Senior Manager Product Design at OLG, working on OLG Web & Mobile upgrades to design and implement the greatest user experience across all platforms. Prior to joining OLG, I was a Senior UI/UX Designer at LCBO, where I collaborated closely with the Mobile Lead, Design Manager, Business Analyst, and Developers to enhance and improve the existing LCBO Mobile App UI & UX. I also modernised the Internal Portal Pages of the LCBO website. Prior to joining the LCBO, I worked as a Visual/UI Designer in the Home Depot Canada e-Commerce Department, where I worked on prototypes and wireframes for various pages on Prepared responsive UI & UX components and pieces for Web and Mobile viewing. Before Home Depot, I worked as the Toronto Star's Digital Art Director, supervising the visual components of special projects for as well as the daily creation of the award-winning Toronto Star Touch App. I am a creative force with over ten years of experience art directing and developing websites, applications, and print collateral. I am exceptionally competent at balancing both aesthetic and editorial parts in every story.
jan 2023 - present
Leading the design of innovative solutions that answer specific customer needs, business context, product vision, and project KPIs while adhering to enterprise design standards and principles. Proposing optimizations and new methods to experiences that can drive users' demands through remaining up to date on best practices and technical innovation, as well as establishing a strong connection with divisional CX and Product teams. Leading the establishment and facilitation of workshops, structured brainstorming sessions, or other collaboration exercises both inside the division and throughout the company. Creating, updating, and standardizing documentation for use by Product Designers across labs. In charge of attracting, retaining, coaching, and delivering performance feedback in order to build a high-performing team. Coordination with other enterprise Design Leads to maintaining uniformity in experience design systems across business lines. Identifying and defining new possibilities to add value to OLG goods and customers by driving best practices and market innovation. Continue to collaborate cross-functionally within the digital division and with other key stakeholders as needed to create and implement consumer research methods and data synthesis; discover crucial user insights and hypotheses to design effective products and user experiences.

Senior product Design lead  -  OLG
dec 2021 - jan 2023
Worked collaboratively with stakeholders to develop and implement customer research strategies, and data synthesis to identify critical user insights and develop hypotheses to design effective experiences with a strong understanding of accessible design approaches to experiences that can address user needs. Delivered high-quality work by managing and mentoring other designers to identify and define new opportunities to bring value to OLG products and customers. Coordinated with other Design Leads to ensure consistency in experience design systems across the enterprise.

Senior UI/UX Design Specialist  -  OLG
NOV 2019 - dec 2021
Designed mood boards, concept sketches, presentation decks, style guides, asset libraries, and storyboards. Carried out analysis and leveraged internal and external research & insights to drive decision-making on the selection of solution options to drive customer experience. Maintaining and evolving design methods, practices, and guidelines that enable data-driven consideration of design decisions and ensure proposed solutions are desirable, feasible, and viable.
Senior UI/UX DesignER  -  LCBO
JUL 2018 - NOV 2019
Collaborated closely with Mobile Lead, Design Manager, Business Analysts and Developers to do the enhancement and improvement on LCBO Mobile App UI & UX aspects and elements. Worked as part of a team to modernize and simplify, 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 final design production-ready assets for development. Produced high-quality user interfaces and visual designs – from concept to launch for website. Participated in planning and executing usability testing, incorporated user feedback into final product design. Produced graphic user interfaces for desktop browsers, tablet and mobile devices. Spearheaded migrate projects that develop 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
OCT 2017 - APR 2018
Designed visual mockups/prototypes from wireframes and delivered final website design production-ready assets for development. Collaborated closely with product manager, UX Analysers, and UX Designers to create and optimize complex user flows. Experience with Agile environment and Scrum Works. Produced high-quality user interfaces and visual designs – from concept to launch on 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. 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. 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 day-to-day news operation. Worked closely with 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 stage of the creation of the Star Touch app to work on the visual look, UI & UX feel, and the developmentof several storytelling methods 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.​​​​​​
figma; Sketch; flinto; principle; invision; axure; aem; adobe cc (photoshop, illustrator, indesign, acrobat, xd); final cut pro; html5/css; wordpress; microsoft office

WAI0.1x: aoda & Web Accessibility  -  edX
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.

User Research  -  University of Toronto
mar 2020 - may 2020

Interaction Design  -  University of Toronto
mar 2020 - may 2020

may 2009 - jun 2010

apr 1999 - jul 2003
may 1993 - apr 1999
NNA (National Newspaper Awards)
Toronto Star Team (Star Touch App)
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

Dean’s Award  -  Graphic Design Department
Tehran Arts University
2000, 2001 & 2003  -  tehran, iran
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