles, but I did understand customer experience and satisfaction. I therefore treated engineers as my primary clients and informally interviewed them to better understand their expectations. I ensured that the resulting design concepts were deeply rooted in real-world engineers’ needs while remaining within budget.
To bring these ideas to life and keep stakeholders aligned, I produced detailed 3D visualisations using tools such as SketchUp, Photoshop, and 3ds Max. The outcome was a proposed creative spatial overhaul of a government innovation centre—transforming underused restrooms into a vibrant café, green space, and library—which successfully boosted engineers’ satisfaction by 4%.
In this role, I served as a strategic guide for business owners navigating the complexities of the Russian and Iranian markets. I didn’t just offer advice; I provided deep-dive research into local trends and customer behavior, enabling them to enter new markets with confidence while remaining compliant with local regulations. I was responsible for translating complex reports and presentations, ensuring that strategic intent remained crystal clear across different languages and cultures. Beyond the paperwork, I worked on the ground to optimise services and internal processes, making sure that multicultural business environments ran efficiently and that their first market entry was smooth.
Every week, I was responsible for the seamless experience of groups of up to 40 people, resolving conflicts and handling complex logistics to ensure their travel and bookings went off without a hitch. To go beyond just managing the status quo, I designed and implemented a structured feedback system that allowed us to listen to our users and optimise our processes. This data-driven approach didn’t just smooth out operations; it led to a measurable 6% increase in customer satisfaction in only three months. Through this experience, I learned that the best way to drive improvement is to combine high-level coordination with a deep, empathetic understanding of the individual journey.
 June 2017. Saint Petersburg |  August 2018, Yaroslavl |  July 2021, Tehran International Exhibition |
|---|---|---|
 May 2019, Visit to Pak Dairy Factory by Russian investors |  August 2022, NMI Group |  July 2022, redesigned NMI centre |
 June 2024, Project Wrap-up Celebration |  April 2025, First IxDF meet-up with William Hudson |  November 2025, Online IxDF workshop |
 November 2025, AIM5 team meeting |