YK● Available for work
01 Product designer · Fintech · Marketplaces · Operations

I turn tangled
product problemsinto clear experiences.

I’m Yasmin, a product designer who has shipped research-led work across Keepa, Digikala, Sheypoor, and Ozon—connecting user insight, business constraints, and interaction design.

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selected work↓
Product thinking / liveYK—01
Active principle / 01

Listen before defining the problem.

Move to inspectClick a layer

02 Selected case studies

Four different systems.
One consistent approach.

01 / 04
FintechShipped MVPPayment flow

Turning repayment
anxiety into clarity.

Redesigning Keepa’s installment payment flow around the questions users actually had: what is due, what is overdue, and what happens next?

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OVERDUE2 installmentsPay oldest first →
THE CHALLENGE

A top-three support topic with no event tracking, funnel, or product dashboard to explain where users struggled.

THE EVIDENCE

About 100 support calls, CRM records, seven interviews, competitive benchmarking, and usability testing with 10 participants.

THE TRADE-OFF

Two prototypes compared the preferred direction with an engineering alternative designed to reduce development effort.

SHIPPED SIGNAL2 of 4

highest-impact improvements launched first; support reported the issue was no longer among the most common requests

02 / 04
Enterprise UXShippedOperations

A faster workspace
for better decisions.

Reframing Digikala’s product moderation panel so experts could review, correct, approve, and reject listings with less cognitive overhead.

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RejectApprove
LQC 92
THE CHALLENGE

Moderators switched between fragmented sources while speed, consistency, and seller impact all depended on each decision.

THE RESEARCH

Contextual inquiry across categories and experience levels, think-aloud sessions with real queues, and seller-side research.

THE SYSTEM

A decision-first workspace plus contextual guidelines, duplicate detection, senior QA, and a 12-event measurement taxonomy.

POST-LAUNCH+10%

products reviewed per moderator per hour, with quality metrics defined as guardrails

03 / 04
MarketplaceLive productRetention

Making saved search
impossible to miss.

Redesigning Sheypoor’s Save Search journey so recurring shoppers could discover it sooner, save with less friction, and return through relevant notifications.

Read the full case study
Apartment in Tehran⌕
RECURRING SEARCH DETECTEDSave this search?Get new matches without starting over.
✓Search savedAlerts are on
THE CHALLENGE

A valuable retention feature had very low awareness while people manually repeated the same searches.

THE EVIDENCE

Feedback, surveys, usability tests, analytics events, and Clarity recordings connected discovery issues to notification failures.

THE DIRECTION

Remove restrictions, surface the feature in results, prompt in context, and repair notification timing and relevance.

ROLLOUT4 stages

released separately so the team could isolate behavioral impact without overstating early results

04 / 04
LoyaltyIn progressPartial case study

Designing loyalty
beyond points.

An in-progress 0→1 loyalty product. This partial case study documents the current direction across missions, rewards, real-time points, and branch-aware discovery.

Read the full case study
YOUR POINTS2,480
3 of 4 shopsOne step to your reward
CouponGiftFestival
+120 LIVE POINTS
THE CHALLENGE

The product began as a feature list, with no existing experience or clear hierarchy connecting in-store behavior to digital value.

THE APPROACH

Capability mapping and benchmark analysis translated loyalty mechanics into end-to-end journeys for customers, branches, CRM, and admins.

THE DIRECTION

A branch-aware home built around identity, instant points, active missions, useful rewards, and shopping continuity.

PROJECT STATUSIn progress

the product and this case study are still being developed; no final outcome is claimed

03 How I work

Clarity is a design outcome—and a way of working.

Start with the system.
End with the moment.

01

Frame

Align on the behavior, constraint, and business change that matter.

02

Find

Use research to uncover patterns, tensions, and invisible workarounds.

03

Shape

Turn evidence into flows, priorities, prototypes, and product decisions.

04

Learn

Define signals of success, test assumptions, and iterate with the team.

04 About

Curious about people.
Serious about systems.

I’m a product designer based in Tehran, working across fintech, marketplaces, operational tools, and loyalty products. I’m most useful when the problem is ambiguous and research, business logic, and interface behavior need to become one coherent product decision.

My work spans discovery, interaction design, prototyping, design systems, measurement planning, and collaboration with product and engineering—from early framing through shipped outcomes.

View resume
Product strategyUser researchInteraction designPrototypingDesign systemsMetrics

05 Let’s make the complex feel simple.

Have a product problem
worth untangling?

Email me LinkedIn
Available for work