Hi, I’m Yasaman.
One of the biggest things I’ve learned as a designer is to slow down before trying to solve something. It’s surprisingly easy to solve a problem that was never the real problem to begin with.
That’s why I like to take a step back, ask questions, challenge assumptions, and understand what’s really going on. Curiosity is at the heart of how I work.
And in the age of AI, I think this matters even more. When solutions become easier to generate, knowing which problem is worth solving becomes the real challenge.
It’s something I enjoy in everyday life too. Whether I’m mentoring a designer or helping a friend, I often find that asking the right question can be more useful than giving the answer.
Stay curious. Ask better questions. Solve the right problem.
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May 2023 – Present
Principal Product Design Specialist BESTSECRET
- Leading strategic, end-to-end design initiatives across multiple product areas, shaping the user journey and delivering user-centered solutions aligned with business and customer goals.
- Driving product strategy by translating user insights, business objectives, and data into design direction, influencing product roadmaps and cross-functional decision making.
- Leading the design of critical user journeys across web and native platforms, including Registration, Navigation, Search, Cart, and Checkout, creating seamless, scalable, and measurable experiences.
- Partnering closely with Product, Engineering, Data, Research, and the Design System team to ensure consistency, scalability, and high-quality execution across multiple product tribes.
- Leveraging AI throughout the design process to accelerate research synthesis, opportunity discovery, ideation, documentation, and design workflows, enabling faster and more informed product decisions.
- Driving research-led design through user research, usability testing, co-creation workshops, and DesignOps practices to validate solutions, scale design impact, and continuously improve team effectiveness.
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Jul 2021 – May 2023
Product Design Team Lead Coinhaven
Coinhaven was an all-in-one trading and exchange platform.
- Built 3 new products (exchange platform, mobile app, and NFT marketplace) from the concept phase to MVP release.
- Led a multicultural team of 6 designers, providing continuous coaching and support.
- Broke down product features into actionable items and helped define scope.
- Monitored market and competitor trends and analyzed customer feedback data.
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Aug 2020 – Jul 2021
Senior Product Designer Tejarat Shayan Inc.
Tejarat Shayan Trading System Company (Tejarat Bank subsidiary) provides modern SaaS financial and banking services such as SCF and EIPP for businesses and commercial enterprises in the B2B network.
- Designed new products using a user-centered approach across web and mobile platforms.
- Translated the product vision into simple, delightful, and usable interfaces, and created style guides and the design system.
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Aug 2019 – Aug 2020
Product Design Consultant HAMAVA Innovation Factory
Hamava is the first innovation hub in Tehran that provides an exclusive set of services and growth solutions to entrepreneurs, businesses, and start-ups.
- Worked with entrepreneurs and project managers in the startup studio to find or develop great ideas, define success metrics, facilitate the design process and elevate their products’ user experience.
- Created a start-up acceleration funnel based on startup development phases: a road map and execution plan from formation to growth.
- Guided 5 start-ups in finding product-solution fit, entering the acceleration program, and receiving seed money.
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Jan 2016 – Jan 2019
Product UX/UI Designer Freelancer
I have had the privilege of working with numerous companies across the globe, spanning industries such as finance, blockchain, digital book library, B2B and B2C delivery, health, fitness, kids’ entertainment, travel, e-commerce, and more. I have tackled a broad spectrum of design challenges, including user research, information architecture, interface design, and evaluation and testing, tailoring my approach to the needs of each project. For more details on my latest projects, please visit the portfolio tab.
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Oct 2007 – Apr 2010
Master’s degree Computer Software Engineering
Top student – A+
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Oct 2002 – Apr 2006
Bachelor’s degree Computer Software Engineering
Top student – A+
- EnglishProfessional working
- GermanConversational
- PersianNative
Yasaman is a design professional who is equally proficient in both UI and UX. Her in-depth understanding of user behavior and product designing made her an incredibly efficacious Lead UI/UX Designer at Coinhaven. She effectively led a team of Product Designers from different timezones and fostered a friendly and supportive environment where each designer felt empowered and responsible. Under her leadership, the Design team was able to design the Coinhaven Website, Exchange Apps (both web and mobile apps) with complex features and complicated customer journeys, and other Internal Portals in quick Sprints. Her insights into Mobile App UI/UX designs were invaluable, that contributed a lot to improvising the user journeys of the MVP App.
Therefore I can easily say she is one of the best in her field, and I’d strongly recommend her for any Lead Product Designer role.
Yasaman is a detail oriented, herd-working and reliable colleague. She is capable of creating an impact with her intuitive and insightful design skills. She has demonstrated strong capabilities as an exceptionally talented designer who understands users, technology, design, and 'product'. Her product designs are clean and at the same time are manufacturable and she is highly adaptive of new environments, technologies and teams.
Additionally, she is also a great leader to her team of designers always diving deep into the product requirements and enabling her teammates to build a wholistic understanding of the product. I have worked with her for a year and a half and I was impressed with her deep knowledge of all aspects of product design. She has been instrumental in delivering timely designs of multiple products from 0-1.
Yasaman is an exceptionally talented and driven designer! We have worked closely together, collaborating on User Interface of the website as members of the same scrum team. Yasaman is extremely attentive, listens closely to all requirements and makes sure product goals are reached, but at the same time she is very creative and pushes the product forward from the user perspective. Yasaman's sharp eye for design and her understanding of user experience never ceased to amaze me!
Yasaman is also an excellent team member and mentor to junior designers. She has an amazing work ethic, always goes above and beyond to make the best product. Yasaman is an invaluable asset to any team, her dedication to excellence is what makes her an incredible addition to any organisation!
Yasaman was with eSafar.com as our UI/UX designer. She is very organized, creative and skilled. Her strength is in time management as she has never missed a deadline. She is flexible and a team player. I recommend Yasaman for product design and UI/UX design positions.
I know Yasaman since 2008 when she was part of our Virtual Robot Team at MRL as a researcher and software engineer. She was a valuable member of the team and was always enthusiastic about learning and experiencing new things. I was so impressed by her super brave and adventurous decision about starting a new profession in user Experience and Graphic design 2 years ago. She was always passionate about design and creating artwork since I know her and finally, she takes it seriously. I was so inspired by her decision and action.
Since last year she was working with us and some of our startups as a freelancer. Her creativity can bring a new perspective and fresh idea into the team and product.
Overall, Yasaman can be an incredible addition to any team especially startups because she had the same spirit.
- Emaily.heydarzadeh@gmail.com
- LinkedInin/yasaman-heydarzadeh
- AddressBerlin, Germany
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