summary
10+ years of experience transforming digital products and brands through design, creating high-quality visuals, UI and UX, and user flows for OLG, LCBO, Home Depot Canada, Toronto Star, Group of Gold Line, and CDI Marketing & Advertising Agency. In 3 years, we achieved success in increasing user engagement by 35% and creating a successful design system across all products. In online accessibility, I have WAI0.1x (AODA) and User Research certifications, as well as a user-centered design strategy that informs my decisions and actions.
Experience
Senior product Design lead - OLG
dec 2021 - SEP 2023
Collaborated with stakeholders to develop and implement customer research strategies, data synthesis, and hypotheses to design effective experiences with a strong understanding of accessible design approaches to experiences that can address user needs. Managed and mentored other designers to find and define new opportunities to provide value to OLG products and customers, resulting in high-quality work. Continued to maintain and add various channels assets and components to the design system by coordinating with other Design Leads to guarantee uniformity throughout the organization in experience design systems.
Senior UI/UX Design Specialist - OLG
NOV 2019 - dec 2021
Successfully created and delivered the OLG Design System, including design assets and components. Maintained and evolved design methods, practices, and guidelines that enable data-driven consideration of design decisions and ensure proposed solutions are desirable, feasible, and viable. Delivered and digitized retail games and implemented them on OLG.ca by creating and preparing mood boards, concept sketches, presentation decks, style guides, asset libraries, and storyboards. Carried out analysis and leveraged internal and external research and insights to drive decision-making on the selection of solution options to drive customer experience.
Senior UI/UX DesignER - LCBO
(Contract)
(Contract)
JUL 2018 - NOV 2019
Collaborated closely with the Mobile Lead, Design Manager, Business Analysts, and Developers to do the enhancement and improvement on LCBO Mobile App UI & UX aspects and elements. I worked as part of a team to modernize and simplify LCBO.com, Internal Portal pages, and Internal iOS Applications.
UI Designer (e-Commerce) - Home Depot
APR 2018 - JUL 2018
Designed visual mockups/prototypes from wireframes and delivered the final design as production-ready assets for development. Produced high-quality user interfaces and visual designs, from concept to launch, for the homedepot.ca website. Participated in planning and executing usability testing, and incorporated user feedback into final product design. Produced graphic user interfaces for desktop browsers, tablets, and mobile devices. Spearheaded migration projects that developed the common look and functionality to be migrated across the product suite to ensure user interface consistency based on Home Depot component library style.
visual Designer (e-Commerce) - Home Depot
(Contract)
(Contract)
OCT 2017 - APR 2018
Designed visual mockups/prototypes from wireframes and delivered the final website design as production-ready assets for development. Collaborated closely with the product manager, UX analysts, and UX Designers to create and optimize complex user flows. Experience with an agile environment and Scrum Works. Produced high-quality user interfaces and visual designs – from concept to launch on the responsive web for all devices.
art director (digital) - toronto star
mar 2017 - aug 2017
Promoted to expand my role as Digital Art Director. Continue to oversee the major news projects on all digital platforms and follow through on all phases of UI, UX, and digital execution. I designed the Toronto Star Touch cover on a daily basis and worked closely with the Executive Creative Director and Design Manager to prepare all the visual elements for every edition.
art director (star touch app) - toronto star
aug 2016 - mar 2017
Promoted to Art Director for the award-winning Toronto Star Touch app. Oversaw all assigned stories and special coverage for different sections. I worked closely with the Director of Tablet for Editorial, Production Manager, and Design Manager to prepare the whole edition on a daily basis, including the UI & visual design of the screen cover.
assistant art director (star touch app) - toronto star
sep 2015 - aug 2016
Assisted the art director in preparing the cover screens. managed the day-to-day news operation. I worked closely with the art director to assign projects to designers according to their specialties and abilities. Developed visual concepts and collaborated with reporters, editors, producers, and photographers to produce high-quality section designs.
senior visual designer (star touch app) - toronto star
mar 2015 - sep 2015
Hired in the early stages of the creation of the Star Touch app to work on the visual look, UI and UX feel, and the development of several storytelling method templates. Collaborated and worked closely with newly hired designers to make the training process faster. Designed and prepared advanced screens for use post-launch.
senior visual designer - Group of gold line
jun 2012 - mar 2015
Managed and developed the company’s new branding for all internal and external visual communications, including the company’s online content, marketing content, and web and TV platforms. Designed print and online B2B and B2C material. Created the first GL brand manual, with complete, detailed graphic standards to be used as the primary point of reference throughout the company. Responsible for new hire training, including the use of templates for print and web designs.
skills
Figma; Sketch; Invision; Confluence; Kanban; Jira; Adobe Creative Suite; AEM; HTML5/CSS; Microsoft Office; Product Design; Wireframing and Prototype Design; Usability and Accessibility; Information Architecture; User-Centric Design; Agile; Creative and Innovative; Design, Layout, and Typography; Attention to Detail; Visual Design; UX Design; Team Building and Leadership; Design System; Creative Thinking; Verbal and Written Communication
education
WAI0.1x: aoda & Web Accessibility - edX
CERTIFICATE
CERTIFICATE
MAY 2020
Accessibility is essential for individuals and organizations that want to create high-quality websites and apps – and not exclude people from using their products and services. This course gives you the foundation in accessibility you need to excel in digital professions.
Accessibility is essential for individuals and organizations that want to create high-quality websites and apps – and not exclude people from using their products and services. This course gives you the foundation in accessibility you need to excel in digital professions.
Agile Marketing Navigator - NavigateAgile
CERTIFICATE
CERTIFICATE
mar 2023
User Research - University of Toronto
CERTIFICATE
CERTIFICATE
mar 2020 - may 2020
Interaction Design - University of Toronto
CERTIFICATE
CERTIFICATE
mar 2020 - may 2020
WEB DESIGN - TDSB
CERTIFICATE
CERTIFICATE
may 2009 - jun 2010
BACHELOR OF ARTS IN GRAPHIC DESIGN - University of Arts
apr 1999 - jul 2003
DIPLOMA OF ARTS IN GRAPHIC DESIGN - School of Arts
may 1993 - apr 1999
awards
NNA (National Newspaper Awards)
1: BEST DIGITAL PRESENTATION
2: DIGITAL PROJECT OF THE YEAR
1: BEST DIGITAL PRESENTATION
2: DIGITAL PROJECT OF THE YEAR
Toronto Star Team (Star Touch App)
2015 - Edmonton, canada)
2015 - Edmonton, canada)
Autism Poster Design Contest
1: 5th Place Award
2: Special Jury Award
2015 - Edmonton, canada
Art Department Award of Excellence in Recognition of Top Academic Performance
Tehran arts university
2003 - tehran, iran
Tehran arts university
2003 - tehran, iran
Dean’s Award - Graphic Design Department
Tehran Arts University
2000, 2001 & 2003 - tehran, iran
Tehran Arts University
2000, 2001 & 2003 - tehran, iran